Sync conversions to ad networks

Usermaven automatically sends your first-party conversion events directly to ad platforms like Google Ads and Meta Ads. This server-to-server connection provides ad networks with accurate, reliable data to fuel smarter bidding, build more powerful audiences, and reveal the true return on your ad spend (ROAS).

Note: For Meta Ads, this integration is a complete Conversions API (CAPI) solution. Usermaven handles the entire technical setup, so you can leverage CAPI without writing a single line of code.

Why this is a game-changer

Fuel smarter bidding & higher ROAS: Feed real conversion events (like Signed Up or Plan Upgraded) to your ad platform’s algorithms. This allows them to optimize for what actually drives business value, not just clicks.
Gain a true view of performance: Bridge the gap between ad clicks and actual user actions. By sending server-side events, you bypass browser-based tracking limitations (like ad blockers) and gain a more accurate attribution picture.
Build your most powerful audiences: Use your verified conversion data to create high-value remarketing lists and seed powerful lookalike or similar audiences, targeting users who resemble your best customers.
Automate campaign optimization: Once set up, Usermaven continuously syncs conversion data, allowing your ad platforms to adapt and optimize your campaigns in near real-time.

Prerequisites

Before you begin, please ensure you have completed the following two steps:

Connect your ad accounts You must have already linked your Google Ads and/or Meta Ads account(s) with Usermaven.
→ Guide: Connecting your marketing and ad platforms
Create conversion goals You need to have defined the specific user actions (e.g., Signed up, Demo requested) that you want to track and send as conversions.
→ Guide: How to create conversion goals

How to set up a conversion sync

Step 1: Navigate to conversion syncs

From the main menu on the left, go to Configure → Conversion Syncs.

Step 2: Create a new sync

Click the + Create New Conversion Sync button to open the configuration panel.

Step 3: Configure the sync details

Fill in the required information:

Sync Name: Give the sync a clear, descriptive name that you’ll recognize in your ad platform (e.g., Meta - Sign-ups, Google - Paid Upgrades).
Ad Account: Select the connected Google or Meta ad account you want to send this conversion to.
Conversion Goal: Choose the Usermaven goal you want to sync.
Conversion Category: Map your goal to a standard event category recognized by the ad platform (e.g., Sign-up, Purchase, Lead).

Step 4: Save and activate

Click Save. Usermaven will now automatically create a new, corresponding conversion action in your selected ad account and begin syncing data.

How it works: The role of click identifiers

For a conversion to be attributed correctly, the ad platform needs to connect a user’s action to a specific ad click. This is done using unique identifiers automatically added to your URL when a user clicks an ad:

Google: gclid (Google Click Identifier), wbraid, gbraid
Meta: fbc (Facebook Click Identifier)

Usermaven automatically captures these identifiers and sends them back to the ad platform with the conversion event, ensuring proper attribution.

Understanding goal values and currency

You can define how the value of a conversion is reported:

Static Value: Each conversion is assigned the same fixed value. This is ideal for goals where each event has equal importance, like a newsletter sign-up.
Dynamic Value: The value is pulled from an event property, such as price or revenue. This is perfect for Purchase or Plan Upgraded events, where each conversion can have a different monetary value.

Currency:

Google Ads: Automatically uses the currency set in your Google Ads account.
Meta Ads: Requires you to specify a 3-letter ISO currency code (e.g., USD, EUR, GBP).

Ensure your dynamic values and currency settings align with the data you are tracking.

What happens next

A new, usable conversion action will appear in your ad platform, typically named “Usermaven – [Your Sync Name]”.
Conversion data will begin syncing as users complete the specified goal. Please allow for a standard delay before data appears in your ad reports.

Platform	Typical Delay	Max Lookback Window	Notes
Google Ads	~3 hours or more	90 days	Longer delays (up to 72 hours) can occur for conversions from iOS 14.5+ traffic (`wbraid`/`gbraid`).
Meta Ads	Minutes to 24 hours	7–28 days	Use the “Test Events” tool in Meta’s Events Manager to verify in real-time.

How to use synced conversions in your ad platform

Once data starts flowing, put it to work to improve your campaign performance.

1. Set as your primary campaign goal

Instruct your ad platform to optimize for your new, high-quality conversion signal.

In Google Ads: Edit your campaign settings and set the new conversion action as a primary goal. This enables Smart Bidding to optimize for it.
In Meta Ads: In your ad set’s optimization settings, select your new server-side event as the optimization goal.

2. Leverage value-based bidding

If your synced conversions include dynamic revenue data, use bidding strategies that maximize return.

Google Ads: Use Target ROAS or Maximize conversion value.
Meta Ads: Use the Highest Value or Value Optimization bidding strategies.

3. Analyze true performance

Add your synced conversion as a custom column in your ad reporting dashboards. This allows you to see exactly which campaigns, ad sets, and ads are driving meaningful results.

4. Build better audiences

Use your reliable conversion data as a source for creating audiences.

Remarketing Lists: Target users who have performed specific actions (e.g., everyone who Requested a Demo).
Lookalike/Similar Audiences: Find new users who share the characteristics of your most valuable customers (e.g., people similar to those who Upgraded to a Pro Plan).

Verifying and troubleshooting

If you suspect an issue, here’s how to check that the connection is working correctly:

In Google Ads

Go to Tools and Settings → Conversions.
Find your conversion action (e.g., “Usermaven – Meta - Sign-ups”). The status column should show “Recording conversions.”
If you see “No recent conversions” after 48 hours, check that gclid parameters are present in the URLs of your ad landing pages.

In Meta Ads

Go to Events Manager.
Select your pixel and go to the Test Events tab to view server-side events as they arrive.
Check the Diagnostics tab for common issues, such as low match quality (INVALID_MATCH_KEY), which might indicate that user data (email, phone) isn’t being captured correctly by Usermaven.

The most common issue is missing ad identifiers. If you have “No recent conversions,” verify that your ads are correctly configured to pass gclid (Google) or fbc (Meta) parameters to your website.

Managing your syncs

To change or stop a sync:

Navigate back to Configure → Conversion Syncs.
Click on the sync you wish to manage.
You can edit its configuration or delete it entirely.

Note: Deleting a sync in Usermaven stops new data from being sent, but it does not automatically delete the corresponding conversion action from your Google Ads or Meta Ads account. You will need to remove it there manually if desired.

Official ad platform resources

For more in-depth information, please refer to the official documentation from Google and Meta:

If you’re still facing issues, please don’t hesitate to use the in-app live chat or send an email to support@usermaven.com, we’re here to help!