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Manage conversions
Manage ad platform conversions, check counts, create, edit or delete definitions, set Google Ads goals, and distinguish completed and intermediate conversions.
Author: Cascade
Conversion Management lets you manage conversion definitions (the actions counted as results) across ad platforms in Cascade. From one screen, you can view definitions and counts, create, edit, or delete conversions, set Google Ads goals, switch between primary and secondary conversions, and distinguish completed from intermediate conversions.
Open Ad Settings > Conversion Management from the left menu.
How this differs from Conversion Path Analysis: Conversion Path Analysis is an analysis feature that visualizes paths with multiple steps. Conversion Management, covered on this page, manages the ad platforms' conversion definitions themselves.
What you can do
Feature | Details |
|---|---|
View and sync | View conversion definitions for each connected ad platform and click Sync to import the latest state. |
Check counts and values | Switch the reporting period (7 / 30 / 90 / 365 days) to check conversion counts and values. |
Create, edit, and delete | Create, edit, or delete conversions from Cascade within the scope supported by each ad platform. |
Set Google Ads goals | Switch conversions between primary and secondary in bulk, and set account-default and campaign-specific goals. |
Distinguish completed and intermediate conversions | Save settings in Cascade to count intermediate results, such as reaching a form, separately from completed results. |
Supported ad platforms and operations
Ad platform | Create | Edit | Delete | Counts and values | Goal settings |
|---|---|---|---|---|---|
Google Ads | Yes | Yes | Yes | Yes (reporting period) | Yes |
Meta Ads | Yes | Limited (name, description, and conversion value only) | Yes | Yes (reporting period) | No |
Yahoo! Search Ads | Yes (website conversions only) | Yes | No (disable only) | Yes (reporting period) | No |
Yahoo! Display Ads | Yes (website conversions only) | Yes (category cannot be changed) | No (disable only) | Yes (reporting period) | No |
TikTok Ads | Yes (standard events only) | Limited (currency and conversion value only) | Yes | Yes (reporting period) | No |
Amazon Ads | No | No | No | Yes (values at the time of sync; the period is fixed by the ad platform) | No |
SmartNews Ads | No | No | No | Yes (counts only; values show "—") | No |
Microsoft Ads | Yes (a UET tag is required) | Yes | Limited (disabled by pausing) | Yes (cumulative totals at the time of sync) | No |
LinkedIn Ads | Yes | Yes (only changed fields are applied) | Limited (disable only) | Yes (cumulative totals at the time of sync) | No |
X Ads | Yes | Yes | Yes | No | No |
Yahoo! Ads and LinkedIn Ads do not support deletion. Delete actions are treated as disabling. For Microsoft Ads, they are treated as Paused, and the conversion remains in the list as Disabled. TikTok Ads custom events can only be created in the TikTok console.
Conversions marked Cascade: When you start sending closed order data or website conversions through Conversion feedback, conversions are automatically created in the ad account to receive the results (e.g., "Cascade Order Conversion," "Cascade LINE friend add," and "Cascade Web CV: Form submitted." For Yahoo! Ads closed order data, the name is "Cascade Offline Conversion"). They are marked Cascade in the list. Deletion and some changes are restricted to avoid interrupting sending. Do not change them in the ad platform's console either. For details, see Send order data to ad platforms and Send website conversions to ad platforms.
Requirements
Available on the Business plan.
Connect the ad platform under Settings > Integrations. Only connected ad platforms appear as tabs.
All members except Guests can view the list. Owners, Admins, and Editors can sync, create, edit, or delete conversions and change goals.
Steps
1. Select an ad platform tab
Tabs appear in this order: Google Ads / Meta Ads / Yahoo! Search Ads / Yahoo! Display Ads / TikTok Ads / Amazon Ads / SmartNews Ads / Microsoft Ads / LinkedIn Ads / X Ads. Ad platforms that are not connected do not appear.
2. Sync the latest state
Click Sync in the upper right to retrieve conversion definitions again from all connected ad platforms. Last Synced in the upper right shows the time for the ad platform currently displayed.
Result shown | Meaning |
|---|---|
"Sync completed" | Import is complete for all ad platforms. |
"Sync failed for the following media" | Import failed for some ad platforms. The names of the affected ad platforms appear. |
"Conversion counts couldn't be updated for the following media" | Definitions were imported, but counts and values could not be updated. Wait a while, then sync again. |
"Google Ads account goals couldn't be updated" | Previously retrieved values are shown if available. Wait a while, then sync again. |
"Sync failed" | The connection failed. Wait a while, then try again. |
3. Review the list
Column | Details |
|---|---|
Conversion name | The name registered with the ad platform. In the Meta Ads tab, this is Event Name. |
Category | The goal category defined by the ad platform (purchase, lead, etc.). |
Status | Enabled / Disabled / Paused / Deleted / Hidden / Unknown. X Ads shows Tracking / Not yet tracked / No recent events. SmartNews Ads shows the pixel's event reception status. |
Type | Conversions created as custom conversions on the ad platform show Custom. The ad platform's standard conversions show Standard. This column is not available in the Google Ads tab. |
Counts and values | Performance for the reporting period selected at the top (7 / 30 / 90 / 365 days). "—" means the data could not be retrieved. |
Source (Google Ads only) | The measurement method (website tag, phone, import, Google Analytics, etc.). |
Primary/Secondary (Google Ads only) | Primary conversions are counted in the Conversion column and used for bidding. Secondary conversions are counted only in the All Conversions column. |
Account goal (Google Ads only) | Whether to Include the goal that this conversion belongs to in the account-default goals or leave it Not included. If another account manages it, Managed by manager account appears. |
Use the search field and filters (status / type / category) at the top to find the row you need.
