ScowttHelp Center

For SA360 managers · Updated Nov 6, 2026

Connect Search Ads 360

If your campaigns are managed in Search Ads 360 (SA360), the Scowtt setup happens in SA360, not in Google Ads. A campaign set up to use SA360 conversions won't bid on a Google Ads conversion action, so Scowtt uploads its values to SA360 Floodlight activities instead. Floodlights are SA360's equivalent of conversion actions. Unlike in Google Ads, Scowtt can't create them for you: your team creates each Floodlight and sends Scowtt its ID, and Scowtt uploads against those IDs.

How it works: You connect SA360 in the Scowtt app and share data access with Scowtt. Then you create the Floodlight activities and send Scowtt their IDs. Scowtt uploads against them, matched by GCLID, and confirms when values are flowing.

Before you start

WhatWhoWhen it's needed
Confirmation that your campaigns are managed in SA360, not Google AdsYou and ScowttDuring onboarding, before any conversion actions are built
An SA360 user with at least standard access, who can create Floodlights and edit campaign settingsYouBefore step 1
Campaign Manager 360 access, if Floodlight types can't be set in the SA360 interfaceYouBefore creating Floodlights
Your Tag Manager owner, if an online tag is needed on the value FloodlightYouBefore creating Floodlights
GCLID captured on lead and opportunity records in your CRMYouBefore the first upload
Your agreed funnel stages, from journey mappingYou and ScowttBefore creating Floodlights

The app connection is an OAuth sign-in, with no API keys and no developer work. Tag work is needed only if an online tag goes on the value Floodlight. Scowtt matches conversions to the original ad click by GCLID, so the GCLID must be present on the CRM records that produce each funnel stage. See Capturing click IDs on your forms.

Connect SA360 and share data access

These are two separate grants, and both are needed. The first lets Scowtt upload conversions; the second lets Scowtt report on and audit your campaigns.

  1. You: Connect SA360 in the Scowtt app

    In the Scowtt app, go to Settings > Integrations. In the Advertising section, click Add Advertising, then click Connect next to Google Search Ads 360, and sign in with your SA360 login.

  2. You: Share data access with Scowtt

    Separately, share your SA360 account with the Scowtt data-sharing address your Scowtt team sends. This lets Scowtt run a campaign audit and read reporting.

Create the Floodlight activities

Your team creates these, not Scowtt. Create one value Floodlight, plus one ground truth Floodlight for each funnel stage.

FloodlightWhat it doesType and tag
Scowtt Conversion ValueThe single signal your test campaign bids onSales or Transaction type for value bidding, Counter or Count type for maximize-conversions bidding. Usually the only Floodlight with an online tag
Scowtt [Stage], one per funnel stageReporting only, so cost per stage reads on its ownCounter or Count to measure conversions, Sales or Transaction to measure value. Upload only, with no tag

  1. You: Choose your bid strategy first

    SA360 doesn't let you change a Floodlight's type later. Maximize conversion value needs the Sales or Transaction type; maximize conversions needs Counter or Count. A Floodlight created with the wrong type has to be deleted and recreated, with a new ID.

  2. You: Create the Floodlights

    Current SA360 screens often don't show a Floodlight path, and may not let you set the type. If so, create them through the Campaign Manager 360 layer of your account. Your SA360 rep can point you to it if your team hasn't done it before.

  3. You: Send Scowtt each Floodlight's name and ID

    Scowtt registers the mappings and starts uploading on its next run.

  4. Scowtt: Confirm values are flowing

    Your Scowtt team confirms once values are arriving. Don't attach anything to a campaign before this.

About the online tag

The value Floodlight usually gets an online tag that fires on form submission. That gives SA360 a record of the click to match against, and lets you capture a match ID: typically your CRM's lead ID, set when the tag fires and used for later offline updates. SA360's upload APIs don't support enhanced conversions directly, so the match ID is how that matching works. If enhanced conversions aren't in scope, uploads work on GCLID alone.

Next: Set up your Search Ads 360 test campaign.

Troubleshooting

We need to recreate a Floodlight

Send your Scowtt team the new ID. The old ID stops receiving uploads.

Who does what

Connect SA360 and share data access

StepWhoWhat changes hands
Connect SA360 in the Scowtt appYouUpload access, approved with your SA360 login
Share data access with ScowttYouData-sharing access for the Scowtt address

Create the Floodlight activities

StepWhoWhat changes hands
Choose your bid strategy firstYou—
Create the FloodlightsYou—
Send Scowtt each Floodlight's name and IDYouFloodlight names and IDs
Confirm values are flowingScowttConfirmation that values are flowing