Conversion upload

Ad platforms optimize toward the conversions they can see, and for most B2B funnels that's a form fill. Conversion upload sends your CRM truth instead: each deal uploads once, when it reaches the milestone you pick (like SQL), carrying a value that reflects what the deal is actually worth.

The model is the same on every platform: pick the milestone, pick the value rule, preview exactly what would upload, then turn it on. Uploads are off by default, run as a step of every sync, and each conversion is keyed so re-uploads never double count. What differs per platform is how conversions match and how much an upload can be corrected afterward — each platform page covers its own mechanics.

Conversion upload works with Google Ads today. More ad platforms follow the same model as they ship.

Set the conversion value

Value-based bidding learns from the value each conversion carries when it arrives. If every lead uploads at the same number, the platform can't tell a promising lead from a weak one, so it optimizes for volume. The value rule exists to send a number that reflects what each lead is actually worth.

The value a conversion carries at upload time is the one that matters. How much a platform lets you correct it later varies — Google accepts adjustments for a while (with limits on what bidding re-reads), others accept none — so treat the first number as the signal, not a placeholder.

Expected revenue (the default) uploads the deal's value as it stands today. The value comes from the first of these that exists:

1. The deal's own pipeline value in your CRM.
2. A Lead value field, if you set one: a CRM field that predicts deal size before there's a pipeline value. Point it at a field and tell Buron what the field holds — a count (like seats, multiplied by what one unit is worth), an amount already in money, or a category (like company size, with an amount per label). Leads without a usable value fall back to the default.
3. The Deal size default — your typical won deal.

Turn on Correct for close rate to multiply that value by each stage's win rate. A new SQL worth EUR10,000 with a 20% win rate uploads at EUR2,000 — the value of the deal weighted by how likely it is to happen. Buron suggests win rates from your own funnel history where there's enough data. Without the correction, the deal's value uploads undiscounted — simpler, but early-stage conversions then look as valuable as closed ones.

Fixed value uploads one flat number per conversion. Use it when your pipeline values aren't reliable enough to teach bidding anything yet.

Two optional filters round this out: Minimum value skips conversions below a threshold, and Upload delay in days holds each conversion back so its value can settle before it sends.

Read the upload numbers

The Upload activity panel shows three counts:

• Uploaded — conversions the platform has confirmed receiving.
• Pending — sent and accepted, awaiting confirmation. Platforms ingest uploads asynchronously, so a batch can sit here until the next sync confirms it.
• Rejected — conversions the platform refused, with the reason. These retry or pause depending on the cause; an expired connection pauses uploads until you reconnect, and in-window conversions catch up on the next sync.

Uploaded won't match the conversion count the ad platform reports, and that's expected. A platform only reports a conversion once it matches the upload to an ad interaction, inside its own matching windows. The gap between the two is your match rate — a measurement, not a data problem.