Google Ads

Google Ads

Google Ads is an online advertising service developed by Google. This document provides instructions for integrating Google Ads data into Panoply. The following items will be covered:

The Panoply data source for Google Ads (called Google AdWords prior to July 24, 2018) is deprecated. If you are currently using the Google Ads data source, you may continue to use existing connections. New connections are not possible. To add new connections, please use the Google Analytics data source or the AdWords API data source.

To integrate Google Ads data into Panoply using default selections, complete the following steps. For more advanced options, complete the following and refer to the subsequent sections for detailed information.

  1. From the Home page in the Panoply dashboard, click Data Sources. Then, click the Add Data Source button.
  2. In the Data Sources – Choose Source Type window, select Google Adwords. Google Adwords is listed under APIs. If you see an error message that says Error loading source type: adwords, disable your ad blocker.
  3. In the Data Sources – Google Adwords screen, click Login With Google.
  4. In the Google prompt, select the Google account tied to the data you would like to add to Panoply.
  5. A Google Account Authorization window confirms whether you want to allow Panoply to access your Google Analytics data. Click Allow to continue.
  6. In the Data Sources – Google Adwords screen, select the Google Ads View from which to import data.
  7. Select a Date Range option, which defaults to the last 30 days, and then click Collect.

The Data Sources – Google Adwords window will appear grayed out while the data integration is pending. A small green progress bar appears below Google Ads.

You will be prompted to set up the integration of another data source. You can set up multiple data integrations without impacting the ingestion of the already scheduled or pending data integrations.

From the Data Sources main menu, you can monitor the data ingestion status of the scheduled and pending data integrations. Once the data ingestion is complete, you can clean or transform your data in the Tables menu.

Advanced Data Integration Options

Clicking Show next to Advanced will expand the Data Sources - Google Ads window to include Destination, Primary Key, Exclude, Parse string, and Truncate table.

  • Destination - Default is google-adwords.
  • Primary key - Default is id, which is the hash of a concatenation of the dimensions.

Data Model

This section identifies the Google Ads metrics and dimensions Panoply ingests. For additional detail, see the Dimensions and Metrics Explorer for Google Ads.

The following metadata columns are added to the destination table(s):

  • id - The primary key.
  • __updatetime - When the record was last updated. Formatted as a datetime, such as 2018-09-26T01:26:14.695Z.
  • __senttime - When the record was sent from the data source. Formatted as a datetime, such as 2018-09-26T01:26:14.695Z.


Default Selection Description
impressions Total number of campaign impressions.
adClicks Total number of times users have clicked on an ad to reach the property.
adCost Derived cost for the advertising campaign. Its currency is the one you set in the AdWords account.
CPM Cost per thousand impressions.
CPC Cost to advertiser per click.
CTR Click-through-rate for the ad. This is equal to the number of clicks divided by the number of impressions for the ad (e.g., how many times users clicked on one of the ads where that ad appeared).
costPerTransaction The cost per transaction for the property.
costPerGoalConversion The cost per goal conversion for the property.
costPerConversion The cost per conversion (including ecommerce and goal conversions) for the property.
RPC RPC or revenue-per-click, the average revenue (from ecommerce sales and/or goal value) you received for each click on one of the search ads.


Default Selection Description
date The date of the session formatted as a timestamp.
medium The type of referrals. For manual campaign tracking, it is the value of the utm_medium campaign tracking parameter. For AdWords autotagging, it is cpc. If users came from a search engine detected by Google Analytics, it is organic. If the referrer is not a search engine, it is referral. If users came directly to the property and document.referrer is empty, its value is (none).
source The source of referrals. For manual campaign tracking, it is the value of the utm_source campaign tracking parameter. For AdWords autotagging, it is google. If you use neither, it is the domain of the source (e.g., document.referrer) referring the users. It may also contain a port address. If users arrived without a referrer, its value is (direct).
adGroup The name of the AdWords ad group.
adwordsCampaignID AdWords API Campaign id.
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