How Vantage works: from your data to bidding

Vantage turns what already happens in your business into a value Google can bid on. It takes five steps.

1. Your outcomes come in

You connect one source on Setup > Data sources:

• Shopify store: paid orders, refunds and customers.
• Salesforce org: leads and opportunities, read-only.
• Website tag: conversions with a value, recorded by your tag.
• BigQuery dataset: orders or a GA4 export, read-only.

2. Each outcome is tied to its ad click

Tapper matches an order to the Google ad click behind it, through the Tapper visitor ID or the click ID in the order's landing page. A Salesforce lead is matched through its Click ID field. Only outcomes tied to a click can carry a value to Google, so this share is the ceiling on what Vantage can send.

3. A value is worked out

The first value is your clean order value: tax and shipping out, refunds taken off. Where your data shows room for it, Vantage predicts what a new customer will be worth over their first 90 days. For leads, a value is sent when a lead reaches a CRM stage you mark as qualified: the deal amount, or a value agreed for that stage.

4. The value goes to Google every day

Tapper uploads values once a day to a Tapper goal in your Google Ads account: one conversion action and one custom goal. For store orders, it waits until a click is 6 hours old, and skips orders that were cancelled or fully refunded or came more than 90 days after their click. Its consent and identity checks hold back anything they stop. Signals sent lists every upload.

5. Google bids on it

Campaigns you attach to the Tapper goal, on value-based bidding, bid more for the clicks likely to bring customers worth more. Campaigns you leave unattached bid as before.

Related

• Tapper goals: let Google bid on predicted conversion value
• Read what Vantage sends to Google
• Glossary of Vantage terms