In Funnel you can get conversion data from Google Analytics (Goals and Transactions) and from most of the advertising platforms (e.g., pixel conversions from Facebook and AdRoll, sales from Tradedoubler, HasOffers etc). 

Sometimes you want to get other conversions in your Funnel account, for example, offline transactions, total orders from your Amazon store or other conversions you have in your back end system.

To do this you need to get this data into Google Analytics as Goals or Transactions, here is an article that explains how you can do this

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