Add New Conversions

Upload data from a third-party attribution model

An attribution modeldistributes credit for a conversion across all of the activity in a conversion path. For example, if a consumer clicks on a paid search ad, a display ad, and another paid search ad before converting, a linear attribution model would give each click 33% of the conversion credit.

While Search Ads 360 provides attribution models , if you use a third-party serviceor a service you've developed to distribute credit to clicks, you can upload the third-party attribution data into Search Ads 360 and use the data in reports and Search Ads 360 bid strategies.

Before you start

In Campaign Manager, create a custom attribution model and import the model into Search Ads 360. Make sure you name the model  External Attribution Model. This enables Search Ads 360 features to recognize that an attribution model has been applied to the conversion data you upload. Learn more

Required fields

To apply a third-party attribution model to a conversion, specify all of the following in your Conversion.insert() request:

• clickId : The visit's case-sensitive click ID . Look in the advertiser's web logs for the click ID or list conversions and use a click ID from another conversion. Search Ads 360 will attribute the conversion to the keyword, ad, and other Search Ads 360 objects that were responsible for generating the visit.
  Wait at least 30 minutesafter Search Ads 360 generates a click ID before uploading a conversion with the ID. Otherwise, the Search Ads 360 API might not recognize the visit.
• attributionModel : Set to External Attribution Model. Learn more
• countMillis : The amount of conversion credit to distibute to this click. Applicable only if the request also includes the attributionModel field.

  Don't confuse this with quantityMillis , an optional field that specifies the number of items in a conversion (such as the number of items in a shopping cart purchase).

• conversionId : For offline conversions, advertisers provide this ID. Advertisers can specify any ID that is meaningful to them. Each conversion in a request must specify a unique ID, and the combination of ID and timestamp must be unique amongst all conversions within the advertiser. For online conversions, Search Ads 360 copies the dsConversionId or floodlightOrderId into this property depending on the advertiser's Floodlight instructions.
• conversionTimestamp : Indicates the date and time at which the conversion occurred. For example, if the conversion occurs on Fri, 05 Aug 2016 11:53:22 AM Eastern Daylight Savings Time (GMT -4:00), specify the timestamp in Epoch milliseconds: 1470412402000 .
• segmentationType : Specifies the type of conversion system that you're uploading the conversion to. Currently only Floodlight conversions are supported, so this field is always required to specify FLOODLIGHT .
• segmentationName : The name of the Floodlight activity that the advertiser is using to report the conversion.

  If your advertiser contains activities with the same name (this can happen if the activities belong to different Floodlight groups), the recommended action is to rename one of the activities .

  Alternatively, if you know the ID Search Ads 360 has assigned to a Floodlight activity, you can specify the ID in the segmentationId instead of specifying the name in the segmentationName field. (Campaign Manager also assigns an ID to the Floodlight activity, but the Campaign Manager ID is different from the Search Ads 360 ID and it cannot be used to attribute conversions.) To view the Search Ads 360 ID for a Floodlight activity, download a conversions report (either from the Search Ads 360 UI or the reporting API ). If at least one conversion has been attributed to the Floodlight activity during the report's timeframe, you'll see the Search Ads 360 ID in the report.

• type : The type of the conversion, that is, either ACTION or TRANSACTION . An ACTION conversion has no monetary value, while a TRANSACTION conversion does. Examples are email list signups (ACTION) versus ecommerce purchases (TRANSACTION).

  If you specify TRANSACTION , you also need to specify the following field:

  • revenueMicros : The monetary value of the conversion.

If you track conversion revenue, be sure that your model distributes revenue across each touch point in a conversion path. For example, if your model uses a linear approach (equally distributing revenue across each touch point), in a conversion path that includes 3 ad clicks, each click will be attributed with 33% of the conversion. If the conversion earned $100 in revenue, make sure your model distributes $33 of revenue to each click, and make sure revenueMicrosspecifies only $33 of revenue for each click.

Optional fields

• quantityMillis : The number of items in this conversion. For example, the number of people who signed up for an email newsletter or the total quantity of items sold. If you don't specify this field for ACTION conversions, Search Ads 360 automatically inserts a value of 1000 .
• currencyCode : The currency of a transaction's revenue. By default, revenue is assumed to be in the advertiser's currency. If you specify a different currency, Search Ads 360 converts the specified revenue amount to the advertiser's currency. Learn more
  Use the ISO 4217 alphabetic (3-char) format to specify currency.
  Applicable only for TRANSACTION conversions.
• customMetric and customDimension : Uploads additional data about a conversion, such as the country to which a purchased item is shipped, product IDs, or even the duration of a telephone call. Learn more about uploading data for custom Floodlight variables .
• deviceType : Specifies the type of device on which the conversion occurred. See the list of values accepted for this field.

 POST 
  
 https 
 : 
 //www.googleapis.com/doubleclicksearch/v2/conversion 
 Authorization 
 : 
  
 Bearer 
  
  your 
  
 OAuth 
  
 2.0 
  
 access 
  
 token 
 
 Content 
 - 
 type 
 : 
  
 application 
 / 
 json 
 { 
  
 "kind" 
 : 
  
 "doubleclicksearch#conversionList" 
 , 
  
 "conversion" 
  
 : 
  
 [{ 
  
 "clickId" 
  
 : 
  
 " PP5K8iI6ul7Vw09JZZDEp 
" 
 , 
  
 // Replace with a click ID from your site 
  
 "conversionId" 
  
 : 
  
 "test_20130906_04" 
 , 
  
 "conversionTimestamp" 
  
 : 
  
 "1378710000000" 
 , 
  
 "segmentationType" 
  
 : 
  
 "FLOODLIGHT" 
 , 
  
 "segmentationName" 
  
 : 
  
 "Test" 
 , 
  
 "type" 
 : 
  
 "TRANSACTION" 
 , 
  
  "attributionModel" 
 : 
  
 "External Attribution Model" 
 , 
  
 "countMillis" 
 : 
  
 "330" 
 , 
  
 "revenueMicros" 
 : 
  
 "33000000" 
 , 
  
 // 33 million revenueMicros is equivalent to $33 of revenue 
  
 "currencyCode" 
 : 
  
 "USD" 
  
 }] 
 }