Tapper Vantage in the app
What Tapper Vantage does, what it needs, and how to read its two pages and the Dashboard tab: Goals, Campaigns and Vantage results.
Higher ROAS from predicted value. Tapper Vantage sends predicted conversion values to Google Ads for value-based bidding, so bidding follows what a conversion is worth, not only how many there are.
The Vantage section of the sidebar has two pages: Goals and Campaigns. Vantage's results are on the Vantage tab of the Dashboard. The section is shown to workspaces that have Vantage. With two or more protected entities, each page shows the entity picked in the switcher under the workspace name.
Before you start
Vantage needs a Google Ads account and one data source.
- Connect a Google Ads account. See Connect Google Ads.
- Connect one of the four data sources in the table below.
| Data source | What Vantage reads | How to connect it |
|---|---|---|
| Shopify store | Paid orders, refunds and customers. | Tapper connects it with you. See Install the Tapper Shopify app. |
| Salesforce org | Leads and opportunities from Salesforce Sales Cloud. | On the Salesforce row of Setup > Data sources. See Connect Salesforce Sales Cloud. |
| Website tag | Conversions recorded with a value. | Send each conversion with its value. See Install the conversion script. |
| BigQuery dataset | Orders, refunds, subscriptions, leads or a GA4 export, read only. | On the BigQuery row of Setup > Data sources. Owners and admins connect it. |
The Vantage tab of the Dashboard
The Vantage tab shows what Vantage reads from your data sources. With more than one Shopify store or Salesforce org, pick one at the top of the page.
With no data source connected, the tab reads Set up Vantage to send each customer's value to your ad platforms, lists the four sources above and has a Connect a data source button.
A workspace with only a website tag
When no store or org is connected and your website tag recorded a conversion with a value in the last 30 days, the tab shows, from top to bottom:
- What your tag recorded: Conversions with a value over the last 30 days, the Newest day one was recorded, and the Data source, the number of website tags recording values.
- Conversions with a value per day: one column per day, in your workspace's time zone. Hover a day for the value of its conversions, in each currency it was recorded in.
- What the conversions with a value are tied to. Tapper records a tag conversion only for a visitor who came through a tracked ad click, so these shares are of those conversions. Only a conversion tied to a Google ad click can be sent to Google.
- A line that says net value and customer value appear once a Shopify store or Salesforce org is connected.
- Website tags: one row per website tag Vantage reads, with its Value recorded and Median value over the last 30 days, and a Status from the tag's checks over the last 30 complete days.
Money stays in the currency it was recorded in. It is never converted or added across currencies.
A Shopify store or a Salesforce org
The tab shows, from top to bottom:
- Vantage status: one sentence on where Vantage stands, the stages of the pilot, and Days since data connected.
- Your data. For a Shopify store: Orders received (paid orders, test orders left out), Net order value, Refund rate, Median order, Orders from a Google ad click, Orders with a customer ID, Orders linked to a visit and Customers linked to an ad click. Then the store's Connections, and a Data checks table with each check's Status, Severity and Detail. For a Salesforce org: Salesforce sync, Leads read, Opportunities read, Median days to qualified and Match rate, then a Stages table.
- Customer value, for a Shopify store: Value by first-order campaign, with each campaign's new customers and their value since the first order.
- Value added: what the pilot's A/B test measured, once it has been read.
A figure with nothing behind it says so.
Goals
A goal is what Tapper asks for in your ad accounts so a platform's bidding can use predicted values. Nobody creates a goal in an ad account by hand: Request goal is the one ask. While Vantage is not on, it opens Turn on Vantage, where you pick what Google should bid for or let Tapper suggest. Once Vantage is on, it opens Request goal.
Goals has one row per goal, from the moment it is asked for. A row shows:
- One status: Requested, Preparing your model, Live, Paused or Not possible.
- The ad accounts the goal lives in and the campaigns using it.
- The values sent in the last 30 days.
A row opens the goal's own page, with three tabs: Signals, Campaigns and Settings. A signal is the object in the ad account that carries a goal's values: a conversion action and a custom goal on Google Ads. The Signals tab lists each signal with its values sent, accepted and failed over 30 days and its status. A row of the Signals tab opens that signal's own page, with Sent, Accepted and Failed over 30 days, a chart per day of what Tapper sent and what the platform counted, and the latest sends, newest first. The Settings tab shows where the goal lives in each of your ad accounts and, when a step failed, the fix in plain words.
With more than one ad account, filter the page by Ad account.
Campaigns
Campaigns lists the campaigns, ad sets and ad groups in your ad accounts. On Google Ads, Attach, Change and Detach point a campaign at a goal that is Live, and Only this goal is the default. On Meta, TikTok, Microsoft and Pinterest, Attach first shows what will change, then switches the ad set, ad group or campaign to optimise for value. Budget, schedule, targeting and ads stay as they are. Detach puts it back how it was. Attach stays off, with the reason beside it, until Vantage is sending values for that ad account.
With an ad account to reconnect, one notice above the table lists it. With no goal Live yet, the page shows the next setup step: connect a data source, connect an ad account, or turn on Vantage.