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Google Ads Integration: Conversion Postbacks with Snippets & DNI

How Moja uploads eligible call conversions to Google Ads using click identifiers, snippets, and DNI, with setup guidance and troubleshooting.

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Written by Eric Gardona

GOOGLE ADS INTEGRATION: Conversion Postbacks with Snippets & DNI

Location: Integrations → Integrations (Beta), Integrations → Snippets, Reporting / Call Tracking
​Use Case: Upload eligible Moja call conversions back to Google Ads

Summary

Moja can upload eligible call conversions to Google Ads when a call can be tied back to a Google Ads click. For website call attribution, this requires Moja to capture a Google click identifier from the visitor session and connect that session to the phone call.

In practice, customers should use the Moja website snippet with Dynamic Number Insertion (DNI). The snippet captures supported Google click identifiers, and DNI connects the visitor session to the dynamically inserted Moja tracking number.

Related guide: DNI, Tracking Tags/Snippets, and Number Pools

Why This Matters

Google Ads conversion postbacks help customers optimize campaigns based on real call outcomes instead of clicks alone.

This integration enables customers to:

  • Send eligible call conversions from Moja back to Google Ads

  • Attribute website calls to the original Google Ads click

  • Use Google Ads conversion actions for reporting and optimization

  • Troubleshoot missing conversions by checking whether a click identifier was captured

The key requirement is attribution: Moja must have a supported Google click identifier on the call before it can upload the conversion.

What's Included

  • Google Ads conversion postbacks — upload eligible Moja call conversions to Google Ads

  • Supported click identifiers — gclid, gbraid, and wbraid

  • Moja snippet support — capture landing-page visitor session data

  • DNI attribution — connect the visitor session to a dynamically inserted Moja number

  • Delayed upload processing — process eligible conversions on a scheduled basis

  • Automatic retries — retry failed uploads up to the configured retry limit

How It Works (End-to-End)

  1. Visitor clicks a Google ad — Google sends the visitor to the landing page with a supported click identifier such as gclid, gbraid, or wbraid.

  2. The Moja snippet loads — The snippet captures the visitor session and available click identifier from the landing-page URL.

  3. DNI replaces the phone number — The visitor sees a dynamically inserted Moja tracking number from the configured number pool.

  4. The visitor calls — The call is associated with the snippet session and the captured click identifier.

  5. Moja evaluates the conversion — If the call is eligible and a Google Ads conversion action is selected, Moja queues the conversion upload.

  6. Moja uploads to Google Ads — Uploads are delayed and processed automatically on a schedule. Failed uploads are retried when possible.

Feature Details

Google Ads Click Identifiers

What Are Click Identifiers?

Click identifiers are values Google uses to connect a website visit back to an ad click. Moja needs one of these identifiers on the call before it can upload a Google Ads click conversion.

Supported identifiers include:

  • gclid

  • gbraid

  • wbraid

If none of these identifiers are present, the call cannot be uploaded as a Google click conversion.

Moja Snippets

What the Snippet Does

The Moja snippet runs on the customer’s website and captures visitor-session data from the landing page. This is what allows Moja to preserve Google Ads attribution before the caller places the call.

Why the Snippet Matters

Without the snippet, Moja usually cannot see the website session or the Google click identifier. That means the resulting call may appear in Moja but still be ineligible for Google Ads upload.

DNI / Dynamic Number Insertion

What DNI Does

DNI replaces website phone numbers with Moja tracking numbers from a configured number pool. This lets Moja connect the visitor session captured by the snippet to the actual inbound call.

Why DNI Matters

Static-number calls usually do not carry the website visitor session or Google click identifier needed for Google Ads click conversion uploads. Use Moja snippets and DNI when customers want website calls attributed and uploaded to Google Ads.

