Conversion adjustments

Use the IngestEvents method to make adjustments to previously recorded Google Ads conversions. In the Data Manager API, an adjustment can restate a conversion value or supplement user data.

If you're migrating from the Google Ads API, see Upgrade from the Google Ads API to compare how adjustments are handled in each API.

Supported conversion types

You can adjust the following Google Ads conversion types:

How adjustments work

Within the same conversion action, Google Ads matches events using transactionId:

  • If the transactionId matches an existing conversion for the same conversion action, Data Manager API treats the request as a conversion adjustment.
  • If the transactionId doesn't match an existing conversion, Google Ads creates a new conversion. See Unmatched events.

Send an adjustment

To adjust an existing conversion, send an IngestEvents request that includes:

  • The same transactionId as the original event.
  • The same destination and conversion action as the original event.
  • The updated values for the fields you want to adjust.
  • All fields required for an event, including at least one identifier, such as adIdentifiers or userData. See the event and identifier requirements for offline conversions or multi-source conversions.

We recommend that you send the same identifiers that you sent or captured with the original event. If the transactionId doesn't match an existing conversion, Google Ads uses these identifiers to attribute the new conversion.

You don't need to specify an adjustment type. Data Manager API infers how to process the request based on transactionId and the fields you provide.

For more information on sending ingestion requests, see the guides to sending events for offline conversions or multi-source conversions.

Supported fields

The following table lists how Google Ads applies each field when an event matches an existing conversion:

Field Behavior
conversionValue, currency Overwritten. The new value replaces the recorded value.
userData Supplemented if the original event had no user data, otherwise ignored.
All other fields, such as adIdentifiers.gclid Not updated. Google Ads keeps the values recorded with the original event. Required fields must still be present.

Conversion values

Send a new conversionValue and currency to restate the value of a recorded conversion. The new value overrides the previously recorded value in reporting and bidding, without incrementing the conversion count.

User data

Here's how Google Ads handles userData, such as an email address or phone number:

  • Supplemented if missing: If the original event was captured without user data, the adjustment attaches the user data to improve attribution.

  • Ignored if present: If the Google tag or a previous upload already captured user data, the new user data is ignored. The existing user data isn't overwritten or appended to.

Other fields

Identifiers and metadata other than conversion value, currency, and user data, such as adIdentifiers.gclid, can't be updated for matched events. Google Ads keeps the values recorded with the original event.

You must still include any of these fields that are required, such as at least one identifier. The Data Manager API validates them for every event.

Unmatched events

If the transactionId doesn't match an existing event, the request is treated as a new conversion upload instead of an adjustment.

Google Ads attempts to attribute the new conversion to an ad click using the identifiers you provided, such as adIdentifiers.gclid or userData.