Campaign
How do you upload external conversions?
Author
Tom Wendt
30 Apr 2026
Import conversion data retrospectively via CSV or XLSX file and assign it to your campaigns. Find out what data is required and what you should look out for when uploading.
Overview
With the external conversion upload, you can import conversions into AdUp retrospectively – completely without conversion pixels.
This function is particularly suitable if your conversion data is already available in a CRM, shop system or another data source and you want to transfer it to AdUp later.
The uploaded conversions flow into the campaign reporting and can be used to optimise your campaigns.
Note: If conversion data is to be transferred automatically and in real time, we recommend Server-to-Server (S2S) Conversion Tracking.
When is the external conversion upload suitable?
The external upload is particularly suitable if:
the conversion pixel has not yet been integrated
conversion data is already available in an external system
conversions are to be collected and imported later
historical conversion data is to be transferred
Prerequisites
For the external conversion upload, you need:
at least one active conversion code
a valid Transaction ID (Click ID)
the time of the conversion
an upload file in XLSX or CSV format
Without a Transaction ID, the conversion cannot be assigned to an ad click.
Uploading External Conversions
Step 1: Open the Upload
In the advertiser frontend, navigate to:
Tools → Conversion Tracking
There you will find the section for the external conversion upload.
Step 2: Prepare the File
The upload is carried out as a:
XLSX file
CSV file
Each row corresponds to one conversion.
Step 3: Upload the File
Upload your prepared file.
After successful processing, the conversions will be assigned to the corresponding campaigns and ads.
Required Fields
The following details are required:
Field | Description |
|---|---|
Transaction-ID | Unique ID of the ad click |
Conversion-Time | Time of the conversion (Unix timestamp) |
These two fields are already sufficient to uniquely assign a conversion.
Optional Fields
In addition, further information can be transferred.
Field | Description |
|---|---|
Description | Description of the conversion |
Item-Number | Item number |
Order-ID | Order number |
Price | Unit price |
Quantity | Quantity |
Total | Total value of the conversion |
These details improve the evaluation options and provide additional information for reports.
Requirements
The following rules apply to the upload:
At least one active conversion code must exist.
Each conversion requires a valid Transaction ID.
Conversion-Timemust be specified as a Unix timestamp.The settings of the counting method of the conversion code used (one-off or multiple) apply.
Conversions can be processed retrospectively for up to 30 days.
Only valid clicks can generate valid conversions.
View conversions cannot be imported retrospectively.
Updating Existing Uploads
If you upload data for an already imported day again, the existing data for this day will be completely replaced.
Therefore, every upload should always contain all conversions for the respective day.
Example:
Upload | Result |
|---|---|
100 conversions | 100 conversions saved |
New upload with 120 conversions | The original 100 are completely replaced by 120 |
Differences from S2S Conversion Tracking
External Upload | S2S Conversion Tracking |
|---|---|
Manual Upload | Automatic transmission |
XLSX or CSV | Direct server communication |
Suitable for historical data | Suitable for real-time tracking |
Data is imported collectively | Conversions are transmitted immediately |
Higher manual effort | One-off technical implementation |
Best Practices
Transfer data as complete as possible
In addition to the mandatory fields, please also transfer, if possible:
Order number
Item number
Order value
Quantity
This ensures that more detailed evaluations are available later.
Use daily uploads
Regular uploads facilitate campaign optimisation and ensure up-to-date conversion data.
Keep Transaction ID unchanged
The Transaction ID forms the basis for the assignment between click and conversion.
It must not be changed after the ad click.
Prefer S2S tracking
If automatic data transmission is possible, Server-to-Server Conversion Tracking is recommended in the long term.
This ensures that conversion data is available for campaign optimisation without delay.
Common Sources of Errors
Missing Transaction ID
Without a Transaction ID, no conversion can be assigned to an ad click.
Invalid timestamp
The Conversion-Time must be passed as a Unix timestamp.
Incomplete daily uploads
Since each new upload replaces existing data, all conversions for a day should always be uploaded together.
Conversion data too old
Conversions can only be processed retrospectively for up to 30 days.
Frequently Asked Questions
Which file formats are supported?
The upload is currently possible as:
XLSX
CSV
.
Which fields are at least required?
For a successful upload, you only need:
Transaction-ID
Conversion-Time
Can I correct an upload?
Yes. Upload the conversions for the day in question again.
The new upload completely replaces the existing data for that day.
Can view conversions be imported?
No. Since view conversions do not have a Transaction ID, they cannot be uploaded retrospectively.