Google Ads

If you run Google Ads, Smart Bidding only optimizes on what it can measure. Connect Google and Formtoro reports what happens after the click — every form signup as a Formtoro Lead conversion and every attributed order as a Formtoro Purchase conversion with real revenue — uploaded server-side to your ad account. Your campaigns learn from actual signups and actual orders, and your Google ad spend shows up inside Formtoro's analytics next to the revenue it drove.

Google Ads is rolling out gradually — if the Connect button on the Google Ads card is disabled with a Coming soon badge, it hasn't reached your shop yet.

What it does

• Lead conversions — when a shopper submits a form, Formtoro uploads a conversion to your Formtoro Lead action, tied to the ad click that brought them.
• Purchase conversions — when an order is attributed to a form, Formtoro uploads the order's net value (refunds subtracted) to your Formtoro Purchase action, so bidding optimizes on revenue, not just signups.
• Ad spend in analytics — Formtoro syncs your campaign performance nightly and shows Google spend alongside form revenue in Analytics.

Everything is server-side: no extra scripts on your storefront. Conversions match through the Google click ID when one is present and through hashed identifiers otherwise — email and phone are hashed before they leave Formtoro, never sent in the clear. Every upload carries a stable transaction ID, so retries never double-count a conversion in Google.

Connect Google Ads

Go to Settings → Integrations and click Connect with Google on the Google Ads card. You authorize Formtoro with your Google account on Google's own consent screen, then you're returned to Formtoro. That's the only way to connect — there's no API key to create or paste.

Finish setup: pick your ad account

After connecting, open Configure on the card. Formtoro lists every ad account your Google login can access — including accounts managed through a manager (MCC) account — so there are no customer IDs to type. If your login sees exactly one account, it's pre-selected.

Click Finish setup and Formtoro prepares the account for you:

• creates two conversion actions in Google Ads — Formtoro Lead and Formtoro Purchase — and reuses them if they already exist;
• checks your account's readiness (see below);
• runs a verification dry-run upload, so you see Connection verified before a single real conversion is sent.

The ad account is set once. To switch to a different account, disconnect and reconnect Google Ads.

Account readiness

Two Google-side settings decide how well your conversions match, and the configure page checks both:

• Customer data terms — until your Google Ads account accepts them, uploads that match by email or phone aren't measured. Accept them in Google Ads under Settings → Account settings.
• Enhanced conversions for leads — turn this on in Google Ads under Goals → Conversions → Settings for the best match rates.

Each unmet item shows as a warning with the exact toggle to flip, and Re-check account status refreshes the result once you've fixed it.

Configure options

The Configure page also covers:

• Ad consent for EEA/UK/Swiss visitors — the consent status applied to every uploaded conversion. Without Granted, conversions from EEA, UK, and Swiss visitors can't be used for measurement — set it only if your store obtains marketing consent.
• Nightly campaign sync — keeps campaign spend and performance flowing into Analytics. You can toggle it off without disconnecting.
• Send test conversion — a dry run against your real configuration. Google validates the full payload but records nothing, and any problems are reported inline.

How conversions are uploaded

Uploads happen automatically and asynchronously — a Google outage never blocks a shopper's submission, and failed uploads are retried until they land. A few details worth knowing:

• The lead conversion is uploaded within minutes of the submission — the shopper doesn't need to reach checkout for Google to see the signup.
• Google only matches conversions within its click windows (90 days for click-ID matches, 63 for identifier-only). A very late attribution is skipped rather than uploaded with a misleading result — your reporting stays honest.
• Transaction IDs are deterministic, so a retried upload deduplicates inside Google instead of inflating your conversion counts.
• Uploaded conversions appear in Google Ads within a few hours, dated to the original ad click.

If access expires

If Google access is revoked or expires, the card shows a warning: conversion uploads are paused until you reconnect. Click Reconnect Google Ads to run the same connect flow again — uploads resume once it completes. If you reconnect with a Google login that can't access your ad account, Formtoro warns you immediately instead of failing silently later.

Disconnect

Click Disconnect on the Google Ads card to stop uploading conversions and syncing spend. Formtoro also revokes its access with Google, and nothing already reported to Google Ads is affected. If submissions are still being processed, Formtoro asks you to wait a minute so in-flight uploads aren't abandoned. You can reconnect at any time.

Next steps

• Analytics & submissions — revenue, spend, and the funnel in one place.
• Meta Ads — send the same conversions to Meta too.
• Discounts — give ad traffic a reason to convert.