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Welcome to the help center for Search Ads 360, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the Search Ads 360 product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Upload conversions

Edit the downloaded bulksheet

To upload conversions from a bulksheet, edit the Conversions and Visits report you downloaded as described in the following sections.

Before you start

If you haven't enabled the conversion API in your advertiser, remove the Click ID column from the bulksheet. If the column contains click IDs but you haven't enabled the conversion API, any attempt to add, edit, or remove conversions will fail. (The column may contain click IDs generated by Google Ads and Microsoft Advertising, but unless you enable the conversion API, Search Ads 360 isn't able to associate campaigns, keywords, or other items to the click IDs.)

Add conversions

Add a conversion and attribute it to a visit using just the click ID

If you've enabled the conversion API service in Search Ads 360, Google generates a click ID (gclid) to identify the click that starts a visit. You can use this click ID to attribute a conversion to a specific visit (and therefore to the ad, keyword, or other item from which the visit started). Depending on what you plan to do with the uploaded conversion, you may need to use the click ID to attribute the conversion instead of using the other methods described on this page.

You can find the click ID from the advertiser's web logs, since Search Ads 360 adds it to the landing page URL just before redirecting to the advertiser's site. You can also find click IDs in the Visit external click ID or Conversion external click ID columns of the Conversions and Visits report.

You can only attribute conversions to click IDs that are less than 90 days old. The Conversions and Visits report doesn't include click IDs older than 90 days. Your web logs may include old click IDs, but they cannot be used to attribute conversions.

To add a conversion and attribute it to the click ID:

  1. Add a new row to the report.
  2. Add a column to the report and name it Click ID.
  3. Add information to the following columns:
    In this column... Specify...
    Row type conversion
    Action create
    Status active
    Click ID The click ID you copied from the advertiser's web logs, the Visit external click ID, or the Conversion external click ID column of the Conversions and Visits report.
    Advertiser Conversion ID Optionally specify a unique ID for the conversion, such as an order number, transaction identifier, or other type of identifier that is meaningful to you. If you leave this column empty, Search Ads 360 automatically supplies a value when you upload the bulksheet. Learn more.
    Conversion revenue
    • If you’re adding a transaction conversion, enter an amount.
    • If you’re adding an action conversion, leave this column empty.
    Conversion quantity Optionally specify the number of items in a conversion. Format this number in millis (multiply the number of items by 1000). For example, to specify that a user subscribed to 3 newsletters in a conversion, specify 3000 for Conversion quantity.
    Conversion timestamp Specify the time of the conversion. You can specify time in the Search Ads 360 advertiser time zone (listed in Advertiser settings) or in UTC. See timestamp format below.
    Floodlight activity ID This column specifies the Floodlight activity that recorded the conversion. Copy the Floodlight activity ID from an existing conversion and paste it into the new row.

    If the Floodlight activity isn’t in the report you downloaded, you can specify the Floodlight activity name in the Floodlight activity name column and leave the Floodlight activity ID column empty.
    Device segment Optionally specify the type of device on which the conversion occurred. Valid values are:
    • Desktop
    • Mobile
    • Tablet
    • Other
    Attribution type visit
    Conversion type action or transaction
    Conversion referrer Optionally specify the URL of the page the customer visited immediately before the conversion page.
    Engine account currency

    If you’re adding a transaction conversion that uses a currency other than US dollars, specify the currency code here or include the Account ID column and specify the ID of the engine account that generated the click.

    If you specify neither an Engine account currency nor an Account ID, Search Ads 360 assumes the currency of a transaction is US dollars. If your site uses something other than US dollars, specify the currency code in this column.

Note that Agency ID, Account ID are optional because Search Ads 360 can use the click ID to find the agency, and account. For the same reason, the following IDs are also optional:
Conversion Visit ID
Keyword ID
Ad ID
Ad Group ID
Campaign ID

Advertiser ID is optional unless you specify a conversion timestamp. Then, an advertiser ID is required.

