Roadtrip Explorer: Normalize ATS Events and Export Conversions for Better Attribution

Roadtrip Explorer connects Greenhouse hiring-funnel events to your analytics and advertising platforms so recruitment marketers and talent teams can measure and optimize using the same dataset. It extracts ATS lifecycle states (Interview, Rejected, Hired, etc.), normalizes them, and routes that information into analytics tools or BigQuery without changing your career-site apply forms. Because Explorer leverages existing ATS data and compatible conversion APIs, it delivers two practical outcomes: reliable extended-funnel reporting for attribution and the ability to feed offline conversion signals back into paid channels for optimization. The integration is designed to be quick to implement, GDPR-aware, and to reduce waste by shifting focus from raw application counts to meaningful hiring outcomes.

What Roadtrip Explorer does in practice is simple: it bridges the language gap between recruitment and marketing. Instead of relying on impressions, clicks, and completed applications, you get signals tied to downstream hiring stages. That lets marketers optimize campaigns against interviews, offers, and hires—metrics that map to business value—while recruiters get cleaner intake and better campaign ROI visibility.

Core features at a glance

• Extended-funnel event ingestion Explorer reads events from Greenhouse (Interview, Rejected, Hired) and transforms them into analytics-friendly events.
• Analytics and BigQuery export Send normalized hiring-funnel data into Google Analytics, other analytics tools, or directly to BigQuery for custom analysis.
• Offline conversions for paid media Use ATS outcomes to send offline conversion events to platforms that support Conversion APIs to improve campaign optimization.
• No form changes required Works with your existing career-site apply flow — no modifications to apply forms or ATS setup are necessary.
• GDPR-conscious implementation Designed to use existing data flows and configurable privacy controls to maintain compliance without complex data flows.
• Quick partner onboarding Roadtrip provides integration guidance and support; there is no mandatory partner implementation fee listed.

How it works technically: Roadtrip Explorer listens to Greenhouse webhook events or pulls ATS records at configurable intervals, maps Greenhouse lifecycle stages to a normalized event schema, enriches those records with campaign identifiers when available, and exports the results to the analytics destination you choose. For paid-channel optimization it packages those events as offline conversions and sends them through supported Conversion APIs.

Example data mapping between Greenhouse and analytics

Who should evaluate Roadtrip Explorer

• Recruitment marketing teams If you run paid campaigns to drive applicants and need to prove campaign ROI beyond clicks, Explorer aligns ad performance with hiring outcomes.
• TA leaders and recruiters Teams charged with reducing time-to-fill and improving candidate quality can use funnel data to prioritize channels and partners that produce meaningful interviews and hires.
• Growth and performance marketers Marketers who optimize spend with offline conversions can use ATS signals to close the loop between ad spend and hires.
• Analytics and People Ops Data teams that centralize recruiting metrics in BigQuery or BI tools benefit from a normalized dataset for reporting and modeling.
• Agencies and partners Recruitment agencies and media partners can report true impact of campaigns when they can attach hires and interviews to advertising activity.

Key benefits are measurable and operational: Explorer reduces wasted ad spend by optimizing toward downstream outcomes; it shrinks time spent by recruiters reconciling marketing reports with ATS truths; and it provides a single source of hiring-funnel truth for cross-functional teams. Implementation friction is low because it doesn't force changes to candidate-facing forms or the ATS configuration.

Top measurable benefits (examples)

• Lower cost-per-hire Optimize campaigns using interview-or-hire signals rather than cost-per-application to reduce spend on low-quality leads.
• Improved channel attribution Attribute hires to the correct source when candidates move through multiple touchpoints or when offline conversions are recorded.
• Faster decision cycles Reporting on the extended funnel highlights bottlenecks like stage drop-off, enabling targeted fixes that shorten time-to-fill.
• Better hiring quality signals Use outcomes (interview-to-hire ratios) to prefer channels that produce higher-quality candidates, not just volume.
• Reduced manual reconciliation A single dataset means recruiters and marketers spend less time merging spreadsheets and more time acting on insights.

Reporting use case — common questions

Optimization use case — send ATS outcomes back to ad platforms. When a paid channel provides a Conversion API (or offline conversion endpoint), Explorer can send stage-based events (for example, interview or hire) so that ad platforms can attribute value to the correct campaigns and optimize bidding toward qualified outcomes instead of clicks or conversions alone. This is especially useful for channels like Google Ads, Meta, and LinkedIn that accept offline conversions.

Compatible paid channels and conversion methods

Typical implementation steps

• Authorize Greenhouse access Provide the Explorer integration with the necessary Greenhouse webhook/API permissions to read lifecycle events.
• Map lifecycle events Define which Greenhouse statuses you want to surface (e.g., interviews, offers, hires) and how they map to analytics events.
• Configure destinations Select analytics destinations (GA, BigQuery, other) and configure conversion API endpoints for paid channels you use.
• Set privacy rules Apply hashing, retention, and PII filters to meet GDPR and internal privacy policies.
• Test and validate Run sample events, validate payloads in analytics and ad platforms, and confirm attribution mapping is correct before rolling out.

Privacy and compliance: Explorer emphasizes using data already present in your systems so it does not require changes to candidate-facing forms. The integration supports hashing and configurable retention to align with GDPR requirements. Roadtrip provides a privacy policy and documentation detailing which fields are used and how data is transformed; reviewing that policy and your legal team's guidance is recommended before activation.

Common questions & troubleshooting

KPIs to track after integration: focus on interview-rate by source, interview-to-offer ratio, offer-acceptance rate, cost-per-hire by channel, and time-to-hire. Use cohort comparisons before and after Explorer activation to quantify how much optimizing on downstream outcomes improves both spend efficiency and hiring quality.