Send offline conversions to Google Campaign Manager 360

Google Campaign Manager 360 (CM360) is an ad management platform for measuring and attributing advertising campaigns. Offline conversions are conversions that happen away from your website, such as an in-store purchase, that your brand sends back to CM360 tied to the Google ad click that led to them. Search Ads 360 uses the delivered value of these conversions — for example, a predicted lifetime value — to optimize bidding.

Send offline conversions to Google Campaign Manager 360 (CM360) so that Search Ads 360 can optimize bidding on the real, delivered value of a conversion. Each row returned by your query is sent as a single conversion, tied to the Google Click ID (gclid) of the ad click that led to it. A common use is sending a predicted lifetime value as the conversion value, rather than the order total alone.

Amperity sends conversions to CM360 through the Google Data Manager API. There is no audience or list involved — every orchestration submits a new batch of conversions.

Caution

Amperity records consent as granted at the request level for every conversion in a batch. The connector does not send per-customer consent signals, so exclude any customer who has opted out of ad tracking from the query that returns results for Google Campaign Manager 360.

Beta

The Google CM360 connector is currently in beta. Contact your Amperity representative to learn more.

How this destination works

When a customer clicks a Google ad, a Google Click ID (gclid) is captured. If that customer later converts away from your website — for example, an in-store purchase — CM360 has no record of that conversion. Amperity sends the conversion with the original gclid attached, and CM360 matches it back to the click so that Search Ads 360 can attribute and bid on the conversion.

CM360 matches conversions in the background, and the process can take a long time — from minutes to days. Because an orchestration cannot wait that long, Amperity reports a conversion as delivered once CM360 accepts the batch.

Important

A successful orchestration means CM360 accepted the conversions, not that it has matched and credited them. Confirm final, per-conversion outcomes in the Campaign Manager 360 interface.

Build a query

Use a query to return one row per offline conversion to send to Google Campaign Manager 360. Each row must include a Google Click ID (gclid), a conversion timestamp, a conversion value, and a currency code. You can also include an order ID, which CM360 uses to deduplicate conversions that are re-sent across repeated runs.

The gclid comes from your online events or ad-click data, not from a standard Amperity table. Join that data to your transaction data to build each conversion.

Review the Conversion fields section for the columns your query must and may return.

Add orchestration

An orchestration defines the relationship between query results and a destination, including the destination and the frequency at which an orchestration runs.

To add an orchestration

1. Open the Activations page, select the Orchestrations tab, and then click the Add orchestration button. This opens the Add orchestration dialog box.

2. From the Object type dropdown, select Query.

3. From the Object dropdown, select the query for which results is sent to Google Campaign Manager 360.

4. From the Destination dropdown, select a destination that is configured for sending data to Google Campaign Manager 360.

5. Verify all settings.

6. Set the workflow to Manual. You can change this to automatic later, after verifying the end-to-end workflow.

7. Click Save.

Run orchestration

Run the orchestration manually to validate that it works.

To run the orchestration

1. Open the Activations page, select the Orchestrations tab, and then open the menu for the Google Campaign Manager 360 orchestration. Select Run.

2. The Status column for the orchestration updates to say “Waiting to start”, after which the notifications pane updates to include a notification that shows the current status.

3. When the orchestration has run successfully, the status is updated to “Completed”.

Data validation

Amperity validates your data in two stages — it checks the dataset for the required columns before sending anything, and then it validates each row as it builds the batch. These two stages fail differently, and the difference matters when you debug an orchestration.

Before sending, Amperity confirms that the query returns every required column: gclid, conversion_timestamp, conversion_value, and currency_code. If any required column is absent from the query results, the orchestration fails immediately without sending any conversions and reports Dataset validate failed. Please check the input field names and types match documented requirements. Correct the query so that it returns every required column, and then run the orchestration again.

For each row, Amperity then drops rows that CM360 would reject, so that one invalid row does not stop the rest of the batch. Dropped rows are reported as failed with the reason, and the remaining rows are sent. A row is dropped when:

• a required column is present but empty in that row.

• conversion_value is present but is not a number.

Column names are matched without regard to capitalization.

Conversion fields

The following table describes each column Amperity sends to Google Campaign Manager 360. A query must return columns with the same name as listed in the “Amperity name” column; Amperity maps them to the Data Manager field names automatically.

Amperity name	Data Manager field	Description
gclid	adIdentifiers.gclid	Required The Google Click ID that identifies the ad click the conversion is attributed to. Every conversion must include a gclid; a conversion that cannot be tied to a click cannot be sent.
conversion_timestamp	eventTimestamp	Required When the conversion happened. CM360 requires an ISO 8601 instant with a UTC offset — for example, 2026-07-10T12:00:00Z. Amperity sends the value as returned by your query, so make sure the query returns it in this form.
conversion_value	conversionValue	Required The value of the conversion, as a number. Rows whose value cannot be read as a number are dropped. Send a predicted lifetime value here to have Search Ads 360 bid on delivered value.
currency_code	currency	Required The currency that conversion_value is expressed in, as a three-character ISO 4217 code.
order_id	transactionId	Optional A deduplication key. When the same conversion is re-sent across repeated runs, CM360 collapses rows with the same order ID into one so the conversion is not counted twice.

Delivery and results

CM360 accepts a batch of conversions almost immediately and then matches them in the background over a window that can range from minutes to days. Amperity treats a conversion as delivered once CM360 accepts the batch.

• A successful orchestration means CM360 accepted the conversions, not that it matched and credited them. Confirm final, per-conversion outcomes in the Campaign Manager 360 interface.

• Per-conversion failures are reported on a best-effort basis. Amperity reports the failures that CM360 returns quickly — such as an invalid or duplicate click ID — as failed rows in the orchestration’s error log. Failures that CM360 surfaces only later do not appear in the orchestration.

• Amperity automatically splits large sends into batches of 2,000 conversions. This is not something you configure.

• Conversions cannot be deleted or retracted once submitted. CM360 offers no way to take back a conversion, so test with care.