Add a conversion and attribute it to a visit
  1. Add a new row to the report.
  2. Add information to the following columns:
    In this column... Specify...
    Row type conversion
    Action create
    Status active
    Keyword ID
    Ad ID
    Ad Group ID
    Campaign ID
    Account ID
    Advertiser ID    		 Copy these values from an existing row that describes the visit and paste into the new row.
    Advertiser Conversion ID Optionally specify a unique ID for the conversion, such as an order number, transaction identifier, or other type of identifier that is meaningful to you. If you leave this column empty, Search Ads 360 automatically supplies a value when you upload the bulksheet. Learn more.
    Conversion revenue
    • If you’re adding a transaction conversion, enter an amount.
    • If you’re adding an action conversion, leave this column empty.
    Conversion quantity Optionally specify the number of items in a conversion. Format this number in millis (multiply the number of items by 1000). For example, to specify that a user subscribed to 3 newsletters in a conversion, specify 3000 for Conversion quantity.
    Conversion Visit ID Copy the Conversion Visit ID from an existing row that describes the visit and paste it into the new row.
    Conversion timestamp

    Specify the time of the conversion. You can specify time in the Search Ads 360 advertiser time zone (listed in Advertiser settings) or in UTC. See timestamp format below.
    Conversion visit timestamp Copy the Conversion visit timestamp from an existing row that describes the visit and paste it into the new row.
    If you specify a conversion visit timestamp, you're required to also specify Advertiser ID and Account ID. Otherwise, the time is converted to GMT.
    Floodlight activity ID This column specifies the Floodlight activity that recorded the conversion. Copy the Floodlight activity ID from an existing conversion and paste it into the new row.

    If the Floodlight activity isn’t in the report you downloaded, you can specify the Floodlight activity name in the Floodlight activity name column and leave the Floodlight activity ID column empty.
    Device segment Optionally specify the type of device on which the conversion occurred. Valid values are:
    • Desktop
    • Mobile
    • Tablet
    • Other
    Attribution type visit
    Conversion type action or transaction
    Conversion referrer Optionally specify the URL of the page the customer visited immediately before the conversion page.
Add a conversion and attribute it to a keyword only
  1. Add a new row to the report.
  2. Add information to the following columns:
    In this column... Specify...
    Row type conversion
    Action create
    Status active
    Keyword ID Specify the ID of the keyword that you want to attribute for the conversion.
    You can optionally specify the ID of the ad group, campaign, account, and advertiser that contains the keyword in these columns: Ad Group ID, Campaign ID, Account ID, and Advertiser ID.
    Advertiser Conversion ID Optionally specify a unique ID for the conversion, such as an order number, transaction identifier, or other type of identifier that is meaningful to you. If you leave this column empty, Search Ads 360 automatically supplies a value when you upload the bulksheet. Learn more.
    Conversion revenue
    • If you’re adding a transaction conversion, enter an amount.
    • If you’re adding an action conversion, leave this column empty.
    Conversion quantity Optionally specify the number of items in a conversion. Format this number in millis (multiply the number of items by 1000). For example, to specify that a user subscribed to 3 newsletters in a conversion, specify 3000 for Conversion quantity.
    Conversion timestamp Specify the time of the conversion. You can specify time in the Search Ads 360 advertiser time zone (listed in Advertiser settings) or in UTC. See timestamp format below.
    Floodlight activity ID This column specifies the Floodlight activity that recorded the conversion. Copy the appropriate Floodlight activity ID from an existing conversion and paste it into the new row. Use the Floodlight activity name column to help you identify the activity.

    If the Floodlight activity isn’t in the report you downloaded, you can specify the Floodlight activity name in the Floodlight activity name column and leave the Floodlight activity ID column empty.
    Device segment Optionally specify the type of device on which the conversion occurred. Valid values are:
    • Desktop
    • Mobile
    • Tablet
    • Other
    Attribution type keyword/ad
    Conversion type action or transaction
    Conversion referrer Optionally specify the URL of the page the customer visited immediately before the conversion page.
    Engine account currency

    If you’re adding a transaction conversion that uses a currency other than US dollars, specify the currency code here or include the Account ID column and specify the ID of the engine account that generated the click.

