You can now boost your website performance by connecting your tag with an additional data source. By connecting additional data sources to your Google tag web conversion, you can gain a more complete understanding of your conversion measurement, fill in any potential gaps, and improve your overall performance.
By combining your tag-based website measurement and your additional data you can supplement the online signals captured by your Google tag with additional conversion data uploaded with Data Manager or Data Manager API from your backend systems, like a CRM or order database.
On this page
- Benefits
- Before you begin
- How to supplement your online data
- Fix diagnostic alerts for conversions with multiple data sources
Benefits
- Resilient and accurate measurement: Mitigate signal loss from browser restrictions and ad blockers for a future-proofed setup. Integrating an additional data source from your backend systems can help recover conversions that may be missed by the Google tag due to browser settings or ad blockers.
- Unlock better bidding: More comprehensive data leads to better bidding outcomes. Your role helps validate these gains.
- Simpler, integrated setup: Uses the new Google Ads Data Manager for a more intuitive experience.
Before you begin
Before you can begin supplementing your tag-based measurement with additional data, you’ll need to do the following:
- Use your existing website purchase conversion, or create a new conversion action in your Google Ads account. To create a website conversion action, follow the instructions in Set up website conversions
.
- Important: Avoid double-counting your sales. If you set up a new conversion action for this process, you must not include both the original conversion action and the new one with additional data sources in the same campaign goals (for example, in a "Goal Set").
Google Ads only removes duplicate data within a single conversion action (between the tag and the additional data source), not across two different conversion actions. If both are active in the same campaign, a single transaction may be counted twice. - Best Practice: We recommend adding the data source to your existing conversion action.
- Important: Avoid double-counting your sales. If you set up a new conversion action for this process, you must not include both the original conversion action and the new one with additional data sources in the same campaign goals (for example, in a "Goal Set").
- You can supplement your online data by establishing a connection with a supported data source in the Data Manager page, or by using the direct integration with the Data Manager API . To add the data source, edit your conversion action in the conversions page, or go through the Data Manager page. If using the Data Manager API, set the conversion action you wish to supplement as your destination .
Data requirements for additional data sources
Required fields for all uploads
To maximize your data integration it is highly recommended that you use at least 3 of the fields listed below including at least one field of, GCLID, or hashed user-provided data.
| Field | Description |
|---|---|
| Transaction ID | A unique identifier for each conversion (also known as Order ID). This is the key used to deduplicate events and match updates from the additional data source against the Google tag within the same conversion action. The format and values must match what is sent through the tag. Learn more about how to Use a transaction ID to minimize duplicate conversions . |
| Conversion date and time | The date and time at which the conversion occurred. Note: It is recommended to add 'convert date and time' transformation. With this transformation, we recommend that you determine a fallback time zone in the UI, to cover all rows of data with missing time zones. In addition to transformation, you are able to include time zone in your data as well. |
| GCLID | The Google click ID (GCLID) associated with this conversion. |
| Hashed User-Provided Data (PII) | Hashed email, phone number, and/or address. Data Manager can perform the SHA-256 hashing for you. Normalization (for example, lowercase emails) should occur before hashing. |
Additional attribution identifiers
To link the conversion to a Google ad interaction, at least one of the following must be provided:
| Field | Description |
|---|---|
| GCLID | The Google click ID (GCLID) associated with this conversion. |
| GBRAID | The click identifier for clicks associated with app conversions and originating from iOS devices starting with iOS14. |
| WBRAID | The click identifier for clicks associated with web conversions and originating from iOS devices starting with iOS14. |
| Hashed User-Provided Data (PII) | Hashed email, phone number, and/or address. Data Manager can perform the SHA-256 hashing for you. Normalization (for example, lowercase emails) should occur before hashing. |
Recommended fields
| Field | Description |
|---|---|
| Value | The monetary value of the conversion. |
| Currency | The currency code (for example, USD). If not provided, the account's default currency will be used. |
Supplementary signals for improved matching
| Field | Description |
|---|---|
| User agent | Identifies the browser and type of device that sent the conversion. |
| IP address | The user's IP address. |
Consent fields
| Field | Description |
|---|---|
| ad_user_data | Sets consent for sending user data to Google for advertising purposes. |
| ad_personalisation | Sets consent for personalised advertising. Note: Disabling personalised advertising using |
Data source best practices
| Field | Description |
|---|---|
| Source of truth | The additional data source should be your complete and authoritative record of all relevant transactions (for example, from the e-commerce backend or CRM), not an export from another tag-based analytics system, which may also be affected by signal loss. |
| Data freshness | It is highly recommended to upload data as soon as possible, ideally within 24 hours of the conversion event, for optimal performance with Enhanced Conversions matching and bidding systems. |
How Google handles your uploaded conversion data
Within a single conversion action, Google uses the transaction_id
to match events from your additional data source with those captured by your website tag. This process allows you to both recover conversions present in the additional data source not captured from the tag, and update the value of the events when they have changed. Note: updating the values of events and deduplication only occurs within the conversion action the additional data source is linked to. It does not deduplicate against other conversion actions in your account.
