Google Ads adds beta CRM conversion recovery and auto‑enrolls advertisers in customer‑list feature

Google Ads has introduced a beta feature that lets advertisers link their website conversion tags with external data sources such as a CRM or order‑management system. The dual‑input system uses the existing tag as the primary collector and supplements it with backend records to recover missed conversions or overwrite values with more accurate data. Transaction IDs are used to deduplicate records within a single conversion action, and Google advises adding the extra source to the existing action rather than creating a separate one.

In a separate update, Google Ads will automatically enable conversion‑based customer lists for eligible advertisers who already use Enhanced Conversions and Customer Match. Processing begins on Aug. 18, and the lists become available without any action required. Advertisers can opt out before that date via account settings. The feature aims to help marketers build audience segments from first‑party conversion data.