How to Track WhatsApp Conversions (Not Clicks) in Google Ads for Dubai Businesses

If you’re running Google Ads in the UAE, chances are a big part of your leads come through WhatsApp. But here’s the problem: Google Ads can only see clicks to WhatsApp — not whether that click actually turned into a conversation or customer.

Let’s fix that.

This guide shows you how to track real WhatsApp conversions (not just clicks) using Offline Conversion Tracking (OCT) and a simple GTM + Make.com + Google Sheets workflow.

You’ll be able to tell Google Ads exactly which WhatsApp chats became paying clients — and feed that data back for better optimization.

Why You Need Offline Conversion Tracking for WhatsApp

Google Ads can track form submissions, purchases, or calls — but WhatsApp doesn’t integrate natively.

That’s why you’ll use Offline Conversion Tracking (OCT).

It lets you match the Google Click ID (GCLID) from a click to the lead or sale that happens later in WhatsApp. This way, Google learns which campaigns, keywords, and ads brought real customers — not just chats.

Step 1: Create a Conversion Action in Google Ads

1. In Google Ads, go to Tools & Settings → Conversions → + New Conversion Action.

2. Choose Import → Conversions from clicks.

3. Name it WhatsApp Lead (you’ll need to use this exact name later).

4. Save it.

This creates the offline conversion placeholder that we’ll fill later.

Step 2: Capture the GCLID (Google Click ID) with GTM

You’ll store every Google Ads click ID in a cookie, so you can reference it later when someone clicks your WhatsApp button.

1. In Google Tag Manager, click Tags → New.

2. Name it: GCLID Cookie Setter.

3. Tag Type: Custom HTML.

4. Paste this script:

<script>
function getParameterByName(name, url) {
  if (!url) url = window.location.href;
  name = name.replace(/[\[\]]/g, "\\$&");
  var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"),
      results = regex.exec(url);
  if (!results) return null;
  if (!results[2]) return '';
  return decodeURIComponent(results[2].replace(/\+/g, " "));
}
var gclid = getParameterByName('gclid');
if (gclid) {
  document.cookie = "gclid=" + gclid + "; path=/";
}
</script>

5. Trigger: All Pages (so it runs site-wide).

6. Save and publish your container.

Now, any visitor from a Google Ad has their GCLID stored in a browser cookie.

Step 3: Track WhatsApp Button Clicks

When someone clicks your WhatsApp button, you’ll send that GCLID + timestamp to Make.com (or your CRM).

1. In GTM, create a new Trigger → Click – Just Links.

2. Condition: Click URL contains wa.me or Click URL contains api.whatsapp.

3. Name it: WhatsApp Click.

Next, create a Tag → Custom HTML and paste:

<script>
var cookies = document.cookie.split('; ');
var gclid = null;
for (var i = 0; i < cookies.length; i++) {
  if (cookies[i].indexOf('gclid=') === 0) {
    gclid = cookies[i].split('=')[1];
    break;
  }
}
if (gclid) {
  var data = {
    gclid: gclid,
    action: "WhatsApp Click",
    timestamp: new Date().toISOString()
  };
  var xhr = new XMLHttpRequest();
  xhr.open("POST", "https://hook.eu2.make.com/YOUR-MAKE-HOOK-URL", true);
  xhr.setRequestHeader("Content-Type", "application/json");
  xhr.send(JSON.stringify(data));
}
</script>

Attach the WhatsApp Click trigger, then Save & Publish.

Now, each time a user clicks the WhatsApp button, their GCLID and timestamp are sent to your Make.com webhook.

Step 4: Log and Store the Click Data

1. In Make.com, create a new Scenario.

2. Start with a Webhook module and copy the webhook URL.

3. Paste that URL into the GTM script (replace YOUR-MAKE-HOOK-URL).

4. Add a Google Sheets module (or your CRM) to save each entry — GCLID, action, timestamp.

Now you’re storing every WhatsApp click tied to a GCLID.

Step 5: Mark Real Conversions

Once a lead actually converts (e.g., books, pays, or qualifies), open your Google Sheet or CRM and mark it.

Columns required for Google’s import sheet:

💡 Tip: Use UTC time format (YYYY-MM-DD HH:mm:ss).

If your sheet logs local Dubai time, adjust using Make.com’s Date Formatter module.

Step 6: Import Conversions to Google Ads

1. Download your sheet as CSV (or connect via Google Sheets API).

2. In Google Ads:

   • Go to Tools & Settings → Conversions → Uploads.

   • Choose Conversions from clicks.

   • Upload your CSV.

Once imported, Google will map each GCLID to the original click — showing exactly which WhatsApp chats became real leads.

Bonus: Automate the Feedback Loop

Once this is stable, automate it:

• Add a filter or label in your CRM (e.g., “WhatsApp Qualified Lead”).

• Sync to Google Sheets via Make.com or Zapier.

• Schedule daily or weekly auto-imports into Google Ads.

You’ll feed your campaigns with first-party conversion data, letting Google Ads optimize toward actual WhatsApp leads, not empty clicks.

Common Questions

Q1) Can I track this directly with GA4 or Tag Manager?
Not accurately — WhatsApp opens externally, so you lose the conversion event unless you use offline imports.

Q2) Is this allowed by Google Ads policy?
Yes. Offline conversions via GCLID are a supported, compliant method.

Q3) How soon should I import conversions?
Within 90 days of the original click. The sooner, the better for smart bidding.

Q4) Do I need Make.com?
No, you can use any webhook → Google Sheet / CRM workflow (Zapier, Pabbly, n8n). Make.com is just convenient and free at low volume.

Final Thoughts:

This setup bridges the gap between Google Ads tracking and WhatsApp reality — perfect for service-based businesses in Dubai where most conversations start in chat, not forms.

Once you import real conversion data, your campaigns will:

• Bid smarter (based on actual customers)

• Lower cost per qualified lead

• Report more meaningful results