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Send order data to ad platforms
Send closed orders, purchases, LINE friend adds, and website results to connected ad platforms so automated bidding learns from actual results.
Author: Cascade
Send results captured by Cascade (such as closed orders, completed purchases, and LINE friend adds) to connected ad platforms so their automated bidding learns from "actual sales and results," rather than "clicks alone."
Open Ad Settings > Audience Management from the left menu, then use the Conversion feedback tab to start or stop sending for each purpose.
What you can do
Purpose | Data sent | Destination ad platforms |
|---|---|---|
Order & purchase data | Amounts and identifiers for closed orders and completed purchases (click IDs, order numbers, and email addresses and phone numbers hashed using the method specified by the ad platform, etc.) | Connected platforms among Google Ads, Meta Ads, Yahoo! Ads (search and display), TikTok Ads, X Ads, LinkedIn Ads, Microsoft Ads, and Pinterest Ads |
LINE friend adds | The date and time and click ID for friend adds confirmed through a tracking link (no personal information is sent) | Connected platforms among Google Ads, Meta Ads, Yahoo! Ads, TikTok Ads, and Microsoft Ads |
Website results (leads, purchases, bookings & sign-ups) | Form submissions, purchases, bookings, and member registrations captured by the measurement tag (Send website conversions to ad platforms) | Connected platforms among Meta Ads, TikTok Ads, Google Ads, Microsoft Ads, Pinterest Ads, and Yahoo! Ads (search and display) |
Destination ad platforms are determined automatically from your connections. When you connect a new ad platform, sending expands to include it.
Sending order and purchase data to SmartNews Ads or OpenAI Ads requires credentials issued individually by the ad platform, so Cascade must configure it. Contact support if you want to use this. If configured, the ad platform's row shows (configured by operations).
Requirements
Available on the Business plan.
Connect the destination ad platform under Settings > Integrations.
Install the measurement tag on your site as described in Track inquiries, bookings, and purchases (install the tag). Closed orders that occurred before the tag was installed are not sent.
Have at least one source of order and purchase data (HubSpot / Salesforce / CSV / Stripe).
Only Owners and Admins can change settings.
To send to Yahoo! Ads search ads, enable Auto-Tagging for the ad account (Send order data to Yahoo! Ads).
Sources of order and purchase data
Select where to obtain order and purchase data under Offline conversion source. If only 1 source is available, it is set automatically. You only need to select a source when multiple sources are available.
Source | Details |
|---|---|
HubSpot | Closed-won deals in HubSpot CRM. |
Salesforce | Closed-won deals in Salesforce. If the organization's currency is not set, they are not sent because the amount cannot be determined. |
Imported CSV deals | Closed order CSV data imported on the CRM Analytics page. Only rows with a lead ID or deal ID can be sent. |
Stripe | Purchases attributed to ads and imported through the Stripe connection. Fully refunded purchases, the 2nd and subsequent subscription charges, and purchases made before you enabled this setting are not sent. |
For all sources, only closed orders matched to ad clicks recorded by Cascade's measurement tag are sent. Closed orders originating from sources other than ad clicks are not sent.
Once data has been sent, you cannot change the source. This prevents the same order or purchase from being sent again as data from a different source. You also cannot change it while sending is in progress.
Note for Stripe users: If you already send purchases to an ad platform through another method, such as an ad tag (pixel) on the purchase completion page, sending from Cascade as well causes the same purchase to be counted 2 times. Use only one sending method.
Steps
1. Open the Conversion feedback tab
Open Ad Settings > Audience Management and select the Conversion feedback tab.
2. Start sending for the purpose you need
Under Sending results to ad platforms, start sending for the purpose you need (Order & purchase data / LINE friend adds / Website results (leads, purchases, bookings & sign-ups)). The confirmation screen shows the data to be sent and the destination ad platforms (connected / not connected). Review the details and click Agree and start to begin sending.
For some ad platforms, a screen appears to select the destination pixel or event (a Meta Ads pixel, or an X Ads pixel ID and event ID). For X Ads, you cannot start sending order and purchase data until you set the destination.
For LINE friend adds, if the ad platform already has a definition for the same purpose, a screen appears where you can choose Use Existing Definition or Create New.
3. Check the status
Click What is sent & destinations in the row for the purpose to see the status for each ad platform.
Status | Details |
|---|---|
Enabled | Sending is active. |
Paused | Data is not being sent. |
Not connected | The destination ad platform is not connected. It becomes a destination automatically once connected. |
Destination not set | You need to specify the destination, such as the ad platform's pixel or event. |
Blocked by identifier restriction | Because Restrict to click IDs only is selected in the data usage policy, data is not sent to ad platforms that require email addresses or phone numbers for matching. |
Activation incomplete | The dedicated conversion for this ad platform has not been created yet. Click Set up and activate in the row to create it. Cascade also attempts to create it automatically the next time data is sent. |
If any ad platform needs attention, the row for the purpose shows "Action required: [ad platform]."
What happens after you start
A conversion for receiving closed orders is created automatically on each ad platform. Do not delete or change this setting. It is marked Cascade in the Conversion Management list.
Order and purchase data and LINE friend adds are sent automatically once per day. The first send takes about 1–2 days.
Whether a sent closed order is counted as a conversion depends on the ad platform's conditions, such as the number of days since the click. Successful sending does not necessarily mean it is counted as a conversion.
When you stop sending, if that day's send has already started, it runs to completion, and sending stops the next day (for website results, even sending in progress stops starting with the next event).
Ad platform | Name of the automatically created conversion |
|---|---|
Google Ads, Microsoft Ads, LinkedIn Ads, TikTok Ads, and OpenAI Ads | Order and purchase data: "Cascade Order Conversion" |
Yahoo! Ads (search and display) | Order and purchase data: "Cascade Offline Conversion" |
Google Ads, Meta Ads, Yahoo! Ads, TikTok Ads, and Microsoft Ads | LINE friend adds: "Cascade LINE friend add" |
Meta Ads, X Ads, and Pinterest Ads | Order and purchase data is sent to the pixel or event you select (no dedicated conversion is created). |
Troubleshooting
Symptom | Cause | Solution |
|---|---|---|
You cannot start sending | You do not have permission to configure the settings. | Only Owners and Admins can configure the settings. |
An ad platform row shows Not connected | The ad platform is not connected. | Connect it under Settings > Integrations. It becomes a destination automatically once connected. |
An ad platform row shows Destination not set | You have not selected a Meta Ads pixel or an X Ads pixel ID and event ID. | Select them using Set destination in the row. |
An ad platform row shows Blocked by identifier restriction | Restrict to click IDs only is selected in the data usage policy. | The information this ad platform needs for matching cannot be sent. Check the setting under Data usage policy in the Conversion feedback tab. |
An ad platform row remains Activation incomplete | The dedicated conversion has not been created yet. | Click Set up and activate in the row. If this fails, check the ad platform's connection status. |
The Pinterest Ads row shows instructions to reconnect or a notice about multiple accounts | The connection lacks permissions, or it includes multiple ad accounts, so the destination cannot be determined. | Reconnect Pinterest Ads in Integrations and select 1 ad account as the destination. |
Salesforce closed orders are not sent | The organization's currency is not set, so the amount cannot be determined. | Set the organization's currency in Salesforce. |
You cannot change the source | Data has already been sent, or sending is in progress. | To prevent duplicate sending, you cannot change the source after data has been sent. If sending is in progress, try again after it completes. |
Sent data does not appear in the ad platform's conversions | The ad platform's conditions, such as the number of days since the click, are not met. | Check the ad platform's console to see whether the dedicated conversion's settings have been changed. |
