Business settings

Tracking & Ads: connecting Google Ads conversions

Tell your own Google Ads account when HaulHQ gets you a lead or an online booking. Two moments fire, one retired label fires nothing, and mapping both is what double-counts every lead.

This applies to both workflows

What are the two workflows?

If you run Google Ads, Google needs to be told when an ad actually produced something. Settings > Tracking & Ads is where you connect your own Google Ads account to the two moments HaulHQ already knows about: a lead arriving, and an online booking completing.

It is your Ads account and your conversion actions. HaulHQ does not run ads, does not see your spend, and does not report on your campaigns -- it sends two events into the account you already own, so the numbers Google optimises against are real jobs instead of clicks.

Skip this screen entirely if you do not run Google Ads

Nothing else in HaulHQ depends on it. Leads, bookings, estimates and invoices all work exactly the same with these fields empty. This page is only for an operator paying Google for traffic.

The two moments, and the one that fires nothing

Field	When it fires	Map it?
Lead conversion label	Once when a lead or quote request comes in, from any form or the chatbot.	Yes. This is the one to map for leads.
Booking conversion label	When a visitor completes an online booking.	Yes, if you take bookings online.
Quote request conversion label (retired)	Nothing. It fires from no surface at all.	No. Leave it empty. Mapping it double-counts every lead -- see Common mistakes below.

A lead and a booking are different moments and both can happen for one customer -- somebody asks for a quote on Monday and books on Thursday. That is two conversions and it is correct. What is not correct is the same moment counted twice, which is what the retired field did.

Finding your Conversion ID and labels in Google Ads

Both values come out of Google Ads, not out of HaulHQ. In Ads, go to Goals > Conversions > Summary, open the conversion action you want, and use Tag setup > Use Google tag manager (or Install the tag yourself) to see the snippet.

1The Conversion ID is the AW- value, for example AW-18223968103. One per Ads account, and HaulHQ checks the shape before saving.
2The conversion label is the part after the slash in the tag's send_to value. In send_to: 'AW-18223968103/AbC-D_efGhIJ123' the label is AbC-D_efGhIJ123.
3Create a separate conversion action for each moment you want counted, so Lead and Booking have their own labels. One label used twice cannot tell them apart.
4Paste the ID once and each label into its matching field, then Save. No code goes on your site for this -- HaulHQ sends the events.

A label is not a Conversion ID, and Ads shows them together

The snippet contains both, joined by a slash. Pasting the whole send_to string into a label field will not work; HaulHQ wants the ID in the ID field and only the suffix in the label field.

How the event reaches Google

The quote form and the booking widget run inside a frame on your site. When a lead or a booking completes, the frame tells the page around it, and the HaulHQ WordPress plugin fires the Google Ads conversion from your own page -- where your Google tag lives. On a site using the HTML embed instead of the plugin, the same message is sent and your page needs to listen for it.

The practical consequence surprises people, and it is in Common mistakes below: your Google Analytics will not show these form submits, no matter how the tag is installed.

Common mistakes

"I mapped a label into every field so nothing gets missed."

That is what double-counts every lead. Quote request is retired and names the same moment as Lead -- mapping both made one lead into two conversions in Google Ads. The symptom to look for: two conversion actions whose counts move in near lockstep, within a few percent of each other over a long window. Clear the retired field; it changes nothing else.

"My Google Analytics should show a conversion when someone submits the form."

It cannot, and this is not a setup error. The form runs in a frame served from a different origin, and your GA4 tag is not inside it -- so GA4 never sees the submit. Google Ads conversions still work, because HaulHQ sends those as a message your page fires from outside the frame. Count leads in HaulHQ or in Google Ads, not in GA4.

"I set both conversion actions to Primary so Ads optimises for both."

Pick one Primary. One customer can legitimately produce a lead and then a booking, so two Primary actions let a single customer count twice toward whatever Smart Bidding is chasing. Make the moment you actually want more of Primary and the other Secondary.

"I cleared the retired label and my conversions dropped."

That is the double-count going away, not a loss. The number you had was roughly twice the truth. Your real lead count did not change -- only what Google was told.