Advertising optimization
Give ad platforms better signals about the customers that matter.
RevenueTie can send supported downstream conversion events and values back to connected advertising platforms, so they learn from what happened after the enquiry, not only from the enquiry itself.
Ad platforms optimize for whatever you tell them is a conversion.
If the only conversion a platform sees is a form fill or a call, it learns to find more people who fill in forms and make calls. That isn’t the same as finding people who approve estimates and pay invoices.
The outcomes that matter to a service business happen days or weeks later, offline, in your own process. RevenueTie already records those outcomes against each lead and its source, which makes it possible to report later events back to the platform the lead came from.
How downstream signals work
The lead arrives with its click information
A web form lead from a Google or Meta ad carries identifiers such as the click ID and UTM values. RevenueTie stores them on the lead.
Your team records what happens next
Appointments, approved estimates, invoices and payments are recorded on the lead as part of normal work.
RevenueTie reports supported events back
For supported events, RevenueTie sends the conversion and its value to the connected ad platform, matched to the original ad interaction.
The platform has more to learn from
Bidding and optimization can take later-stage outcomes into account, alongside the initial enquiries.
Why downstream signals matter
- Initial enquiries include people who never become clients.
- Later events, such as an approved estimate, are a much closer match to the customers you want.
- Values tell the platform which conversions were worth more.
- Your reporting in RevenueTie and the signal sent to the platform come from the same record.
What can be sent depends on the platform, the conversion actions configured in your ad account, and whether the lead carries the identifiers needed to match it. Sending downstream conversions doesn’t guarantee better campaign performance, lower costs or more sales. It gives the platform better information to work with.
Frequently asked questions
Which ad platforms are supported?
Google Ads and Meta Ads are connected today. LinkedIn Ads and Microsoft Ads (Bing) are coming soon. See integrations.
Is this the same as offline conversion tracking?
It’s the same idea: reporting conversions that happen outside the website back to the ad platform. In RevenueTie those conversions come from the lead journey your team already records.
Do phone call leads send conversions too?
Matching a conversion to an ad requires identifiers the platform can recognize. Leads that arrive without them, which is common for calls, can be reported in RevenueTie but may not be matchable on the platform.
Do I need to change my ad account setup?
Usually the ad account needs a conversion action for each event you want to send. We can set this up as part of implementation.
Teach your ads what a good client looks like.
Book a demo and we’ll review which downstream events make sense for your accounts.