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 remove the old Google AdWords data source:

  1. On the Data Sources page, click the trash can to the left of your Google AdWords data source.
  2. Click “Accept to confirm that you want to delete this data source.
  3. On the Tables page, locate your Google AdWords tables.
  4. For each table:
    1. Click the menu and select Delete.
    2. Check the confirmation check box.
    3. Click Delete table.

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.

Metrics

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.

Dimensions

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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