Important: Your additional data source becomes the source of truth for conversion value. When a transaction_id matches an existing tag event, the Conversion Value from your upload will permanently overwrite the value originally recorded by the tag.
- Ensure Accuracy: Verify that your uploaded conversion values are accurate, as these will overwrite the values originally recorded by your Google tag for matched transactions. While a value of "0" is valid (e.g., for a full refund), ensure all other entries are numeric, greater than 0, and correctly formatted. Use NULL if you do not want to update a specific record, as any numerical input will directly impact your reporting and Value-Based Bidding strategies.
- Check Value Formatting: Your uploaded values must match the format used by your tag. For example, if your tag reports in dollars (e.g., 10.00), your upload must also use the same format. Uploading 1000 (cents) will be interpreted as $1,000, significantly inflating your conversion value.
The table below explains how the data from your uploaded file is processed.
| Scenario | Data field | How it's handled |
|---|---|---|
transaction_id
MATCHES an existing tag event |
Conversion value (with currency) | Updated. The value (with currency) from the additional data source overridesthe original value recorded by the tag. Note: During the initial 14-day trial period for a conversion action, Value Updates are disabled. The tag's value will not be overridden in Google Ads reporting until the trial period ends |
transaction_id
MATCHES an existing tag event |
Other Fields except value or currency (for example, GCLID
) |
Ignored: Other field values from your additional data source will notoverwrite the field values originally recorded by your Google tag for matched transactions. |
transaction_id
does NOT match any existing event |
All Provided Data (for example, PII, value
, currency
) |
Used to create a new conversion event. Google will then try to attribute this new conversion to an ad click using the identifiers you provided (like GCLID or hashed PII). Note: During the initial 14-day trial period, these newly created conversions will appear in your reportingbut will notbe used for bidding. After the trial ends, they will automatically become biddable. |
How to supplement your online data
There are different ways for you to import data you stored in your backend systems and enhance the tracking of your conversions:
- Through Data Manager data sources with direct connections: This is the recommended way of connecting to your data if the option is available.
- Through the Data Manager API to connect additional data sources : If you are part of the allow list to use Data Manager API to connect additional data sources.
After completing the Data Manager API implementation, you can fix diagnostic alerts for conversions with multiple data sources .
Option 1: By editing your conversion action
Step 1 of 3: Connect a new data source
- Go to Summary within the Conversionsmenu.
- Click the website conversion action that you want to edit.
- In “Details”, under “Data source”, click Connect another data source.
- Select the data source you want to connect. Link your selected product. Learn more about Supported data sources .
- Click Continue.
Step 2 of 3: Map your key fields
Fill in the fields below to improve conversion measurement. The more fields that are filled, the more accurate conversion data will be.
-
Fill in the fields below to improve conversion measurement. The more fields that are filled, the more accurate conversion data will be.
- In the “Event information section” complete the required information in the table or click next to accept the commended suggestions. The data in these fields should be the same data being sent from your Google tag. Click Next.
- In the “Attribution” details section, select attribution details or click next to automatically accept suggestions. Map at least one attribution field or you will be required to map address fields. If you haven’t selected the customer data policy in the previous step you won’t see any attribution identifier fields. Click Next.
