How to Track Google Ads Leads in Pipedrive

Most Pipedrive teams know which leads are good. The rep can tell within one phone call. Google can't, so your ad account keeps buying the cheap clicks that never close.

This guide shows how to pass that knowledge back. New leads and deal values from Pipedrive go to Google Ads as conversions, so Google learns what a real customer looks like.

How the pieces fit together

Three tools are involved, and each has one job.

• Google Ads sends the visitor to your site with a click ID (GCLID) in the link.
• SourceLoop saves that click ID, follows the lead into Pipedrive, and sends conversions back to Google.
• Pipedrive is where your team works the deal and sets its value.

What you need before you start

• Google Ads with auto-tagging on.
• A Pipedrive login that can connect apps.
• A SourceLoop workspace, and the Admin or Owner role.
• A web form that sends leads into Pipedrive.

How to track Google Ads leads in Pipedrive

Step 1: Add the tracking script

Copy the snippet from Setup, then Tracking code, and paste it into the head of each page. If your form tool isn't tracked yet, this list of form guides shows how to add it.

Step 2: Connect Pipedrive

Open Setup, then the CRM tab, and find the Pipedrive card.

Click Connect and sign in to Pipedrive when asked. Approve the access request. Back in SourceLoop, the card shows Pipedrive as connected.

Need more detail? The connect Pipedrive guide has it.

Step 3: Send the source details into Pipedrive

SourceLoop adds the source, medium, campaign and landing page to each person in Pipedrive. Your reps open a lead and see which campaign it came from, without asking. Setup is in push UTMs to Pipedrive.

Step 4: Match your Pipedrive labels

Many teams mark leads with labels such as Hot, Warm and Cold. SourceLoop can read those labels, so you get to decide what each one means.

Pick a meaning for each label before you start. For example:

• Hot means the rep has talked to the person and wants to move forward.
• Warm means the lead fits but isn't ready.
• Cold means a poor fit or no reply.

Then follow the map Pipedrive labels guide to connect them. Your SourceLoop reports will then show good leads by campaign, which is often the first time anyone sees it.

Step 5: Make the conversion action in Google Ads

First connect Google Ads in SourceLoop under Setup, Ad Platforms (guide). Then in Google Ads:

1. Go to Tools, then Conversions, then New conversion action.
2. Choose Import, Other data sources, then Track conversions from clicks.
3. Name it SourceLoop Pipedrive Deal, or something similar.
4. Copy the number at the end of its URL. That is the Conversion Action ID.

Step 6: Pick the events that go to Google

In SourceLoop, open Setup, Ad Platforms, Google Ads, and click Add conversion mapping. Here is what the main settings do:

Deal value only works if your reps fill in the value on the deal. Pull that value into SourceLoop as the quote value, and every change to it goes to Google. If reps skip the field, only the lead mapping will have data.

Every option is explained in the Google Ads conversions guide.

Step 7: Do a test run

1. Click one of your own ads and submit your form.
2. Look for the person in Pipedrive and check the source fields.
3. Open the Sync log under Setup, Ad Platforms, Google Ads. You should see the push with its GCLID.
4. Check Tools, then Conversions in Google Ads the next day.

If the action says Pending verification, give it time. It becomes Active once Google has seen real conversions.

One rule about timing

Google can match a conversion to a click for 90 days. After that, it ignores the click ID. Google's offline import FAQ confirms this.

Most Pipedrive deals close faster than that. If yours don't, keep the lead mapping on so Google still hears about the click.

Related reading

• Offline conversion tracking in Google Ads: complete setup guide
• How to track UTM parameters in Pipedrive CRM
• Track marketing attribution in Pipedrive
• How to track Google Ads leads in Salesforce

Ready to show Google your best leads? Start free or book a demo.