Google Ads Conversions

Learn how to set up Google Ads as a destination so you can start enriching your audience with more 1st party data.

Welcome to the Google Ads - Conversion Sync setup article! In this guide, we will show you how to connect to it as a destination and send conversion data to your Google Ads. Let's get started!

Connecting to the Google Ads Destination

To begin, sign into the GrowthLoop Platform and navigate to the Destinations tab on the left sidebar. Click New Destination in the top right corner.

In the Select Destination window that pops up, type Google Ads into the search bar to find Google Adwords. Click Add Google Adwords

Clicking Google Adwords will require you to select/insert the following information:

First you need to authenticate using Google’s OAuth, with your google account.
Then you’re prompted with the following modal.

Destination Name: This is a friendly name for the destination, used to refer to it within the app.
Select Ad Account: Choose the Ad Account you’d like to sync your audiences to
Select Ad Account: The Ad Account you wish to send conversion data to.
Manager Account ID: To get this, log into your account and go to your preference —> Access & security —> Manager tab.
Sync Frequency: You can choose hourly or daily

Select Create. We will validate that we have all the proper permissions to load audience data to Google Ads. If successful, you should now see the new Google Ads in your list of connected destinations.

Routing conversion signals to Google Ads

To route conversion signals to your Google Adwords, go to the Signals tab on the left sidebar and click New Signal Route in the top right corner.

Clicking Create Signal Route will require you to select/insert the following information:

Route Name: A friendly name for the signal route.
Sync frequency: The default frequency for syncing conversion signals to a destination.
Update Rule: The default operation for syncing conversion signals to a destination. “Update only” changes existing data, “Insert only” inserts new data, and “Insert or update” is a hybrid action that adds new data if it's not already present or updates it if it is.
Source: The table that holds your conversion data for each event. Usually, it's organized within an events table.
Dataset Unique Field: This will be pre-selected for you based on the field you originally set as your unique_field when setting up the source table.
Match Field (Source): The column used to match and identify Conversions from your source table in the destination system.
Connection: The destination you will sync conversion data to. Please select the destination you set in the previous step.
Object Type: The event that you want to track and send to Google Ads for conversion tracking and analytics. Please select Conversions.
Match Field (Destination): The field based on which to match source records with destination records.

Once you finish selecting/inserting the required fields, click Save Route.

Now it’s time to add the field mappings to enable your signal route. The Google Ads Conversion require the following information about each conversion signal be mapped:

‍Conversion Action: The action that quantifies this conversion event.
‍Conversion DateTime: The timestamp when this conversion was registered.

To map the fields, select the column that represents the Conversion Action from the drop-down under Source.

Under the Destination section, select Conversion Action from the drop-down.

Repeat steps 5 & 6 to map the Conversion DateTime so you have the minimum required mappings (you can always do more than the minimum required of course), until the Update Route button is activated.

When you are ready to update your signal route with the newly mapped fields, you’ll be prompted with the following 2 options:

We recommend you go with the Updates Only option, especially if you’re setting up the signal for the first time.
Note: the Back-fill option is when you are updating an existing Signal Route with newly mapped fields and you’d like all your already synced events to have those fields backfilled for them. This operation can be very expensive and time consuming on your underlying Data Warehouse, so please choose that option if you’re absolutely sure.

Congratulations! You have successfully created a signal sync to Google Adwords