Google Ads is Google's premier online advertising platform. It can be used for efficient marketing strategies such as product listing, service offerings, as well as activities such as conversion tracking.

RudderStack's Google Ads integration leverages a global site tag - gtag.js - a JavaScript tagging framework and an API that lets you send your event data to Google Ads.

Getting started

RudderStack supports sending event data to Google Ads via the following connection modes:

Once you have confirmed that the source supports sending events to Google Ads, follow these steps:

1. From your RudderStack dashboard, add the source. From the list of destinations, select Google Ads.
2. Assign a name to the destination and click Continue.

Connection settings

To set up Google Ads as a destination, you need to configure the following settings:

• Conversion ID: Enter your Google Ads Conversion ID. Refer to the Google Ads support page for more information on obtaining the Conversion ID.
• Mapping to trigger the Google Ads events for the respective events set here: Use this setting to map custom event names to the standard Google Ads events.
• Track Conversions: This setting is enabled by default and sends your conversion events to Google Ads. You can disable it to prevent RudderStack from sending the conversion events. When enabled, the following setting is visible:
  • Enable Conversion Events Filtering: Enable this setting to enter a list of events you want to send as conversion events in the Events to Track Conversions setting. When disabled, RudderStack will send all the events as conversion events.
• Track Dynamic Remarketing: Enable this setting to send your dynamic remarketing events. When enabled, the following setting is visible:
  • Enable Dynamic Remarketing Events Filtering: Enable this setting to enter a list of events you want to send as dynamic remarketing events in the Events to Track Dynamic Remarketing setting. When disabled, RudderStack will send all the events as dynamic remarketing events.
• Client-side Events Filtering: This setting lets you specify which events should be blocked or allowed to flow through to Google Ads. Refer to the Client-side Events Filtering guide for more information.
• Configure Page Load Conversions: For page call, you can configure the page load conversions for multiple instances.
  • Conversion Label: Enter the conversion label from Google Ads.
  • Name: Enter the name of the page event to be sent.
• Click Event Conversion: For track call, you can configure Click Event Conversion.
  • Conversion Label: Enter your Google Ads conversion label.
  • Name: Enter the name of the track event to be sent.
• Send Page View: Enable this setting to automatically send your page events to Google Ads.
• Conversion Linker: This setting is enabled by default. If you don't want the global site tag (gtag.js) to set first-party cookies on your website domain, disable this setting. Refer to the Google Ads documentation for more information on the Conversion Linker feature.

• Disable Ad Personalization: Enable this setting to programmatically disable ad personalization. Refer to the Google Ads documentation for more information.
• Use device mode to send events: As this is a web device mode-only destination, this setting is enabled by default and cannot be disabled.
• OneTrust Cookie Categories: This setting lets you associate OneTrust cookie consent groups to Google Ads.

Track

You can make a track call with the conversion name to RudderStack for a Click Event Conversion which will, in turn, send this data to Google Ads.

A sample track call is as shown:

Copy
rudderanalytics.track('track conversion', {
  revenue: 125,
  currency: 'INR',
  order_id: 'order_1'
});

A sample track call after enabling the Track Dynamic Remarketing option in the RudderStack dashboard is shown below:

Copy
rudderanalytics.track('view_item', {
  'value': 998.55,
  'items': [{
      'id': 1234,
      'google_business_vertical': 'retail'
    },
    {
      'id': 45678,
      'google_business_vertical': 'retail'
    }
  ]
});

A sample track call for a custom event is shown below:

Copy
rudderanalytics.track("custom_event", {
  custom_parameter1: "1",
  custom_parameter2: 2,
});

Page

You can make a page call with the conversion name to RudderStack for a Page Load Conversion which will, in turn, send this data to Google Ads.

A sample page call is as shown below:

Copy
rudderanalytics.page('page view');

A sample page call for a custom event after enabling the Track Dynamic Remarketing option in RudderStack is shown below:

Copy
rudderanalytics.page("custom_event", {
  custom_parameter1: "1",
  custom_parameter2: 2,
});

As seen in the above snippet, enabling Track Dynamic Remarketing option in the RudderStack dashboard allows you to send custom parameters in the page call.

FAQ

How do I get the Conversion ID?

You can get the conversion ID from your global site tag snippet. For example, a sample conversion ID would look like AW-123456789.

How do I get the Conversion Label for Google Ads?

You can find the value of the Conversion Label from your event snippet. For example, a event snippet would look like send_to: 'AW-123456789/bpg3CMiIjLMBELXBp8wC'. The Conversion Label here is bpg3CMiIjLMBELXBp8wC.