How to Set It Up

Setting Up Google Ads Conversion Postbacks

  1. Enable Google Ads auto-tagging, or make sure supported Google click identifiers are preserved on landing-page URLs.

  2. In Moja, open the sidebar and go to Integrations → Integrations (Beta).

  3. Connect or confirm the Google Ads integration under Installed Integrations.

  4. Select the Google Ads conversion action Moja should upload eligible calls to.

  5. Go to Integrations → Snippets.

  6. Create or edit a snippet for the landing page.

  7. Copy the snippet code and paste it into the <head> section of the landing page.

  8. Configure the snippet fields, including Snippet Name, Campaign (Default) Number, Number to Replace, and Number Pool.

  9. Confirm Enable Number Replacement is turned on for the snippet.

  10. Place a test call from a URL containing a supported click identifier and confirm the call has attribution data in Moja.

Configuring Phone Number Replacement

The snippet can be configured to control which phone numbers are replaced. In the Snippets table and edit screen, use the visible fields to confirm the replacement setup:

  • Snippet Name — the label used to identify the snippet

  • Number to Replace — the static website number that should be replaced

  • Number Pool Name / Number Pool — the pool of Moja tracking numbers used for DNI

  • Enable Number Replacement — whether DNI replacement is active

If the customer uses multiple domains, review Linked Domains in the snippet configuration to help maintain visitor IDs across sites.

Where This Lives in the UI

  • Google Ads Integration → Integrations → Integrations (Beta) → Installed Integrations

  • Snippets / DNI → Integrations → Snippets

  • Snippet Code → Edit Snippet → copy code into the landing page <head> section

  • Number Pool Assignment → Edit Snippet → Number Pool

  • Cross-Domain Tracking → Edit Snippet → Linked Domains

  • Google Ads Attribution Reporting → Reporting / Call Tracking

Verifying Google Ads Attribution in Reporting

After calls begin flowing, use Reporting / Call Tracking to confirm whether Google Ads attribution is being captured and uploaded.

Useful reporting labels include:

  • WITH GCLID — calls with a captured Google click ID

  • CONVERSIONS — calls counted as conversions

  • UPLOADED — conversions uploaded back to the ad platform

  • Tracking IDs — table column showing captured tracking identifiers

  • Conversion Value | Type — table column showing conversion value and conversion type

Troubleshooting

Calls Are Showing in Moja but Not Uploading to Google Ads

Check whether the call has a captured Google click identifier:

  • gclid

  • gbraid

  • wbraid

If none are present, the call cannot be uploaded as a Google click conversion.

Calls Have No Google Click ID

Common causes include:

  • Google Ads auto-tagging is not enabled

  • The landing-page URL is losing query parameters

  • The Moja snippet is not installed on the landing page

  • The snippet loads after the visitor has already called

  • The phone number was not replaced through DNI

  • The visitor called a static number instead of the dynamically inserted number

Static Numbers Are Not Uploading

That is expected in most cases. Static-number calls usually do not carry the website visitor session and Google click identifier needed for Google Ads click conversion uploads.

Use Moja snippets and DNI if those calls should be attributed and uploaded.

The Wrong Number Is Being Replaced

Review the snippet’s phone replacement configuration. Make sure the snippet is replacing the correct phone number and ignoring any numbers that should stay static.

Upload Timing & Retry Behavior

  • Moja does not upload conversions instantly.

  • Uploads are delayed to respect Google Ads requirements and configured upload delays.

  • Eligible conversions are processed automatically on a scheduled basis.

  • If Google Ads is temporarily unavailable or an upload fails, Moja retries automatically up to the configured retry limit.

Backward Compatibility & Safety

  • Existing call tracking continues to function unchanged.

  • Static numbers can still receive and track calls in Moja.

  • Google Ads uploads only apply when the call has the required attribution data.

  • Snippet and DNI configuration should be tested before relying on uploads for campaign optimization.

In short: for automatic Google Ads call conversion uploads from website visitors, Moja Snippets + DNI are required.

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