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A Google Ads postback route is a destination for a particular Google conversion action. Attach it to the Metricanic event that represents the outcome you want Google to receive, such as a qualified lead or purchase. For example, a lead campaign might record both a form submission and a later qualification. Sending only the qualification route keeps the chosen Google action aligned with that business outcome. Sending every funnel event to the same action would mix different meanings. Before starting, connect Google Ads and confirm that your campaign already records incoming conversions in Metricanic.

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Preserve the original ad identifier

The Google Ads traffic source template stores identifiers in these locations: These are mappings, not values to invent. Your real incoming visit must carry the identifier. If you customized the source’s token positions, update the route URL to use your actual positions. Metricanic can forward gclid with gbraid. Otherwise it chooses gclid, then gbraid, then wbraid from the available values. Empty or unresolved macros do not count as identifiers.

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Attach the route to a goal

  1. In Integrations, click Configure postback on the active Google connection, choose the destination, and click Generate postback URL.
  2. Copy the generated URL.
  3. Edit the campaign and open 2. Events.
  4. Find the event action that should be sent to Google. Enable Outgoing postback and paste the route into Destination URL.
  5. Save the campaign.
You can also save the route as the traffic source’s postback URL and click Use source postback in the goal editor. That button copies the current URL into the action. After changing a source URL, update the existing campaign actions that should use the new destination. The generated address has this shape:
Copy your generated address, including its actual host, route ID, and secret. The example above is not a usable route.

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Decide what value to send

{payout} is the value resolved for the Metricanic event. If a qualified lead is worth 20 in your reporting currency, configure that event’s revenue accordingly or send the value with the incoming event, according to the goal’s revenue mode. The route requires a finite value of zero or more. Zero is valid for a conversion with no monetary value. A missing value is not equivalent to zero. The generated currency is USD. Change it to the correct three-letter currency code if your values use another currency. Changing the code labels the amount. It does not convert it. Keep {tx_uid} and {event_ts} in the generated URL. They provide the transaction identity and conversion time. The route can derive an order ID from click_id, idx, and event_ts when order_id is unavailable, but keeping the generated values gives a clearer event identity.

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Test the full journey

Use a real eligible Google click, complete the chosen conversion, and check three separate results:
  1. The visit has its Google identifier.
  2. The expected event appears in Metricanic.
  3. Its outgoing postback has a successful delivery result.
Then inspect the intended conversion action in Google Ads. Route generation validates configuration, and a successful upload confirms delivery to Google. Neither alone proves that Google has attributed the event in its reports. If Metricanic has the event but no outgoing attempt, check the selected goal, its enabled state, and Outgoing postback. If the attempt fails, inspect the postback details. Errors such as no_google_click_id, invalid_conversion_time, or invalid_conversion_value point to event data. Authorization errors point to the connection. Keep the route secret out of public pages and shared screenshots. It authorizes requests to that Google destination.