Conversion workflows send your calls and tracked form submissions from Nimbata to Google Ads, Google Analytics 4 and Meta. This page covers each template, approving Google Ads conversions by tagging calls, and sending several conversion types to Google Ads, Meta or Microsoft Ads from one integration.

The Google Ads Call Conversion workflow sends call conversions from Nimbata directly to Google Ads as offline conversions. It shows you which campaigns, ad groups, and keywords drive qualified calls, and gives Smart Bidding the data it needs to optimize toward better leads.

Note

To send multiple conversion types to Google Ads (for example qualified lead, booked appointment, sale), add each one as a conversion in the same Google Ads integration. A workflow can send several of them at once; when different calls should send different conversions, use one workflow per set of conditions. See Several conversion types.

  1. Go to Workflows and click Create

    • Go to Workflows.
    • Click Create in the top-right corner.

  2. Select From Template

    • In the Create a New Workflow menu, select From Template.

  3. Choose the Google Ads Call Conversion template

    • In the Workflow Templates menu, find Google Ads Call Conversion.
    • Click Use template.
    Workflow TemplatesStart with a template, customize as you go.
    Search templates...
    AIAdvertisingAnalyticsCallsFormsMessagingNotifications
    AI Call Analysis
    Transcribe calls and auto-set tags, notes, rating, and value.AICallsAnalytics
    Missed Call Email Alert
    Get an email whenever a call is missed.NotificationsCalls
    Google Ads Call Conversion
    Track phone calls as conversions in Google Ads.AdvertisingCalls
    Google Ads Form Conversion
    Track form submissions as conversions in Google Ads.AdvertisingForms
    Google Analytics Call Event
    Send call events to Google Analytics.AnalyticsCalls
    Meta Call Event
    Send call events to Meta for tracking.AdvertisingCalls
    SMS Email Alert
    Get an email whenever an SMS is received.NotificationsMessaging
    The Workflow Templates page: click Use template (1) on the Google Ads Call Conversion card.

  4. Select your Google Ads configuration

    • In the pop-up, create or select the Google Ads configuration you want to associate with this workflow.
    • Click OK.
    Pick the conversion this workflow sends, then click OK (1).

  5. Enable the workflow

    • Click Enable in the top-right corner of the workflow builder.

    Alternatively, go back to the main Workflows list, find the workflow titled Google Ads Call Conversion, and toggle it on.

🎉 Nimbata now sends call conversions to Google Ads automatically when the trigger conditions are met.

Detailed guide: Connect Google Ads
Detailed guide: Several conversion types
Detailed guide: Approve conversions by tagging

Approve conversions by tagging

Note

Before you start, make sure your Google Ads integration is connected under Integrations > Google Ads, and that you have at least one Conversion Action mapped in Nimbata. Need help? See: Connect Google Ads.

Nimbata usually handles conversions automatically, but sometimes you need more control. This section shows you how to build a workflow that only sends a conversion to Google Ads when you manually approve a call by tagging it. Use this approach when you want to vet leads before they reach your ad reports, or as a fallback when Google Ads API delays occur.

  1. Disable any existing automatic Google Ads conversion workflows

    • Go to Workflows.
    • Locate any existing Google Ads conversion workflows.
    • Toggle them off or delete them.

    This prevents double-counting.

    Workflows

    Automate what happens after a call, form submission, or other events.

    NameRunningPriority
    Missed Call Email Alert1
    Google Ads Call Conversion12
    AI Call Analysis3
    The Workflows list: switch off the Running toggle (1) of your automatic Google Ads conversion workflow.

  2. Create a new workflow triggered by a property update

    • Click + Create.
    • Select From Scratch.
    • Give the workflow a clear name, such as Google Backup - Manual Approval.
    • Under Trigger Enrollment, select User Updates Property.
    Trigger Enrollment
    Inbound CallOutbound CallForm SubmissionSMS Received
    A customer calls your tracking number
    Fires whenCall StartsCall EndsUser Updates Property1
    Trigger Enrollment: keep Inbound Call and select User Updates Property (1) under Fires when.

