« Half the money I spend on advertising is wasted; the trouble is I don’t know which half. » goes the famous quote by John Wanamaker (1838-1922) and it is still very much true today. If you spend money on ads, you need to know how successful each of your paid ads really are and whether you make a return on your investment.

Getting insights into your ads usually requires that you embed third party advertising networks into your website and send them the information whenever a conversion happen. As integrating a tracking/conversion pixel of the advertising network for this manner often does not meet the privacy and security requirements, you can now use Matomo’s Advertising Conversion Export feature. This way you no longer need to put the tracking code for these third party ad networks into your site.

With Matomo’s conversion export feature you can automatically let Matomo generate a so called CSV export which can be used to import Matomo’s conversion data back into Google Ads, Microsoft Advertising or Yandex Ads.

Below you find detailed steps on how to set up the import / export for the different advertising networks.

How to get this feature

This feature is available on our Matomo Analytics Cloud as part of the Business and Enterprise plan (waiting for deployment). If you are using Matomo On-Premise or Matomo for WordPress then you can purchase this feature on our Marketplace.

How to set up conversion import in Google Ads

First you need to decide which goals of Matomo you want to export into Google Ads. Those goals need to be set up in Google Ads as external click conversions.

Set up the conversions in Google Ads that should be imported

  • Go to your Google Ads account
  • Click the « Tools & Settings » icon and choose « Measurement > Conversions »
  • For each conversion you would like to add
    • Click the blue plus icon to add a new conversion
    • Choose « Import »
    • Choose « Other data sources or CRMs » and select « Track conversions from clicks »
    • Click « Continue »
    • Give the conversion a name (This name needs to be used in Matomo later, but does not need to match a goal name in Matomo)
    • Depending on your needs choose a setting for « Value », « Count » and configure the attribution settings

Once those conversions have been set up you can configure the conversion export in Matomo.

Set up a conversion export in Matomo

  • Go to Matomo Administration > Measurables (or Websites) > Conversion exports
  • Ensure the correct site is selected in the site selector
  • Click « Create new conversion export »
  • Configure the export depending on your requirements
  • For « Number of days to export »:
    • If you want to do the import into Google Ads on a daily basis we recommend to use 3 days
    • For a weekly import 9 days would be recommended
      Note: Google Ads will automatically ignore conversions that are imported twice due to the overlapping days, but this way you can be sure no conversion is missed if the import doesn’t work correctly one day.
  • Ensure the goal names you configured exactly match those configured in Google Ads before
  • Once the export was saved, go to the overview and click the icon to see the download link

This unique download link can now be used to set up the conversion import in Google Ads.

Set up the conversions import

  • Go to your Google Ads account
  • Click the « Tools & Settings » icon and choose « Measurement > Conversions »
  • Click on « Uploads », then « Schedules »
  • Click the blue plus icon to add a new scheduled upload
  • Choose « HTTPS » as source and paste the direct download link of the conversion export you have configured in Matomo
  • Choose the frequency based on your configuration in the Matomo export.
  • Click « Save & Preview »

How to set up conversion imports in Microsoft Advertising

Will be documented soon.

How to set up conversion imports in Yandex Ads

Will be documented soon.