Google Ads Postbacks

Google Ads postbacks connect your Immutable game to Google Ads offline conversion tracking. When a player clicks your Google Ads campaign, installs the game, and completes a Conversion Goal, Immutable sends the conversion to Google automatically. Google uses this signal to attribute conversions in your campaign reports and to improve bid strategies.

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What You Need

• The Immutable Tracking Pixel or Web SDK installed on your marketing site, so Google click IDs (gclid) are captured. A gclid is required for every Google conversion. Without it, the postback cannot be sent.
• The Unity SDK, Web SDK, or REST API sending events from your game
• At least one active Conversion Goal for the game
• A Google Ads account with at least one Conversion Action created in Tools then Conversions. You’ll need the Conversion Action resource name for each Goal you want to track.
• Admin access to the game in Audience Hub

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Step 1: Create Conversion Actions in Google Ads

Before connecting, create a Conversion Action in Google Ads for each Immutable Goal you want to track:

1. In Google Ads, go to Tools then Conversions.
2. Click New conversion action, select Import, then choose Track conversions from clicks.
3. Give the Conversion Action a name that matches your Goal (for example, “First Purchase”).
4. Complete the setup. Note the Conversion Action ID. You’ll need it to form the resource name.

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, you need to map each active Conversion Goal to a Google Ads Conversion Action resource name. Without a mapping, conversions for that Goal will not be sent to Google.

1. On the Google Ads integration page, scroll to the Conversion action mapping section.
2. For each active Goal, enter the Conversion Action resource name in the format customers/{customer_id}/conversionActions/{conversion_action_id}.
3. Click Save mapping.

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 Tracking Pixel 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. Because Google Ads postbacks are currently in testing mode, conversions sent from this integration are only visible in test accounts. They do not appear in live Google Ads campaign reports. 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