  3. Add a Tag filter for "Conversion"

    • Click the + icon under the trigger block.
    • Select Add filter.
    • Select the Tag filter.
    • Set the value to Conversion.
    • Click OK.

    This ensures the workflow only fires when you manually apply the Conversion tag.

    Trigger Enrollment
    Inbound CallOutbound CallForm SubmissionSMS Received
    A customer calls your tracking number
    Fires whenCall StartsCall EndsUser Updates Property
    Filter group
    Tagis Conversion✕
    Add another rule
    1
    The Tag filter (1) under the trigger: only calls tagged Conversion go on.

  4. Add the Google Ads action

    • Click the + icon under the filter.
    • Select Perform action.
    • Select Google Ads from the integrations list.
    • In the pop-up, choose the conversion that matches your Google Ads account.
    • Click OK, then click Enable.
    Google Backup - Manual ApprovalWorkflow is valid.
    Enable1
    Trigger Enrollment
    Inbound CallOutbound CallForm SubmissionSMS Received
    A customer calls your tracking number
    Fires whenCall StartsCall EndsUser Updates Property
    Filter group
    Tagis Conversion✕
    Add another rule
    Action group1
    Google AdsPhone Call Conversions✕
    Add another action
    Finish
    The finished manual approval workflow. Click Enable (1).

  5. Approve conversions manually by tagging calls

    • Go to Activity > Calls.
    • Review the call: listen to the recording or read the transcript.
    • If the call is a valid conversion, click the Tags field.
    • Select Call Status > Conversion.

    Call Activity

    MCMaya Chen
    (415) 555-0171
    Conversion
    Recording
    01:28 / 04:12
    Call DataAttributionTranscript
    Tags
    Conversion
    Call Rating
    Follow-up Date
    Oct 21, 2026
    Call Value
    350

    Notes & Comments

    Burst pipe under the kitchen sink. Booked for Thursday morning.
    Tags updated successfully.✕
    Tag the call Conversion in its Tags field; Nimbata confirms with Tags updated successfully.

    Once you apply the tag, Nimbata queues the conversion. It is uploaded to Google Ads once the call is at least 12 hours old, in Nimbata’s hourly upload.

🎉 Your manual approval workflow is live. Only calls you tag as Conversion are sent to Google Ads.

A note on GCLIDs

For Google to match a conversion to an ad click, the call needs a click ID: a GCLID (Google Click ID), or the gbraid or wbraid Google uses on some traffic. A call without one means the visitor likely didn’t come from an ad, or their browser stripped the tracking parameter. If you see calls with no click ID that should be from ads, check that Auto-tagging is enabled in your Google Ads account.

A call with no click ID can still be sent, matched by the caller’s phone number, if enhanced conversions for leads is turned on in your Google Ads account.

Troubleshooting

Conversions not showing in Google Ads? Nimbata uploads a conversion once the call is at least 12 hours old, and Google can take more time to process it. Check back the next day.

Workflow not firing? Confirm that the workflow is enabled, and that its Tag filter has the tag you apply to the call (you pick it from your list of tags).

Detailed guide: Google Ads call conversions
Detailed guide: Connect Google Ads
Detailed guide: Several conversion types

The Google Ads Form Conversion workflow sends tracked form submissions from Nimbata to Google Ads as conversion actions. This ensures your campaigns measure form leads so you can optimize bids and budget based on what’s generating conversions.

  1. Go to Workflows and click Create

    • Go to Workflows.
    • Click Create in the top-right corner.

  2. Select From Template

    • In the Create a New Workflow menu, select From Template.

  3. Choose the Google Ads Form Conversion template

    • In the Workflow Templates menu, find Google Ads Form Conversion.
    • Click Use template.
    Workflow TemplatesStart with a template, customize as you go.
    Search templates...
    AIAdvertisingAnalyticsCallsFormsMessagingNotifications
    AI Call Analysis
    Transcribe calls and auto-set tags, notes, rating, and value.AICallsAnalytics
    Missed Call Email Alert
    Get an email whenever a call is missed.NotificationsCalls
    Google Ads Call Conversion
    Track phone calls as conversions in Google Ads.AdvertisingCalls
    Google Ads Form Conversion
    Track form submissions as conversions in Google Ads.AdvertisingForms
    Google Analytics Call Event
    Send call events to Google Analytics.AnalyticsCalls
    Meta Call Event
    Send call events to Meta for tracking.AdvertisingCalls
    SMS Email Alert
    Get an email whenever an SMS is received.NotificationsMessaging
    The Workflow Templates page: click Use template (1) on the Google Ads Form Conversion card.

