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Omnichannel Attribution

Omnichannel attribution identifies whether a conversion happened online, offline, or through another source. This enables source-level conversion reporting, allowing you to compare performance between channels.

You can also view omnichannel cost per action (CPA) and return on spend (ROAS), calculated across all channels.

Select conversion metrics

Omnichannel can be set up for the Conversions API (CAPI) in several ways:

  • Direct integration: Send action_source in your payload. Learn how to set this up in v2 or v3.
  • Google Tag Manager (GTM): Configure the event source for each tag. This is recommended for manual setups or integrations using our interactive flow in the Ads Manager.

    By default, this integration sets the channel to Website. You only need to update your GTM setup if you’d like to define a different action source.

Supported channels​

ChannelDescription
WebsiteThe conversion occurred on a website.
AppThe conversion occurred within an app environment, such as a mobile game.
Offline (physical store)The conversion happened in a brick and mortar store or other “offline” environment
OtherThe conversion occurred somewhere else

Things to know​

  • Conversion metrics can be broken down by action source. This can be done by customizing your table on the dashboard or with POST Get a Report.
  • Only direct and GTM integrations are supported. File upload and partner integrations are not. See our current supported integrations.
  • Event-level optimization is supported across all sources. All conversion data is aggregated for optimization; however, action source isn’t used to create separate optimization paths.
  • Events are deduplicated by source type. For example, Pixel events (website source) are deduplicated against CAPI WEBSITE events. Learn more about event deduplication.
  • Share are many match keys applicable for your source. For example, offline events should be sent with hashed emails and phone numbers—but no device identifiers, click ID, UUID, or MAIDs. Learn more about match keys.
  • Reddit Pixel events are considered website events. These events will only be deduplicated against CAPI WEBSITE events.

Learn more​

Configure Signals

Reporting