---
title: Conversion feed and attribution exports
description: Import paid registration conversions into Google Ads and export attribution data for reconciliation
order: 2
---

# Conversion feed and attribution exports

The Google Ads conversion feed gives your organization a feed that Google Ads can import daily for paid registrations. Manual exports provide the same upload format or a fuller attribution record for reconciliation.

## Generate the conversion feed URL

Only organization users with the **ADMIN** role can see and manage feed URLs.

**Path:** Console → your competition or challenge → Settings → **Marketing tracking** → **Google Ads conversion feed**

Select **Generate feed URL**. DistantRace creates a secret URL in this format:

`https://distantrace.com/feeds/google-ads/<event-slug>.csv?token=<secret>`

<!-- Screenshot placeholder: Capture the Google Ads conversion feed section on the Marketing tracking tab in an ADMIN view. Show Generate feed URL or the generated conversion and adjustments URLs, plus Rotate feed URL. Use a demo event and redact the entire secret token in both URLs. -->

::: danger Keep the feed URL private
Anyone with the URL can read click IDs, conversion times, values, and order codes. Names and email addresses are never included. If the URL leaks, select **Rotate feed URL**; the old URL stops working immediately.
:::

## For your marketing agency: schedule the daily import

In Google Ads, go to **Goals → Conversions → Uploads** and schedule the conversion feed URL as a daily recurring import.

The feed contains these columns:

| Column | Content |
|--------|---------|
| `Google Click ID` | The captured Google click ID |
| `Conversion Name` | The value from **Conversion name for exports** |
| `Conversion Time` | Conversion time with a timezone offset |
| `Conversion Value` | Value reported for the conversion |
| `Conversion Currency` | Currency reported for the conversion |
| `Order ID` | DistantRace order code |

`WBRAID` and `GBRAID` columns appear when those click IDs exist.

Only paid orders that contain at least one registration and a Google click ID are included.

::: warning Prevent duplicate conversions
If the browser tag and the feed both report to Google Ads, import the feed into the **same conversion action** used by the tag and make sure **Conversion name for exports** matches that action's name exactly. Google Ads can then deduplicate by conversion action and `Order ID`.

Alternatively, use a dedicated import-only conversion action. In either setup, verify the conversion counts during the first days.
:::

## Schedule refund adjustments

The same section shows a second URL with the same secret token and `&kind=adjustments`:

`https://distantrace.com/feeds/google-ads/<event-slug>.csv?token=<secret>&kind=adjustments`

Schedule this URL in Google Ads as a conversion **ADJUSTMENTS** import. It contains:

| Column | Content |
|--------|---------|
| `Order ID` | DistantRace order code |
| `Conversion Name` | The matching Google Ads conversion action name |
| `Adjustment Time` | Time of the refund adjustment |
| `Adjustment Type` | `RETRACT` |

Fully refunded orders produce `RETRACT` rows so an already imported conversion is removed. Partially refunded orders are not adjusted automatically and require a manual restatement.

## Export attribution data manually

**Path:** Console → competition → **Participants / start list**

| Export | What it contains |
|--------|------------------|
| **Export attribution XLSX** | Click IDs, all UTM parameters, landing page, capture time, conversion time, value and currency, registration count, and order status. Refunded orders stay visible and are flagged. |
| **Export Google Ads CSV** | The exact Google Ads upload format, with paid orders only. |

Both exports are generated in the background. Download the finished file from [Documents](../../more-tools/organizer-documents.md). Each export is recorded in the audit log.

<!-- Screenshot placeholder: Capture the export actions on a demo competition's Participants / start list screen with Export attribution XLSX and Export Google Ads CSV both visible. Exclude participant names, email addresses, and other personal data. -->

## Related

- [Google Ads conversion tracking for your event](index.md)
- [Embedding registration with ad-click tracking](embedding-registration-with-ad-click-tracking.md)
- [Organizer documents](../../more-tools/organizer-documents.md)