[UPDATED] Google Ads (AdWords) Data Connector

Setting Up Google Ads (AdWords)

 

Updates [November 2021]:

  • A new configuration option lets you break down your data by Keyword and Quality Score. See Breakdown Configurations below.
  • You can now add custom conversion events. See Conversion Events below for details.

 

Quick Details

Data Connector Technology API (Google Ads API v8.1 -  see documentation)
Data breakdown (segmentation) In the default configuration, your data is broken down by Country, Campaign, Sub Campaign (Ad Group), and Sub Ad Network (Ad Network Type).
To choose a different configuration, see details below.
How far back we pull data

7 days by default

Time zone Defined by the customer in Google settings, per account
Is data available on the creative (ad) level? Yes
Does Singular show your creative assets? Yes (excluding YouTube videos, which Singular only shows thumbnails for)
Known Limitations
  • Country granularity is not available for creatives.
  • In creative reports, the Installs metric is not available at asset granularity (you can't run a report showing the number of installs per asset).

Breakdown Configurations

You can get your data in one of the following breakdown configurations, each providing a different set of dimensions and each with its own advantages and limitations.

The default configuration is Country. To choose a different one, reach out to your Customer Success Manager or Singular support.

  Country
(Default)
DMA (Metro)
City Keyword

Keyword +
Quality Score

Publisher
Campaign Dimension
Sub Campaign Dimension
(Ad Group)
Sub Ad Network Dimension
(Ad Network Type)
 
Country Dimension      
DMA Name Dimension          
City Dimension        
Region Dimension        
Keyword Dimension        
Quality Score Dimension          
Publisher Dimension          

Notes:

  • The Metro (DMA) configuration is only useful for US-based advertising, (DMA information is only available in the US).
  • If some or all of your campaigns operate outside of the US, use the City configuration instead.
  • The Region dimension in the US equals the US state name.
  • The Keyword and Publisher configurations do not include data for UAC campaigns due to Google Ads API limitations.
  • While the Keyword and Publisher configurations do not include country or other location dimensions, Singular may be able to provide the country based on the targeted countries settings.

Data Mapping

Tips on terminology:

  • Singular’s Creative corresponds to Google Ads’ Ad.
  • Singular’s new Asset dimension corresponds to Google Ads’ Asset. We have added this new level of granularity because in Google, some types of ads, such as UAC (mobile app) ads, contain multiple assets.
  • For descriptions on all the fields in Singular reporting, see the Singular Metrics and Dimensions Glossary.

Field in Singular UI Field in Singular API Field in Google
Dimensions
Account ID adn_account_id customer.id
Account Name adn_account_name customer.descriptiveName
App Site ID app_site_id campaign.appCampaignSetting.appId
Asset ID asset_id asset.id
Asset Name asset_name asset.name (for sssets of type Video we use “asset.youtubeVideoAsset.youtubeVideoTitle”)
Campaign URL adn_campaign_url ad.finalUrl
if not available, then ad.trackingUrlTemplate
City
city_field
geo_target_city
Country country_field geographicView.countryCriterionId
Creative ID creative_id adGroupAa.ad.id
Creative Name creative_name adGroupAd.ad.name
Creative Reported URL creative_reported_url adGroupAd.ad.finalUrls.0
Date date_field segments.date
DMA Name
dma_name_field
geo_target_metro
Final URL final_url campaign.finalUrls / adGorupCritirion.finalUrls / adGroup.ad.finalUrls
Keyword keyword adGroupCriterion.keyword.text
Network Campaign ID adn_campaign_id campaign.id
Network Campaign Name adn_campaign_name campaign.name
Network Creative ID adn_creative_id adGroupAd.ad.id
Network Creative Name adn_creative_name adGroupAd.ad.name
Network Sub Campaign ID adn_sub_campaign_id adGroup.id
Network Sub Campaign Name adn_sub_campaign_name adGroup.name
OS os campaign.appCampaignSetting.appStore
Platform platform A combination of campaign.appCampaignSetting.appStore and segments.device
Public Id site_public_id campaign.appCampaignSetting.appId
Publisher Site Name publisher_site_name adGroupCriterion.placement.url
Quality Score
quality_score

historicalQualityScore (only when using the Keyword + Quality Score breakdown)

Region
region_field

If using the Metro (DMA) configuration:

  • geo_target_state

If using the City configuration:

  • geo_target_region
Retargeting retention campaign.advertisingChannelSubType == ‘APP_CAMPAIGN_FOR_ENGAGEMENT_’
Sub Ad Network adn_subadnetwork segments.adNetworkType
Target Countries target_countries_str See country
Text creative_text To create this field, we take any available text fields in the ad, which may differ based on the ad type. E.g., for UAC, the field in Google Ads is asset.textAsset.text. If there is more than one text (e.g. headline + description), we concatenate them into one string. 
Timezone adn_timezone customer.timeZone (with some extra logic)
Tracking URL tracking_url adGroupAd.ad.trackingUrlTemplate
Metrics
Cost adn_cost metrics.costMicro
Network Clicks adn_clicks metrics.clicks
Network Impressions adn_impressions metrics.impressions
Network Installs adn_installs metrics.conversions / metrics.allConversions
Original Cost adn_original_cost metrics.costMicro
Original Currency adn_original_currency customer.currencyCode
Video Views video_views metrics.videoViews
Completed Video Views completed_video_views metrics.video_quartile_p100_rate
Video Views - 25% video_views_25pct metrics.video_quartile_p25_rate
Video Views - 50% video_views_50pct metrics.video_quartile_p50_rate
Video Views - 75% video_views_75pct metrics.video_quartile_p75_rate

Special Setup Instructions

Authentication

See the Data Connectors FAQ for general information about setting up a data connector.