    If you specify neither an Engine account currency nor an Account ID, Search Ads 360 assumes the currency of a transaction is US dollars. If your site uses something other than US dollars, specify the currency code in this column.
Add a conversion and attribute it to a product in a Shopping campaign

To attribute conversions to specific products coming from your Merchant Center inventory feed and being advertised in a Shopping campaign:

  1. Make sure the Conversions and Visits report you downloaded contains products from a Shopping campaign.
  2. Add a new row to the report.
  3. Add information to the following columns:
    In this column... Specify...
    Row type conversion
    Action create
    Status active
    Account ID
    Advertiser ID    		 Copy these values from an existing row and paste into the new row.
    Advertiser Conversion ID Optionally specify a unique ID for the conversion, such as an order number, transaction identifier, or other type of identifier that is meaningful to you. If you leave this column empty, Search Ads 360 automatically supplies a value when you upload the bulksheet. Learn more.
    Conversion revenue
    • If you’re adding a transaction conversion, enter an amount.
    • If you’re adding an action conversion, leave this column empty.
    Conversion quantity Optionally specify the number of items in a conversion. Format this number in millis (multiply the number of items by 1000). For example, to specify that a user subscribed to 3 newsletters in a conversion, specify 3000 for Conversion quantity.
    Conversion timestamp Specify the time of the conversion. You can specify time in the Search Ads 360 advertiser time zone (listed in Advertiser settings) or in UTC. See timestamp format below.
    Floodlight activity ID The Floodlight activity that recorded the conversion. Copy the Floodlight activity ID from an existing conversion and paste it into the new row.

    If the Floodlight activity isn’t in the report you downloaded, you can specify the Floodlight activity name in the Floodlight activity name column and leave the Floodlight activity ID column empty.
    Attribution type Product group
    Conversion type action or transaction
    Conversion referrer Optionally specify the URL of the page the customer visited immediately before the conversion page.
    Product group ID The ID of the product group that you want to attribute for the conversion. Search Ads 360 assigns this ID to a product group when the group is created.
    Product ID

    The ID for the product. You specify this ID in your inventory feed.

    If a product doesn't appear in the downloaded bulksheet, there may not be any conversion data for the product during the report's time period. You can either adjust the report's time period and download another bulksheet or look up the product ID from the Search Ads 360 UI by clicking Inventory management in the left navigation pane and looking in the Product ID column on the Inventory items tab.
    Inventory Account ID The ID of the inventory feed to which the product belongs. Search Ads 360 assigns this ID when you link a product feed to Search Ads 360.

    If your Merchant Center account is a multi-client account, specify the ID of the sub-account that contains the product. You can find this ID from the Search Ads 360 UI by clicking Inventory management in the left navigation pane and looking in the ID column on the Inventory accounts tab.
    Product Country The country that has been defined for the Merchant Center feed that contains data about the product. Specify an ISO 3166 country code.
    Product Language The language that has been defined for the Merchant Center feed that contains data about the product. Specify an ISO 639 language code.
    Channel Set to Online for online Shopping ads and Local for Local Inventory Ads.
    Store Id For Local Inventory Ads, specify the store for which the product was advertised. This should match the store IDs used in your inventory feed.

Duplicate conversions

Search Ads 360 doesn't stop you from attributing more than one offline conversion to the same timestamp, click or visit ID, and Floodlight activity.

To prevent duplicate conversions, always specify an Advertiser Conversion ID. Search Ads 360 uses the advertiser ID to uniquely identify a conversion. If you don't already have conventions for generating an advertiser ID, consider combining the click ID, timestamp, and Floodlight activity name into a single string. This combination is likely to be unique within a single advertiser.

See an example

For example, if you upload a bulksheet with the following duplicate rows, Search Ads 360 will attribute two conversions to the "Call center" Floodlight activity:

Action Status Click ID Advertiser
Conversion ID		 Conversion timestamp Floodlight
activity ID		 Attribution
type		 Conversion
type
create active 123456   2015-03-08 02:32:30 Call center visit action
create active 123456   2015-03-08 02:32:30 Call center visit action

 

However, if you upload a bulksheet with the following duplicate rows, Search Ads 360 will attribute one conversion to the "Call center" Floodlight activity because the advertiser IDs are the same:

Action Status Click ID Advertiser
Conversion ID		 Conversion timestamp Floodlight
activity ID		 Attribution
type		 Conversion
type
create active 123456 123456_2015-03-08_02:32:30_
Call_center		 2015-03-08 02:32:30 Call center visit action
create active 123456 123456_2015-03-08_02:32:30_
Call_center		 2015-03-08 02:32:30 Call center visit action

