Google Ads Integration
Google Ads Implementation Steps
Integrating Touchpoints into your Google Ads implementation is a straightforward process that involves the following steps:
- Verifying tracking template configuration
- Granting ObservePoint access to Google Ads account
- Setting the tracking template at the highest possible level
Verify Tracking Template Configuration
ObservePoint leverages Google's Tracking Template configuration in conjunction with their Value Track parameters to make set up as easy as possible. The existing Google Ads set up determines how the implementation will proceed. ObservePoint needs to know if you have tracking templates set at the following levels and what specifically is happening in those tracking templates:
- Account level tracking templates
- Campaign level tracking templates
- Ad Group level tracking templates
- Ad level tracking templates
Grant ObservePoint Read Only Access to Google Ads Account
ObservePoint will need permission to read data from your Google Ads account. This permission enables us to automatically pull Google Ads metadata into your ObservePoint Metadata Repository, eliminating manual work on your end. This also allows us to pull cost and usage metrics into the ObservePoint Journey Stream Repository, which is foundational for marketing ROI analysis.
The first step is to send ObservePoint your Google Ads Account Id. ObservePoint will send you an email that contains an authorization link. Clicking this link will begin the process that grants ObservePoint access to read data from your Google Ads account. Once account access is granted, ObservePoint will read data from your Google Ads account to keep your Touchpoints Metadata Repository in sync with Google Ads.
Set Tracking at the Highest Possible Level
Note: If Tracking Templates exist on more than one level (e.g. account and campaign), AdWords will use the lowest-level template when possible
ObservePoint will need the following tracking template code added to the end of your existing tracking templates:
Note: strala_id is the only parameter you will need if you are using the Touchpoints platform exclusively, if you are using JourneyStream, the others are required.
Tracking template code
The entire tracking template might look something like this upon completion (existing parameters you track + strala parameters):
Example of a completed tracking template
Account Level Tracking Templates
If you leverage tracking templates at an account level, this implies you have minimal tracking set up at any lower levels. If this is the level you use for Google Ads, this is the quickest path to implementation. You will need to add the tracking template code to each accounts' tracking template.
The easiest way to set the tracking template is through the AdWords interface.
Our recommendation is to remove tracking templates at the ad level and set tracking templates at a higher level. This will allow tracking templates to cascade down to the ad level, decrease the touchpoints needed to make a change, and keep maintenance more simple. Certain use cases will require setting tracking templates at the ad level, but Value Track parameters make those use cases rare.
If this is the level you must use for Google Ads, you will need to add the tracking template code to each ads' tracking template. The easiest way to do this is through the Google Ads interface where you can select multiple ads and update them all at once.
One item of note is if your Google Ads are outdated and not compliant with Google's current validity check, you will not be able to modify the ads' tracking templates until the the non-compliant ads are fixed. Attempting to edit the ads manually will show you which sections are non-compliant. Resolving the non-compliance issues will allow you to modify the tracking template.