Learn how to store Google Ads attribution data on Crisp sessions and trigger a conversion from chat activity.

If a visitor lands on your website with a GCLID parameter, you can mark the Crisp session as coming from Google Ads, then fire a Google Ads conversion when that visitor starts a relevant chat interaction.

Before you start

This example uses the $crisp JavaScript SDK and the Google Ads gtag conversion call. You should adapt the conversion rule to your own business case, because a visitor message may not always represent a qualified lead or sale.

You will need:

• Crisp chatbox installed on your website
• Google Ads tracking installed and configured
• Your Google Ads Conversion ID and Conversion Label
• Consent handling that matches your legal and analytics requirements

Example implementation

The snippet below detects a gclid in the URL, stores a session data flag in Crisp, and fires a conversion when the visitor sends a message.

<script>
  window.$crisp = window.$crisp || [];

  $crisp.push(["on", "session:loaded", function() {
    var searchParams = new URLSearchParams(window.location.search);
    var hasGoogleClickId = searchParams.has("gclid");
    var currentSource = $crisp.get("session:data", "google_ads");

    if (hasGoogleClickId && currentSource === null) {
      $crisp.push(["set", "session:data", [[[
        "google_ads",
        "visitor"
      ]]]]);
    }

    $crisp.push(["on", "message:sent", function() {
      if ($crisp.get("session:data", "google_ads") === "visitor") {
        $crisp.push(["set", "session:data", [[[
          "google_ads",
          "conversion"
        ]]]]);

        gtag("event", "conversion", {
          send_to: "AW-999999999/HO-xxxxx-XXXXXXXXXX"
        });
      }
    }]);
  }]);
</script>

Replace AW-999999999/HO-xxxxx-XXXXXXXXXX with your own Google Ads conversion destination.

Adapt the conversion rule

In this example, a message:sent event is treated as the conversion. For many businesses, you may want a stricter rule, such as a form submitted, email added, pricing page conversation, demo request, or a backend-confirmed purchase.

Updated on: 03/05/2026