How Zeus sends won deals, bookings and store orders to Google Ads

A form fill isn't a customer. Google Ads only learns which clicks bring paying customers if it hears about the real result. Zeus reports three kinds of result to the client's Google Ads account, each with its value, so the campaign can learn from them:

• Won deals: an opportunity in The Pantheon is marked Won (by hand, by moving it to a Won stage, by a paid invoice or by an automation).
• Completed or paid bookings: a booking is marked completed, or is paid in full. A deposit alone doesn't count.
• Paid store orders: an order in the online store is paid.

Each result is sent once, however many times it happens. A deal won, reopened and won again is still one.

When it's on

It's on by itself once the client's Google Ads account is linked and Zeus has built a campaign for them. You can turn it on before that, or off at any time, on the Real results sent to Google Ads card on Ads & Analytics → Google Ads. Whatever you choose stays as you set it.

How a result is matched to an ad click

When someone clicks a Google ad and lands on a Mount Olympus site, the site keeps the ad's click id. It only does this if the visitor allowed marketing cookies (or the site has no cookie notice), and it keeps it for 90 days. When that person later sends a form, books, or pays at the store, the click id is saved with them. When the deal is won or the booking is completed, Zeus sends that click to Google Ads.

If there's no click to match, the result shows Not sent with the reason, for example "This person didn't come from a Google ad that we know of". That's normal for customers who found the business another way.

Matching by email and phone

With Also match by email and phone on (it is by default), Zeus also sends the customer's email and phone number. They're scrambled first (hashed the way Google asks), never sent as plain text. This matches customers whose ad click wasn't kept, for example because they came back on another device.

It's only sent when all of these are true:

• the person allowed marketing cookies on the website when they sent the form, booked or paid;
• the client's Google Ads account has accepted Google's customer data terms and turned on enhanced conversions for leads (see below).

If the person said no to marketing cookies, nothing about their ad visit is sent, not even an earlier click.

Turn on email and phone matching in Google Ads

Google Ads takes email and phone matches only after the account owner agrees to Google's terms. The card shows a note while it's missing. In Google Ads:

1. Open Goals → Settings.
2. Open Enhanced conversions for leads and turn it on.
3. Accept the customer data terms, choose the Google Ads API as the way data is sent, and save.

Until then Zeus sends the ad click only.

What the client's Google Ads account gets

Zeus creates one conversion action per kind of result, or reuses one it made before: "Zeus — Won deal", "Zeus — Completed booking" and "Zeus — Paid order". They're secondary conversions: they show in All conversions and in Zeus's reports, but they don't change what the campaign bids on. That way a lead the website already counts, or a store sale the thank-you page already reports, isn't counted twice. To have the campaign bid on won deals instead of form fills, make "Zeus — Won deal" primary in Google Ads (Goals → Conversions → the action → Edit settings) and make the form action secondary.

Steps

1. Open the client's Ads & Analytics → Google Ads.
2. On Real results sent to Google Ads, check it's On.
3. Turn each kind of result on or off.
4. Pick the value each one sends:
   • The deal's value / What the customer paid / The order total (the default);
   • A fixed value, for example 500 for every won deal;
   • No value, to count them only.
5. Open Latest results to see what happened to each one.

What each result shows

• Sent to Google Ads, with how it was matched: by the ad click, or by the ad click plus email / phone, or by email / phone.
• Waiting to send: results wait about 10 minutes before they go (Google asks for a short wait after a click).
• Waiting to try again: Google asked to wait or slow down. Zeus tries again, waiting longer each time (from 10 minutes up to a day).
• Not sent: there was nothing to match, or it was turned off before it went.
• Google didn't take it: Google refused it, with the reason in plain words. Fix the reason and click Try again.

The card also shows, for the last 90 days, how many of each were sent and their total value.

Where Zeus uses it

• The Zeus Ads Review shows a Real results sent to Google Ads box: what was sent in the review's 30 days and what Google Ads recorded on Zeus's actions. It adds a finding when Google refuses results, when most results can't be matched to an ad click, or when email and phone matching is waiting on the Google Ads terms.
• The monthly review does the same.

Examples

• A plumber's won deal: Sam clicks an ad, sends the quote form and accepts cookies. Two weeks later the team marks Sam's $4,200 opportunity Won. Zeus sends it to Google Ads as a $4,200 "Zeus — Won deal" from Sam's ad click.
• A booking from someone who never clicked an ad: the booking shows Not sent ("didn't come from a Google ad that we know of"). Nothing to do.
• A store order: the shopper accepted marketing cookies at checkout. The paid order goes to Google Ads with the order total, as "Zeus — Paid order", next to the purchase the thank-you page already reports.

Limits and what it can't do

• Only Mount Olympus sites keep the ad click. For other websites, Zeus can still match by email and phone when the person gave marketing consent on a Mount Olympus form, booking or checkout.
• Google only counts results within 90 days of the ad click.
• Past deals brought in from an import aren't sent.
• Results go to the Google Ads account linked to the client in Client → Settings → Google.
• Sending results is free.

Who can use it

Agency people with the Clients tool, for the clients they can reach. Client people never see it.

Troubleshooting

• The card doesn't show: link a Google Ads account to the client first (Client → Settings → Google).
• "Off until Zeus builds this client's Google Ads campaign": turn it on yourself, or build the campaign with Zeus.
• Most results say "Not sent": make sure the site has the Google Ads tag (conversion tracking with Zeus connects it on Mount Olympus) and that the cookie notice lets visitors accept marketing cookies.
• "Google couldn't find that ad click in this Ads account": the person clicked an ad from a different Google Ads account than the one linked to the client.
• "The Google login connected to ContentForge can't upload conversions": give the connected Google login Standard or Admin access to the Ads account.
• "The Google Ads account hasn't accepted the customer data terms yet": follow Turn on email and phone matching in Google Ads above. Zeus sends the click alone meanwhile.
• "The conversion action was just created in Google Ads": Google needs a few hours before a new action takes results. Zeus tries again by itself.