Integrations

Conversion API and cost tracking: where sales are reported and where spend is read from.

An integration is what flows between EventsIQ and an ad network. There are two kinds:

Cost tracking reads what your campaigns spent, so Reports can show spend next to revenue.
Conversion API sends events back to a pixel or Google Ads account, so the network learns which clicks turned into money.

You'll find them under Acquire → Integrations, on two tabs.

Looking for connected accounts, or routing?

Connected Meta, TikTok, Google, Snapchat, Microsoft Ads and NewsBreak accounts are now called Connections. Branches and waterfalls are under Routing. Both used to live at this address.

Where it fits

An integration uses a connection to reach the network, and a traffic source to know which network and currency it is about. A campaign then picks a Conversion API integration, which is how a postback for one of its leads knows where to go.

Which networks are supported

Network	Cost tracking	Conversion API
Meta	Yes	Yes
TikTok	Yes	Yes
Google	Yes	Yes
Snapchat	Yes	Yes
Microsoft Ads	Yes	Yes
NewsBreak	Yes	Yes

Picking a traffic source for a network that is not supported says so on the sheet, rather than saving something that would never run.

The list

The page has two tabs, Cost tracking and Conversion API, each with how many you have. The chips filter by status: Working, Last run failed or Off. Each row shows the integration's name and network, its status, the account it uses and what it reads or sends to, and, for cost tracking, how its last run went.

A cost tracking row has Run now beside it. Its menu (⋮) also has Import past spend, Edit, Rename and Duplicate.

Fields on both kinds

Field	What it does
Name	How it appears in pickers, for example on a campaign
Traffic source	The network and its currency
Connection	The account to use. Only connections for that network are listed. Connect a new account... opens the network's sign in in its own window
Notes	Anything for whoever reads this next
Enabled	Turn off to stop it running without deleting it

Cost tracking

Click New integration and pick Cost tracking.

Field	What it does
Ad accounts	Which accounts to read. TikTok calls them Advertiser accounts. Tick as many as you like
Run every	How often to read spend, from 15 minutes to 24 hours. 60 minutes is the default

Each run reads spend per campaign, per hour. It re-reads the last three days every time, because networks keep correcting their figures for a few days after the fact.

Spend is counted in each ad account's own currency and time zone.

Run every is a minimum

The schedule checks in on its own rhythm, so a run happens at least that far apart, not exactly on the minute. A very short interval mostly re-reads figures that are still changing.

Row actions

Action	What it does
Run now	Reads spend straight away instead of waiting for the schedule
Import past spend	Reads spend for a date range you pick, for example when you first connect an account
Remove spend it no longer reads	Clears spend from ad accounts you have unticked, so it stops counting in Reports

Conversion API

Click New integration and pick Conversion API. After the fields above, pick where events go:

Network	Fields
Meta	Business account (optional, narrows the list), then the Pixel
TikTok	Advertiser account (optional), the Pixel, and a Pixel access token only if TikTok refuses without one
Snapchat	Ad account, then the Pixel. It lists your Snap Pixels. A Snap App ID does not work
Google	The Google Ads account
Microsoft Ads	The Microsoft Ads account. Each postback event then picks one of its offline conversion goals
NewsBreak	The NewsBreak ad account. Each postback event then picks one of its Postback events

Currency is what sale values are reported in. Leave it empty to use the traffic source's currency. Snapchat only takes some currencies, such as USD, EUR and GBP. The sheet will not save a currency Snapchat refuses, and warns you when the traffic source's currency is one it refuses.

Postback events

This is the important part. Each row says: when my CRM reports this event, send the network that event.

Click Add.
On the left, pick one of your postback events, for example sold.
On the right, type the name the network should receive, for example Purchase for Meta. For Google you pick one of your Import from clicks conversion actions instead. For Snapchat you pick from Snapchat's own list, for example PURCHASE or SIGN_UP, because Snapchat refuses any other name. For Microsoft Ads you pick one of the ad account's offline conversion goals. See Microsoft Ads. For NewsBreak you pick one of the ad account's Postback events. See NewsBreak.
Meta only: turn on CRM to send it as a CRM event instead of a conversion. Edit CRM details then lets you set lead_event_source, event_source and lead_status.

EventsIQ warns you on a row when the postback event is turned off, when Purchase (or Snapchat's PURCHASE) is sent with no value, or when the name is not one of the network's standard events. The last step repeats the Purchase warning, because the network refuses that event without a value.

No rows means nothing is sent

An integration with no Postback events rows sends nothing, whatever your CRM reports. The sheet says None mapped, so postbacks send nothing to this pixel.

What gets sent

Built from the lead lists what EventsIQ fills in for you: hashed email, phone, name and location, the network's own click ids (fbc and fbp for Meta, ttclid for TikTok, ScCid for Snapchat, gclid for Google), the IP address and browser where the network allows them, the sale value, and the event time. You do not configure these.

Your own fields adds extras to the event's custom data. Give each a name and a token, for example lead_score and {{data.score}}.

Google: one event, both ways of matching

For Google, each conversion carries the click id and the hashed contact details together, and Google matches on whichever it can. The visitor's IP is only sent for website form leads, and never for people in the EEA, the UK or Switzerland.

Deleting

Deleting a cost tracking integration stops future reads. Spend already read stays in Reports until you remove it. Deleting a Conversion API integration leaves any campaign that picked it with nothing to send postbacks to, so pick another on those campaigns.

Postbacks: the events your CRM reports, and how they reach these integrations.
Campaigns: where a Conversion API integration is chosen.
Reports: where cost tracking's spend appears.