- In the “Conversion value” section you can improve the accuracy of your key performance metrics by setting conversion values. For accurate bidding, your Google tag and data source must use the same units (such as dollars versus cents). Select Nextto accept all suggestions.
- In the “Consent” section, specify consent values per data row. Only consented events will be used to supplement conversion data. Map fields per each consent type. Ad users data and ad personalization fields are required to use role-level consent. For rows with no consent data, we will use account level consent defaults to determine consent status. Click Next.
- In the “User agent and sessions attributes” section, enhance the accuracy of your key performance metrics with user agent and sessions attributes data or select next to accept all suggestions.
- Click Saveto accept all suggestions.
Step 3 of 3: Review your connection
- Set a schedule for when you want to import data and make sure everything looks right. You can edit the name, schedule, selected data and mapping. We strongly recommend uploading as frequently as possible (i.e daily).
- Click Done.
Option 2: Through Data Manager
Step 1 of 4: Check your pending tasks
- Go to Data manager within the Toolsmenu.
- Click +Connected products, under the Google tag section.
Step 2 of 4: Connect a new data source
- Click Connect sourceto add a data source for the desired conversion action.
- Click Connect a new data source. Choose how you want to connect your data source:
- Direct connection
- Third-party integration
- Choose the data you’ll connect:
- Conversions
- Choose the type of conversions you’ll measure:
- Website conversion measurement. Combine important data with Google tag data to improve measurement and performance.
- If prompted, select Direct connectionunder “Data source”.
- Under “Use case”, select Conversions.
- Choose a conversion action. Select a conversion action from your website to gain more insights about measurement and performance.
- Click Continue.
- Read and accept the customer data terms , then click Continue.
- Link your selected product. Learn more about Supported data sources .
Step 3 of 4: Map your key fields
Fill in the fields below to improve conversion measurement. The more fields that are filled, the more accurate conversion data will be.
- In the “Event information section” complete the required information in the table or click next to accept the commended suggestions. The data in these fields should be the same data being sent from your Google tag. Click Next.
- In the “Attribution” details section, select attribution details or click next to automatically accept suggestions. Map at least one attribution field or you will be required to map address fields. If you haven’t selected the customer data policy in the previous step you won’t see any attribution identifier fields. Click Next.
- In the “Conversion value” section you can improve the accuracy of your key performance metrics by setting conversion values. For accurate bidding, your Google tag and data source must use the same units (such as dollars versus cents). Select Nextto accept all suggestions.
- In the “Consent” section, specify consent values per data row. Only consented events will be used to supplement conversion data. Map fields per each consent type. Ad users data and ad personalization fields are required to use role-level consent. For rows with no consent data, we will use account level consent defaults to determine consent status. Click Next.
- In the “User agent and sessions attributes” section, enhance the accuracy of your key performance metrics with user agent and sessions attributes data or select next to accept all suggestions.
- Click Saveto accept all suggestions.
Step 4 of 4: Review your connection
- Set a schedule for when you want to import data and make sure everything looks right. You can edit the name, schedule, selected data and mapping.
- Click Done.
Through the Data Manager API
Step 1 of 3: Integrate with the Data Manager API
- Get started by enabling the API .
Step 2 of 3: Prepare the destination of your web conversion
- Make note of the
ctIdparameter in the URL. This is the conversion action ID that you'll need for step 3.
Step 3 of 3: Import your data to the web conversion
Follow the instructions and sample in the Data Manager API events guide to import your data. Use the ctId parameter from step 2 to configure the website conversion you set up as the destination .
After importing data, check the import diagnostics using the Data Manager API .
Fix diagnostic alerts for conversions with multiple data sources
When you’ve adopted conversions using multiple data sources, you’ll receive diagnostic alerts to help you identify and address potential setup issues, including data source errors. When you connect an additional data source to a biddable conversion action, it enters an initial 14-day trial period. During this time, data from the additional source is used for reporting and diagnostics, but does not impact bidding, allowing you to resolve any setup issues. Pay close attention to any diagnostic alerts during this period. After 14 days, the conversions from the additional source will automatically become biddable. Learn more about Fixing diagnostic alerts for conversions with multiple data sources (beta) .
