Ad Platform Comparison Matrix
Compare Google Ads, Meta, Microsoft Ads, and TikTok side-by-side for offline conversion tracking.
Choosing the Right Platform
Each ad platform has distinct strengths for offline conversion tracking:
- Google Ads — Best overall offline conversion support. Longest lookback windows, most granular conversion types, strongest Smart Bidding integration. Start here.
- Meta (Facebook) — Meta rejects a Conversions API request when the event happened more than 7 days before you send it, so a booking from Monday has to be uploaded by the next Monday, unless it is a physical-store sale, which Meta asks you to send within 62 days. Requires SHA-256 hashing for all PII.
- Microsoft Ads — Microsoft Advertising rejects an offline conversion whose time is more than 90 days before the upload and will not count one more than 90 days after the click, so keep the MSCLKID for those 90 days: a sale on August 1 can be uploaded on October 20, and a job that closes 100 days after the click cannot be counted even if you upload it that day.
- TikTok — TikTok asks you to keep the click ID for at least 28 days and expires it on the attribution window you set, so keep the ID from a March 1 click through at least March 29 and send the job while that window is still open.
Cross-Platform Strategy
The most effective approach is uploading to all platforms simultaneously. Each platform's bidding algorithm improves independently when it receives offline conversion signals. A conversion that tells Google Ads to bid higher on plumbing keywords also tells Meta to target similar audiences — but only if you upload to both.
TUOCA's multi-destination relays let you configure a single data source that uploads to all four platforms with platform-specific formatting applied automatically.
Frequently Asked Questions
Start with Google Ads. It has the largest lookback window (90 days), the most mature offline conversion API, and the most documentation. Google's Smart Bidding also benefits the most from offline conversion data. Once you have Google Ads working, add Meta, Microsoft Ads, and TikTok.
Yes. TUOCA supports simultaneous uploads to Google Ads, Meta, Microsoft Ads, and TikTok from a single data source. Each platform has its own relay configuration with platform-specific formatting, hashing, and field mapping applied automatically.
Google keeps a GCLID for 90 days after the click, so a job closed on day 75 can still be uploaded and the same job closed on day 91 cannot. A hashed email or phone matches for 63 days after the click, and from day 64 through day 90 only the GCLID still matches. Meta rejects a Conversions API request when the event happened more than 7 days before you send it, so a booking from Monday has to be uploaded by the next Monday, unless it is a physical-store sale, which Meta asks you to send within 62 days. Microsoft Advertising rejects an offline conversion whose time is more than 90 days before the upload and will not count one more than 90 days after the click, so keep the MSCLKID for those 90 days: a sale on August 1 can be uploaded on October 20, and a job that closes 100 days after the click cannot be counted even if you upload it that day. TikTok asks you to keep the click ID for at least 28 days and expires it on the attribution window you set, so keep the ID from a March 1 click through at least March 29 and send the job while that window is still open.
Enhanced Conversions (Google Ads) and Enhanced Matching (Meta) allow you to upload hashed PII (email, phone) alongside or instead of click IDs. This improves match rates for cross-device conversions and cases where click IDs are unavailable. All platforms now support some form of PII-based matching.