Edit an existing conversion

Conversions can only be edited within 90 days of the date when they occurred. To edit an existing conversion, download the conversion in a Conversions and Visits report and change a value in any of the following columns:

  • Conversion revenue (for transaction conversions only)
  • Engine Account Currency: (for transaction conversions only) Changes the currency of the transaction. Specify the currency in the ISO 4217 alphabetic (3-char) format. For example, EUR for Euro.
  • Conversion quantity: The number of items in a conversion. Format this number in millis (multiply the number of items by 1000). For example, to specify that a user subscribed to 3 newsletters in a conversion, specify 3000 for Conversion quantity.
  • Device segment

Search Ads 360 does not support changing the following:

  • The conversion timestamp.
  • The conversion type.
  • The keyword, ad, or visit that is attributed for the conversion.
  • The Floodlight activity or activity name.
  • The Conversion ID or Advertiser Conversion ID.

However, you can always remove a conversion and upload a new one with the updated date, type, or Floodlight activity.

Starting from a empty bulksheet

While it's standard practice to edit a conversion by downloading the conversion and updating the data in its columns, you can start from an empty bulksheet. Just make sure the bulksheet provides data in the following minimal columns to identify the conversion:

  • Advertiser conversion ID
  • Conversion timestamp
  • Advertiser ID
  • Conversion type
  • One of the following:
    • Click ID if the conversion was attributed to a visit, click, or DSA target
    • Keyword ID if the conversion was attributed to a keyword (or keyword and ad)
    • Product group ID if the conversion was attributed to a product group

All of the columns above need to specify the same IDs, timestamp, and type that were specified when the conversion was created.

You also need the following columns:

  • Row type set to conversion
  • Action set to edit

Finally, be sure to include the column with the data you want to change.

Remove an existing conversion

Conversions can only be removed within 90 days of the date when they occurred. To remove an existing conversion, download the conversion in a Conversions and Visits report and do the following:

  1. In the conversion’s Action column, enter deactivate.

  2. In the conversion’s Status column, enter removed.

  3. Remove any value from the conversion's Attribution type column.

Timestamp formats

Use any of the following ISO 8601 formats in a timestamp column:

  • To specify time in the Search Ads 360 advertiser time zone:
    • yyyyMMdd HH:mm:ss
    • yyyy-MM-dd HH:mm:ss
    • yyyyMMdd HH:mm:ss.SSSSSS
    • yyyy-MM-dd HH:mm:ss.SSSSSS

    If you're uploading a Microsoft Excel sheet, set the column formatting to "text".

  • To specify time in UTC (also known as "Zulu" time or "Greenwich Mean Time"):
    • yyyy-MM-dd'T'HH:mm:ss'Z'
    • yyyy-MM-dd'T'HH:mm:ss.SSS'Z'

    If you're uploading a Microsoft Excel sheet, set the column formatting to "date".

For example, if the engine account's time zone is Eastern Standard Time, the following two timestamps are equivalent:

  • 2015-03-08 02:32:30
  • 2015-03-08T07:32:30Z

Conversion IDs

Each conversion has two unique IDs:

  • Advertiser Conversion ID: You can use this ID to specify an order number, transaction identifier, or other type of identifier that is meaningful to you. Do not place any PII in this field.

    Search Ads 360 requires the advertiser conversion ID to be unique for a given date and scope. For example, if you attribute two conversions to an ad, the advertiser conversion IDs need to be unique for a given date, account, campaign, ad group, keyword, and ad. If you attribute two conversions to a campaign, the advertiser conversion IDs just need to be unique for a given date, account, and campaign. Search Ads 360 reports an error when you to upload a bulksheet with duplicate IDs.

    If you leave this column empty, Search Ads 360 automatically supplies a value when you upload the bulksheet to Search Ads 360.

  • Conversion ID: Search Ads 360 generates this ID to uniquely identify the conversion.

    Because this ID is a somewhat randomly generated string guaranteed to be unique, you may want to supply your own ID in the Advertiser Conversion ID column.

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