How to adjust your conversions

The value of a conversion can often change after a customer converts.

This article will walk you through the process of adjusting your Google Ads conversions, either to restate the value of the conversion or to retract it completely from your reports.

Before you begin

  • To adjust your conversions, you should already be tracking your conversions with an order ID. The order ID is what allows you to uniquely identify your conversions. Learn how to use an order ID with your conversions.
  • If a manager account is tracking your account's conversions, any conversion adjustments will have to be uploaded from the manager account.

Instructions

Follow the instructions below to prepare and import your conversion adjustment data.

Step 1: Prepare your data for import

  1. Make sure that the data you enter in the file is accurate because you can't undo an adjustment after you've imported the file; you'll have to fix the incorrect adjustment value in the file and re-import it. Also, note that once you retract a conversion, it's removed completely from your reports. If you remove an import conversion, you'll have to manually import a removed conversion if you decide to change its value later on. And if you remove a website conversion, it's not possible to add it back to your reports. Download the conversion adjustment template (download: Excel, CSV, or Google Sheets). Or, you can also download templates from Google Ads:
    1. Sign in to your Google Ads account
    2. Click the tools icon in the upper right corner of your account.
    3. Under "Measurement," click Conversions.
    4. In the menu on the left, click Uploads.
    5. Click the plus button
    6. Click View templates.
    7. Find the templates for "Conversions adjustments," and select a template format to download.
  2. Follow these guidelines for uploading spreadsheets:
    1. Don't remove any of the columns in the spreadsheet, or your import will fail.
    2. Make sure your data doesn't include additional columns or any personal information.
      If any of the conversions for the adjustments you import are within one day of the click, Google Ads may not have recorded them yet. As a best practice, upload an extra day's worth of data with each import. Google Ads won't count duplicate adjustments. To determine whether an adjustment is unique, Google Ads uses the order ID, conversion name, and adjustment time associated with a conversion
  3. Use one of the following formats to enter the time zone:
    1. Enter your time zone ID from this list. This method is recommended to avoid errors during daylight savings time transitions.
    2. Enter your GMT offset by indicating + or - and then the 4 digit time difference. (For example, New York is offset by -0500, and Berlin by +0100). If you use Greenwich Mean Time, then simply enter +0000.
  4. Next, add a new row for each conversion, filling in the columns as follows:
    1. The column identifying the conversion, depending on the template you're using:
      1. (online conversions) Order ID: a unique ID for the conversion. You provide this ID when you use an order ID with your conversions.
      2. (offline conversions) Google Click ID: the GCLID that led to the offline conversion you previously uploaded, and the conversion time. This should be the same timestamp as when the offline conversion was created.
    2. Conversion Name: the name of the conversion action (for example, "room reservations" or "online sales") that you are using to track the conversion. It's important that you use the exact same spelling and capitalization that you did when you created this conversion action in your Google Ads account.
    3. Adjustment Time: the date and time that the value of the conversion was adjusted or when you learned about the change to the conversion. See the table below for a list of acceptable date formats (e.g. MM/dd/yyyy HH:mm:ss). You can add a time zone to the conversion time by using one of the last 4 formats listed. Replace "+z" with the GMT offset by indicating + or - and then the 4 digit time difference. Or, replace "zzzz" with the time zone ID from this list. The adjustment time must have occurred after the conversion time.

      Format

      Examples

      MM/dd/yyyy hh:mm:ss aa

      "08/14/2012 5:01:54 PM"

      MMM dd,yyyy hh:mm:ss aa

      "Aug 14, 2012 5:01:54 PM"

      MM/dd/yyyy HH:mm:ss

      "08/14/2012 17:01:54"

      yyyy-MM-dd HH:mm:ss

      "2012-08-14 13:00:00"

      yyyy-MM-ddTHH:mm:ss

      "2012-08-14T13:00:00"

      yyyy-MM-dd HH:mm:ss+z

      "2012-08-14 13:00:00+0500"

      yyyy-MM-ddTHH:mm:ss+z

      "2012-08-14T13:00:00-0100"

      yyyy-MM-dd HH:mm:ss zzzz

      "2012-08-14 13:00:00 America/Los_Angeles"

      yyyy-MM-ddTHH:mm:ss zzzz

      "2012-08-14T13:00:00 America/Los_Angeles"

    4. Adjustment Type: a value that tells Google Ads whether you're adjusting the value of a conversion ("RESTATE") or withdrawing it completely ("RETRACT").
    5. Adjusted Value: a number representing the new value of the conversion.You don't have to enter an adjusted value for conversions you withdraw; their value is automatically subtracted from your account's total conversion value. If the adjustment value you enter brings down the value of conversion to 0, the conversion is automatically withdrawn from your reports.
    6. Adjusted Value Currency: the currency of your conversion adjustment. You'll use this if you report adjustment values in more than one currency, or have multiple accounts that are billed in different currencies. Use 3-character ISO 4217 currency codes, such as USD for United States dollars, and JPY for Japanese yen. If you don't specify a value, the currency will default to the currency you've selected for the conversion in Google Ads. If you submit an adjustment in a currency that's different from the currency of the original conversion, it will be converted using daily foreign exchange rates.
  5. Save the changes to your file.

Step 2: Import your conversion adjustments

Once your conversion sheet is ready, you can upload it in the same way conversions are uploaded. Advertisers that need to update conversions programmatically should use the scheduled uploads feature. Learn more about importing conversions

About uploading multiple adjustments

It's possible that a conversion may need to be adjusted more than once. For example, when 2 or more items in an order are returned at different times. If you have more than one adjustment for a conversion in your spreadsheet, the adjustment with the earlier adjustment time will be processed first. However, if a conversion is retracted or an adjustment drops the value of the conversion down to 0, the conversion will be removed from your reports and Google Ads won't process any subsequent adjustments to it.

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