Google Ads Postbacks

Google Ads postbacks send conversions to Google using offline conversion import. When a player clicks your Google Ads campaign and later completes a Conversion Goal such as a purchase, Immutable uploads that conversion to Google. Google uses this signal in campaign reports and bid strategies.

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Website events

Do not use Google postbacks for website events such as Funnel Page sign-up. Those fire in the browser via the Google Tag. Add a Google Tag ID on your Funnel Page in Hub so Email Captured is reported by gtag. In Conversion Action Mapping, Email Captured stays visible but cannot be mapped. Mapping it to a website conversion action fails at upload. Mapping it to an import action would count the same sign-up twice. Keep the Google Tag on the page for auto-tagging (gclid) and Consent Mode. Do not also count Funnel Page sign-up as a postback.

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What You Need

• The Immutable Web SDK installed on your marketing site, so Google click IDs (gclid) are captured. A gclid is required for every Google postback. Without it, the postback cannot be sent.
• The Unity SDK, Web SDK, or REST API sending events
• At least one active Conversion Goal other than Email Captured
• A Google Ads account with at least one import Conversion Action (see Step 1)
• Admin access to the game in Audience Hub

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Step 1: Create Conversion Actions in Google Ads

Create an import Conversion Action for each Goal you want to send via postbacks. Website-tag actions cannot receive these uploads.

1. In Google Ads, go to Goals then Summary, and select + Create conversion action.
2. Select Conversions offline (CRM, importing a file, or the Google Ads API). Do not select Conversions on a website. That creates a Google tag / GA4 action, which postbacks cannot upload to.
3. You can skip connecting a data source. Immutable sends the conversions.
4. Name the action after your Goal (for example, “First Purchase”). Complete setup.

After save, open the action and confirm Conversion source is Website (Import from clicks), not Website. The resource name format is: customers/{customer_id}/conversionActions/{conversion_action_id} You can find {customer_id} in the top-right of your Google Ads account (without hyphens). You can find {conversion_action_id} in the URL when you open a Conversion Action’s detail page.

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Step 2: Connect Google Ads

1. In Audience Hub, navigate to Settings then Integrations then Google Ads.
2. In the Conversion Postbacks section, click Connect.
3. A Google authorization popup opens. Sign in and grant the requested permissions.
4. Once authorized, Hub shows an account picker. Select the Google Ads account that contains the Conversion Actions you created.
5. Click Connect. Hub creates the postback configuration and the popup closes.

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Step 3: Map Goals to Conversion Actions

After connecting, map each Conversion Goal to a Google Ads import Conversion Action. Without a mapping, conversions for that Goal are not sent to Google.

1. On the Google Ads integration page, scroll to Conversion Action Mapping.
2. For each Goal, choose a Conversion Action from the dropdown (or paste the resource name if the list cannot load).
3. Click Save mapping.

Email Captured is listed but greyed out. That conversion is sent by the Funnel Page Google Tag, not by this postback. Hub only offers Conversion Actions that can receive an import. Website-tag and Google-hosted actions appear disabled, with their type shown. If the resource name format is invalid, Hub will show a validation error before saving.

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How Google Conversions Work

Google Ads conversion tracking uses a different delivery model than the other networks. Rather than sending each conversion immediately, Immutable stages conversions in a queue and uploads them to Google in batches via the Google Ads API. This is the standard Google Ads offline conversion import pattern. Every postback requires a gclid (Google click ID). If an attributed event does not have a gclid in the touchpoint data, Immutable will not send a postback to Google for that event. Make sure your Web SDK is correctly installed on any pages you’re running Google Ads campaigns against. For purchase conversions, the conversion value and currency are included in the upload when both are present, so Google can optimise for revenue (ROAS).

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Consent Mode

Immutable forwards consent signals to Google using Consent Mode v2. For events collected at full consent, both ad_user_data and ad_personalization are set to GRANTED. For events at anonymous consent, both are set to UNSPECIFIED. This lets Google apply appropriate data restrictions without dropping the conversion.

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Verify Delivery

Once conversions start arriving, they appear in the Delivery logs section on the Google Ads integration page. Because Google processes conversions in batches, there may be a short delay before they appear in your Google Ads reporting. For a description of log columns and status values, see Monitoring Postback Delivery.

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Reconnecting

If your Google authorization expires or is revoked, Hub shows a credential warning on the postback config. Open the config menu and click Reconnect to re-authorize. Your Conversion Action mappings are preserved when you reconnect.

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Next Steps