4. Create a conversion
Click Add conversion below the platform tabs to open the form for the ad platform currently displayed. The fields vary by ad platform.
Ad platform | Main fields |
|---|---|
Google Ads | Conversion name / Category / Action type / Counting method / Attribution model / Click-through and view-through conversion windows / Default value and currency |
Meta Ads | Pixel / Event type / Firing rule (a combination of event name, URL, value, currency, etc.) / Conversion name / Description / Conversion value. You cannot create a rule based only on an event name. |
Yahoo! Search Ads and Yahoo! Display Ads | Conversion name / Category / Conversion value / Conversion window (also the view-through conversion window for display ads) / Use for automated bidding / Advanced matching |
TikTok Ads | Pixel / Event type / Firing rule (page view or element click) / Counting method / Currency and conversion value |
Microsoft Ads | Goal type / UET tag / Target URL and comparison method / Conversion window / Goal category / Revenue value type, etc. If the account has no UET tags, you are prompted to create one in Microsoft Advertising first. |
LinkedIn Ads | Conversion name / Conversion type / Attribution type / Post-click and view-through attribution windows / Value type |
X Ads | Conversion name / Event type / Post-engagement and post-view windows / Use for retargeting |
After entering the details, click Create to register the conversion with the ad platform and add it to the list.
5. Edit or delete conversions
To edit a conversion, select Edit from the menu (...) at the right end of its row. The fields you can change depend on the ad platform's restrictions described above.
To delete conversions, select their checkboxes and click the delete button above the table. You can delete multiple rows at once. This action cannot be undone.
6. Set Google Ads goals
In the Google Ads tab, open Goal settings from a row's menu. Each goal is a "combination of category and measurement source."
Section | Details |
|---|---|
Per-conversion-action optimization | Set each conversion in the goal to Primary for use in bidding or Secondary for monitoring only. |
Account default | Choose whether to include this goal in the account's default conversion goals. |
Campaign-specific optimization | For each campaign using campaign-specific goals, toggle whether this goal is In use. |
You can also change primary/secondary settings from the list. Select rows to display Make primary and Make secondary above the table, then confirm to switch them in bulk. Conversion types that Google Ads does not allow you to switch, and conversions used to receive sent results, are excluded.
7. Distinguish completed and intermediate conversions
Classify intermediate actions, such as reaching a form or adding to a cart, as Intermediate conversion so that only completed results are used for conversions, CPA, and CVR in Cascade AI's morning summary and Performance Analysis. Open Set completed / intermediate from a row's menu and select Follow the auto classification, Count as a completed conversion, or Count as an intermediate conversion.
The automatic classification and its rationale appear in the dialog. This is a setting within Cascade and is not written to the ad platform. You can set it for all ad platforms except Amazon Ads.
Troubleshooting
Symptom | Cause | Solution |
|---|---|---|
An ad platform tab does not appear | The ad platform is not connected. | Connect it under Settings > Integrations, then click Sync. |
"Sync failed for the following media" appears | There is a connection or permissions issue with the ad platform. | Wait a while, then sync again. If the issue persists, check the connection status in Integrations. |
Counts and values remain "—" | Values for that period could not be retrieved. Counts cannot be retrieved for X Ads. | Wait a while, then sync again. If previous values are available, they appear with the date and time they were retrieved. |
Only some fields can be edited | This is a restriction of the ad platform (e.g., Meta Ads or TikTok Ads). | For major changes, delete the conversion and create it again. |
The conversion is disabled or paused instead of deleted | Yahoo! Ads, LinkedIn Ads, and Microsoft Ads do not support deletion. | Leave the conversion disabled. |
You cannot edit or delete a Google Ads row | The conversion type cannot be changed from Cascade, or another account manages it. | Make the change in the Google Ads console, then click Sync. |
You cannot delete a row marked Cascade | The conversion is used to receive sent results. | Stop sending in Conversion feedback first. |
For Microsoft Ads, instructions to use the ad platform's console appear instead of Add conversion | The account has no UET tag. | Create a UET tag in Microsoft Advertising, install it on your site, then click Sync in Cascade. |
An operation fails for LinkedIn Ads | The connection lacks the required permissions. | Reconnect LinkedIn Ads from Integrations. If the issue persists, check your ad account permissions. |
