How to Track Typeform Submissions as Google Ads Conversions

Typeform makes great-looking forms. But when someone fills one out after clicking your Google ad, Google Ads usually doesn't hear about it.

The form runs inside an iframe, so your Google tag can't see the submit. That leaves Smart Bidding guessing, and it often ends up chasing clicks instead of leads.

This guide shows how to send every Typeform submission to Google Ads as a conversion, matched to the ad click. It takes about 20 minutes.

What you need

• A SourceLoop account with Admin or Owner role.
• A Typeform account on a paid plan (Basic or higher). Webhooks need a paid plan.
• Edit access to the website where the form will live.
• Admin access to your Google Ads account.

Step 1: Install the SourceLoop tracking script

In SourceLoop, go to Setup, then Tracking code. Copy the script and paste it into the head of every page on your site.

The script saves the GCLID from each Google Ads click, so the submission can be matched to the right ad later.

Step 2: Add the sl_aid parameter to your Typeform

This one parameter links each submission to the visitor's journey. Open the form you want to track.

Click the Workflow tab at the top.

Click the plus button on the Pull data in card.

Click Add new parameter.

Name it sl_aid and save. That's the only parameter you need.

Step 3: Embed the form on your site

The form has to sit on a page where the SourceLoop script runs. Click Share at the top of the Typeform editor.

Choose Embed on website.

Click Start embedding and pick any style. Inline, popup, slider, and full page all work.

Copy the embed code and paste it onto your page.

Heads up: submissions from a direct typeform.com link can't be attributed, because the person never visits your site. Point your ads at a landing page with the embedded form.

Step 4: Add the SourceLoop webhook to Typeform

In SourceLoop, go to Setup, then Incoming Webhooks, and copy your webhook URL.

Back in Typeform, click the Connect tab.

Open the Webhooks tab.

Click Add a webhook, paste the SourceLoop URL, and save.

Submit a test response on your page. It should show up in SourceLoop as a form submission with source and landing page filled in.

Step 5: Create a conversion action in Google Ads

1. In Google Ads, go to Tools, then Conversions, and click New conversion action.
2. Choose Import, then Other data sources, then Track conversions from clicks.
3. Name it something clear, like SourceLoop Typeform Lead, and save.
4. Open the action and copy the number at the end of the page URL. That's your Conversion Action ID.

Step 6: Connect Google Ads to SourceLoop

In SourceLoop, go to Setup, then Ad Platforms. Click Connect on the Google Ads card and sign in with the Google account that manages your ads. Full details are in the Google Ads connection guide.

Step 7: Map Typeform submissions to your conversion action

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

• Trigger event type: Conversion created
• Trigger event name filter: form_submission so only form leads are sent
• Attribution model: Last touch
• Conversion Action ID: paste the number from Step 5
• Include value (optional): set a fixed value per lead, like $50
• Dedup window: leave it at 1440 minutes

Click Save. SourceLoop sends new submissions to Google Ads every 2 minutes, along with a hashed email for Enhanced Conversions.

Step 8: Check that it's working

• In SourceLoop, open Setup, then Ad Platforms, then Google Ads, then Sync log to see each push.
• In Google Ads, check Tools, then Conversions. Conversions from ad clicks appear within 6 to 24 hours.
• A new action shows Pending verification at first. It turns Active after a few conversions arrive.

Each submission also shows up in SourceLoop with the respondent's full journey.

And the dashboard shows which campaigns bring in the most form leads.

Start your free 7-day SourceLoop trial and let Google Ads bid on real form leads. No card needed.