Google Search Ads 360
Upload offline conversions to Google Search Ads 360 (SA360) for attribution and bid optimization. Use Zeotap to sync conversion data from your warehouse directly to SA360 Floodlight activities.
Prerequisites
- A Google account with access to Search Ads 360
- An SA360 agency with at least one advertiser configured
- A Floodlight activity set up in your SA360 account to receive conversions
- Click IDs captured in your web logs (if attributing conversions to specific clicks)
Authentication
Google Search Ads 360 uses OAuth 2.0.
- Click Connect with OAuth in Zeotap
- Sign in with the Google account that has access to your SA360 agency
- Authorize the requested permissions for the DoubleClick Search API scope
The authorizing Google account must have at least Advertiser Manager access in your SA360 agency.
Configuration
| Field | Type | Required | Description |
|---|---|---|---|
| Agency ID | Text | Yes | Your SA360 agency ID. Found in the SA360 UI under agency-level settings. |
| Advertiser ID | Text | Yes | The advertiser ID within your SA360 agency. |
| Floodlight Activity Name | Text | Yes | The name of the Floodlight activity to attribute conversions to. Must match exactly as configured in SA360. |
| Conversion Type | Select | Yes | ACTION for non-revenue conversions (e.g., sign-ups, form fills). TRANSACTION for revenue-bearing conversions (e.g., purchases). Default: ACTION. |
Supported Operations
Sync Modes
| Mode | Supported | Description |
|---|---|---|
| Insert | Yes | Append new conversion records to SA360 |
| Upsert | — | Not supported — SA360 conversions are append-only |
| Update | — | Use the SA360 Conversion.update API separately for modifying existing conversions |
| Mirror | — | Not supported — conversions cannot be deleted |
Audience Sync Modes
SA360 does not have a list or audience membership API. Audience sync modes are not supported.
Features
- Field Mapping: Yes
- Schema Introspection: No
Required Mapping Fields
| Field | Description |
|---|---|
conversion_id | A unique identifier for each conversion. Must be unique in combination with the conversion timestamp. |
conversion_timestamp | The time the conversion occurred, in epoch milliseconds UTC (e.g., 1470412402000). |
Default Destination Fields
| Field | Type | Description |
|---|---|---|
conversion_id | string | Unique conversion identifier |
conversion_timestamp | string | Conversion time in epoch milliseconds UTC |
click_id | string | SA360 click ID from your click tracker (for visit-level attribution) |
revenue_micros | string | Revenue in micros — multiply dollars by 1,000,000 (e.g., 10000000 = $10.00). Required when conversion type is TRANSACTION. |
currency_code | string | ISO 4217 currency code (e.g., USD, EUR) |
quantity_millis | string | Item quantity in millis — multiply count by 1,000 (e.g., 3000 = 3 items). Defaults to 1000 for ACTION conversions. |
criterion_id | string | Keyword criterion ID for keyword-level attribution (alternative to click_id) |
device_type | string | Device classification for the conversion |
How It Works
- Field mapping — Zeotap maps your warehouse columns to SA360 conversion fields using the mapping configuration you define.
- Batch construction — Rows are grouped into batches of up to 1,000 conversions per API request. Each conversion is tagged with your Floodlight activity name and conversion type.
- API upload — Conversions are sent to the SA360 Conversion.insert endpoint (
POST https://www.googleapis.com/doubleclicksearch/v2/conversion). The API processes each conversion on a best-effort basis — partial failures within a batch are possible. - Attribution — If a
click_idis provided, SA360 attributes the conversion to the specific click. Ifcriterion_idis provided instead, attribution happens at the keyword level.
Click ID Timing
SA360 requires that you wait at least 6 hours (up to 24 hours in rare cases) after a click occurs before uploading a conversion attributed to that click ID. Conversions must be uploaded within 90 days of the original click.
Rate Limits
The SA360 API does not publish explicit rate limits for conversion uploads. Zeotap uses conservative batch sizes (1,000 conversions per request) and sequential processing to avoid overloading the API.
Best Practices
- Use epoch milliseconds for timestamps. The
conversion_timestampfield expects epoch milliseconds UTC (e.g.,1470412402000), not ISO 8601 strings. - Ensure unique conversion IDs. The combination of
conversion_idandconversion_timestampmust be unique across all uploads. Duplicates will be rejected. - Include revenue for TRANSACTION types. When using the TRANSACTION conversion type, always map
revenue_micros. Omitting it results in $0.00 revenue attribution. - Wait before uploading click-attributed conversions. Allow at least 6 hours after a click before uploading conversions with that click ID to ensure SA360 has processed the click data.
- Match Floodlight activity names exactly. The activity name is case-sensitive and must match the name configured in your SA360 account precisely.
Troubleshooting
Authentication failed (401)
Your OAuth token may have expired. Reconnect your Google account in Zeotap by clicking Reconnect on the destination settings page. Ensure the Google account has active access to the SA360 agency.
Access denied (403)
The authorizing Google account does not have sufficient permissions in SA360. Verify the account has at least Advertiser Manager access for the target agency and advertiser.
Floodlight activity not found
The Floodlight activity name must match exactly as configured in SA360, including capitalization and spacing. Check your SA360 account under the advertiser’s Floodlight activities to confirm the name.
Conversions not appearing in reports
New conversions may take up to 1 hour to appear in the SA360 UI. Older backdated conversions can take several hours. Verify that the conversion_timestamp is in epoch milliseconds (not seconds) and falls within the valid date range.
Duplicate conversion errors
Each conversion must have a unique combination of conversion_id and conversion_timestamp. If you are re-running a sync, ensure your conversion IDs are truly unique or filter out previously uploaded records.
Click ID not recognized
SA360 needs time to process clicks before they can be attributed. Wait at least 6 hours after the click occurred before uploading. Also verify the click ID format matches what SA360 recorded — click IDs are case-sensitive.