Pulse setup guide

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, B2C or SaaS). This tailors the rest of the setup to how you convert.
3. Then connect each marketing platform below.

Consent: what Pulse forwards

Pulse forwards a conversion to Google Ads, Meta, LinkedIn, Microsoft or ChatGPT only when the visitor gave explicit consent. The consent signal comes from your cookie banner (Consent Mode v2, or a supported CMP such as Cookiebot or iubenda); the connector reads it, and Pulse checks it again server-side. No signal, a declined banner or an unknown value all mean no consent.

• Conversions without consent are still stored in Pulse, so your own numbers stay complete — they are just never sent to an ad platform.
• Your Pulse GA4 property receives them only as anonymous counts: no visitor ID, no session, no hashed data. Total purchases stay visible there; attribution needs consent.
• If the connector sees no consent signal at all for a day, it shows a notice in its settings page — usually the banner is not wired to Consent Mode.

The three-part GA4 recipe (Pulse property)

1. Duplicate the config/pageview tag to the Pulse GA4 property. This is the stitching foundation: it sets the property’s own _ga_… session cookie, so the server events Pulse sends attach to the right visitor and session.
2. No lead-event duplicates. The server already delivers every lead (as generate_lead): consented leads with full detail and session stitching, leads without consent as anonymous counts. A browser copy would double-count, because GA4 has no deduplication for lead events. Different layers, different event names — nothing collides.
3. Do duplicate the purchase event (webshops), keeping its transaction_id. GA4 natively deduplicates purchases on the order number, so browser and server melt into the union — count right, attribution from the session-linked browser hit.

Sites often run two GA4 properties side by side — check which _ga_… cookie belongs to the Pulse property before assuming the pageview tag still needs adding.

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.

In Pulse Enter your property details

1. Send your Property ID (a number like 123456789, found in GA4 Admin → Property Settings) to TJDA support, and a Web Property ID if you have a separate property for uplift comparison. TJDA connects the property, because Pulse reads it with TJDA’s own service account.
2. Settings → Google Analytics 4: set your Reporting timezone.
3. 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:

Conversions without marketing consent arrive as anonymous pings that carry none of these parameters, so they show as (not set) in these dimensions.

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.

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.

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.

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)

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).

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.

On the platform Event ID in Google Tag Manager (deduplication)

Meta only deduplicates your browser Pixel event against Pulse’s server event when both carry the same event name and the same event ID, and use the same Pixel ID. Pulse sends Meta exactly the event ID your connector or integration provides — in both Event modes (Pulse Settings → Meta):

• Event ID: the Meta purchase and lead tags send {{s2s_event_id}} as eventID, as in the Pulse container. That is the same value the connector sends server-side; Pulse no longer replaces it with the order number. Shopify and Lightspeed shops with their own Meta browser tag: ask your Pulse representative for the matching event ID format.
• Event name, Custom events (default): Pulse sends purchase and lead (also when the step’s Meta event name is on auto), unless your conversion step sets a Meta event name (section 6) — to deduplicate against browser Purchase and Lead events, set the step to Purchase or Lead.
• Event name, Standard events: Pulse sends Purchase and Lead.

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 the Conversion IDs for Purchase and Lead.

• Funnel steps — ordered stages that form your conversion funnel (webshop: add to cart → begin checkout → add shipping info → purchase; SaaS: registration → trial → completed).
• Standalone conversions — one-off conversions that aren't part of a funnel, like a contact form or demo booking.

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.

1. In Microsoft Ads, create Custom event goals. The match is on the event name condition inside the goal, never on the goal’s display name: a goal with action-equals lead receives everything Pulse sends as lead, whatever the goal is called.
2. On a conversion step, fill Microsoft event name (lowercase, underscores — e.g. lead, or lead_roof per segment). Empty means the step’s event type is used.
3. Per-segment goals are optional: give each segment step its own event name and create a matching goal per service. Keep one generic lead goal as the collector — but never set collector and specifics to primary together, or the conversion column counts both.
4. Counting: Unique for leads. Start every Pulse goal as secondary while the client’s existing measurement stays primary; promote after the transition.

Scope note: Microsoft’s API requires at least one identifier (click ID or hash) per event, and those are consent-gated — the Pulse goal therefore counts the consented union. A test lead without consent is skipped by design.

1. In Pulse Settings → ChatGPT Ads, enter the Pixel ID and the Conversions API key. The Overview channel card appears once both are set.
2. Fill the CONST - ChatGPT Pixel ID container variable (section 1) so the browser tags go live. For view-through attribution, move the base pixel to All Pages — the click side works either way.
3. Attribution is native: oppref is the click reference, obref the view reference — the connector captures both, and the channel card splits click vs view on them.
4. On conversion steps, enable ChatGPT and set the event type where it should differ from the step’s own.

Availability note: ChatGPT Ads rolls out per market — confirm the client’s account has campaign access before promising numbers. Server events are accepted regardless; claims follow once campaigns run.

On the platform Give Pulse access to Search Console

1. Open Search Console and select your property (a domain property looks like sc-domain:example.nl, a URL-prefix property like https://example.nl/).
2. Go to Settings → Users and permissions → Add user.
3. Enter this email address (the same service account as for GA4):
   pulse-ga4-reader@tjda-s2s-conversions.iam.gserviceaccount.com
4. Set the permission to Restricted — that is all Pulse needs — and save.

In Pulse Enter the property

1. Send the property to TJDA support exactly as Search Console shows it (e.g. sc-domain:example.nl). TJDA connects it under Settings → Google Analytics 4 → Search Console property.
2. Search data appears after the next sync; Search Console itself lags two to three days. Pulse loads the history once, twelve months back by default (up to sixteen on request; see the onboarding checklist).

The Overview: claimed, missed and real ROAS

• Claimed — what the ad platform reports for your mapped conversion action, by conversion date. Google’s figure includes its modeled and engaged-view conversions; Meta’s includes view-through.
• Missed — conversions Pulse counted with a stored ad click that the platform does not claim, split into purchases and leads. This is a lower bound: the platform’s claim may contain view-based conversions Pulse cannot see as clicks.
• Total — claimed + missed, overlap-free by construction.
• Claimed ROAS vs Real ROAS — claimed revenue / cost versus total revenue / cost. The ROAS adjustment (×) is their ratio: how much higher your true return is than what the platform reports, so you can set platform ROAS targets accordingly lower.

The trend card: what server-side tracking adds

• Grey line — Google’s own weekly count for your conversion actions (all sources, browser and server together).
• Green line — the consented conversions with a Google click signal that Pulse delivered server-side: what Pulse feeds into that count.
• Dashed vertical line — your delivery start: the week Pulse began feeding Google. The comparison is “before” versus “since”.
• Headline percentage — conversions per euro since delivery started versus the baseline before it; a second figure shows the raw volume change. The baseline can be switched between pre-delivery and same weeks last year (seasonality-free) where a year of history exists.
• Dotted tail on the right — the current, unfinished week. It moves as conversions land but never counts in the percentages, which only judge completed weeks.
• “Insufficient data” or “Building the trend” — the card waits for enough baseline weeks and at least two full weeks of delivery before it shows a verdict. Negative results are shown just as honestly as positive ones.

• Password — change it under Account in the top navigation.
• Billing — if you subscribe to Pulse directly, the Account page shows Manage billing: invoices, payment method and billing details, all in one place. Invoices are also sent by email each month.
• Via an agency — if your agency manages Pulse for you, billing runs through them; the Account page tells you so, and there is nothing to set up.