Relay routing: conversions per ad account
The rules for which conversion goes to which ad account, under which name and value, and whether sending is on or off.
Routing sets which conversion goes to which ad account: Google, Meta, TikTok, Microsoft, LinkedIn or Snapchat. Open Relay, Routing in the Tapper app to see each ad account, whether it is sending, and what it receives. Connect an ad account first. See Connect your ad accounts.
Sending
Each ad account has its own switch.
| Sending | What it means |
|---|---|
| Off | Relay sends no sales to this ad account. Tapper switches it on with you. |
| Test | Sales reach the ad account as test events, which the platform does not count. |
| On | Every sale Tapper cleared for this ad account is sent to it. |
Send sales to
Choose which sales each ad account gets. Owners, admins and managers can change it under Relay settings.
| Choice | What it means |
|---|---|
| Only the platforms the buyer came from | The ad account gets a sale only when the buyer came from that platform. This is the default. |
| Every connected platform | The ad account gets every sale Tapper cleared for your entity, whichever platform the buyer came from. Each platform credits itself only when it matches the buyer. |
What is sent, and under which name
- Each sale or CRM stage is sent as a conversion in its own right. Relay's events carry Relay's own names,
TapperRelayPurchasefor an order andTapperRelayfollowed by the stage or event name for the rest, so they show apart from your pixel events. - The value is net of tax and refunds, with shipping left out, in the ad account's own currency. Relay never converts money. A conversion in another currency is not sent to that account.
- A full refund or cancellation before sending stops the conversion. After sending, Google takes it back or corrects it. Meta and TikTok cannot take a conversion back.
- Clicks Tapper Block marks as invalid are never sent. Only the visitor's consent decides which identifiers go with an event.
Why a conversion was not sent
Open Relay, Activity to see each conversion with its status: Sent, Test, Not sent, Failed or Taken back. A Not sent row says why.
| Reason | Meaning |
|---|---|
| The value is not final | The order's value is not settled yet. It is sent when it is. |
| Cancelled or refunded | The sale was cancelled or refunded before sending. |
| The buyer came from another platform | This ad account only gets buyers from its own platform. |
| Your store app already sends it | Relay does not double what the store already sends. |
| No consent on record | The buyer did not agree to ad measurement. |
| Nothing the platform can match on | No click ID or hashed email or phone to match. |
| The stage is not mapped to an event | The CRM stage is not one you chose. |
| Not in the ad account's currency | The conversion's currency differs from the ad account's. |
| Older than the platform takes | The platform no longer accepts a conversion this old. |
| Recorded, sending is off | The ad account's Sending is Off. |