Getting Liine data into Google Ads is immensely powerful. It allows Google to optimize your campaigns on actual leads and actual booked appointments, instead of simply clicks and total phone calls.
Setting up is easy, and is done directly within Google Ads and your Liine dashboard.
How to integrate Liine with Google Ads conversion actions:
The integration process is fast, simple, and powerful:
Log in to your Liine dashboard.
Click your name in the top-right corner.
Choose "Integrations" from the dropdown menu.
Select the integration you want to do first (in most circumstances you will do both):
"Google Ads - production" (for landing page-based conversions)
"Google Ads for Call Extensions / Assets - production" (for ad-based phone number clicks)
Authenticate your Google Ads account.
Select the specific Google Ads account you want to connect to Liine.
You’ll reach a step labeled “Select/Create Conversion Actions.” This is where Liine will help you configure which conversion actions to use—and create them for you automatically.
(most common and recommended) If you do not have conversion actions pre-created for Liine, Let Liine automatically create the appropriate conversion actions for each event we support. Simply leave the ENABLED toggle on and the Create box checked.
(less common) If you already created Liine related conversion actions...
Untoggle the “ENABLE” switch beside any events you do not wish to send.
If a conversion action already exists, just uncheck the "Create" box and select your existing action from the list.
Continue through the integration wizard until completion.
See the FAQ below if you have questions about customizing these options.
Tip: Even if you're not actively using every Liine service yet, we recommend enabling all conversion actions. This ensures you’re pre-mapped and ready if you expand your Liine usage later.
About the Conversion Actions Liine Auto-creates:
If you opt for Liine to auto-create conversion actions for you, here is the info you need to know about their creation:
All are created as Primary conversions (you can change this in Google Ads).
All appear in the "Other" conversion category by default (you can change this in Google Ads).
Have a default value of $1 (you can change this in Google Ads).
Additionally, event names use abbreviations (e.g., "NP LC" for New Patient Lead Call) to obfuscate healthcare-related language. This is a HIPAA-conscious best practice that adds a layer of privacy protection, even though no PII is shared with Google.
FAQ
What if I don’t want to auto-create all the conversion actions?
No problem! You can uncheck the "Create" box next to any event during the integration process.
What if I don’t want to use all of the events right now?
Just toggle off the “ENABLE” option next to the ones you don’t want to send data for. You can always enable them later.
Can I change how conversions are categorized or valued?
Yes. After setup, you can edit category, value, and primary/secondary settings directly in Google Ads.
How Does Liine Decide What to Send to Google Ads?
Liine determines whether to send a conversion event to Google Ads based on the presence of tracking identifiers or call asset metadata:
If a click ID is detected (e.g.,
gclid,gbraid, orwbraid) in any of the following:Last touch referring page
Last touch landing page
Initial touch referring page
Initial touch landing page
...then the event will be sent to Google Ads.
For call assets, if the call’s marketing channel includes "Google Ads Call Extension / Asset", the event will also be sent to Google Ads.
Why does Liine use abbreviated event names?
We use shortened labels like "NP LC" (New Patient Lead Call) as a privacy-conscious best practice. While no personal information is sent to Google, abbreviating event names provides an added layer of obfuscation and aligns with HIPAA-friendly standards.
❗Understand the Events Liine Sends to Google Ads❗
To best optimize your campaigns, you must first understand the conversion events Liine can send.
Here is a breakdown of the events Liine may send to your Google Ads account and whether you should use them in optimization.
Discreet Event Name | Definition | Should you include this event in your optimization? |
Liine AIC (aka Liine All Inbound Calls) | Any inbound call to the practice. | 🚫 Ideally no. Only use in cases that you do not have enough volume in other event categories. Ideally, you would only use this for a short time in order to get enough conversion data to use other higher quality events. Potentially useful as an overall volume metric but nothing else. |
Liine FTIC | First call from a phone number never seen before. | 🚫 Ideally no. Only use in cases that you do not have enough volume in other event categories. Ideally, you would only use this for a short time in order to get enough conversion data to use other higher quality events. Potentially useful as an overall volume metric but nothing else. |
Liine EP FS (aka Liine Existing Patient Form Submission) | Form submission from an existing patient. | ⚠️ Do not use for optimization unless the marketing strategy includes using paid media to target existing patients. |
Liine EP LC (aka Liine Existing Patient Lead Call) | Phone call about a new appointment for an existing patient (no reschedules, no cancelations, etc) | ⚠️ Do not use for optimization unless the marketing strategy includes using paid media to target existing patients. |
Liine EP BC or BF | An existing patient who booked an appointment via phone (inbound call to practice or practice outbound call to lead) | ⚠️ Do not use for optimization, unless the marketing strategy includes using paid media to target existing patients (not common) |
Liine EP OB (aka Liine Existing Patient Online Booking) | An existing patient who booked via an online scheduler. | ⚠️ Do not use for optimization, unless the marketing strategy includes using paid media to target existing patients (not common) |
Liine NL FS (aka Liine New Lead Form Submission) | A form submission from a user not previously in the system. Even with multiple forms from the same lead, Liine avoids double-counting the lead regardless of how many forms they submit. | ✅ Excellent signal that a campaign brought in a true new lead. |
Liine NP LC (aka Liine New Patient Lead Call) | An inbound call verified as a new lead based on Liine's call audio analysis. Even with multiple calls from the same lead, we avoid double-counting the lead regardless of how many calls they make. | ✅ Excellent signal that a campaign brought in a true new lead. |
Liine NP BC or BF (aka Liine New Patient Booked Call or Form) | A phone lead lead who books over the phone OR a form lead who books over the phone (inbound call to practice or outbound call to lead) | ✅ Gold standard metric for paid marketing efforts. Indicates full conversion from lead to booked appointment. |
Liine NP OB (aka Liine New Patient Online Booking) | A new lead who booked via an online scheduler | ✅ Gold standard metric for paid marketing efforts. Indicates full conversion from lead to booked appointment. |
Final Notes
No need to create conversion actions manually in Google Ads—Liine handles this automatically during the integration.
You may customize conversion settings (category, value, primary/secondary) within Google Ads after setup.
If you're unsure which conversions to optimize for, prioritize NP LC, NP BC or BF, and NP OB to maximize impact. If you want to be doubly sure, contact your Liine CSM for customized guidance
Need help or have questions? As always, reach out to your Liine support team for guidance.