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What Relay sends and adds to your ad accounts

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Relay sends each sale from your side to your ad accounts, server to server. Each platform gets what it needs to count the sale once and match it to the ad behind it.

What every sale carries

  • Its value. Order value net of tax and refunds, with shipping left out, in your ad account's own currency. Relay never converts a currency.
  • Its order ID. The platform counts each order once.
  • Match keys. The platform's own click ID when Tapper captured it at the visit, and hashed e-mail and phone where consent allows. See What Relay shares, and what never leaves Tapper.

Relay sends an order about six hours after it is placed, once its value has settled. An order cancelled or fully refunded before then is not sent.

What each platform receives

  • Google Ads. Each sale as a click conversion on Relay's own conversion action, whose name starts with "Tapper - Relay Purchase". Relay's sales never land in the actions your tag or your apps feed.
  • Meta Ads. Each sale as the event TapperRelayPurchase on your dataset, through the Conversions API. A campaign optimises on it through the custom conversion "Tapper - Relay Purchase Custom Conversion", which Tapper's team adds with your approval. See Point your Meta campaigns at Relay's purchases.
  • TikTok Ads. Each sale as the event TapperRelayPurchase on your pixel, through the Events API.
  • Microsoft Ads. Each sale as an offline conversion on Relay's own goal, "Tapper - Relay Purchase Action (Click Upload)" followed by the ad account ID.
  • LinkedIn Ads. Each sale through the Conversions API, on Relay's own conversion rule, "Tapper - Relay Purchase Rule (Conversions API)".

On Meta and TikTok, other events, such as a CRM stage, arrive as TapperRelay followed by the event's name. Relay's own names keep its sales apart from the Purchase your pixel sends, so nothing is counted twice.

Refunds

On Google Ads, Relay keeps each sale's value true. When an order it sent is partly refunded within six days of the order, Relay lowers its value. A full refund or a cancel takes the sale back.

See every send

Relay > Activity lists every conversion Relay sent or held, with the reason for each one it held, such as Your store app already sends it or Cancelled or refunded.

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