Bi-Directional Data Feeds
On an hourly basis, Analytics will send site traffic metrics as well as any Analytics events to Advertising Cloud. These metrics will then run through the Advertising Cloud attribution system to connect the conversions to the click and impressions history. Then, those metrics will go into either Advertising Cloud Search, Advertising Cloud DSP, or both.
Analytics will call Advertising Cloud to look up if a user saw or clicked on an ad that led to on-site activity. If either a clickthrough or viewthrough should be recorded, this information is passed to Analytics, which then records the appropriate action.