You can include the IP address of the converting device in your offline conversion imports. While GCLIDs remain a requirement at the conversion action level, uploading individual events with only an IP address is acceptable when other signals are missing. Adding the IP address alongside other signals improves overall conversion attribution, particularly for engaged-view conversions.
It is recommended to upload all possible signals to maximize measurement. Using the Google tag provides you the advantages of IP attribution automatically, so you don't need to take any additional steps.
On this page:
- Improve attribution with IP Address
- How to import data to Google Ads
- Security and privacy for conversion and event tracking
Improve attribution with IP Address
Adding IP addresses to your conversion uploads improves campaign attribution accuracy. These addresses act as an additional match signal when identifiers like Google Click ID (GCLID) or GBRAID are missing or are of poor quality. You can use IP address data to attribute both click and engaged-view conversions.
Include IP addresses for every conversion event, even when click IDs aren't captured. You may upload some events containing only an IP address when you can’t map a click to the conversion.
How to import data to Google Ads
Use the Data Manager API or the Data Manager UI to upgrade to Data Manager if you’re new to uploading IP addresses for conversion measurement.
Prepare the data
- Capture the IP address: Set up your website to capture the device IP address.
- Use plain text: Send the IP address in plain text without hashing it.
- Use the correct IP: Capture the customer's device IP, not your server's IP address.
- Populate the API field: Include the device IP address in the
ipAddressfield of yourevents.ingestrequests. - Data Manager UI: Include the IP address data in one of the supported data sources. Once added, follow the specific instructions for that data source to map the new field.
Security and privacy for conversion and event tracking
Google has strict security standards. Google Ads only collects data on sites and apps where you have configured tracking.
- Ensure that you provide users with clear and comprehensive information about the data you collect on your sites, apps, and other properties. Make sure that you also get consent where required by law or any applicable Google policies governing user consent, including Google’s EU user consent policy.
- Confirm that your government ID exactly matches your billing settings to ensure a smooth verification process. If you use a "Doing Business As" (DBA) name, provide a business license linking your name to the entity. For document quality, upload clear PDF, JPG, or PNG files where all four corners are visible.
- When requesting a payments profile account, your new Authorization to Offer (ATO) document must exactly match the name on the new payments profile. Any naming discrepancies will result in the request being rejected by the verification system. For more information, refer to Edit your payments profile account.
