How to set up conversion imports in Google Ads

If you are using Google Ads, you can import conversions from Matomo to track and optimise your ad performance. After creating a conversion export in Matomo, you can either upload a file once as an offline conversion or set up a schedule for regular uploads from an online file using an HTTP link. By automating this process, you can ensure that your conversion data is consistently synced with Google Ads without needing manual intervention.

Follow the steps below to set up the conversion export and configure the manual upload or automated import to Google Ads.

Set up a conversion export in Matomo

The first step is deciding which Matomo goals you want to track within Google Ads. These goals should be set up in Google Ads as external click conversions to ensure accurate tracking and reporting.

  1. Log in to Matomo and ensure the correct site is selected before clicking on the admin cog icon and navigating to Websites/Measurables > Conversion exports.

  2. Click Create new conversion export and configure the export depending on your requirements.

  3. For Number of days to export:

    • If you want to do the import into Google Ads on a daily basis, we recommend to use 3 days.
    • For a weekly import, 9 days are recommended.
      Note: Google Ads will automatically ignore conversions that are imported twice due to the overlapping days, but this way you can be sure no conversion is missed if the import doesn’t work correctly one day.

  4. You can configure Additional Segment to only return conversions matching a specific Campaign group or Campaign Medium or Source (or any other custom segment).

  5. Next to Goal in the Alias name in export, set the goal name. You will use this exact name to define the conversion name in Google Ads.

  6. Click Create New Conversion Export.
    Note: When you save the new export, the Export URL is generated with the access token included in the URL. Copy the Export URL before leaving the page as this URL, with the included access token, is only shown once. If you come back to this conversion export later, the Export URL will still be visible but it will not include the access token.

  7. Go to the Conversion Exports overview page.
    manage conversion exports in matomo

  8. Next to the newly-created conversion export, click the download icon to download the CSV file to set up the conversion import in Google Ads.

Set up the manual conversions import in Google Ads

  1. Log in to your Google Ads account and click Goals to open the Summary – Conversion goals page.

  2. Click the New conversion action button and choose the Import option.

  3. Select CRMs, files, or other data sources > Track conversions from clicks. Read more about importing conversions on the official Google Ads website.

  4. You will be prompted to create a new data source; select Skip this step and set up a data source later.
    setup matomo conversion export in google ads

  5. Click Continue.

  6. In the next screen, choose your Conversion goal. Provide the same conversion name used as the Alias name in export defined in Matomo, and click Add.

  7. You can optionally edit the default settings by clicking on the Settings drop-down and choosing Conversion action settings. Depending on your needs, you can define the Value, Count and Attribution settings.

  8. Click Save and continue. The newly-added conversion name is displayed in the Set up data sources section.

  9. Click Set up and click on the Go to Conversions > Uploads link.
    google ads conversion import from matomo

  10. Click the blue + icon to add a new upload.

  11. In the Upload conversions panel, expand the Select source drop-down.

  12. Choose HTTPS and paste the URL copied from Matomo (as described in Set up a conversion export in Matomo).
    upload conversions via https from matomo to google ads

  13. Click Apply.

Set up the automated conversions import in Google Ads

  1. In your Google Ads account, go to Goals and select Uploads.

  2. Open the Schedules tab and click the blue + icon to add a new scheduled upload.
    google ads add new schedule to import matomo

  3. Choose HTTPS as source and paste the direct download link of the conversion export obtained in Matomo.

  4. Choose the frequency based on your configuration in the Matomo export.

  5. Click Save & Preview.

  6. After a conversion upload has successfully run, the results of the upload are displayed in the Uploads tab.