When someone clicks one of your ads and later sends an enquiry, calls or buys, Gorilla Dash can tell Google Ads and Meta about it. Each of those reports is a conversion, and it is how the ad platforms learn which ads and keywords bring in real customers.

A conversion rule decides which results are reported and what they are reported as. For example, one rule might report enquiries from the Franchise Enquiry form in the Sydney tribe as "Franchise Lead", while another reports sales over $1,000 as "Qualified Sale" with the sale amount as its value. A tribe is one location, branch or business unit inside your organisation.

Before you start

• You need a connection. Select Campaigns & Audiences in the left-hand menu, then Connections, and set one up if you have not already.
• For Google Ads, the conversion action you want to report to must already exist in Google Ads. Create it there first, under Goals, then Conversions, choosing Import as the source. The rule form lists the actions that are switched on in the account.
• For Meta, you only need an event name. Meta's standard names, such as Lead or Purchase, are suggested, and you can type your own.

Creating a rule

1. Select Campaigns & Audiences in the left-hand menu, then Conversion Rules.
2. Select Create.
3. Give the rule a Rule Name you will recognise, such as "Sydney franchise enquiries".
4. Choose the Ad Connection.
5. Under Count a conversion when, choose an enquiry, a call, an estimate or a sale.
6. Narrow it down if you need to. Every rule can be limited to some Tribes. Enquiries can also be limited to some Forms, calls to a Minimum call length, estimates and sales to a Minimum amount, and sales to the customer's first sale only.
7. Under Report it as, tick Google Ads conversion and choose the conversion action, tick Meta conversion event and choose the event name, or do both.
8. Choose the Conversion value: the amount of the estimate or sale, a fixed amount, or no value. A fixed amount is useful for enquiries, where you know roughly what a lead is worth to you.
9. Select Save.

Gorilla Dash looks for matching results twice a day, covering the past week each time, so a new rule also picks up anything from the last seven days. Older results are not reported. Meta only accepts results from the past seven days, so anything older that was waiting to go to Meta is marked as expired instead of sent.

When a result matches more than one rule

One enquiry can match several rules, and each rule reports it, as long as the rules send it to different places. That lets you count every enquiry as "Lead" and also count franchise enquiries as "Franchise Lead". If two rules would send the same result to the same Google conversion action or the same Meta event, the platform must not count it twice, so the rule that reported it first keeps it and the other rule skips that result altogether, including anywhere else that rule sends to. Usually the first rule is the one higher in the list. When two rules overlap like this, it is clearer to give each its own Google action and Meta event.

Moving a connection to rules

Connections set up before rules existed choose their conversions with the event switches on the connection page. When you add the first rule to such a connection, or select Move to Conversion Rules on its edit page, each event that was switched on becomes a rule covering every tribe and form, reporting to the same conversion action as before. Nothing changes in what the connection reports, and from then on the event switches on the connection page are no longer used. An event switched on for Google Ads or Meta while that platform itself was turned off on the connection does not become a rule, because it was not being sent. The move cannot be reversed; to stop a rule, switch it off instead.

Pausing or deleting a rule

To stop a rule for a while, open it, switch off Rule is on and save. To remove it, open it and select Delete. Results it has already reported stay in Google Ads and Meta, and any it had found but not yet sent are not sent. Deleting a rule cannot be undone. A rule always stays on the connection it was made for; to report through another connection, create a rule there. A rule also keeps its original source, Google action, Meta event and destination platforms; create a new rule for different routing. Results already found by a paused or deleted rule remain reserved, even if not yet sent, so a replacement does not resend them. Deleting a connection's last rule does not switch its old event settings back on; the connection simply reports nothing until you add a rule.