When a customer completes a pre-defined action on an advertiser's website, such as purchasing an item or requesting more information, DoubleClick Search reports a conversion.
Conversions for some advertisers start online and finish offline. For example, a consumer initiates research online for a purchase, clicks on an ad, and then telephones a call center to complete the purchase. Or a consumer with a smartphone taps a “call now” button in an ad and purchases an item over the telephone. For these conversions, DoubleClick Search will automatically have data about the online portion. If you want to provide data about the offline portion—to enhance reports, for use in automated rules, or for optimization in a bid strategy—you can upload it to DoubleClick Search.
In some cases, you might need to modify the value of an existing conversion. For example, you might edit a conversion value to account for discounts that were applied after an online purchase was made (such as a mail-in-rebate), returns that occurred with a restocking fee, or credits that were applied after the purchase.
All conversion requests are synchronous. Your client will block until DoubleClick Search returns a response.
DoubleClick Search IDs and Conversions
Because conversions need to be attributed to a specific campaign, ad, keyword, and optionally to a visit, each conversion specifies the DoubleClick Search ID of an ad, keyword, and campaign, along with the IDs of the parent objects in the DoubleClick Search hierarchy. When you get, add, or update a conversion, you'll need to specify most of these IDs in the request.
Obtaining DoubleClick Search IDs
To find these IDs, do any of the following:
Use the DoubleClick Search UI to download a report that contains IDs for the advertiser, engine accounts, campaigns, ad groups, keywords, and ads.
Add DoubleClick Search macros such as
TrackerIDto your landing page URLs. When a customer clicks an ad, each macro will instruct DoubleClick Search to pass its ID to the advertiser's landing page as URL parameter. You can retrieve these IDs from the advertiser's web logs and use them in your
DoubleClick Search provides a few different macros for sending keyword IDs to a landing page. To attribute conversions to a keyword, you'll need to add the TrackerID macro to the landing page URLs.
A click ID tracks a click on an ad, and you can use it to attribute a conversion to a specific visit instead of providing the entire hierarchy of IDs for DoubleClick Search objects. DoubleClick Search will use the click ID to find and attribute the appropriate keyword and ad.
Click IDs are case-sensitive, so make sure your web logs and tracking software do not change the case of the click ID.
Generating a Click ID
Either DoubleClick Search or AdWords generates the click ID.
If auto-tagging is enabled in an AdWords account, AdWords generates a click ID when an ad is shown. As a result, if a user clicks on a particular ad impression multiple times, those clicks will be associated with only one click ID. Landing page visits for the exact same impression will share the same click ID.
DoubleClick Search can generate a click ID if you activate the conversion API service. If a click is redirected from AdWords and AdWords has already generated a click ID, DS uses the AdWords ID instead of generating a new one. If a click is redirected from another type of supported engine, DS generates the ID.
Click ID Parameters
Each click ID consists of two parameters. For example:
gclid parameter contains a case-sensitive ID for the click. DoubleClick Search
maintains the attribution information (such as keyword, ad, campaign, ad group) for
each click ID generated.
gclsrc parameter indicates the source of the click ID. Currently, it
can have one of the following values:
gclsrc=ds: the click ID was generated by DoubleClick Search. In addition, the click was either on an engine other than Google, or the click was on Google but the AdWords account is not using auto-tagging.
gclsrc=aw.ds: the click ID was generated by AdWords that is using auto-tagging, and the click went through the DoubleClick Search clickserver.
gclsrc=: the parameter is empty if the click ID was generated by AdWords, but the conversion API service was not enabled in DS when the click occurred.