To use Vendo's Conversion Export feature, you'll need to provide the following details:
Mixpanel Conversion Event Name
Google Conversion ID
Attribution Model
Lookback Window
Below, we've detailed how to gather this information and make the appropriate selections for a seamless setup.
1. Mixpanel Conversion Event Name
This is the event in Mixpanel that represents your conversion, such as Purchase Completed or Lead Qualified.
Ensure the event name matches exactly as it appears in Mixpanel, as Vendo will use this name to identify and export the relevant data.
2. Google Conversion ID
To obtain your Google Conversion ID, you'll need to create a new conversion action in your Google Ads account:
Sign in to your Google Ads account.
Click the Goals icon and navigate to Conversions > Summary.
Click the + button to create a new conversion action.
Under Select what you want to import, check CRM, files, or other data sources and then Track conversions from clicks.
Under Data source, select Skip this step and set up a data source later.
Enter a conversion name and category name for the conversion action (e.g., Lead Qualified, Purchase). Ensure this name is memorable, as you’ll need it later when uploading offline conversions.
Click Done to return to the Goals Summary page.
To find your Conversion ID:
Click the conversion action you just created to open its summary page.
Locate the Conversion ID in the URL under the ctId parameter. For example: https://ads.google.com/aw/conversions/detail?ctId=1234567890In this case, the Conversion ID is 1234567890.
Important:
Wait 4-6 hours after creating a new conversion action before uploading conversions.
For more details, refer to Google’s support article.
3. Attribution Model
The attribution model determines how credit for conversions is assigned across touchpoints. Select the model that best fits your goals:
No Attribution: Counts all conversions involving a Google click somewhere within the customer journey to conversion. Be cautious—this may cause double counting if used with multiple ad platforms.
Linear: Credit is distributed equally across all touchpoints.
First Click: All credit is assigned to the first touchpoint.
Last Click: All credit is assigned to the last touchpoint.
Time Decay: Time Decay prioritizes touchpoints that occur closer in time to the conversion event. The assumption is that the closer a touchpoint is to the conversion, the more influence it likely had on the user's decision-making process.
U-Shaped: This model emphasizes the importance of both the first and last touchpoints in the customer journey while assigning less credit to middle interactions. It reflects the idea that the first touchpoint initiates interest, while the last touchpoint closes the deal. In the Vendo model, 40% of the credit is assigned to the first touchpoint, 40% to the last, and the remaining 20% is split equally among any middle touchpoints.
4. Lookback Window
The lookback window defines how far back to attribute clicks to a conversion. As an example, if the conversion occured on the 8th January and we have a 7 day lookback window Vendo will search for any Google clicks for that user from the 1st January:
If your product or service involves a long decision-making process (e.g., buying a vehicle), set a longer window, such as 30 days.
For products with shorter conversion cycles (e.g., quick online purchases), a 7-day window may suffice.
Choose a window that aligns with your industry and sales cycle. The maximum lookback window is 30 days.
By ensuring these details are correctly entered, you’ll maximize the accuracy and value of your conversion data within Google Ads. If you need additional support, feel free to reach out to our team.