Google Ads (offline click conversions)

Google Ads (offline click conversions) is a traffic source (search). Its own documentation: https://developers.google.com/data-manager/api/devguides/events/google-ads/offline/send-events.

Note

This platform sends a visitor to the ad’s final URL itself, so no visit passes through the campaign’s URL first. Tallyray protects no lander such a campaign reaches.

What it connects

• Sends your conversions back to Google Ads (offline click conversions), with a test conversion to check it.
• Pulls your spend from its API.
• Lists placements to block, for you to export; nothing is sent.
• Pauses and resumes its campaigns, ad groups and ads.
• Sets bids on its ad groups.
• Sets daily budgets on its campaigns.
• Checks the connection with a harmless request when you test it.

How to connect it

OAuth. The workspace’s owner connects the connection: Tallyray sends them to accounts.google.com to give consent to these scopes: https://www.googleapis.com/auth/datamanager, https://www.googleapis.com/auth/adwords. Tallyray refreshes the token. If the platform refuses a refresh for good, the connection shows as needing authorization, its deliveries wait, and its owner connects it again.

The OAuth client is the product’s own registration at the platform (google-ads), so you bring no client of your own.

Set these on the connection:

Field	Name	Kind	What to enter
Customer id	customer_id	string, required	The Google Ads account the conversion actions are in, 10 digits without dashes
Manager account id	login_customer_id	string	When you reach the account through a manager account, its id, 10 digits without dashes
Conversion action id per event	conversion_actions	a list of name and value pairs, required	Each event name below to the id of a conversion action whose source is Import from clicks, with enhanced conversions for leads turned on to match by email and phone
Account time zone	account_time_zone	string	For spend, the account’s time zone, such as America/New_York, in Admin, Account settings; Google reports spend by its days
Account currency	account_currency	string	For bids and budgets, the account’s currency, such as USD, in Admin, Account settings

Tracking macros

Each token is a query parameter on the campaign URL; the source replaces its macro with the value when it sends the visitor. The columns say which part of the visit it fills and which report column (v1 to v20) it lands in.

Parameter	Macro	Fills	Report column
gclid	added by the platform itself	The source’s click id
gbraid	added by the platform itself	The source’s click id
wbraid	added by the platform itself	The source’s click id
cmp	{campaignid}	Source campaign	v1 (Campaign)
adg	{adgroupid}	Custom value	v2 (Ad group)
ad	{creative}	Creative	v3 (Ad)
kw	{keyword}	Keyword	v4 (Keyword)
plc	{placement}	Placement	v5 (Placement)
net	{network}	Site	v6 (Network)
dev	{device}	Custom value	v7 (Device (Google))

The campaign URL you paste into the source is the tracking domain, the campaign’s key and the tokens the source fills, in this order (the domain below is an example, and {url_key} stands for the campaign’s own key):

https://trk.example.com/{url_key}?cmp={campaignid}&adg={adgroupid}&ad={creative}&kw={keyword}&plc={placement}&net={network}&dev={device}

Cost models, the first the default: none (no cost), cpc (cost per click), cpa (cost per conversion), api (the spend pulled from the source’s API).

Preview the campaign URL

Your tracking domain

Campaign URL

https://trk.example.com/{url_key}?cmp={campaignid}&adg={adgroupid}&ad={creative}&kw={keyword}&plc={placement}&net={network}&dev={device}

Copy

Paste the campaign URL into the source's ad. {url_key} stands for the campaign's own key, which the portal fills in; the macros are the source's, which it replaces with each visit's values.

How conversions get back to it

Tallyray sends a conversion to Google Ads (offline click conversions) when it enters one of these statuses: approved. A conversion is sent once per status it enters; an adjustment, with revenue moving and its status not, isn’t sent. A conversion older than 90d isn’t sent.

Tallyray’s event kinds, and the name each is sent as. A conversion of a kind not listed isn’t sent:

Tallyray event	Sent to Google Ads (offline click conversions) as
lead	lead
registration	registration
sale	purchase
deposit	purchase

The request: POST https://datamanager.googleapis.com/{…}/events:ingest (in batches, up to 2000 conversions each).

A conversion is sent only when this holds:

=visit.external_click_id != '' && visit.external_click_param in ['gclid', 'gbraid', 'wbraid']
  || conv.user.em_google != '' || conv.user.ph_e164 != ''

This template sends personal data, so it honors consent: for a visit from the EEA, the UK or Switzerland without ad_user_data granted, the conversion goes without anything personal, including the platform’s click id, and is not sent when nothing is left to match on. An explicit denial withholds the person’s hashed identifiers wherever the visit came from.

Test conversion. You can send one from the portal to check the connection. Google checks it as it would an upload and records nothing; a gclid from a recent click on your ad checks the most

Conversions are retried when the source can’t be reached or answers with an error that can pass; see the limits below.

Spend

Tallyray pulls spend from the source’s API every 3h, covering the last 3d again, as sources restate spend, 7d at most per request, by day, in the zone =conn.account_time_zone. With api among the cost models, a campaign is priced by it.

The request: POST https://googleads.googleapis.com/{…}/customers/{…}/googleAds:search.

Pulling spend needs the API’s credential. A connection without it goes on sending conversions and pulls no spend.

Placements

Placements are the visit’s placement value, as the tokens above fill it.

This template has no block request: Tallyray keeps the blocks as a list you export into the source, and sends nothing.

Pausing and resuming

Rules and reports can pause and resume the source’s own objects at these levels. Tallyray reads an object before it writes, and writes only what isn’t so already, so a repeated pause never toggles anything.

Level	Named by
campaigns	cmp
ad groups	adg
ads	adg + ad

Bids

Rules and reports can set the source’s bids at these levels. Each value is read before it’s written, in the account’s currency, never converted; a value the source sets itself isn’t written.

Level	Named by	Prices	Bounds	Notes
ad groups	adg	cpc, cpa	step minor

Daily budgets

Rules and reports can set the source’s daily budgets at these levels, read before they’re written, in the account’s currency.

Level	Named by	Prices	Bounds	Notes
campaigns	cmp	daily	step minor

Limits

• Rate: at most 5/s per connection, 2 at once.
• Retries: up to 15 attempts, waiting from 1m and doubling up to 6h, longer when the source’s Retry-After asks, and never past the conversion’s age limit.
• Hosts it reaches: datamanager.googleapis.com, googleads.googleapis.com, oauth2.googleapis.com, accounts.google.com. No other.
• What a connection may override: /conversions/events, /conversions/send_on, /tokens, /cost. Hosts, authentication and requests never are, and an override may only lower the limits.

This page describes version 8 of the Google Ads (offline click conversions) template, the latest published. The version your connection runs is the one your administrators approved, and the portal shows it.