Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
Use this guide to set up an Adtriba conversion action in Google Ads. You can display Adtriba conversions in Google Ads and optionally use them for automated bid optimization.
There are two approaches:
Display Adtriba conversions without using them for automated bid optimization.
Display Adtriba conversions and use them for automated bid optimization.
Both approaches work with regular attribution values or customer lifetime value (CLV) attribution values. Read more about CLV attribution here.
Why use Adtriba conversions in Google Ads?
Adtriba conversions improve bid optimization in Google Ads with cross-channel attribution. Google Ads often overestimates its contribution to conversions because it does not account for interactions on other marketing channels.
When a Google Ads campaign contributes to a conversion, Google Ads often attributes the full conversion to itself. Other touchpoints (for example a Facebook ad click or an AdRoll retargeting campaign) may also contribute. This can lead to overvalued Google Ads campaigns and overspending.
Adtriba conversions support unbiased, cross-channel bid optimization that accounts for all marketing channels.
Conversion data updates daily for the previous 7 days. Adtriba can also upload historical conversion data back to the date when Adtriba tracking was first integrated.
Set up Google Ads for the Adtriba conversion export
For both approaches, create new conversion types in Google Ads before you activate the export.
Google Ads
Navigate to Tools in the Google Ads account.
Click Conversions under Measurement.
Click New conversion action.
Or (depending on the interface):
Navigate to Goals in the Google Ads account.
Click Conversions from the drop-down menu.
Click Summary, then click the + button.
Choose Import for the conversion type.
Choose Manual import using API or uploads or Other data sources or CRMs, then Track conversions from clicks. Click Continue.
Create a conversion action to upload conversions from clicks:
Select converted lead for Goal and Action Optimisation.
Select Primary action used for bidding optimisation for the action to optimize by default.
Select Secondary action not used for bidding optimisation for the action not to optimize by default.
Note: If you choose Converted lead, the Secondary action not used for bidding optimization option is not clickable. Select Purchase from the drop-down menu instead.
Name the conversion Adtriba Conversion - {{Your Report Name}}.
Select Use different values for each conversion for Value.
Enter 0 as the default value.
Select the currency used in conversion tracking.
Select every for Count.
Set the click-through conversion window to 60 days.
Choose Use external attribution for Attribution Model.
Click Create and continue.
Choose API to import offline conversions.
Follow the same process to create a conversion named Adtriba Conversion CLV - {{Your Report Name}}. This lets you import CLV attribution values.
If you have multiple reports in Adtriba, create a matching conversion action for each report.
Show Adtriba conversions not included in Conversions
Add the All Conversions column to the report (Ad Group, Keyword, Campaign, and so on).
Choose Segment > Conversions > Conversion Action.
Adtriba conversions appear in the All Conversions column.
Note: In rare cases, conversions can take up to 48 hours to appear in Google Ads reporting. The data may already be in the Google Ads backend. Normally, conversions display within 4–5 hours after upload.
Note: If you use a manager account (MCC), add the conversion event separately to all subaccounts.
Show Adtriba conversions and include in Conversions for bid optimization
To use Adtriba conversions instead of Google Ads conversions for bid optimization:
Open Tools > Conversions.
Click the conversion that is currently included in Conversions for bid management.
Edit settings for this conversion.
Set Include in Conversions to No. Click Save, then Done.
Click Adtriba Conversion, then click Edit settings.
Set Include in Conversions to Yes. Click Save, then Done.
You can use Adtriba Conversion CLV instead of Adtriba Conversion. Do not set Include in Conversions to Yes for both Adtriba conversion types. This causes double counting.
Adtriba conversions now appear in the Conversions column in all reports. You can also add the Adtriba Conversion column directly. You do not need the segment view from the previous section.