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Connect Invoca to Google Search Ads 360 (SA360) to track offline call conversions as Floodlight activities, tied to the campaign, ad group, ad, and keyword that drove them.
With this integration, you can:
  • Track inbound calls and Signals in real time as a Floodlight Activity in SA360.
  • Tie calls and Signals to a specific campaign, ad group, ad, and keyword.
  • Optimize search campaigns using both online and offline data.
  • Include call data in your display remarketing, so visitors who click a search ad and then call get retargeted appropriately.
Before you begin: you need edit access to the sub-manager account Invoca will upload conversions to. If you use a shared Floodlight configuration, you need edit access to each child sub-manager account you want Invoca to upload to — in particular, the sub-manager that generated the click ID.

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Step 1: Set up your Search Ads 360 account to receive Invoca data

  1. Confirm your user has edit access to the relevant sub-manager account(s).
  2. Create new Floodlight conversion actions in SA360 — one for each Invoca event you want to track (calls, or a specific Signal). Decide whether each should be an Action type (no revenue) or Transaction type (accepts revenue).
You don’t need to deploy a Floodlight tag on your website for this integration — Invoca populates conversion data offline via API. See Google’s note on placeholder floodlight tags for more.

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Step 2: Capture the Google Click ID and Search Ads Click Source in Invoca

SA360 tracks visitors using two parameters: the Google Click ID (gclid) and the SA360 Click Source (gclsrc).
  1. Create a Marketing Data field for gclsrc:
    • Type: Short text
    • Partner (API) Name: gclsrc
    • Friendly Name: Search Ads 360 Click Source
    • Attribution model: Last Touch
  2. Newer Invoca accounts already capture gclid as part of the standard Marketing Data package. If yours doesn’t, repeat the steps above with Partner (API) Name gclid and Friendly Name “Google Ads Click ID.”

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Step 3: Authenticate your Invoca and SA360 accounts

  1. In Invoca, go to Integrations > Manage Credentials, then click + New Credential.
  2. Enter a distinguishable name, choose “Search Ads 360 (formerly DoubleClick Search)” as the provider, and click Integrate.
  3. Log in with the Google credentials for the SA360 account, review the permissions, and click Accept.
Successful OAuth integrations appear in the list and become available when configuring the Search Ads 360 integration tile.

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Step 4: Create an Action to send data to SA360

  1. In Invoca, click Integrations, then Manage Integrations, and open the Search Ads 360 tile. Click Integrate if prompted.
  2. Choose an Invoca friendly name for the account, then select the OAuth credential you created in Step 3.
  3. Choose an action template:
    • Send Call Events or Send Signal Events — requires the SA360 Conversion Action Type to be “ACTION.” Doesn’t report a revenue value.
    • Send Transactions — requires the Conversion Action Type to be “TRANSACTION.” Reports the revenue value associated with the Signal.
For Send Call or Signal Events:
  1. Enter a friendly name (include the Signal name if applicable).
  2. Enter the Floodlight name from Step 1.
  3. Optionally filter by Profile.
  4. Under Triggered By, choose All Calls or Signal.
  5. Optionally add Custom Dimensions (see below), then submit.
For Send Transactions:
  1. Enter a friendly name.
  2. Enter the Floodlight name from Step 1.
  3. Optionally filter by Profile.
  4. Under Triggered By, choose Signal and specify which one.
  5. Optionally add Custom Dimensions, then submit.
Custom Dimensions let you pass additional Invoca data to SA360 as report dimensions. Create the custom dimension in SA360 first, then enter its friendly name as the Custom Dimension Name in your Action, with either a hard-coded value or a substitution token (click the < > icon to choose one). Click Integrate to finish. Repeat with + New Action for each additional Signal you want to send.

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Viewing Invoca data in SA360 reports

Invoca submits call data as a Floodlight conversion — inbound calls and Signals appear alongside your other Floodlight conversions in SA360 reporting.

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FAQs and troubleshooting

Does this integration send my caller’s phone number to SA360? No — no Caller ID data is sent to any other system, to support privacy compliance (HIPAA, GDPR, CCPA, and similar regulations). I received an error code from SA360 — what does it mean? See SA360’s troubleshooting guide and standard error responses. A few common ones:
  • “Either a click ID, keyword ID, or product group ID is required” — check your webhook’s firing conditions; retry logic may be turned off.
  • “User does not have permission to view advertiser” — the authenticating user needs edit permissions on the advertiser that generated the click.
  • “Click ID is not found” — confirm your Google Ads and/or Bing Ads accounts are linked to SA360 as engine accounts.
  • “The advertiser conversion ID is already specified” — the transaction_id needs to be unique; append a unique value like a timestamp (for example, <transaction_id>-<start_time_utc>).
How do I get access to Call Extension data? Invoca only sends Calls and Signals from landing page calls — the SA360 API doesn’t support Call Extension conversions directly. SA360 can import Signal-based conversions from Google Ads instead; ask your Google rep for details. Can I integrate with SA360, Google Ads, and Microsoft Advertising at the same time? Yes, there’s no conflict. If I have Campaign Manager and SA360, where do I create Floodlight conversions? In Campaign Manager — they carry over to SA360 once the platforms sync. Why doesn’t the data in Invoca match SA360’s counts? Possible causes: different conversion types being compared, invalid or expired GCLIDs (older than 90 days, or belonging to a different SA360 advertiser), differences in channel coverage, differing attribution models, or timezone differences. Do I need to link Engine Accounts? Yes — Google Ads and Bing Ads both need to be linked. What permission does the authenticating user need? Edit permissions on the advertiser that generated the click. Do I need a new Floodlight Activity Group? Not necessarily — you can use existing groups. SA360 requires separate groups for Action-type and Transaction-type activities, so you’ll need two groups if you’re tracking both. How do I tell whether a click ID came from Google Ads or SA360? The gclsrc parameter tells you: aw.ds means Google Ads managed by SA360; ds means SA360 without parallel tracking; 3p.ds means a parallel-tracking-enabled account other than Google Ads; empty means Google Ads without Analytics support or the conversion API enabled in SA360.

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Where to go next

Last modified on September 24, 2026