Many marketers want to map specialty metrics back to their paid media campaigns. Custom Conversions gives you the power to tie external conversions like leads or call tracking data to your AdWords, Bing, Facebook, LinkedIn, and Twitter campaigns through a simple CSV upload.

What are some common uses for Custom Conversions?

  1. CRM Data: Map your leads, whether they're from Salesforce or another CRM tool, back to the account/campaign/ad set/ad/keyword they came from.
  2. Call Tracking: Do you track calls outside of the native networks? Bring DialogTech, CallRail and other call tracking conversions in through Custom Conversions.
  3. Revenue Data: See which ads are driving the most revenue.
  4. App Install Data: Do you track app installs with a third party tool like AppsFlyer? Easily bring installs, loyal users and any other important conversion to AdStage.

How do I add a custom conversion?

Step 1: Navigate to the Custom Conversions tab by hovering over the Data Management icon on the left-hand side of the screen.

Step 2: Click "Create New Custom Conversion" in the upper right-hand corner of the page.

Step 3: Download the Conversion File Template and start filling out the columns.

  • Attribution: Set the weight of the conversion. 
  • Date: Add the date on which the conversion took place.
  • Entity ID: Add the Entity ID of the corresponding account/campaign/ad set/ad/keyword. Easily pull a list of your Entity IDs by jumping into Report and creating a table widget, then export the table to CSV.
  • Value: Enter the monetary value of the conversion. 

Step 4: Name your custom conversion.

Step 5: Give your custom conversion a short description.

Step 6:  Click Upload File and see your new conversion in the Custom Conversions table.

Step 7: After about 20 seconds, you should see your custom conversion in Report & Automate.

How do I roll up my custom conversions?

Custom Conversions inherently roll up Account level conversions to the Network level. The other entity levels need to be manually rolled up. There are a few different ways to roll them up. Depending on the format of your exported conversion data, one of these 3 ways will be easiest.

  1.  Create another row with the summation. For example, if 3 different campaigns get 1 conversion each on one day, add another row for the account level and give it an attribution of 3. 
  2. List out conversions by row. For example, if 3 different campaigns get 1 conversion each on one day, add 3 rows below showcasing the account receiving a conversion 3 times. 
  3. Upload a separate file for each level. If you want to roll up conversions at the campaign level to the account level, upload a file with the campaign level data and upload another file with the account level data.

Best Practices & Other Notes

  • To ensure a clean upload select your whole sheet and clear the formatting. If the Value column is formatted as currency with a currency symbol in front of the number, the conversions will be invalid. 
  • Double check column names. Use the exact column name from the template to guarantee valid conversions. 
  • Watch out for small formatting mistakes. Spaces after the Entity ID will cause an error in the conversion upload.
  • Don't see your newly created conversion? Try refreshing the dashboard
  • Have dev resources? Automate the process with our Custom Conversions API. More info here.

Have questions about getting started with Custom Conversions? Feel free to reach out to us at

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