Offline Conversion Events

What it does

Ad platforms bid on the conversions they can see, which is usually only what their own pixel caught. Offline Conversion Events uploads Attribution's conversions to the platforms once a day, so their bidding learns from the CRM deals, subscriptions and server-side events your pixel never saw.

Every day Attribution builds the attributed conversions for the previous day from the project view you choose, and uploads each conversion to every enabled platform, attached to that platform's most recent touchpoint in the visitor's path. The platforms that can receive uploads are Meta Ads, Google Ads, LinkedIn Ads and Microsoft Advertising. The conversion carries the conversion event name, the visitor's hashed identifiers (email, phone, user id) and the click id where one was captured.

Settings

• Project view, required: the view whose conversion event and model define what is uploaded.
• Integrations enabled: which connected ad accounts receive uploads.
• Conversion value: Attributed revenue (recommended, the model's share of the revenue), Attributed score (the share from 0 to 1), Full revenue, or None.
• Per platform: Meta needs your Pixel ID; Microsoft needs the UET Tag ID and a Conversions API token; Google and LinkedIn get a conversion action or rule created for them automatically.
• Upload Enabled, the switch that starts the daily run once the settings above are saved.

Prerequisites

• At least one of the four ad integrations connected.
• A project view whose conversion event is the one you want the platforms to optimize for.
• The option on your plan; ask us if the settings page does not show it.

Setup

1. Open Settings → Offline Conversion Events.
2. Choose the project view and the conversion value method.
3. Enable the integrations and fill in the identifiers each one asks for.
4. Turn on Upload Enabled.

The first upload runs shortly after setup for the previous day, then daily once the day's report is ready. Google does not accept uploads to a brand-new conversion action, so the first Google upload is retried a few hours later. Uploaded conversions are marked on the events so they are never sent twice.

Good to know

• Only conversions from the day after you enable it are uploaded; there is no backfill.
• Keep the view's settings stable: changing its model or event changes what the platforms receive.