  4. Select your Google Ads configuration

    • In the pop-up, create or select the Google Ads configuration you want to associate with this workflow.
    • Click OK.
    Pick the conversion this workflow sends, then click OK (1).

  5. Enable the workflow

    • Click Enable in the top-right corner of the workflow builder.

    Alternatively, go back to the main Workflows list, find the workflow titled Google Ads Form Conversion, and toggle it on.

🎉 Form submissions are now sent to Google Ads as conversions automatically.

Detailed guide: Connect Google Ads
Detailed guide: Form tracking

GA4 call events

The Google Analytics 4 (GA4) Call Event workflow sends Nimbata calls to Google Analytics as events, so phone leads appear alongside your website and campaign data. When session-based tracking is available, calls can be associated with the originating session, helping you understand what’s driving conversions.

Warning

Make sure your GA4 integration is already connected in Nimbata before enabling this workflow.

  1. Go to Workflows and click Create

    • Go to Workflows.
    • Click Create in the top-right corner.

  2. Select From Template

    • In the Create a New Workflow menu, select From Template.

  3. Choose the Google Analytics Call Event template

    • In the Workflow Templates menu, find Google Analytics Call Event.
    • Click Use template.
    Workflow TemplatesStart with a template, customize as you go.
    Search templates...
    AIAdvertisingAnalyticsCallsFormsMessagingNotifications
    AI Call Analysis
    Transcribe calls and auto-set tags, notes, rating, and value.AICallsAnalytics
    Missed Call Email Alert
    Get an email whenever a call is missed.NotificationsCalls
    Google Ads Call Conversion
    Track phone calls as conversions in Google Ads.AdvertisingCalls
    Google Ads Form Conversion
    Track form submissions as conversions in Google Ads.AdvertisingForms
    Google Analytics Call Event
    Send call events to Google Analytics.AnalyticsCalls
    Meta Call Event
    Send call events to Meta for tracking.AdvertisingCalls
    SMS Email Alert
    Get an email whenever an SMS is received.NotificationsMessaging
    The Workflow Templates page: click Use template (1) on the Google Analytics Call Event card.

  4. Select your GA4 call event

    • In the pop-up, select the Google Analytics call event you want to associate with this workflow.
    • Click OK.
    Pick the call event this workflow sends, then click OK (1).

  5. Enable the workflow

    • Click Enable in the top-right corner of the workflow builder.

    Alternatively, go back to the main Workflows list, find the workflow titled Google Analytics Call Event, and toggle it on.

🎉 Future calls that meet the trigger conditions are now sent to GA4 as events.

Detailed guide: Connect GA4
Detailed guide: Import call events from GA4

Meta call events

Note

This section covers the templated workflow setup. For the full Facebook integration guide, see: Meta Ads.

The Meta Call Event workflow sends Nimbata call conversions to Meta Events Manager. You can see which Facebook campaigns actually drive calls, and optimize based on real outcomes.

  1. Go to Workflows and click Create

    • Go to Workflows.
    • Click Create in the top-right corner.

  2. Select From Template

    • In the Create a New Workflow menu, select From Template.

  3. Choose the Meta Call Event template

    • In the Workflow Templates menu, find Meta Call Event.
    • Click Use template.
    Workflow TemplatesStart with a template, customize as you go.
    Search templates...
    AIAdvertisingAnalyticsCallsFormsMessagingNotifications
    AI Call Analysis
    Transcribe calls and auto-set tags, notes, rating, and value.AICallsAnalytics
    Missed Call Email Alert
    Get an email whenever a call is missed.NotificationsCalls
    Google Ads Call Conversion
    Track phone calls as conversions in Google Ads.AdvertisingCalls
    Google Ads Form Conversion
    Track form submissions as conversions in Google Ads.AdvertisingForms
    Google Analytics Call Event
    Send call events to Google Analytics.AnalyticsCalls
    Meta Call Event
    Send call events to Meta for tracking.AdvertisingCalls
    SMS Email Alert
    Get an email whenever an SMS is received.NotificationsMessaging
    The Workflow Templates page: click Use template (1) on the Meta Call Event card.

