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Upload rules

Check which leads can be uploaded to Google Ads and when they go out.

Not every lead in your inbox becomes a Google Ads conversion. NMC only uploads conversions for leads created after you choose your Google Ads account (never for leads from before you connected or while Google Ads was disconnected), and Google Ads needs enough information to match the lead back to an ad.

How Google matches conversions

Section titled “How Google matches conversions”

NMC uploads conversions through three sources:

  • Website Google click: uses the Google click details captured when the visitor landed on your website from an ad.
  • Website form contact details: uses hashed email or phone details from the original form submission when contact sharing is turned on.
  • Calls from ads: uses the caller’s phone number and call time so Google can match the call to a call asset click or impression. NMC uploads New about 12 hours after the call, and Qualified and Converted 24 hours after the lead reaches the stage.

For website leads, NMC uploads the Google Ads click that credited the lead to Google Ads. Form contact details are included alongside a click ID only while the click is under 60 days old, and never with certain iPhone ad clicks where Google rejects contact data. See what Google Ads receives.

Even after NMC uploads a conversion, Google Ads can take additional time to show it in reports. Right after NMC creates a brand-new conversion action in Google Ads, uploads to that action also wait 6 hours so Google finishes activating it.

Because Google Ads doesn’t allow edits or removals for calls from ads or iPhone app clicks, NMC waits 24 hours after a lead reaches Qualified or Converted before uploading them (showing Scheduled in the meantime). New isn’t held, because NMC never removes it. If AI review suggests closing one of those leads as Not a lead, those Qualified and Converted uploads pause and show Waiting for your review until someone acts on the lead. See correcting conversions. You can check any lead’s conversion source and status in its Google Ads section.

Settings and defaults

Section titled “Settings and defaults”
Setting Range Default What it controls
Conversion window 1–90 days 90 days How long after an ad click Google Ads counts conversions on NMC’s conversion actions, and how long an ad click credits a new lead to Google Ads.
Minimum call length 1–600 seconds 60 seconds When call recording is off, calls shorter than this aren’t uploaded. Calls that didn’t connect, or whose duration NMC didn’t receive, count as 0s.
Share form contact details with Google On or off Off Lets NMC include hashed form email and phone details for matching once you complete the required steps in Google Ads.

When call recording is turned on, NMC doesn’t apply the minimum call length cutoff, because you or AI review can judge what was actually said on short calls. Close spam and wrong-number leads as Not a lead promptly, and review which conversions can be corrected.

If a lead can’t be matched

Section titled “If a lead can’t be matched”

If a visitor’s browser blocked the website tracking script or stripped the ad click ID, NMC may not have anything Google Ads can match. Editing a contact’s email or phone number later in NMC won’t retroactively add matching details to an earlier form submission. Open the call or form activity on the lead to see exactly what NMC captured when it arrived.