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Pulse setup guide

Everything you need to connect your marketing platforms to Pulse. Most steps happen in two places: granting Pulse access on the platform side, and entering the details in your Pulse Settings.

On this page 1. Getting started in Pulse 2. Google Analytics 4 3. Google Ads 4. Meta (Facebook & Instagram) 5. LinkedIn 6. Conversion steps & funnels

On the platform = done in Google/Meta/LinkedIn   In Pulse = done in your Pulse Settings

1. Getting started in Pulse

Your Pulse account has already been created for you. Once you log in:

  1. Go to Settings in the top navigation.
  2. First, set your Business type at the top (Webshop, B2B, or SaaS). This tailors the rest of the setup to how you convert.
  3. Then connect each marketing platform below.
TipSet your Reporting timezone under the GA4 section to match your Google/Meta accounts (default is Europe/Amsterdam). This keeps daily numbers aligned with what you see in those platforms.

2. Google Analytics 4

Pulse reads your GA4 data to show analyses and to compare server-side vs web tracking. It needs read-only (Viewer) access to your GA4 property.

On the platform Give Pulse access to your GA4 property

  1. Open Google Analytics → Admin (bottom-left gear).
  2. Under the relevant property, click Property Access Management.
  3. Click the + (top-right) → Add users.
  4. Enter this email address:
    pulse-ga4-reader@tjda-s2s-conversions.iam.gserviceaccount.com
  5. Set the role to Viewer and save.
ImportantAdd this to every GA4 property you want in Pulse. If you have a separate server-side (S2S) property later, it must be added there too.

In Pulse Enter your property details

  1. Settings → Google Analytics 4.
  2. Enter your Property ID (a number like 123456789, found in GA4 Admin → Property Settings).
  3. Optionally enter a Web Property ID if you have a separate property for uplift comparison.
  4. Set your Reporting timezone.
  5. Save. Data appears after the next sync (within a day).

Recommended: create Custom Definitions in GA4

To break your server-side events down by source, consent and form in GA4, register these as custom dimensions:

  1. Go to your S2S GA4 property → Admin → Data display → Custom definitions.
  2. Click Create custom dimension and add each of the following:
Dimension name Scope Event parameter
csc_sourceEventcsc_source
csc_consentEventcsc_consent
form_nameEventform_name
form_idEventform_id

You do not need to build Explorations — Pulse handles the analysis for you. These dimensions simply let you segment the data inside GA4 if you want to.

Pulse sends conversions to Google Ads (server-side gtag) and reads campaign performance for reporting.

In Pulse Conversion tracking (gtag)

  1. In Google Ads, create a "Website (Google Tag)" conversion action.
  2. In Pulse Settings → Google Ads, enter the Conversion ID (AW-XXXXXXXXXX) and the conversion labels.

In Pulse Reporting (campaign performance)

  1. In Pulse Settings → Google Ads → Reporting, enter your Customer ID (format 123-456-7890).
  2. If your account is managed through a manager account (MCC), also enter the Login Customer ID (the MCC number).
  3. Complete the connection when prompted.
Common pitfall: USER_PERMISSION_DENIEDIf reporting fails with a permission error, it's almost always because the Login Customer ID (MCC) was left empty while the account is accessed via a manager account. Fill it in and reconnect.

4. Meta (Facebook & Instagram)

Pulse sends conversions to Meta (Conversions API) and reads ad performance. This is the most involved setup because Meta separates app access, pixel access, and ad-account access.

Before you start: Business VerificationYour Meta Business must be verified before you can grant app access. Check under Business Settings → Security Center. If it says "not verified," start verification first — it can take up to 2 business days.

On the platform Step 1 — Add the Pulse app (the right way)

  1. Open Meta Business Settings → Apps (under Accounts).
  2. Click Add → choose "Request access to an app".
  3. Enter the TJDA Pulse App ID (your Pulse contact will provide it) and send the request.
Critical — don't use the wrong optionDo not use "Add an app" / the option that says "if your business needs to advertise for it." That flow tries to make your business the owner of the app and fails with an "unexpected technical issue." Always use "Request access to an app." This single mistake is what causes people to get stuck for weeks.

On the platform Step 2 — Assign the app + ad account to your System User

  1. Business Settings → Users → System Users → select your Conversions API System User.
  2. Under Assigned assets, make sure all of these are added:
    • App: TJDA Pulse (with ads_read)
    • Pixel / Dataset: your pixel (View / Use events)
    • Ad account: your ad account (at least View account)
Common pitfall: "Ad account owner has NOT granted ads_read"If the sync fails with this message, the ad account is missing from your System User's assets. Adding the app and pixel is not enough — the ad account itself must be assigned, because that's where campaign insights live.

On the platform Step 3 — Generate the token

  1. In the same System User, click Generate token.
  2. Select the TJDA Pulse app.
  3. Tick ads_read and generate.
  4. Copy the token (you'll only see it once).
Good to knowIf you change the ad-account permission after generating the token, the existing token usually inherits it automatically — no need to regenerate.

In Pulse Enter the token

  1. Settings → Meta.
  2. Enter your Pixel ID and Access token for conversion sending.
  3. For reporting, paste the Insights token and your Ad account ID (format act_XXXXXXXXX).
  4. Save.

5. LinkedIn

NoteLinkedIn supports sending conversions (server-side), but does not offer read-only reporting access the way Google Ads and Meta do. So LinkedIn appears for conversion tracking, not for campaign analysis inside Pulse.

In Pulse Conversion tracking

  1. In LinkedIn Campaign Manager, create a conversion (Account Assets → Conversions) and note its Conversion ID.
  2. Generate an access token with conversion-tracking access for your ad account.
  3. In Pulse Settings → LinkedIn, enter the Access token and Conversion ID.
Setup supportLinkedIn's exact steps vary by account type. If you're setting up LinkedIn, contact your Pulse representative — we'll walk you through it for your specific account.

6. Conversion steps & funnels

Pulse measures your conversions as steps. There are two kinds:

Quick start with a template

  1. Settings → make sure your Business type is set.
  2. Click "Load [type] template" — this fills in a starting set of steps that fit your business.
  3. Adjust each step: set how it's matched (a Form ID for forms, or an Event type for custom integrations) and enter the per-platform conversion IDs.
Custom integrationsIf your events come from a custom platform (not WordPress forms), your developers will receive a tailored implementation guide from us with the exact webhook details and event names.

Stuck on any step? Contact your Pulse representative — some platform approvals (especially Meta verification) can take a couple of days, and we're happy to help you through them.