Events overview

Page Summary

The Data Manager API enables sending offline conversions, enhanced conversions for leads, and conversion events to Google Ads.
Sending conversion events via the API as an additional data source for Google Ads tag conversions is an allowlist-only feature that can improve ad interaction signals and performance.
The Data Manager API supports encryption of user data when sending events to Google Ads.

Use the Data Manager API to send the following types of events:

Boost your Google tag with additional data sources. Send multi-source conversions as an additional data source for tag conversions.

Note: Multi-source conversion data from the Data Manager API won't flow to your conversion bidding for a 14-day trial period. This doesn't apply to your existing Google tag data source.
Send offline conversions or enhanced conversions for leads.
Send store sales conversions. This feature is only available to Google Ads accounts on an allowlist.

Send multi-source events with a transaction ID as an additional data source for your tag or Google Analytics for Firebase (GA4F) events, to maximize ad interaction signals and strengthen your data and overall performance

This feature is only available to Google Analytics properties on an allowlist. Fill out the form if you're interested in adding your Google Analytics property to the allowlist.

Note: Multi-source event data sent to web data streams from the Data Manager API won't flow to your conversion bidding for a 14-day trial period. This doesn't apply to your existing Google tag data source, or to multi-source events sent to app data streams from the Data Manager API.
Send recommended and custom events to Google Analytics.

Send Floodlight offline conversions for Google Marketing Platform products, including Campaign Manager 360, Search Ads 360, and Display & Video 360.
Send multi-source conversions as an additional data source for your Google tag or legacy Floodlight tag.

Note: Multi-source conversion data from the Data Manager API won't flow to your conversion bidding for a 14-day trial period. This doesn't apply to your existing Google tag data source.

IAB ECAPI specification: If you're following the IAB Tech Lab Event and Conversion API (ECAPI) standard, refer to the ECAPI specification mapping to learn how to map your ECAPI data to Data Manager API event ingestion requests.

The Data Manager API supports encryption of user data when sending events for any use case.