How to Track Google Ads Leads in Attio CRM

Attio is a great place to keep your leads and deals. It doesn't talk to Google Ads on its own, so Google never learns which ad clicks became customers.

This guide shows a setup that works with Attio today. Leads land in Attio with their source details, and Google gets the conversions it needs to bid better.

A quick note on how this works with Attio

SourceLoop has built-in CRM sync for HubSpot, Salesforce and Pipedrive. Attio isn't on that list, so you connect it with webhooks, or with Zapier or Make.

That sounds like extra work, but it also makes your life simpler in one way. Google doesn't need the click ID (GCLID) to live in Attio. SourceLoop saves it and sends the conversion to Google itself. Attio only needs the lead and its source details, so your team can see where each lead came from.

What you need before you start

• Google Ads with auto-tagging turned on.
• An Attio workspace where you can add attributes and use the API.
• A SourceLoop workspace, and the Admin or Owner role.
• A Zapier or Make account, if you don't want to use a raw webhook.

How to track Google Ads leads in Attio

Step 1: Install the SourceLoop tracking script

Open Setup, then Tracking code, copy the snippet and paste it into the head of every page. It saves the GCLID, the UTMs and the pages the visitor views.

Not sure it's running? Try the verify tracking guide.

Step 2: Make sure your form is tracked

Find your form tool in the form tracking guides and follow the steps for it. Submit a test lead, then confirm it shows up in Contacts Hub with a source and campaign.

Step 3: Add source attributes in Attio

Create these text attributes on the People object in Attio, so each lead has a place to keep its source:

• First source
• First campaign
• Latest source
• Landing page

First source tells you how the person first found you. Latest source tells you which visit made them sign up. Keeping both is worth the extra column.

Step 4: Send each lead from SourceLoop to Attio

You have two ways to do this.

• Zapier or Make. Easiest for most teams. Follow the Zapier and Make guide, then add an Attio step that creates or updates a person.
• An outgoing webhook. Better if you have a developer. SourceLoop sends the conversion as JSON, and your code writes it to Attio. The outgoing webhooks overview explains the payload.

Either way, match the fields to the attributes you made in Step 3. Zapier also lists ready-made options in its Attio and Google Ads integrations page.

Step 5: Connect Google Ads and create the conversion action

In SourceLoop, go to Setup, Ad Platforms, Google Ads and connect your account. The connect Google Ads guide has the steps. Then, in Google Ads:

1. Open Tools, then Conversions, then New conversion action.
2. Choose Import, then Other data sources, then Track conversions from clicks.
3. Call it SourceLoop Attio Lead.
4. Copy the number at the end of its URL.

Step 6: Map new leads to Google

Open the Google Ads drawer in SourceLoop and click Add conversion mapping.

1. Set the trigger event type to Conversion created.
2. Paste the Conversion Action ID.
3. Pick last touch or first touch for attribution.
4. Save. SourceLoop sends matching leads every 2 minutes.

Along with the click ID, SourceLoop sends hashed email and phone as Enhanced Conversions, which gives Google a backup way to match the lead. See the Google Ads conversions guide for every setting.

Step 7: Send the deal value back (optional)

A new lead tells Google a form was filled. A deal value tells it how much that lead was worth. If you want Google to see that, you have to pass the value from Attio to SourceLoop.

Set up an Attio automation, through Zapier or Make, that posts the deal amount to SourceLoop's incoming webhook when it changes. The incoming webhooks overview lists the fields it accepts.

Then add a second Google mapping. Use the trigger Expected revenue updated, turn on Include value, and set the value source to quote_value.

Step 8: Test it

1. Click one of your ads and submit your form.
2. Check that the person appears in Attio with the source attributes filled in.
3. Look at the Sync log in the Google Ads drawer in SourceLoop.
4. Come back to Google Ads in 6 to 24 hours and open the conversion action.

Google may show Pending verification at first. This is normal for a new action, and it clears itself.

Plan around the 90 day limit

Google only keeps a GCLID for 90 days. Any conversion sent after that can't be matched to its click.

For B2B teams using Attio, that matters. Sales cycles are often longer than three months. So send the new lead event right away, and treat the deal value as a bonus that only counts if the deal closes in time.

Related reading

• Offline conversion tracking in Google Ads: complete setup guide
• How to track UTM parameters in Attio CRM
• How to track lead source across every channel
• How to track Google Ads leads in HubSpot

Using Attio with Google Ads? Try SourceLoop free or book a demo and we will walk you through the webhook setup.