Learn how to pass high-quality data from Cometly to Google Ads, improving ad performance and optimizing Google's AI with accurate event tracking.
How Does This Work, and What Are the Benefits?
Cometly’s Conversion API connects your tracked events with Google’s offline conversion actions. This ensures:
Accurate Data for Google Ads AI: Improves targeting and performance.
Seamless Event Mapping: Automatically sends Cometly-tracked events to the appropriate Google conversion action.
Enhanced Optimization: Google's AI leverages Cometly’s data for better campaign results.
How to configure the Cometly Google conversion API
The information below outlines the setup steps for configuring the Cometly Google Conversion API.
Log in to Google Ads:
Navigate to Goals > Conversions > Summary and click +New Conversion Action.
Select Import:
Choose Import > CRMs, files, or other data sources and click Skip this step and set up a data source later (Cometly will handle this automatically).
You do not have to setup a data source later because after Cometly events have been mapped in the later steps, data will automatically start sending.
In the Goal and action optimization section, select the Goal category for this action. Ensure that you choose secondary conversion as secondary conversions are not used for bidding optimization.
You can choose primary conversion IF you are not using Account Goals for your campaigns. If you are using Account Goals for your Campaign Goal, then adding a primary conversion action will mess with your existing campaigns.
How to check if you are using Account Goals or Campaign Specific Goals
Important: If your campaigns are set to account goals and you choose primary conversion, the conversion action will be included in your account goals. You must choose secondary conversion for this offline event. If you choose primary action it may impact your current ad performance if you are using account goals for your campaign goal.
If the goal category does not let you select secondary conversion, you can choose another goal category that will allow you to select secondary conversion. You will not have the option to add a secondary conversion to goal categories that are included in the account goals.
In the example below, we chose Qualified Lead and set it as a secondary action not used for bidding optimization. You can name the conversion name anything you want.
If your conversion action does not have a value that is getting sent from Cometly, choose Don't use a value for this conversion action, select One as the count, and click Create and continue.
Optional: If you have a specific value you would like to assign for these conversions, select Use the same value for each conversion.
If your conversion action does have a value that is getting sent from Cometly, choose Use different values for each conversion, select 'Every' as the count, and click Create and continue.
You are required to set a default value when you make this value selection. Though Cometly will be sending a value, this will cover cases where for any reason the conversion value was not received by Google. We recommend using your 'average' value for these types of conversions you're configuring.
Once you have finished configuring your conversion action, you will be taken to the following screen. Simply click 'Done' to move on to the next step.
Important: You DO NOT need to set up a data source for your conversion action. We will cover how to send the data from Cometly to your created action in the following steps.
Create custom goals in your Google Ads account
After you have created your offline conversion action, you are ready to create a custom goal. Conversion goals in Google Ads enable you to set specific conversion actions to target for different campaigns. This means you can have various campaigns with unique goals, ensuring more tailored and efficient ad targeting.
To set a custom conversion goal, you add a custom goal in Google Ads, enter its name and title, and choose the conversion actions you want to target with that goal. After saving, you add this custom conversion goal to the campaign settings.
By strategically using custom goals, you can significantly enhance the effectiveness of your Google Ads campaigns, ensuring that they are optimized for the specific actions and conversions that are most relevant to your business objectives.
Scroll down to the bottom of the Conversions Summary in your Google Ads account to 'Custom Goals' and then click 'Add custom goal'
Name your custom goal and select the secondary offline conversion action you want to associate to the custom goal and then click Save.
Map tracked Cometly Events to Google offline conversion actions
When an event is tracked in Cometly, the accurate attribution event data will be sent to the mapped Google Conversion action.
In Cometly, navigate to the 'Conversion API' page.
Click 'Google' and then Toggle 'On' Manage Data Sharing to show the next steps for configuration.
Acknowledge the listed items to go to next step.
Map your offline conversion events to your Cometly tracked events and click Save
Cometly will now start sending tracked events to the mapped Google conversion actions.
Important Information About Data Sent to Google
Processing Time:
When an event is tracked to a Google Ad, Cometly sends the data to Google immediately. However, it may take up to 12 hours for Google to process and display the conversion.
Google Ad Touchpoint:
Cometly only sends event data to Google if the event is linked to a touchpoint from a Google Ad. Events without a Google Ad touchpoint will not be sent.
Accumulate between 35-50 conversions and launch new campaign with the custom goal
1. Accumulate Conversions: Begin by accumulating between 35-50 conversions in Google through your offline conversion action. This data is crucial for the following steps.
2. Duplicate or Create Campaigns: Once you have the necessary data, you have two options:
If you have an existing successful campaign, duplicate it.
If you do not have any campaigns, create a new one.
3. Set Campaign Goals: For the duplicated or new campaign, set the campaign goal to align with your offline conversion action. This custom goal will be the focal point of your campaign.
Go to your campaign settings, click Edit in settings:
Select Use campaign-specific goal settings, and choose your custom goal
4. Caution with Existing Campaigns: Avoid changing the campaign goals of your existing Google ad campaigns. Altering these goals can negatively affect their performance.
5. Monitor New Campaign: After setting up the new campaign with the custom goal, closely monitor its performance. Ensure it works effectively and starts accumulating significant data.
6. Transitioning Other Campaigns: Once the new campaign has gathered ample data and shown positive results, you can consider switching other campaigns to the custom goal. However, this should be done cautiously to maintain overall campaign efficacy.
This step-by-step approach will guide you through leveraging offline conversion actions to enhance your Google Ads strategy while maintaining the integrity of your existing campaigns.
Alternative View Conversion Action Setup
If you are experiencing a new Google Conversion Action setup view, please follow these instructions:
Go to the Conversions page.
You’ll notice that both Conversions on a website and Conversions Offline are disabled. Go ahead and click Continue.
On the next page, select the category you’d like to use for Offline Uploads.
For example, if you select Purchase, click on Add an Event to this Category.
Choose Offline Data Sources.
You’ll see Settings next to it—click on Settings.
In the Conversion Settings, please adjust them according to your needs.
Once done, click Done, then Save and Continue.
After that, check if the Offline conversion action has been created successfully.