When you set up the AdWords data connector you are asked to log in using a Google Ads account. We highly recommend signing in with a Google Ads Manager account (previously known as an MCC account).

A Google Manager account (MCC) gives us access to all your advertising accounts at once. Then you can pick and choose from the list which accounts you want to include in your Singular reports. If you don't use a Manager account (MCC), you will have to add a separate data connector for each advertising account.

To locate your customer ID (for both manager and individual accounts):

  1. Log into your Google Ads account.
  2. Click the help icon in the top right corner.
  3. Find Customer ID at the bottom of the menu.

Conversion Events

In addition to the default metrics in the table above, Singular can pull any metrics that you need from Google Ads and display their stats in your Singular reports.

To get these additional metrics, you need to set them up as conversion events in Singular:

  1. In Singular, go to Settings > Events. If you have both Custom Events and Conversion Events tabs, select Conversion Events.
  2. Click New Event.
  3. In the AdWords dropdown, you will see a list of the metrics available from AdWords. You can map each activity into a separate Singular event or combine multiple metrics into a single event.

    The next day, when Singular pulls daily data for your account, it will pull these activities' stats as well.

  4. After Singular has populated the new conversion event(s) with some data, when you run a report in the Reports page, choose the conversion event(s) from the Events dropdown.

FAQ and Troubleshooting

How do I find my Manager account ID (MCC ID)?

To locate your customer ID (for both manager and individual accounts):

  1. Log into your Google Ads account.
  2. Click the help icon in the top right corner.
  3. Find Customer ID at the bottom of the menu.

For more information, see About Google Ads Manager Accounts in Google's documentation.

Why do I sometimes still see country data in the report, even if I'm using a different breakdown?

When you use a breakdown that doesn't provide country information, Singular tries to provide country granularity anyway, by looking at the campaign targeting settings in Google and/or tracker data (if we have it):

  1. If the campaign is targeted at one country, we'll show that country in the report.
  2. If there are multiple countries targeted, and we also have tracker data for the same campaign, we'll estimate the cost per country based on the ratio of installs per country in the tracker data. See How is the Cost metric calculated per country?
How does Singular pull Network Installs for AdWords campaigns?

Google Ads tracks different types of what it calls “conversion actions” - including app downloads, user sign-ups, purchases, and more. By default, since most of our customers are interested in app installs, we pull conversions of the type download and show their metrics in the Network Installs field in our reports.

Note: Network Installs is a metric in Singular that reflects the number of installs reported by the ad network - not to be confused with Installs, which is usually based on data from the attribution tracker. When you build a report query, you can select Network Installs in the Source Metrics section. See What are Source Metrics? for more information.

Does Singular pull creatives from AdWords?

Yes, Singular pulls creative metrics as well as the creatives themselves (images, texts, videos, etc.). This is true whether you use the old version of the AdWords integration or the new one. However, only the new integration shows creatives for UAC campaigns.

What is a "creative" in the AdWords context? What is the difference between a “creative” and an “asset”?

Singular’s Creative corresponds to Google Ads’ Ad.

Singular’s new Asset dimension corresponds to Google Ads’ Asset. We have added this new level of granularity because in Google, some types of ads, such as UAC (mobile app) ads, contain multiple assets.

Note: Due to a Google Ads API limitation, you currently can't see Installs broken down by asset, only by creative. In other words, if you run a report that includes the Asset ID or Asset Name dimensions, you can see other metrics, but not installs.

What Google ad types does Singular support?

Singular supports the following Google ad types:

Ad Type Ad Asset(s) Included
Text Image Video
Gmail    
Hotel    
Local    
Text    
Expanded Text    
Expanded Dynamic Search    
Shopping Product    
Shopping Smart    
Call Only    
HTML5 Upload    
Dynamic HTML5    
Responsive Search    
Legacy Responsive Search    
Legacy App Install    
Responsive Display    
Video    
VIDEO BUMPER    
VIDEO NON SKIPPABLE IN STREAM    
VIDEO OUTSTREAM    
VIDEO TRUEVIEW DISCOVERY    
VIDEO TRUEVIEW IN STREAM    
VIDEO RESPONSIVE    
App (UAC)
App Engagement (UAC - deep linked ads)

Note: Google's name for the ad type (“App Engagement”, “Responsive Search” etc.) does not appear in your Singular reports. The Creative Type dimension you see in your reports is unrelated - it shows whether the creative is an image, text, or video.

I am pulling the country breakdown. Why do I see rows without country information?

This can happen when there are discrepancies between the data that Google provides in different endpoints for the same campaigns.

When Singular pulls data from the Google Ads API, it performs the following steps:

  1. Pulls data in your selected breakdown from the corresponding Google Ads API endpoint, in this case - the location_view endpoint, which provides country information.
  2. Pulls data for the same campaigns from Google's campaign endpoint to get the full metrics.
  3. Compares the metrics for each campaign and if necessary, adds a row to align the data. See the illustration below for an example. Note that the campaign-level data is considered the source of truth.

Screen_Shot_2019-12-01_at_19.29.13.png

Why can’t I see videos in my creative reports?

Google’s privacy policy does not allow us to download YouTube videos. Therefore, for video creatives, we include the video thumbnail + a link to the video on YouTube.

What can't I see Media Bundles in my creative reports?

A Media Bundle is another type of creative, along with "Image", "Text", and "Video". If any of your ad creatives are media bundles, you will be able to see metrics for these creatives, but not the creative itself, because the Google Ads API does not provide the creative.

Why is the Creative Name dimension not always available?

For UAC creatives, Google does not provide a name, only an ID.

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