For many advertisers, a conversion path starts online and finishes offline. For example, a customer might click an ad, research a product, and then call a call center to complete the purchase.
Search Ads 360 automatically tracks the online portion of this journey if you have a Floodlight tag set up. To provide data on the offline portion (for enhanced reporting, automated rules , or optimization in bid strategies ), you need to upload it.
Uploading offline data options
There are 5 primary ways to upload offline conversion data. The method you choose determines the rules and constraints for your data.
Data Manager (No-code / point-and-click)
Data Manager simplifies the process of connecting external data sources to Google without code. It provides a centralized, point-and-click interface to import first-party data and activate it for Offline conversion import.
To view Data manager page
- Sign in to your Search Ads 360 account.
- Navigate to a client account .
- From the page menu, under “Set up”, select Data manager.
Supported connectors
You can use Data Manager to import your first-party data, then activate it for use in Google destinations, such as Customer Match and Offline Conversion Ingestion.
These are the supported data sources:
- Amazon Redshift
- Amazon S3
- BigQuery
- Google Cloud Storage
- Google Sheets
- HTTPS
- HubSpot
- MySQL
- Oracle
- PostgreSQL
- Salesforce
- SFTP
- Shopify
- Snowflake
- Zoho CRM
Upload through Campaign Manager 360 API (Direct integration)
The CM360 API is the preferred solution for developers who want to build a custom integration, especially if you already utilize Campaign Manager 360 for display campaigns and need more control than Data Manager offers.
- Custom Variables: Custom Floodlight variables are supported via this method.
- Reporting: Data uploaded here appears in CM360 reports.
Upload from a Bulksheet
This involves manually uploading a spreadsheet file. Uploading conversions using Bulksheet has the same constraints as uploading using SA360 API.
Follow these steps to upload conversion data into a spreadsheet.
- Sign in to your Search Ads 360 account.
- Navigate to a client account .
- From the page menu, under “Tools & settings”, click Conversions.
- Click Uploads.
- Click the plus button
to create a new upload.
Note: You cannot upload custom Floodlight variables using bulksheets
Upload from the Search ads 360 API
This requires programmatic integrations as mentioned below:
- Method: Your development team writes a program (using REST calls) to automatically push data from your internal systems to SA360.
- Constraint: Requires a computer programmer or developer resources to implement.
Integration with call-tracking services
You can use a supported provider to automatically upload conversion data from call centers.
- Americas: CallCap, DC-Storm, DialogTech, Infinity Tracking, Invoca, LiveRamp, Marchex, ResponseTap
- UK/Europe: Bellmetric, Calltracks, DC-Storm, Freespee, Infinity Tracking, MaTelSo, ResponseTap, VisualDNA
- Australia/SEA: AVANSER, Delacon, Jet Interactive
Constraints and historical data: SA360 vs. CM360/Data Manager
The rules for uploading historical data, editing, and attribution differ depending on the backend system used.
Note: Because Data Manageruses the CM360 API backend, it shares the same constraints as the CM360 API. Because Bulksheetsuses the SA360 API backend, it shares the same constraints as the SA360 API.
Comparison of upload constraints
| Feature/Constraint | Search ads 360 API (and Bulksheets) | CM360 API & Data Manager |
| Max Conversion age | 90 days | 28 days |
| Max GCLID age | 90 days | 60 days |
| Floodlight window | Ignored (by last-click model) | Respected |
| Modifying conversions | Can update or delete conversions. | Can update only. (To "delete" you must update quantity/value to 0) |
| Audiences | Not supported. | Supported (can populate remarketing lists). |
| Mobile device IDs | Limited support (may not appear in reporting). | Supported. |
| Future uploads | Cannot be > 2 hours in the future | Cannot be > 2 hours in the future |
| Upload latency | Wait at least 2 hours after click occurs | Wait at least 2 hours after click occurs, or MatchID is collected |
To decide which API is best for you, review our detailed comparison of SA360 API vs. CM API .
Upload method specifications
Campaign Manager 360 API & Data Manager
The details apply to conversions uploaded through CM360 API or Data Manager.
Attribution model behavior
- The Last click attribution modelis used for conversions tracked from keywords, ads, product groups, or visits."
- Conversions attributed to GCLIDs are forced into last click only after 60 days.
Floodlight conversion windows compliance
- Unlike the SA360 API, Data Manager and the CM360 API follows the Floodlight conversion windows you have set. An upload will fail if it falls outside the defined window.
Deduplication and upload timing
- Manage duplicates with the ordinal parameter: Conversions are deduplicated if they share the same click ID, timestamp, and ordinal. To prevent distinct conversions from being de-duplicated, ensure every upload uses a unique ordinal (for example, use the Transaction ID).
- Avoid using a static value like "1" for all uploads.
- Critical warning: Don’t upload the same conversion to both the CM360 API or Data Manager and the SA360 API. They can’t be deduplicated and will result in double-counting.
Reporting
- Conversions uploaded through these methods are visible in Campaign Manager 360 reports.
Search Ads 360 API and Bulksheets
The details in this section apply only to conversions uploaded from SA360 bulksheets or the SA360 API.
Attribution model behavior
- The Last Click attribution modelis used for conversions tracked from keywords, ads, product groups, or visits."
- Conversions attributed to GCLIDs are forced into Last click only after 60 days.
Uploaded conversions ignore floodlight conversion windows
This is a critical behavior specific to these upload methods.
- How it works: When using the default last-click attribution model, SA360 ignores the Floodlight conversion windows set in CM360 when uploading via Bulksheets or the SA360 API. If your click conversion window is 10 days, but you upload a conversion for a click that happened 15 days ago, SA360 will still count it.
- Best practice: To prevent unintended attributions, filter your data before uploading. Use the timestamps in your web logs to remove clicks that fall outside your intended lookback window.
- Note: SA360 does apply the conversion window for attribution models other than the default Last click.
Reporting limitations
- Conversions uploaded via the SA360 API or bulksheets are not sent to Campaign Manager 360. They will not appear in CM360 Report Builder or Data Transfer files .
- Data typically appears in the SA360 UI within 6 hoursof a successful upload.
Other constraints
- Floodlight instructions: SA360 doesn’t apply Floodlight instructions to conversions uploaded via the SA360 API.
General upload requirements and best practices
Permissions required
To upload conversions, you need Edit accessto the specific sub-manager account where the conversion belongs.
- Shared floodlights:In a shared floodlight configuration , you need edit access to each child sub-manager you are uploading to.
- Click IDs:You must have edit access to the sub-manager that generated the Click ID (GCLID or Match ID). If you don’t, the upload will fail.
- Data Manager specifics: Data Manager allows for collaborative workflows while maintaining required data permissioning.
Using a Placeholder floodlight tag
It is a best practice to use a "Placeholder" floodlight tag (a tag that is not implemented on a website) for your offline uploads.
- Data hygiene: This keeps your offline data distinct from your online data, making quality assurance and reporting much simpler.
- Bidding safety: It prevents a sudden upload of offline data from skewing the performance and bidding algorithms for an existing online conversion action.
