Google Ads

Buron uploads your CRM deals into Google Ads as conversions. Each deal uploads once, when it reaches the milestone you pick (like SQL), and the same conversion is updated as the deal progresses: the value climbs with the pipeline, wins restate to the real amount, and junk leads are canceled.

Set it up in Settings → Google Ads → Upload. The setup walks you through three steps: where uploads go, what uploads, and a review with a preview before anything sends. The value model is shared across platforms; this page covers what's Google's alone — how matching works, the Google-side settings, and what bidding actually learns from.

How conversions match

Every upload needs something Google can match to an ad interaction.

• Click IDs. If the deal's journey includes a Google ad click, Buron sends the click ID (gclid). This works out of the box, no Google settings needed.
• Hashed email. Deals that didn't come from a tracked ad click can still match: Buron sends the deal contact's email as a one-way hash, never the raw address, and Google matches it against signed-in users who clicked your ads. Google calls this enhanced conversions for leads, and it needs two settings in your Google Ads account.

A deal without a click ID doesn't mean there was no ad click. It means your tracking couldn't see one. Clicks go missing from first-party view all the time: someone clicks on their phone and converts on their laptop, an in-app browser strips the parameters, or the contact entered your CRM before tracking was in place. Google records ad clicks against signed-in accounts on its own side, so when Buron uploads a hashed email, Google checks whether an account with that email clicked your ads within its matching window (about 63 days). A match lands the conversion on the exact campaign and keyword; an unmatched upload simply doesn't count, with no error and no cost. Work emails on Google Workspace domains are signed-in Google identities too, which is what makes this work well in B2B.

Once uploads run, the gap between uploaded and matched conversions is a measurement in its own right: it shows how much of your funnel first-party click tracking misses.

If you'd rather not share hashed emails, leave Match by hashed email off in Buron. Uploads then run on click IDs only, and none of the settings below are needed.

Turn on hashed-email matching

Open conversion settings in Google Ads (Goals → Conversions → Settings). You'll see three similar-looking cards. Only the first two matter here.

1. Customer data terms. Expand the card, read the Policies & Additional Terms for Customer Data, and accept. This is a legal agreement (Google acts as a processor of the data you send), so Google only allows accepting it in their UI, with admin access on the account. Buron can't accept it for you.
2. Enhanced conversions for leads. Check Turn on enhanced conversions for leads. If Google asks you to choose a method for setting up and managing user-provided data, pick Google Ads API. Buron sends the hashed emails through the API, so the Google tag and Tag Manager options (which collect data on your website) aren't needed. Save. Without this setting, Google silently ignores the hashed emails on uploaded conversions.
3. Enhanced conversions (without "for leads"): skip it. That card configures the website-tag path and isn't used for CRM uploads.

Back in Buron, reload the Upload tab, turn Match by hashed email on, and save. Buron reads both settings live from your account, so the switch unlocks as soon as Google reflects the change.

Update your privacy policy

Sending hashed emails to Google is sharing personal data with a third party. Hashing pseudonymizes it, it doesn't anonymize it. Google's customer data policies require that you

• collected the data in compliance with applicable law,
• clearly disclose in your privacy policy that customer data is shared with third parties for advertising measurement, and
• obtained consent where the law requires it. For EEA and UK users, Google's EU User Consent Policy requires consent before their data is used this way.

Before turning hashed-email matching on, check that your privacy policy covers sharing customer contact data (in hashed form) with Google for conversion measurement, and that your consent flow covers EEA and UK users if you have them.

This page isn't legal advice. Review the change with your legal counsel or data protection officer before enabling hashed-email matching. They'll want to know that Google acts as a processor under the Google Ads Data Processing Terms, and that only hashed values leave Buron.

Click-ID-only uploads carry no personal identifiers, so if your policy doesn't cover the sharing yet, start there and enable hashed-email matching once it does.

The 7-day window Smart Bidding learns in

Google accepts value updates on an uploaded conversion for up to 55 days. Smart Bidding, though, only re-reads a conversion's value for about 7 days after the conversion. Later restatements keep your reports honest, but bidding has already learned from the first number.

Almost no sales cycle closes within a week, so the value sent at upload time is the only signal bidding ever learns from. That's why the expected-revenue estimate matters, and why "upload now, correct at close" doesn't work as a strategy — by the time the real amount exists, Google has stopped listening.

Cancel junk leads

Google assumes every conversion you upload was a good one. Telling it a lead was junk — spam, fake contact details, wrong fit — is information it can get nowhere else, and it's the scarcest signal in the system: turn on Cancel conversions for junk leads and Google stops bidding toward more leads like that one.

Pick the CRM field that records why a lead died (a lost reason on the deal, or a lead status), then mark which of its values mean the lead was never real.

Don't cancel deals you genuinely lost. A deal lost to a competitor was a real lead — the kind you want more of. Canceling everything in a lost stage would steer bidding away from exactly the traffic that produces competitive deals. Cancel only leads that should never have entered your pipeline.

Canceling is permanent at Google. A canceled conversion is never restated or re-sent, even if the deal later reopens.

What Google receives

• One conversion per deal, keyed so re-uploads never double count.
• The click ID and/or hashed email, whichever the deal has and you've enabled.
• The conversion value per your value rule, restated as the deal moves.
• Value updates for up to 55 days after the upload, and cancellations when a lead turns out to be junk. Updates past the 7-day bidding window correct reporting only.

The import action starts as a secondary conversion action: it reports alongside your existing conversions without affecting bidding. Once you trust the numbers, make it primary in Google Ads so bidding learns from CRM truth.