Google Ads Setup Guide: How to Connect and Tag

Google Ads (formerly AdWords, Doubleclick) is an ad platform for Google’s search offering. This article will show you how to connect Google Ads to AdRoll’s Advanced Tracking solution, and how to tag campaigns and ads. Tagging a channel gives you the power to deeply analyze the value of your ads through Advanced Tracking’s Dashboard.

How to connect Google Ads

There are two ways to add Google Ads as a marketing channel:

  1. In the Advanced Tracking setup, select Google Ads from the list of marketing channels.
  2. In the AdRoll Advanced Tracking dashboard, go to the Tags page and click “+ Add a new Channel”. From there select Google Ads from the list of marketing channels.

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After you add Google Ads as a channel, you can Connect by signing in with your Google account. This connection powers Advanced Tracking’s spend-related metrics.

How to Tag Google Ads

Google Ads supports tracking clicks via Direct Connection (easiest + recommended), Smart Tags or Manual Tags. Additionally, Google Ads supports tracking impressions via CSV Upload. You can Tag this channel by going to the Cross Channel Attribution > Tags page and clicking on the Google Ads logo.

Create Direct Connection (easiest)

Authorize AdRoll to automatically tag your activity via a direct API connection. This allows the tagging to happen at the click of a button — hit connect, authorize with your credentials and you are all set!

  1. Click the Tag Automatically button to authorize Google for direct integration. This will allow AdRoll to update your ad click tags automatically.
  2. Download your pre-filled impression request template and attach to this Google form here. This form will create a request ticket with the Google support team to place your impression trackers on active ad campaigns.
    [Download] (/measurement/api/v1/google-auto-tagging.xlsx?advertisable_eid= ${ADVERTISABLE_EID})

Create Smart Tag

Leverage dynamic macros for your campaign, adgroup and ad/content variables so you can simply copy and paste one tracking code across all active ads. These macros are created by each partner and update with the relevant information automatically.

  1. Copy smart tag.
    ar_clx=yes&ar_channel=google_ads&ar_campaign={campaignid}&ar_adgroup={adgroupid}&ar_ad={creative}&ar_strategy=search
  2. Open Google Ads and go to your Account > Settings > Account Settings.

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  3. Paste and save our tag into the "Final URL Suffix" field of your Google Account Settings. Remember to add an ‘&’ if you have existing trackers.

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  4. Download your pre-filled impression request template and attach to this Google form here. This form will create a request ticket with the Google support team to place your impression trackers on active ad campaigns.
    [Download] (/measurement/api/v1/google-auto-tagging.xlsx?advertisable_eid= ${ADVERTISABLE_EID})

Create Manual Tags

Create your custom tag by filling in the campaign, adgroup, ad/content detail in order to track your ad or content specific touchpoints.

  1. Enter campaign, adset, and ad details to create a list of tags.
  2. Open Google and go to your Account > Ads & Extensions.

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  3. Filter to ads with Status Eligible to Run and Limited.

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  4. Select all Ads and click Edit.

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    [Open Google] (https://ads.google.com)
    Remember! If you have tracking templates already in place, change the '?' to an '&'.
  5. Copy, paste and publish our tag into the "Tracking Template" field of your Ad editor.

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  6. Repeat steps 2 - 4 until all ads are tagged.
  7. Download your pre-filled impression request template and attach to this Google form here. This form will create a request ticket with the Google support team to place your impression trackers on active ad campaigns.
    [Download] (/measurement/api/v1/google-auto-tagging.xlsx?advertisable_eid= ${ADVERTISABLE_EID})

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Once tags are added to their corresponding ads, we will begin tracking activity on this channel right away. It may take up to 24 hours for data to appear in the dashboard, and up to 30 days to get an accurate assessment of your marketing mix.

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