Lesson 1 of 2 · 4 min read
Send conversions back to the ad platforms
Automated bidding, such as Performance Max or Advantage+, optimises towards whatever conversions it is told about. Tell it about the real ones, and it finds more of the right people.
- Collect
- Store
- Use
- Activate
Real conversions, not just form fills
Qualified leads, closed deals and orders with their value can be sent back from the warehouse, server-to-server, through each platform’s conversions API or offline import.
Audiences from the warehouse
Segments built on full customer history, such as repeat buyers or lapsed customers, can be synced back to the platforms for targeting or exclusion.
Deduplicated and consented
Server and browser signals share an ID so each conversion counts once, and consent decides what may be sent.
Key takeaways
- Bidding learns from what it is told.
- Send real outcomes with their value.
- Audiences from the warehouse beat platform guesses.
For your marketing agency
This is the step that turns better data into better results inside the campaigns you already run.