TUOCA vs. WhatConverts — Lead Tracking vs. Multi-Source Conversion Uploads
Comparing The Upload Offline Conversions App (TUOCA) with WhatConverts. WhatConverts captures and reports leads; TUOCA fans out lead and revenue data to Google Ads, Meta, Microsoft, and TikTok with Fusion Relay matching.
WhatConverts is a lead tracking platform that captures calls, forms, chats, and transactions across marketing channels. It assigns lead status (quotable, won, lost) and reports on conversion attribution. Many service-business agencies use WhatConverts as their lead system of record.
The Upload Offline Conversions App (TUOCA) is a conversion-upload platform that takes lead and revenue data — from WhatConverts, from CRMs, from call tracking, from webhooks — and reliably pushes it to Google Ads, Meta, Microsoft Ads, and TikTok as offline conversions.
The two tools live in different layers of the stack. This page is for marketers using WhatConverts who want to understand what TUOCA adds on top.
Quick contrast
| TUOCA | WhatConverts | |
|---|---|---|
| Primary job | Upload conversions to ad platforms | Capture and report on leads |
| Replaces the other? | No — works alongside | No |
| Data sources | WhatConverts (via webhook), CRM, FSM, call tracking | Captures from forms, calls, chats, transactions |
| Destinations | Google Ads, Meta, Microsoft, TikTok | Google Ads (and reporting integrations) |
| Revenue attribution from CRM | Yes (Fusion Relays) | Manual revenue assignment in UI |
| Multi-source matching | Native | Limited |
| Per-record activity log | Native | Lead-level reporting |
| Multi-tenant agency model | Native | Native (different shape) |
What WhatConverts does well
WhatConverts excels at lead capture and lead-level reporting. Its strengths:
- Multi-channel lead tracking: calls, forms, chats, transactions in one place.
- Lead qualification workflows: tag leads as quotable, won, lost.
- Reporting: per-source, per-channel, per-keyword conversion analytics.
- Native Google Ads conversion push for qualified leads.
- Automatic GCLID, FBCLID, MSCLKID capture from URL parameters.
For agencies whose primary need is “see all leads in one place and report on attribution,” WhatConverts is a strong tool.
What WhatConverts is not
WhatConverts is not primarily an offline conversion upload platform. The Google Ads push is a feature; the core product is reporting. This shows up in:
- Single destination focus — Google Ads is well supported; Meta CAPI, Microsoft Ads OCT, and TikTok Events API are limited or absent.
- Coarse conversion-action mapping — most WhatConverts pushes funnel into one or a small number of conversion events (typically “Lead” or a quote-status event). Mapping the full funnel — call >60s, appointment booked, quote sent, job won, recurring contract started — into separate Google Ads conversion actions with weighted values is not the design center.
- Revenue assignment is manual — the value attached to a conversion is whatever you set in WhatConverts (or pull from a transaction, when one exists). Pulling revenue from an external CRM/FSM and matching it to a WhatConverts-tracked call requires custom work.
- No Fusion-style multi-source matching — WhatConverts owns its own data; matching its lead records to a separate ServiceTitan invoice and uploading the merged result isn’t a built-in workflow.
- Per-record retry/audit at the upload layer is lighter than a purpose-built platform.
Why Relays Matter (Beyond One Conversion Action)
This is the structural difference most buyers miss when comparing TUOCA to WhatConverts:
WhatConverts’ upload model is event-shaped. A lead happens; an event fires. The qualification UI lets you tag leads, but the result is essentially “this lead = a conversion.” One source, one event type, one upload.
TUOCA’s upload model is Relay-shaped. A Relay is a configured pipeline from one source to one destination — and you can run as many Relays as you want per client, each pointed at a different conversion action. A Fusion Relay goes further: it joins data from multiple sources before uploading.
The practical result: TUOCA lets you maintain a conversion-action portfolio that mirrors your actual funnel, instead of collapsing every business outcome into a single “Lead” event.
Concrete example: the same WhatConverts data, expressed as TUOCA Relays
| Business outcome | TUOCA Relay | Google Ads conversion action | Value sent |
|---|---|---|---|
| Phone call > 60 seconds | CallRail → Google Ads | “Qualified Call (60s+)” | $50 (signal) |
| Appointment booked | WhatConverts (webhook) → Google Ads | “Appointment Booked” | $150 |
| Job won (contract signed) | ServiceTitan → Google Ads | “Job Won” | Avg deal value |
| Job completed (invoice paid) | CallRail + ServiceTitan (Fusion) → Google Ads | “Revenue Conversion” | Actual invoice total |
| Recurring contract started | ServiceTitan → Google Ads | “Recurring Plan Signup” | Annualized value |
Five different conversion actions, each with its own Smart Bidding signal, all from the same underlying data. WhatConverts can drive 1-2 of these directly; TUOCA can drive all five — plus fan each one out to Meta CAPI, Microsoft Ads, and TikTok in the same configuration.