  4. Choose your Meta event

    • The template opens the Meta configuration pop-up. Under Select configuration, pick the event you added on the Meta integration page, then click OK.

  5. Enable the workflow

    • Click Enable in the top-right corner of the workflow builder.

    Alternatively, go back to the main Workflows list, find the workflow titled Meta Call Event, and toggle it on.

🎉 Nimbata now sends call events to Meta Events Manager automatically.

Detailed guide: Meta Ads
Detailed guide: Several conversion types

Several conversion types

Note

For Google Ads, you can pick existing conversion actions or create them from Nimbata: see Create a conversion action in Nimbata. For Microsoft Ads, pick an existing conversion goal, or type a new name in Offline Conversion Name to create it from Nimbata: see Connect Microsoft Ads. Meta and Microsoft Ads are available on the Marketing and Agency plans.

You can send multiple conversion types to Google Ads, Meta, or Microsoft Ads from within a single integration. You add each conversion on the integration’s page, then choose in each workflow which conversions it sends. The setup is the same across all three platforms.

  1. Set up your first conversion

    • Go to the integration’s page for Google Ads, Meta (Facebook), or Microsoft Ads in Nimbata.
    • Fill in the platform’s fields for your first conversion: Ads Account and Conversion Name for Google Ads, Business, Meta Pixel ID and Meta Event Name for Meta, or Ads Account and Offline Conversion Name for Microsoft Ads.
    Meta sam@harborpine.exampleBuild richer audience insights and refine targeting with high intent call events.
    Ready
    Business
    Harbor & Pine Plumbing
    Meta Pixel ID
    Harbor & Pine Pixel
    Meta Event Name:
    Harbor & Pine Call
    1
    On Meta's page, each event has its Business, Meta Pixel ID and Meta Event Name (1).

  2. Add a second conversion

    • Click Add conversion (on Meta, Add event).
    • Fill in the platform’s fields for the new conversion.
    Ready✕
    Business
    Harbor & Pine Plumbing
    Meta Pixel ID
    Harbor & Pine Pixel
    Meta Event Name:
    Harbor & Pine Call
    Ready✕
    Business
    Harbor & Pine Plumbing
    Meta Pixel ID
    Harbor & Pine Pixel
    Meta Event Name:
    First-time caller
    Click Add event (1) and fill in the new event. Each workflow then picks which events it sends.

    Tip

    You can add as many conversions as you need.

  3. Choose which conversions each workflow sends

    • Open the workflow that sends the conversion, or create one (see Google Ads call conversions and Meta call events).
    • In the workflow’s integration action, pick one or more conversions under Select configuration.
    • To send a different conversion for different calls (for example, every call as one conversion and first-time callers over 1 minute as another), use one workflow for each, with its own conditions.
    In the workflow's Meta action, choose the events it sends (1), then click OK.

🎉 Multiple conversions are now configured. Each workflow sends the conversions selected in it.

Editing multiple conversions after setup

To change your conversions later, go to Integrations > Browse, choose the Active filter, and open the integration: its conversions are listed on its page. To change which conversions a workflow sends, edit the workflow’s integration action.

Integrations

AllConnectedActive1Search integrations
Meta
Build richer audience insights and refine targeting with high intent call events.
Google Ads
Discover which campaigns, ads, and keywords produce high-value conversions.
Google Analytics
Add call conversions to Google Analytics and find out where your true leads are.
Integrations with the Active filter (1): open an integration's tile to edit its conversions.

Detailed guide: Google Ads call conversions
Detailed guide: Meta call events
Detailed guide: Import call events from GA4
Detailed guide: Connect Microsoft Ads