Events overview

Page Summary

• The Data Manager API enables sending offline conversions, enhanced conversions for leads, and conversion events to Google Ads.

• Sending conversion events via the API as an additional data source for Google Ads tag conversions is an allowlist-only feature that can improve ad interaction signals and performance.

• The Data Manager API supports encryption of user data when sending events to Google Ads.

Use the Data Manager API to send the following types of events:

Google Ads

Multi-source conversions

Boost your Google tag with additional data sources. Send multi-source conversions as an additional data source for tag conversions.

• Adjust real-time conversion values: Send accurate financial updates (like restatements, upsells, or finalized cart totals) from your CRM to override the initial estimated value.
• Enhance measurement accuracy: Supplement your conversions with missing user-provided data (like email or phone number) to mitigate signal loss, recover conversions that may be missed by the Google tag, and unlock better bidding.

Note: Multi-source conversion data from the Data Manager API won't flow to your conversion bidding for a 14-day trial period. This doesn't apply to your existing Google tag data source.

Send online conversions

Offline conversions

Send offline conversions or enhanced conversions for leads.

Send offline conversions

Store sales conversions

Send store sales conversions. This feature is only available to Google Ads accounts on an allowlist.

Send store sales conversions

Conversion adjustments

Adjust a previously recorded conversion. Store sales conversions can't be adjusted.

• Adjust real-time conversion values: Send accurate financial updates (like restatements, upsells, or finalized cart totals) from your CRM to override the initial estimated value.
• Enhance measurement accuracy: Supplement your conversions with missing user-provided data (like email or phone number) to mitigate signal loss, recover conversions that may be missed by the Google tag, and unlock better bidding.

Send an adjustment

Google Analytics

Multi-source events

Send multi-source events with a transaction ID as an additional data source for your tag or Google Analytics for Firebase (GA4F) events, to maximize ad interaction signals and strengthen your data and overall performance.

This feature is only available to Google Analytics properties on an allowlist. Fill out the form if you're interested in adding your Google Analytics property to the allowlist.

Note: Multi-source event data sent to web data streams from the Data Manager API won't flow to your conversion bidding for a 14-day trial period. This doesn't apply to your existing Google tag data source, or to multi-source events sent to app data streams from the Data Manager API.

Send multi-source events

Recommended and custom events

Send recommended and custom events to Google Analytics.

Send recommended and custom events

Floodlight

Offline conversions

Send Floodlight offline conversions for Google Marketing Platform products, including Campaign Manager 360, Search Ads 360, and Display & Video 360.

Send offline conversions

Multi-source conversions

Send multi-source conversions as an additional data source for your Google tag or legacy Floodlight tag.

Note: Multi-source conversion data from the Data Manager API won't flow to your conversion bidding for a 14-day trial period. This doesn't apply to your existing Google tag data source.

Send multi-source conversions

IAB ECAPI specification: If you're following the IAB Tech Lab Event and Conversion API (ECAPI) standard, refer to the ECAPI specification mapping to learn how to map your ECAPI data to Data Manager API event ingestion requests.

The Data Manager API supports encryption of user data when sending events for any use case.