Google Ads

MoveBoard tells your Google Ads which leads from ad clicks became real booked moves, and takes back the ones that cancel, so your ads learn from bookings instead of form fills.

> Until MoveBoard's Google Ads setup is finished, the page says Google Ads isn't available yet and there is nothing to press. If a problem says Google hasn't approved MoveBoard's Google Ads access yet, Google is still reviewing MoveBoard's access: there is nothing for you to change, and MoveBoard tries again by itself.

What it sends, and when

When a visitor comes from a Google ad and asks for a quote on your website, MoveBoard keeps the ad's click with the lead — see Google click IDs on leads. When that order is Booked:

• MoveBoard waits for the hold (24 hours unless you change it, never under 6 — Google can't match a fresher click), then sends a Booked move conversion with the order's value, the booking time on the branch's clock, and the order number.
• Completed counts as booked: nothing new is sent.
• Cancelled, Postponed, Spam, Dead Lead, Reserved or Archived during the hold: nothing is ever sent.
• The same after it was sent: MoveBoard takes it back from Google Ads.
• Booked again later: it is sent again with the new booking time.

The order's log says Sent to Google Ads through Google Data Manager as a booked move · $1,250.00 or Taken back from Google Ads (cancelled), and Recent sends on the settings page lists the latest ones with Google's answer — see Recent sends. Leads with no ad click (phone, walk-in) aren't sent — unless you switch on the setting below.

Bookings from phone calls (no ad click)

A customer who saw your ad and called has no ad click on the order. Switch on Also send bookings without a Google click (matched by the customer's phone and email) in What MoveBoard sends and Save: those bookings go to Google Ads too, and Google credits the ad if the customer's email or phone belongs to someone who clicked it.

• It's off until you switch it on, and only bookings made after you switch it on are sent.
• Everything else is the same: the hold, the value, the same "Booked move" conversion, and cancellations are taken back.
• A booking that does have an ad click also carries the email and phone, so Google matches it more often.
• The email and phone never leave MoveBoard as they are: MoveBoard turns each into a one-way code (SHA-256, the way Google asks) before sending. Nobody — not Google, not MoveBoard's logs — can read them back from it.
• Google takes them only when your Google Ads account has accepted Google's customer data terms and has enhanced conversions for leads turned on: in Google Ads, open Goals › Settings, turn on Enhanced conversions for leads and accept the terms. The page shows, per account, what Google says (Ready, or what is missing); MoveBoard asks Google when you save with the switch on, and again with Read again from Google. If Google won't answer the settings question for an account, MoveBoard asks with a test upload instead (one made-up address, nothing counted) and shows Google's own reason when that doesn't settle it either. Until Google says both, nothing with an email or phone goes to that account, and phone bookings wait (No ad click, and Google hasn't confirmed the account takes phone/email matches).

If an agency already credits your calls in Google Ads another way (a call-tracking tool), ask them first — the same booking shouldn't be counted twice.

Set it up (admins)

In Settings › Integrations › Google Ads:

1. Connect with Google — someone with admin or standard access to your Google Ads signs in once. Google asks for two permissions — to manage your Google Ads, and to send your conversions through Google's Data Manager — allow both. If the page asks you to sign in with Google again, your connection was made before Google moved conversion uploads to its Data Manager: connect once more and nothing else changes.
2. Link each branch to its Google Ads account (or leave it unlinked). The currency comes from the branch's country (CAD for Canada); you can change it.
3. Make "Booked move" — MoveBoard creates the conversion in that account (or Pick existing). It is made as a secondary conversion: it reports in Google Ads, but your bidding doesn't change until you make it primary yourself (Google Ads › Goals › Conversions). Google takes uploads to a new conversion 6 hours after it is made; MoveBoard waits for that.
4. Choose the value: the middle of the quote range (default) or the order total (the closing total once closed, until then the top of the quote), and the hold.
5. Answer Another tool already sends bookings? If an agency or another integration already uploads booked jobs, MoveBoard won't switch on — every booking would count twice. Turn the other upload off first.
6. Switch Send booked moves to Google Ads on and Save. Bookings made from then on are sent every hour.
7. Optional: Also send bookings without a Google click — see Bookings from phone calls above.

Check without sending runs the next upload in Google's test mode: Google checks every booking and you see what would go and any problem, but nothing is counted. Bookings with an ad click show as Booked move (gclid); phone bookings as Booked move (phone/email).

Recent sends

The Recent sends card lists the last 10 bookings MoveBoard sent to Google Ads and took back in the last 30 days, newest first:

• Order — click the number to open the order.
• What — Booked move (gclid) for a booking from an ad click, Booked move (phone/email) for one matched by the customer's email and phone, or Taken back (cancelled).
• Value and When — what was sent and when, on your branch's clock.
• Sent through — bookings go through Google Data Manager, Google's service for sending conversions; take-backs go through the Google Ads API, because Google Data Manager can't take a conversion back.
• Google's answer — Accepted with Google's request number for the upload (point at it to see the whole number). Bookings sent before Nov 2, 2026 say Sent (before MoveBoard kept Google's request number).
• A cancelled booking Google never counted (usually a phone/email booking no ad click matched) says Nothing to take back: Google never counted this booking, in grey: there was nothing in Google Ads to take back, so it is done and is not a problem. When the booking was sent less than 3 days before (Google may still be matching it), it says Google hasn't counted this booking yet and MoveBoard asks Google again over the next days before settling it the same way.

Press Ask Google for the status to ask Google what became of each upload on the list. The answer replaces Accepted: Done · 1 event received, Google is still processing it, or Not taken / Partly taken with Google's reason in words (for example the ad click is older than Google's 90 days). MoveBoard asks only when you press the button, and asks again only about uploads Google is still processing; the button is greyed out when Google has answered for every one.

The numbers

Sent and Matched by Google come from Google's own upload report, not MoveBoard's count. Every order Google refused is listed with Google's reason. If Google matches fewer than half, check that each branch is linked to the account its ads run in.

Under the numbers, Google's own warnings are listed in words:

• Take-backs of bookings Google never counted (grey), for example 1 cancelled booking had nothing to take back: Google never counted it. These are bookings MoveBoard sent that Google never matched (often phone/email bookings with no ad click). Nothing to do, and they are not counted as problems.
• Take-backs (amber), for example 1 take-back refused: Google had no conversion with that order number (it was likely sent by another tool). Google had nothing to take back for that order — usually because the booking reached Google Ads from another tool, not from MoveBoard. Your uploads are not affected.
• A take-back stays a problem, listed with its order, when the branch's Google Ads account or conversion action was changed after the booking was sent: Google is no longer being asked in the place the booking went.
• Uploads (red), for example 9 of 13 uploads refused by Google: …, with Google's reason and its code. These are bookings Google could not count; the orders it refused are listed on the card with its reason.