Nimbata sends call conversions directly to Google Ads, letting you see which campaigns, ad groups, and keywords are driving phone leads, with optional AI-driven values for Smart Bidding.

1. Connect Nimbata to Google Ads

Step 1. Open the Google Ads integration

• Go to Integrations in the left-hand menu.
• Click Google Ads, then click Connect.
• Sign in with the Google account that has Admin access to the Google Ads account you want to link.

Step 2. Select your Customer ID

• Choose the Customer ID you want to link from the drop-down menu.
• If you manage multiple accounts, select the specific child account, not the manager (MCC) account.

Step 3. Create the conversion action in Google Ads

Before mapping anything in Nimbata, the conversion action must already exist in Google Ads.

• In Google Ads, go to Goals > Summary and click + New Conversion Action.
• Select Import > Other data sources or CRMs > Track conversions from clicks.
• Name the action clearly, e.g. Nimbata - All Calls.
• Click Save and continue, then Finish.

If the setup interface looks different, set the data source to Offline and select Connect data source later before saving.

Step 4. Map the conversion in Nimbata

Back in the Google Ads integration settings in Nimbata:

• Enter the Conversion Name exactly as it appears in Google Ads.
• Set a Trigger; a condition that determines which calls get sent as conversions.
• Nimbata saves automatically.

2. Set up multiple call conversion types

You can send different conversion types to Google Ads from within the same integration.

To send multiple conversion types, create each corresponding conversion action in Google Ads first before mapping them in Nimbata.

Step 5. Add a second conversion

• In the Google Ads integration settings, click Add Conversion.
• Select a different Trigger than the one used for your first conversion.
• Click + Create trigger if you need to set one up.
• Enter the matching Conversion Name from Google Ads.
• Click Save.

You can add as many conversions as you need.

Each conversion must use a distinct trigger.

Detailed Guide: Multiple conversions setup: Google Ads, Meta Ads, and Microsoft Ads

3. Add AI-driven conversion values

Assigning values to conversions lets Google Ads Smart Bidding optimize toward the outcomes that matter most.

Step 6. Enable AI call analysis

AI value assignment requires call transcriptions to be active.

• Go to Workflows and click + Create.
• Select From Template.
• Choose AI Call Analysis and click Use template.
• Click Enable.

Detailed Guide: How to set up Nimbata AI for automatic call analysis

Step 7. Assign a value to each conversion

• Open the Google Ads integration settings in Nimbata.
• For each conversion, enable Include Value and enter the amount that reflects what that outcome is worth to your business.

The AI analyses each call and assigns tags — such as Qualified Lead, Appointment Booked, or Sale Confirmed ; which your triggers reference.

Each conversion action in Google Ads receives only the calls that match its outcome, along with the value you've defined.

For calls that fall outside any of your defined conversions, no data is sent to Google Ads.

4. Send conversions via server-side tracking (sGTM)

By default, Nimbata sends call conversions client-side. If you use a Google Tag Manager Server container, you can route conversions through sGTM instead, bypassing ad-blockers and browser privacy restrictions that would otherwise drop the data.

Step 8. Switch to server-side tracking in Nimbata

• Go to Integrations > Google Analytics.
• Under Tracking Method, select Server-side (sGTM).
• Enter your sGTM Server URL and Measurement ID.

Step 9. Configure your sGTM container

Follow the full setup guide to create the required GA4 Measurement Protocol client, variables, transformations, and tags inside your sGTM container.

Detailed Guide: How to set up server-side tracking with Nimbata (sGTM)

A note on GCLIDs

For Google to accept a conversion, the call must have a GCLID (Google Click ID). Nimbata captures this automatically when the DNI script is installed.

The GCLID is stored in a first-party cookie when a visitor lands from a Google Ads click, so delayed calls are still attributed correctly to the original click.

If calls are arriving without a GCLID, confirm that:

• Auto-tagging is enabled in your Google Ads account settings.
• The DNI script is correctly installed and firing on all pages.

See: DNI script 101: how to install and configure it

🎉 Call conversions will now be sent to Google Ads whenever a call matches your workflow conditions.

Detailed Guide: Template: how to create a Google Ads Call Conversion workflow

Detailed Guide: Google Ads call conversions: how to manually tag and send calls

Detailed Guide: How to set up Nimbata AI for automatic call analysis

Detailed Guide: How to set up server-side tracking with Nimbata (sGTM)

Detailed Guide: Multiple conversions setup: Google Ads, Meta Ads, and Microsoft Ads

Detailed Guide: DNI script 101: how to install and configure it

Updated on: 24/04/2026