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Custom stack - Google Ads Conversions

Send every Custom stack event to Google Ads Conversions, server-side

Q: Why does Upstack create a new conversion goal instead of using my existing one?

Pointing Upstack at your existing goal would mix its server-side conversions with whatever already fires into that goal (gtag, Shopify’s native tag, GTM), which makes deduplication and quality comparison impossible. A dedicated Upstack goal keeps the data clean.

Q: Why doesn’t Upstack support Enhanced Conversions directly?

Upstack already sends the hashed match keys Enhanced Conversions uses (email, phone, name, address) on every server-side event, so configuring Enhanced Conversions for web on the Upstack goal would not add data. The account-level setup is separate and still recommended: Google will not accept customer data over the API until the account has agreed to the customer data terms and turned on enhanced conversions for leads.

Q: Which customer parameters are sent to Google Ads Conversions?

Server-side conversions carry the gclid, gbraid or wbraid click ID plus email, phone, first and last name, city, state, zip and country, hashed with SHA-256. Google accepts the customer data only once enhanced conversions are switched on at the account level.

Q: How do I check that Custom stack events are reaching Google Ads Conversions?

Upstack marks the destination Healthy, and Goals, Conversions, Summary in Google Ads shows Purchase - Upstack (Server-side) as your only Primary purchase action. Place a test order and check that the conversion appears in Google Ads within 24 to 48 hours.

Each event is resolved to a person against a 750M+ device graph before it reaches Google Ads Conversions, with restored click IDs, deduplicated conversions and delivery you can audit.

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US device IDs in the graph: 750M+
Match rate on events: 90%+
Identity window, per customer: Lifetime
Most brands are live: <20 min

How it flows

How a Custom stack event reaches Google Ads Conversions. Captured on the server, resolved to a person, then sent.

01 Capture

Captured from Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.

See the Custom stack integration

Custom stackWhat it sends

event_namewhatever you choose to call it
user identifiersany of email, phone, external ID
value / currencyif the event carries revenue
custom propertiesany attribute in your own schema

02 Understand

Resolved to one person before it leaves

Every Custom stack event is matched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer rather than two strangers.

How resolution works

Resolved before it is sent

IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
customer_typeNew or returning, resolved before send.
DeduplicationThe browser tag and server-side conversions report to separate conversion actions, so keep one purchase action Primary and each order counts once.
Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.

03 Activate

Delivered to Google Ads Conversions

Send identity-resolved conversions to Google Ads with more matched parameters, so Enhanced Conversions actually match.

See the Google Ads Conversions integration

Google Ads ConversionsWhat it receives

hashed email / phone / addressEnhanced Conversions matching
gclid / wbraidkeep paid search attribution
conversion valuevalue-based bidding
order_idthe order behind each conversion

The catch

The freedom to name your own events is also the risk: an ad platform expects specific event names and parameter shapes, and anything outside that is accepted and ignored.

Mapping happens before send, not in the platform.

Where to check in Google Ads ConversionsDelivery you can audit

Google Ads Goals Conversions Diagnostics

Enhanced Conversions reports the share of conversions with usable hashed data attached.

What changes

What changes when Custom stack feeds Google Ads Conversions. Two gains on the Google Ads Conversions side, two on the Custom stack side.

Google Ads Conversions

Enhanced Conversions that match

Email, phone, name and address hashed and attached whenever Upstack has them, so more conversions come back attributed.

Google Ads Conversions

Restored gclid

Click IDs recovered from the graph when the browser drops them, so paid search keeps its attribution.

Custom stack

Any stack, any framework

Headless, custom checkout, native app or a platform we haven’t listed: if it can make an HTTP request, it can send to Upstack.

Custom stack

The same event schema

Custom events are resolved, filtered and forwarded exactly like a Shopify order.

Setup

Post directly from your backend so nothing depends on the browser.

You need admin access to the Google Ads account, with permission to create or edit conversion actions.

Upstack dashboardExample

Custom stack Data source Connected

Google Ads Conversions Destination Healthy

Read the full Google Ads Conversions setup guide

01

Connect Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.
02

Add the Google Ads destination

Under Destinations, add Google Ads with the Conversion ID (AW- followed by 9 to 10 digits) and the 11 character Conversion Label from the Tag Setup of your Purchase - UpstackData goal. For server-side delivery, click Connect Google Ads, sign in with Google and link your events to conversion actions.
03

Check your primary purchase goal

Upstack marks the destination Healthy, and Goals, Conversions, Summary in Google Ads shows Purchase - Upstack (Server-side) as your only Primary purchase action. Place a test order and check that the conversion appears in Google Ads within 24 to 48 hours.

FAQ

Questions about Custom stack and Google Ads Conversions.

Why does Upstack create a new conversion goal instead of using my existing one?

Pointing Upstack at your existing goal would mix its server-side conversions with whatever already fires into that goal (gtag, Shopify’s native tag, GTM), which makes deduplication and quality comparison impossible. A dedicated Upstack goal keeps the data clean.

Why doesn’t Upstack support Enhanced Conversions directly?

Upstack already sends the hashed match keys Enhanced Conversions uses (email, phone, name, address) on every server-side event, so configuring Enhanced Conversions for web on the Upstack goal would not add data. The account-level setup is separate and still recommended: Google will not accept customer data over the API until the account has agreed to the customer data terms and turned on enhanced conversions for leads.

Which customer parameters are sent to Google Ads Conversions?

Server-side conversions carry the gclid, gbraid or wbraid click ID plus email, phone, first and last name, city, state, zip and country, hashed with SHA-256. Google accepts the customer data only once enhanced conversions are switched on at the account level.

How do I check that Custom stack events are reaching Google Ads Conversions?

Upstack marks the destination Healthy, and Goals, Conversions, Summary in Google Ads shows Purchase - Upstack (Server-side) as your only Primary purchase action. Place a test order and check that the conversion appears in Google Ads within 24 to 48 hours.