Matomo Conversion Export: Send Conversions to Google Ads

Matomo’s Advertising Conversion Export sends your Matomo goal conversions to Google Ads, so Ads keeps learning after GA4 is gone.

It builds a private export URL that Google Ads fetches on a schedule, matching each row by its Google Click ID.

It’s a paid feature: Matomo Cloud includes it on Business and Enterprise plans, and On-Premise users buy it separately.

Why This Matters When You Leave GA4

Many Google Ads accounts import their conversions from GA4 key events, so removing the GA4 tag stops them arriving.

Bid strategies that rely on those conversions lose their signal, which is the quiet cost of a GA4 to Matomo move.

You have three ways to keep conversion data flowing into Google Ads after the switch.

Option	What runs on your site	What Google Ads receives
Keep GA4 only for Ads	GA4 tag next to Matomo	GA4 key events imported as conversions
Google Ads conversion tag	Google tag on conversion pages	Conversions from the tag
Matomo Conversion Export	Matomo only	A file of Matomo goal conversions with click IDs

Only the third option keeps Google scripts off your conversion pages. Matomo describes it as a way to drop the conversion pixel.

What It Costs

• Matomo Cloud. Included in the Business and Enterprise plans, with nothing extra to install.
• On-Premise. Sold on the Matomo Marketplace, from €169 or $199 a year for 1 to 4 users.
• Bigger teams. The 5 to 15 user tier is €329 or $399, and unlimited users is €499 or $599.
• Matomo for WordPress. Same rule as On-Premise: you buy the feature on the Marketplace.

Marketplace prices above are yearly, as listed on the plugin’s Marketplace page in November 2026.

Before You Start

• Turn on auto-tagging in Google Ads, so landing URLs carry the gclid parameter.
• Set up Google Ads campaign tracking in Matomo, as its setup guide asks you to.
• Create at least one Matomo goal for the action you want Google Ads to count.
• In Google Ads, Google recommends enabling data sharing under Consent settings for imported and uploaded data.

Missing click IDs are a common reason rows get skipped, so check one real ad landing URL first.

Step 1: Create the Export in Matomo

1. Go to Administration, then Websites (or Measurables), then Conversion exports.
2. Click Create new conversion export and pick Google Ads HTTPS, the type Matomo recommends.
3. Keep “Only export visits with a Click ID” on unless you need a lookback window.
4. Set the days to export. Matomo suggests 3 for daily imports and 9 for weekly ones.
5. Pick the goal, type an alias, and choose which revenue value to send.
6. Save and copy the export URL right away, because its access token is shown only once.

Turning the click ID filter off adds two settings: days to look back, and first, last or all click IDs.

Step 2: Create the Conversion Action in Google Ads

1. Go to Goals, then Summary, and start a new conversion action.
2. Choose Import, then Conversions offline, and pick a category that fits the goal.
3. Choose to connect the data source later, then finish the setup.
4. Rename the action so it matches your Matomo alias exactly, including capital letters.

Wait 4 to 6 hours before the first upload to a new conversion action. Google asks for that gap.

Step 3: Schedule the HTTPS Import

1. In Google Ads, open Goals, then Uploads, then Schedules, and choose HTTPS.
2. Paste the Matomo export URL and add the suffix shown below to the end.
3. Enter any username and password. Google Ads asks for them, but Matomo doesn’t check them.
4. Pick a frequency, such as daily, and save the schedule.

The suffix to append is &requestType=https&conversion-export.csv, exactly as Matomo’s guide gives it.

Keep the export window wider than the schedule. Overlapping days cover a failed run, and Google Ads skips rows it already has.

Test With a Manual Upload First

Before you trust the schedule, run one manual upload and read what Google Ads says about it.

1. Download the CSV from the Manage Conversion Exports page in Matomo.
2. In Google Ads, open Goals, then Uploads, and add a new upload from a file.
3. Open the upload result and look for skipped or rejected rows.

Google Ads may fail to validate an empty file, so test with a goal that has recent paid conversions.

Rules Google Ads Applies to Your File

• 90-day limit. Conversions uploaded more than 90 days after the last click won’t be imported.
• Processing time. Imported conversions can take 24 to 48 hours to show up in reports.
• Duplicates. Google Ads matches on conversion action, conversion time and click ID, then ignores repeats.
• Legacy label. Google now calls file-based imports legacy and points new setups to Google Ads Data Manager.

That last point matters for long-term plans. Matomo still documents the HTTPS route, but watch Google’s release notes.

Why Matomo and Google Ads Numbers Won’t Match

• Only paid clicks travel. Conversions without a click ID stay in Matomo, including organic, direct and email traffic.
• Different attribution. Matomo picks the click ID, and Google Ads applies its own settings to each conversion action.
• Different counting. GA4 key events often counted every occurrence, while a Matomo goal may count once per visit.
• Untracked visits. A visit Matomo never recorded can’t appear in the export file.

Compare the import against Matomo’s goal report filtered to Google Ads traffic, not against your old GA4 totals.

Other Ad Networks

The same plugin exports to Microsoft Advertising and Yandex Ads, using their msclkid and yclid click IDs.

Facebook click IDs aren’t supported, so Meta conversions need a different route after the move.

FAQ

Full field-by-field setup lives in Matomo’s guide to conversion imports in Google Ads.