This document provides information on how to track Google Ads, the correct implementation of the Google Ads API, and where you can perform the basic Analyzes.

What is the Google Ads API?

With our Google Ads API you can synchronize all Google Ad campaigns with Mapp Intelligence. Important metrics like cost and clicks will also be automatically imported. This can help you understand the performance of your campaigns in great detail. Predefined metrics can even be used to analyze and compare the CPO and ROI of each channel.

From January 25th 2022 on, we support all Google Ad-types and allow the automatic import of cost data into predefined regular cost metrics.


Key Benefits

  • Automatic synchronization of all Google Ad campaigns. This includes Campaign, Ad Group, Title and Type.
  • All Google Ad-Types are supported:
    • Search (text ads on Google search results)
      image2022-1-11_14-56-24.png

    • Display (image ads on websites)

    • Video (video ads on YouTube)

    • Shopping (product listings on Google)

    • App (your app promotion on many channels).

  • Metrics imported from Google Ads:
    • Clicks
    • Impressions
    • Costs
    • Average Position
    • CTR
    • Campaign Cost Sales Relation
  • Imported Costs can be integrated in the regular cost metric "Campaign costs". When these metrics are used to import data from other channels, you can compare difference in the channels' performance. The calculation of CPO and ROI are also based on these metrics.
  • Imported Clicks and Impressions can be integrated in the regular metrics "Campaign Clicks (imported)" and "Campaign Views (imported)". When these metrics are used to import data from other channels, you can compare difference in the channels' performance.


Procedure

To be able to track Google Ads, you first have to add tracking parameters.

Add tracking parameters in Google Ads

There are different ways on how to add tracking parameters.

Since Mapp Intelligence is usually integrated on the landing page, the tracking parameters have to be added to the final URL. No redirect tracking is needed.


Google offers two options: Tracking templates and Final URL Suffix.

With a tracking template you can add tracking information to Google Ads. For Mapp Intelligence tracking parameters, this can include the use of placeholders called Value Track parameters that are automatically populated by Google - e.g. Creative Id or Keyword. 

Tracking templates can be created at all levels. Changes to the tracking template do not trigger another review process, unless a tracking template defined at the ad level is edited. Detailed information about preparing tracking templates is provided by Google on this page.

Example:

Final URL: http://www.acme.com

Tracking Template: {lpurl}?wt_ga=abc

Browser Call: http://www.amce.com?wt_ga=abc


The Final URL Suffix is especially useful if you are using redirect tracking for a third-party tool. This is another template field that works similarly to the tracking templates. Here you can enter tracking parameters needed on the landing page that would be lost in a redirect.
Use the tracking template for the redirect tracking and add the parameters for the Mapp Intelligence tracking in the final URL suffix. Just like tracking templates, this can be done globally and using value track parameters as placeholders. 

Example:

Final URL: http://www.acme.com

Final URL Suffix: wt_ga=abc

Tracking Template: http://redirect.com?url={lpurl}

Browser Call: http://www.amce.com?wt_ga=abc

Tracker Call: http://redirect.com?url=*


ValueTrack parameters for Ads

The value has to be structured according to the scheme {adgroupid}_{creative}.

The terms in the curly brackets designate Google Ads placeholders (known as ValueTrack parameters), which are replaced by specific values when the ad is clicked.

{lpurl}?wt_ga={adgroupid}_{creative}
CODE



Here, we use the URL parameter "wt_ga" to track the Ad.

You can choose any URL parameters, "wt_ga" is predefined in Mapp. If you are using different parameters, the URL parameter has to be adjusted accordingly in the Mapp API configuration. (See "Configuration in Mapp")
More information about the ValueTrack parameters offered by Google.

ValueTrack parameters for Keywords

You need an additional URL parameter added to keyword links.

Structure of URL parameters for keywords: {matchtype}_{adgroupid}_{keyword}

Together with the above example we have a sample tracking template:

{lpurl}?wt_ga={adgroupid}_{creative}&wt_kw={matchtype}_{adgroupid}_{keyword}
CODE

Here, we use two URL parameters:

  • "wt_ga" to track the Ad.
  • "wt_kw" to track the keyword.

You can choose any URL parameters, "wt_ga" and "wt_kw" are predefined in Mapp. If you are using different parameters, the URL parameter has to be adjusted accordingly in the Mapp API configuration in . (See "Configuration in Mapp")

Configuration in Mapp

Each Google Ads account must be added individually to the Mapp Intelligence interface. The configuration is made in Mapp Q3 in Configuration > Interfaces > Google Ads. The online help has more details on the individual points in the configuration screen.

To start a connection, insert your Google Ads Customer ID into the interface and click on Check API Connection. It is a manual process, which has to be initialized in Mapp Q3. You receive a connection request in your Google Ads account that you have to accept.

MCC accounts are not allowed.

An overview of the connection status can be viewed when clicking the Google Ads Interface.

API Configuration

Configure the Google Ads API in Mapp (Mapp Q3 > Configuration > Interfaces > Google Ads)

  1. Select the correct tracking parameters


  2. Assign the Google Layers to the campaign categories.

    • "Interface" is the choosen name of the Google Ads API
    • The in Google Ads used structure is Campaign > Ad Group > Ad
  3. To synchronize all ad types, activate this option in the Advanced Settings.


  4. Ad-specific metrics are created automatically. By enableing the automatic import, the imported data will be added to other metrics in Mapp Intelligence.

      • Imported Costs can be integrated in the regular cost metric "Campaign costs". When these metrics are used to import data from other channels, you can  compare difference in the channels' performance. The calculation of CPO and ROI are also based on these metrics.
      • Imported Clicks and Impressions can be integrated in the regular metrics "Campaign Clicks (imported)" and "Campaign Views (imported)". When these metrics are used to import data from other channels, you can  compare difference in the channels' performance.

    The import of keyword costs into regular cost metrics is not supported.


Automatic Campaign Tracking

Use Automatic Ad Media Tracking (Mapp Q3 > Configuration > Marketing Configuration > Automatic Ad Media Tracking) for the ad media code to attribute newly tracked API media codes directly to the API hierarchy.

When Mapp has synchronized the tracked media codes with the Google Ads account, the media codes are named in Mapp Intelligence just as they are in Google Ads.

You can find extended information about the Automatic Ad Media Tracking in the document Campaign Configuration.

Analysis in Mapp Intelligence

There are two sections where you can analyze Google Ads:

  1. Marketing > Google Ads > Ads | Keywords
    The analysis "Ads" shows the headline of an ad (not available for dynamically created headlines) and the ad media-type.




    The analysis "Keywords" shows the keywords booked at Google Ads, via which the website was accessed. Furthermore, the match type defined in Google Ads (e.g. broad, phrase, exact) is depicted in brackets.

  2. Marketing > Campaigns | Campaign Categories
    By using the different campaign categories you can create a campaign tree. This allows you to create a structured view.

Two additional dimensions are available:

  • Google Ads - Ad type : shows the ad-type (e.g., "Responsive search ad", "Expanded dynamic search ad")
  • [Name of ad media] Mediacode: shows the mediacode instead of the name. This is especially useful for ads with dynamically created headlines. There, no title is available.


You find additional information in the training chapter Campaign analyses.