The closest conceptual analog in the broader market is Invoca’s Signals — custom rules that combine call data into uploadable conversion events. TUOCA Relays do the same job, except (1) across any source, not just calls, and (2) at a price point that doesn’t require an enterprise procurement cycle. See TUOCA vs. Invoca for that comparison.
What TUOCA adds
TUOCA fills the gap between “WhatConverts captured a lead” and “every ad platform sees the conversion with full revenue attribution”:
- Multi-source matching (Fusion Relays): take a WhatConverts call and match it to a ServiceTitan job by phone number. Upload the result with both the GCLID and the actual revenue.
- Multi-platform delivery: push the same conversion to Google Ads, Meta CAPI, Microsoft Ads, and TikTok from one Relay.
- Platform-aware error handling: every common API error in the Errors database is auto-routed.
- Per-record activity log (Activity Logs): see exactly what happened to every record, in chronological order.
- Hash-based dedup across runs so re-fetched data is safe.
Feature comparison
| Feature | TUOCA | WhatConverts |
|---|---|---|
| Lead capture (calls, forms, chats) | No (consumes from sources) | Native |
| GCLID/FBCLID/MSCLKID capture from URL | Via source ingest | Native |
| Lead qualification UI | No | Native |
| Lead-level reporting and dashboards | Operational logs only | Native |
| Push qualified leads to Google Ads | Yes | Yes |
| Multiple conversion actions per source / client | Native (one Relay per action) | Limited (typically 1-2 events) |
| Cross-source / multi-channel composition | Native (Fusion Relays) | No |
| Push to Meta CAPI | Yes | Limited |
| Push to Microsoft Ads OCT | Yes | Limited |
| Push to TikTok Events API | Yes | Limited |
| Multi-source matching (Fusion) | Native | No |
| CRM/FSM revenue ingest | Native | Manual |
| Hash-based dedup | Yes | Limited |
| Per-record activity log | Yes | Lead history |
| Per-platform error knowledge base | Errors DB | Generic |
| Retry queue with backoff | Yes | Limited |
| Multi-tenant agency dashboard | Native | Native |
When each tool wins on its own
| You need… | Choice |
|---|---|
| …lead capture across calls, forms, chats with reporting | WhatConverts |
| …a single source for “all my leads” | WhatConverts |
| …multi-platform offline conversion uploads | TUOCA |
| …revenue from CRM matched to call records | TUOCA (Fusion Relays) |
| …both | Both — they complement |
How they integrate together
The clean integration pattern:
- WhatConverts is the lead system of record. It captures calls, forms, and chats with click ID attribution.
- WhatConverts fires a webhook to TUOCA when a lead is captured or status-changed (or TUOCA polls via the WhatConverts API on a schedule).
- TUOCA’s Fusion Relay matches the WhatConverts lead to a CRM revenue record (ServiceTitan, Jobber, HubSpot) on phone number.
- TUOCA uploads the matched record to Google Ads (with revenue), Meta CAPI, Microsoft Ads, and TikTok.
This pattern preserves WhatConverts as the canonical lead source and uses TUOCA as the multi-platform delivery + revenue attribution layer.
Five reasons to add TUOCA on top of WhatConverts
1. Multi-platform from one source
A single WhatConverts call gets pushed to Google Ads, Meta, Microsoft, and TikTok with appropriate per-platform formatting — once.
2. Revenue from the CRM
When the actual revenue lives in ServiceTitan, you don’t want to manually backfill values into WhatConverts. TUOCA pulls revenue from the source of truth and attaches it during upload.
3. Per-record audit
WhatConverts shows leads. TUOCA shows the upload lifecycle of each lead — fetched, deduplicated, normalized, uploaded, response received. Two adjacent levels of visibility.
4. Errors decoded automatically
Every common API error is in the Errors database and routed to the appropriate retry/reject behavior. Your team isn’t on call for CLICK_NOT_FOUND debugging.
5. Hash-based dedup
Re-fetching WhatConverts data is safe — TUOCA recognizes records it has already uploaded and skips them.
Bottom line
WhatConverts is a great lead tracking platform. TUOCA is a great offline conversion upload platform. They aren’t substitutes; they’re stack-mates.
| Stage | Tool |
|---|---|
| Capture the lead | WhatConverts |
| Qualify the lead | WhatConverts |
| Match the lead to CRM revenue | TUOCA (Fusion Relays) |
| Upload to Google + Meta + Microsoft + TikTok | TUOCA |
| Report on lead-level attribution | WhatConverts |
| Audit upload outcomes per record | TUOCA |
If you’re using WhatConverts and your bidding is stuck on Target CPA because Smart Bidding doesn’t have revenue, that’s the moment to add TUOCA.