Google Ads Channel Guide

Welcome to Incremental’s Google Ads Guide.

In this document, you’ll be able to read the Incremental and partner definitions of specific data types, compare their origin fields in the partner channel, and learn about data availability for that channel. Click on the section below to get started.

Google Ads Data Availability
Google Ads Terminology
Frequently Asked Questions

Google Ads Data Availability

Incremental	Google Ads
Module / Dashboard	Partner Source	TW Availability	Notes
Marketing	API	Daily	Data updated by 10am ET for the prior day's data (with 14-day lag for fully-stated data to account for attribution window)

Google Ads Terminology

Incremental Metric	Google Ads UI Source	Google Ads Definition	Module / Dashboard
Campaign ID	Ads Manager	Campaign ID	Marketing
Attributed Sales	Ads Manager	Total conversion value	Marketing
Clicks	Ads Manager	Clicks	Marketing
Conversions	Ads Manager	Conversions	Marketing
Cost	Ads Manager	Cost	Marketing, Finance
Impressions	Ads Manager	Impressions	Marketing
Engagements	Ads Manager	Clicks	Marketing
Search Term	Ads Manager - Keywords	Search keyword	Marketing
Product ID	Ads Manager - Products	Item ID	Product Catalog
Account ID	Ads Manager	Customer ID	Product Catalog

Frequently Asked Questions

How are attribution and conversion metrics calculated?

Incremental's data reflects Google Ads’ attribution and conversion values. As of October 2021, the default attribution model for all Google Ads conversion actions is set to data-driven attribution. Any conversion values or counts represented in Incremental's data is built off of the conversion actions and values assigned in a given customer’s Google Ads Manager account.

Why do attributed metrics (e.g. ad-attributed revenue) change over time?

Each conversion action is assigned a conversion window to track conversions generated within a given timeframe after an action is performed. Given that there may be a delay between an ad interaction occurring and a conversion being attributed to it, the data associated with said conversion may appear several days later.

What types of data can I expect to see with a Google Ads connection?

This integration provides campaign-level performance metrics for all campaigns launched via Google Ads. This covers Google Search Network campaigns, Google Display Network campaigns, and hybrid campaign types such as Performance Max. The data includes segmentation by product, search term, demographic (age/gender), and location, where available.

How is my Google Ads data segmented?

When connecting a Google Ads account, users will be prompted to select which of the following platforms to connect: Google Search & Display, Google Shopping, and Youtube Ads. The connected channels can be updated at any time in the Channel Management page. Ads of any medium that serve on the Youtube platform will be associated with the Youtube Ads channel. All Google Shopping campaigns will be associated with Google Shopping channel. Any remaining campaigns, including campaigns that serve across different networks (e.g. Performance Max campaigns) will be associated with Google Search & Display.

Why do I need to add a user to my Google Ads account for the integration?

Our Google Ads integration leverages a Google service account for access provisioning. This is Google's recommended authorization method for Google Ads applications, as the application's access is not entirely dependent on a single user's account permissions. Service accounts, unlike user accounts, do not have direct access to your ad account in the Google Ads platform. Service accounts will only have access to your data via API. Please see Google's documentation for more information on service accounts.

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