# Prerequisites and walkthrough

With **DinMo**, businesses can seamlessly sync offline conversions with Google Ads, ensuring that every valuable action down the funnel is accounted for. DinMo supports two primary methods for matching conversions:

1. **First-party customer data matching**: Leverages [**Enhanced Conversions for Leads**](https://support.google.com/google-ads/answer/9888656?sjid=17129196395069717744-EU), requiring that the customer’s email or phone number was shared with Google Ads during the initial online interaction along with the GCLID.
2. **Google Click Identifier (GCLID) Matching**: Uses GCLIDs captured during online interactions to link with offline conversions.

{% hint style="info" %}
This page presents the step-by-step instructions for sending custom or offline conversions to Google Ads, both before DinMo (on Google Ads and GTM) and from DinMo.
{% endhint %}

### Google Ads prerequisites

#### **Step 1: Set Up Conversion Actions in Google Ads**

Before syncing offline conversions using DinMo, you need to define the conversion actions in Google Ads. To do so, navigate to the *Goals Menu* on the left and within the summary section click on “**+ Create conversion action**” button.

Then, you'll need to create a **New Conversion Action**:

{% hint style="info" %}
*NB: All screenshots are taken at MCC level. If you look at the sub-account level, the interface may not be the same. However, the flow remains strictly identical.*
{% endhint %}

* Choose **Conversions Offline** as the conversion type.

<figure><img src="https://3204318043-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FxzBTp1t4OfqV67nXkVse%2Fuploads%2FJkr7Ax2YqjIOTmGnRTqY%2Fimage%20(49).png?alt=media&#x26;token=912e9bb6-dd4e-4e32-9b6e-65099388d4e4" alt=""><figcaption></figcaption></figure>

* Click **Add data source**, then choose **Skip this step and set up a data source later**, and click **Done**.

<figure><img src="https://3204318043-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FxzBTp1t4OfqV67nXkVse%2Fuploads%2FJ2D8SU4qEhlrJZ5bzv2P%2Fimage%20(50).png?alt=media&#x26;token=ca337cc0-1cfd-4e49-a6cd-35c6e91c31cb" alt=""><figcaption></figcaption></figure>

* Select the **conversion category** relevant to your use case (e.g., "Qualified Leads," "Valid Subscriptions," or "Repeat Purchases").

<figure><img src="https://3204318043-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FxzBTp1t4OfqV67nXkVse%2Fuploads%2FojthdIPvf5IjB8K38JM3%2Fimage%20(51).png?alt=media&#x26;token=5c0987be-a89e-41d3-86b8-a41f699a6bfc" alt=""><figcaption></figcaption></figure>

* Click **Save and continue**
* Under the selected **Conversion Action Category**, click **Add an event to this category**. Then choose the option Offline data sources as shown below:

<figure><img src="https://3204318043-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FxzBTp1t4OfqV67nXkVse%2Fuploads%2F3BvKSDjkbh9Q3ZEqgeLD%2Fimage%20(52).png?alt=media&#x26;token=2e009613-4646-4bd9-87e6-80d9c31c5e42" alt=""><figcaption></figcaption></figure>

* Click **Settings**.
* On the side panel:
  * provide a **descriptive name** for the conversion (e.g., "Closed Deals - Phone Sales").
  * Choose whether this action is **Primary (for bidding)** or **Secondary (for reporting only)**.
  * Configure additional settings such as attribution model and conversion window.

<figure><img src="https://3204318043-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FxzBTp1t4OfqV67nXkVse%2Fuploads%2FaM0cCRJwtDaKMl5frNGW%2Fimage%20(53).png?alt=media&#x26;token=3d0b1169-7779-42ed-aa5e-d3db3586bcfe" alt=""><figcaption></figcaption></figure>

* Click **Save** to finalize the conversion action.

#### Step 2: Implement Enhanced Conversions For Leads (optionnal)

This step is mandatory only and only if you want to upload conversions using first-party customer data matching.

{% hint style="info" %}
Enhanced Conversions for Leads enable **more accurate offline conversion tracking** by sending **first-party customer data** (e.g., email or phone number) along with the **Google Click Identifier (GCLID)** when a user submits a form (e.g., sign-up, lead form, or purchase). This ensures that later, when the offline conversion occurs, Google Ads can match it back to the original user.
{% endhint %}

**Set Up the Google Tag**

* Follow [Google's setup guide](https://support.google.com/tagmanager/answer/12002338) to install the Google tag on your website.
* Ensure the tag collects **GCLIDs** whenever a user submits a lead form, sign-up, or purchase.

**Enable Enhanced Conversions in Google Ads**

* Go to **Goals, then** **Settings** in Google Ads.
* In the **Enhanced conversions for leads** section:
  * Check the box “Turn on enhanced conversions for leads”
  * Choose the implementation method: Google Tag or Google Tag Manager
  * Clik Save

<figure><img src="https://3204318043-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FxzBTp1t4OfqV67nXkVse%2Fuploads%2FwAloU1LIUewEfcboXSK7%2Fimage%20(54).png?alt=media&#x26;token=df4ad45c-a1a6-476c-a22f-14bbb0ee3e34" alt=""><figcaption></figcaption></figure>

* **Accept Customer Data terms**: When you select Turn on enhanced conversions for leads, you’ll need to accept the customer data terms.
* Setup Enhanced conversions for leads with Google Tag Manager or Google Tag
  * Please refer to this [documentation](https://support.google.com/google-ads/answer/11347292?sjid=6825191360258545968-EU) for guidance on how to setup with Google Tag Manager
  * Please refer to this [documentation](https://support.google.com/google-ads/answer/11347292?sjid=6825191360258545968-EU) for guidance on how to setup with the Google tag

{% hint style="warning" %}
You need to be able to specify a data source for leads conversions that would enable to share hashed PII (Email or Phone number) with Google Ads each time a form conversion is sent to GoogleAds.
{% endhint %}

### **Step 3: Configure DinMo for Data Syncing**

With conversion actions set up, configure DinMo to sync your offline conversion data:

1. **Prepare Your Data**:
   * Organize your offline conversion data to include the following fields:
     * **Conversion ID**: The identifier of the conversion to avoid counting duplicate conversions
     * **Conversion Time**: Timestamp of the offline conversion.
     * **Conversion Value**: (Optional) Monetary value of the conversion.
     * **Currency Code**: (Optional) Currency of the conversion value.
     * A matching Key:
       * **Email or Phone**: For 1st party customer data matching, ensure emails or phone numbers are hashed using SHA-256. Otherwise DinMo will hash them during the process of the sync
       * **GCLID**: For GCLID matching, ensure GCLIDs are accurately captured.
2. **Create an event Model that contains the data you prepared for this task**
3. Refer to this [documentation page](https://docs.dinmo.io/integrations/destination-platforms/google-ads/send-offline-conversions) for a step by step guidance on how to create an activation that will sync your conversion events regularly with the conversion action specified in Google.