Can orders keyed into Unleashed by our sales team reach Google Ads?

Yes, if the customer first reached you through an ad and something captured that click, such as a GCLID on an enquiry form or a hashed email. The keyed order then inherits that link. A customer with no trace of an ad click simply isn’t sent, however big the order was.

Do you send the order when it’s placed or when it’s completed?

That’s your decision, and we talk through the trade-off. Sending on placed gets the signal to Smart Bidding sooner, but cancellations then need adjustments. Sending on completion is cleaner but slower. Many wholesalers would send on placed and correct later, which we’d check against how your team uses statuses.

Will this use up our Unleashed API access?

The sync reads sales orders and customer details on a schedule, which is a modest amount of traffic for most accounts. During scoping we confirm your subscription includes the API access we need, and we design the sync to fetch only what’s changed since it last ran.

Do repeat orders from an existing trade account count?

They can, but we’d be cautious. Repeat business from a long-standing account rarely has anything to do with this month’s ads. We’d usually treat the first order as the primary signal and keep repeat orders out of bidding, or report them through a separate secondary action if you want to see them.

How is this different from the order automation on your sister site?

The sister site, Zestcode Automation, gets emailed purchase orders into Unleashed without anyone retyping them. This service takes the finished order value out of Unleashed and into Google Ads. They’re independent and neither needs the other, although businesses doing both tend to end up with cleaner customer data.

Seven things that must be true before an Unleashed order can reach Google Ads

Trade orders keyed into Unleashed never fire a website tag, so Google Ads misses them. They can be matched to the original click, but only when the right details were captured. This is the checklist we build against.

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Most wholesale orders in Unleashed are keyed in by someone in the office after a phone call or an emailed PO, so no website tag ever fires and Google Ads never hears about them. Those orders can still be sent to Google Ads as offline conversions with their real values, as long as each one can be linked back to an ad click through a click identifier or hashed contact details captured with the original enquiry.

That “as long as” is doing a great deal of work. This is the checklist we use to find out whether an Unleashed account can do it, in the order things tend to go wrong.

1. The buyer clicked an ad in the first place

A trade customer who has ordered every month since the days of fax machines did not come from Google Ads, and no integration can change that. Orders with no ad click behind them can’t be attributed, and they shouldn’t be. The realistic target for most wholesalers is new accounts and new enquiries, so a minority of orders by count is a normal thing to expect.

2. Something was captured when they enquired

A click leaves a GCLID in the landing page URL (or a gbraid or wbraid on some Apple traffic). Your site has to save it and submit it with the trade enquiry or account application form. Alternatively, the buyer’s work email and phone number can be hashed and passed to Google. One or the other has to exist, because this is the only bridge between an ad and an order someone typed in later.

If a visitor denies ad_user_data, the hashed details for enhanced conversions aren’t collected. That gap is legitimate and we won’t try to engineer around it. We check your banner passes those choices to the tags correctly before counting on the data, and Consent Mode setup is where those problems usually get fixed.

4. The enquiry and the Unleashed customer can find each other

Your website knows an email address. Unleashed knows a customer code and, if you’re lucky, a contact. Joining those can be awkward when accounts@ sits on the customer record and the buyer’s own work email went on the form. We usually keep a small table of enquiries and match by email, then phone, then company name, with a human check for the doubtful ones.

5. The order has a value worth sending

Unleashed gives us the sales order’s lines and totals through its API. We agree whether to send the order total ex VAT, the invoiced value, or margin where the costs are dependable. A parked sales order is different from a completed one, so we also decide which status makes it count, with credits and cancellations coming back as adjustments.

6. One conversion action, counted the right way

Wholesale customers reorder, which makes the counting setting matter. Set to “every”, repeat orders from an account that came through an ad can keep feeding the campaign credit. Set to “one”, only the first counts. We’d usually make the first order the primary signal and report repeat value separately, especially as Google Ads won’t accept a click once it’s too old anyway.

7. Somebody notices when it stops

An Unleashed API key gets rotated, a sales rep starts entering a new order type, and conversions quietly fall away. Tracking Monitoring compares what Unleashed recorded with what reached Google Ads and warns when the two drift apart.

Can emailed POs be included?

Yes, if the person who sent the PO can be matched to an earlier enquiry. A PO arriving by email doesn’t carry a click, so the link still comes from check 2. If your team is also tired of keying those POs in the first place, our sister site builds the order automation that reads them into Unleashed, and the two sit together quite happily.

Scoring yourself against the list

If you’re missing checks 1 or 2 for nearly every order, this project isn’t for you yet, and better enquiry capture is the place to begin. A Tracking Audit, from £395 ex VAT, tells you where you stand. ERP order values explains the build, which starts from £2,500 ex VAT as a fixed quote and sits entirely in your own Unleashed and Google Ads accounts.

Common questions

Straight answers to what people ask before they get in touch.

Can orders keyed into Unleashed by our sales team reach Google Ads?
Yes, if the customer first reached you through an ad and something captured that click, such as a GCLID on an enquiry form or a hashed email. The keyed order then inherits that link. A customer with no trace of an ad click simply isn’t sent, however big the order was.
Do you send the order when it’s placed or when it’s completed?
That’s your decision, and we talk through the trade-off. Sending on placed gets the signal to Smart Bidding sooner, but cancellations then need adjustments. Sending on completion is cleaner but slower. Many wholesalers would send on placed and correct later, which we’d check against how your team uses statuses.
Will this use up our Unleashed API access?
The sync reads sales orders and customer details on a schedule, which is a modest amount of traffic for most accounts. During scoping we confirm your subscription includes the API access we need, and we design the sync to fetch only what’s changed since it last ran.
Do repeat orders from an existing trade account count?
They can, but we’d be cautious. Repeat business from a long-standing account rarely has anything to do with this month’s ads. We’d usually treat the first order as the primary signal and keep repeat orders out of bidding, or report them through a separate secondary action if you want to see them.
How is this different from the order automation on your sister site?
The sister site, Zestcode Automation, gets emailed purchase orders into Unleashed without anyone retyping them. This service takes the finished order value out of Unleashed and into Google Ads. They’re independent and neither needs the other, although businesses doing both tend to end up with cleaner customer data.