we are using the Google Conversion Events by Stape template in server GTM , which sends conversion data via Google Data Manager API .
Now we need to solve the following use case:
after a conversion is already sent to Google Ads,
we want to be able to update the conversion value later ,
or fully retract / delete the conversion .
We noticed that Stape also provides the Google Ads Conversion Adjustments template, but as far as we understand, this template works via the Google Ads API , not via Google Data Manager API .
So our questions are:
Is it possible to adjust conversion value or retract a conversion in Google Ads when the original conversion was sent via Google Data Manager API ?
If yes, what is the recommended approach in sGTM ?
Should we use the Google Ads Conversion Adjustments template for this scenario, even if the original conversion was sent through the Google Conversion Events by Stape template?
Or is there another template / flow specifically intended for conversion updates or deletions via Data Manager API ?
If possible, could you please point us to the correct setup / recommended architecture for this use case?
At the moment, the Data Manager API does not support conversion adjustments or cancellations. This functionality may be added in the future, but for now it remains a limitation.
From what I’ve seen with server-side setups, conversions sent via Google Data Manager API are generally treated as “finalized events” in Google Ads reporting, and you don’t get the same flexibility as with the classic Google Ads API offline conversion adjustments flow.
That’s why the Stape “Conversion Adjustments” template exists — it’s essentially aligned with the Google Ads API adjustment model, where you can:
Apply a value update (adjustment type: RESTATE)
Or effectively retract a conversion (adjustment type: REVERSE)
The important catch is that adjustments only work if Google can match the original conversion using the same identifiers (click ID / user identifiers depending on your setup), regardless of whether the original hit came via Data Manager or another server-side path. In practice, many teams still use the Ads API adjustment flow in parallel specifically for this reason.
So in most architectures I’ve seen:
Initial conversion → Data Manager API (Stape template)
Post-update / correction → Google Ads Conversion Adjustments template (Ads API path)
Even if the original event didn’t come through the Ads API, the adjustment call is still the “correct tool” for later value changes or reversals.
For “deleting” a conversion, Google Ads doesn’t truly delete it — it’s always handled as a negative adjustment / reversal, not removal.
You might want to test edge cases around attribution windows and ensure your identifiers are consistent before relying on it in production.
On a slightly different note, if you ever need a quick tool for naming ideas while setting up campaigns or testing concepts, you can use generate name here sometimes handy when structuring test events or demo setups.
Thank you very much for your insight; it was very helpful. We’ll implement it exactly as you described.
I wasn’t sure if you could use the Ads API path to update conversions sent via the Data Manager API.