Google Ads - Conversion Adjustments as a destination
Send your data from the catalog to Google Ads Conversion Adjustments.
1. Overview
Once a conversion has already been reported to Google Ads, you can adjust the conversion at a later point in time in the Google Ads API. In order to adjust a conversion, you must first have a conversion action set up, and you must also have recorded the conversions that you are about to adjust.
2. Configuring the destination
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For configuring this destination, go to the Destinations tab and click on the “Add destination” button located on the top right of your screen. Then, select the Google Ads - Conversion Adjustments option from the list of connectors.
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Click Next and you’ll be prompted to add the connector configuration:
- Authorization: you should authenticate this connector with a Google Account with enough permissions to access the Google Ads account to which you want to send the Conversion Adjustments data.
- Customer ID: the Google Ads customer ID from the account you want to extract data from. You can obtain this information from the top-right corner of your Google Ads account. For more info, please check this article.
- Use fixed conversion action: if you’re using the same conversion action for all conversion entries in the input table, set this config to
True. If you have different conversion actions for each entry, then you should set this information in the column mapping part. - Conversion action name: in case you’re using a fixed conversion action, you should specify its name on this config and the connector will automatically assign this conversion action for each entry in the input table.
- Adjustment type: the type of adjustment you want to make to already reported conversions. These are the available types:
RETRACTION: Negates a conversion so that its total value and count are both zero.RESTATEMENT: Changes the value of a conversion.ENHANCEMENT: Supplements an existing conversion with provided user identifiers and user agent, which can be used by Google to enhance the conversion count.
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Click Next.
3. Select your catalog data to send
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The next step is letting us know which data you want to send to the Google Ads - Conversion Adjustments destination. Select the layer and then the desired table.
Tip: The table can be found more easily by typing its name.
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Click Next.
4. Map your data to the destination
In this step, you should map the fields from the input table to the destination. The fields to be mapped depend on the adjustment type chosen.
Adjustment type: RETRACTION
| Field name | Description |
|---|---|
order_id | The order ID of the conversion to be adjusted. If the conversion was reported with an order ID specified, that order ID must be used as the identifier here. |
gclid | The restated conversion value. This is the value of the conversion after restatement. For example, to change the value of a conversion from 100 to 70, an adjusted value of 70 should be reported. |
conversion_date_time | The date and time of the original conversion. The value must have a timezone specified, and the format must be yyyy-mm-dd HH:mm:ss+-hh:mm, for example: 2022-01-01 19:32:45-05:00. |
You should send either an order_id or a pair conversion_date_time + gclid so the conversion to be retracted can be identified.
Adjustment type: RESTATEMENT
| Field name | Description |
|---|---|
restatement_value | The restated conversion value. This is the value of the conversion after restatement. For example, to change the value of a conversion from 100 to 70, an adjusted value of 70 should be reported. |
restatement_currency | The currency of the restated value. If not provided, then the default currency from the conversion action is used, and if that is not set then the account currency is used. This is the ISO 4217 3-character currency code for example, USD or EUR. |
adjustment_date_time | The date time at which the adjustment occurred. Must be after the conversion_date_time. The value must have a timezone specified, and the format must be yyyy-mm-dd HH:mm:ss+-hh:mm, for example: 2022-01-01 19:32:45-05:00. |
order_id | The order ID of the conversion to be adjusted. If the conversion was reported with an order ID specified, that order ID must be used as the identifier here. |
gclid | The restated conversion value. This is the value of the conversion after restatement. For example, to change the value of a conversion from 100 to 70, an adjusted value of 70 should be reported. |
conversion_date_time | The date and time of the original conversion. The value must have a timezone specified, and the format must be yyyy-mm-dd HH:mm:ss+-hh:mm, for example: 2022-01-01 19:32:45-05:00. |
conversion_action_name | The resource name of the conversion action created in Google Ads for the conversion. The conversion action must have a type of UPLOAD_CLICKS, and must exist in your Google Ads account. |
You should send either an order_id or a pair conversion_date_time + gclid so the conversion to be retracted can be identified. In both cases, adjustment_date_time is mandatory.
Adjustment type: ENHANCEMENT
| Field name | Description |
|---|---|
restatement_value | The restated conversion value. This is the value of the conversion after restatement. For example, to change the value of a conversion from 100 to 70, an adjusted value of 70 should be reported. |
restatement_currency | The currency of the restated value. If not provided, then the default currency from the conversion action is used, and if that is not set then the account currency is used. This is the ISO 4217 3-character currency code for example, USD or EUR. |
adjustment_date_time | The date time at which the adjustment occurred. Must be after the conversion_date_time. The value must have a timezone specified, and the format must be yyyy-mm-dd HH:mm:ss+-hh:mm, for example: 2022-01-01 19:32:45-05:00. |
order_id | The order ID of the conversion to be adjusted. If the conversion was reported with an order ID specified, that order ID must be used as the identifier here. |
gclid | The restated conversion value. This is the value of the conversion after restatement. For example, to change the value of a conversion from 100 to 70, an adjusted value of 70 should be reported. |
conversion_date_time | The date and time of the original conversion. The value must have a timezone specified, and the format must be yyyy-mm-dd HH:mm:ss+-hh:mm, for example: 2022-01-01 19:32:45-05:00. |
conversion_action_name | The resource name of the conversion action created in Google Ads for the conversion. The conversion action must have a type of UPLOAD_CLICKS, and must exist in your Google Ads account. |
user_agent | The user agent to enhance the original conversion. This can be found in your user’s HTTP request header when they convert on your web page. Example, Mozilla/5.0 (iPhone; CPU iPhone OS 12_2 like Mac OS X). User agent can only be specified in enhancements with user identifiers. |
email | User identifier of type email indicating the email address of the user. |
phone | User identifier of type phone indicating phone number of the user. |
first_name | User identifier of type address indicating the first name of the user. |
last_name | User identifier of type address indicating the last name of the user. |
country_code | User identifier of type address indicating the country code of the user. It should match a country code provided by this list. |
postal_code | User identifier of type address indicating the postal code of the user. |
You should send either an order_id or a pair conversion_date_time + gclid so the conversion to be enhanced can be identified. The other fields are optional, depending on which data you want to enhance on your existing conversion.
If you use an user identifier of type address, you should send all the following fields: first_name, last_name, country_code and postal_code.
5. Configure your Google Ads Conversion Adjustments data destination
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Describe your destination for easy identification within your organization. You can inform things like what data it brings, to which team it belongs, etc.
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To define your Trigger,consider how frequently you need to have the data updated on the destination (every day, once a week, only at specific times, etc.).
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Click Done.
Check your new destination!
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Once completed, you’ll receive confirmation that your new destination is set up!
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You can view your new destination on the Destinations page. Now, for you to be able to see it on Google Merchant Center, you have to wait for the pipeline to run. You can monitor it on the Destinations page to see its execution and completion. If needed, manually trigger the pipeline by clicking on the refresh icon. Once executed, your data should be seen on Google Merchant Center.
Important: once the destination runs successfully, it can take as little as 10 minutes or up to 24 hours for the upload job to complete. You should check the status directly on Google Ads portal what’s the status of the job.