Google Ads

Google Ads is an advertising platform by Google that allows businesses to create ads for their products and services. It also provides statistics for these ads to gather insights and grow your business faster.

For creating Pipelines using this Source, Hevo provides you a fully managed BigQuery data warehouse as a possible Destination. This option remains available till the time you set up your first BigQuery Destination irrespective of any other Destinations that you may have. With the managed warehouse, you are only charged the cost that Hevo incurs for your project in Google BigQuery. The invoice is generated at the end of each month and payment is recovered as per the payment instrument you have set up. You can now create your Pipeline and directly start analyzing your Source data. Read Hevo Managed Google BigQuery.

Hevo uses the Google Ads API to ingest data from your Google Ads account and replicate it into the Destination of your choice. The Google Ads API is the next generation of Google AdWords API. It provides you with new features and improvements over the AdWords API that make it easy for you to manage large and complex accounts. Refer to section, Migrating from AdWords to Google Ads API know how you can switch over to the new API.


Prerequisites

  • An active Google Ads account from which data is to be ingested.

  • The MANAGE permission is granted, to allow Hevo to access and query data from the authenticated Google Ads account.


Configuring Google Ads as a Source

Perform the following steps to configure Google Ads as the Source in your Pipeline:

  1. Click PIPELINES in the Asset Palette.

  2. Click + CREATE in the Pipelines List View.

  3. In the Select Source Type page, select Google Ads.

  4. In the Configure your Google Ads page, click + ADD GOOGLE ADS ACCOUNT. This redirects you to the Google Ads login page.

    Add Account

  5. Log in to your Google Ads account.

  6. Click Allow to authorize Hevo to access your Google Ads data.

    Click Allow

  7. In the Configure your Google Ads Source page, specify the following:

    Google Ads Source config

    • Pipeline Name: A unique name for your Pipeline, not exceeding 255 characters.

    • Ad Accounts: The Google Ads account(s) from where you want to replicate the data.

    • Select Report Type: Select one of the following report types to ingest data from your Google Ads reports:

      • Standard Reports: Hevo provides you a few reports that Google creates based on a valid combination of metrics and dimensions. These reports can be used according to your requirements, in order to replicate data from the report to your desired Destination quickly and efficiently. Refer to section, Standard Reports for steps to configure this.

      • Custom Reports: Hevo allows you to create your own reports by selecting the metrics and dimensions you need. Then, the data from these reports is replicated to your desired Destination. Refer to section, Custom Reports for steps to configure this.

    • Historical Sync Duration: The duration for which past data must be ingested. Default duration: 1 Year.

  8. Click CONTINUE.

  9. Proceed to configuring the data ingestion and setting up the Destination.


Standard Reports

Hevo provides you with a few standard reports for ease of configuration that you can use according to your requirements. It automatically identifies the metrics and dimensions based on the Google Ads report that you select for replicating data to your desired Destination.

To configure standard reports, specify the following:

Standard Reports

  • Report Names: The report(s) whose data you want to replicate to your Destination.

  • Aggregation Window: The duration for which the data in the report(s) is aggregated. Aggregation is done on a daily basis. Default duration: Daily.

    • Daily: Aggregates the data present in the reports once a day daily.

    • Last 7 days: Aggregates the data present in the reports for the last 7 days on a daily basis.

    • Last 14 days: Aggregates the data present in the reports for the last 14 days on a daily basis.

    • Last 30 days: Aggregates the data present in the reports for the last 30 days on a daily basis.

  • Advanced Settings:

    • Conversion Window (in days): The duration at which you want to refresh the data to capture conversions.

      Default duration: 30 days.

      Max duration: 90 days.

      Min Value: 1 day.

      Note: The conversion window in your Google Ads account remains unaffected by the conversion window that you specify in Hevo either during or post-Pipeline creation. For example, let us say you set a conversion window of 60 days in your Google Ads account, and a conversion window of 30 days in Hevo. Then, the conversion window in your Google ads account remains unaffected by the conversion window that you specified in Hevo.


Custom Reports

Hevo allows you to create your own reports by choosing a valid combination of metrics and dimensions. You can manually select these metrics and dimensions in Hevo to replicate the data from these reports to your desired Destination.

To configure custom reports, specify the following:

Custom Reports

  • Report Name: The report(s) whose data you want to replicate to your Destination.

  • Segments: The criteria for organizing the data retrieved from an ad campaign. These are displayed based on the report you selected above.
    Note: You must always select Date from the drop-down list of Segments along with the ones that you want to use.

  • Dimensions: The categories and sub-categories to filter the data retrieved from an ad campaign, as per your requirements. These dimensions are displayed based on the Segments you selected above.

  • Metrics: The various parameters that enable you to quantitatively measure the data retrieved from an ad campaign. These metrics are displayed based on the Dimensions you selected above.
    Note: Only the Metrics and Dimensions compatible with the Segments selected above are available for selection. Refer to section, Source Considerations.

  • Aggregation Window: The duration for which the data in the report(s) is aggregated. Aggregation is done on a daily basis. Default duration: Daily.

    • Daily: Aggregates the data present in the reports once a day daily.

    • Last 7 days: Aggregates the data present in the reports for the last 7 days on a daily basis.

    • Last 14 days: Aggregates the data present in the reports for the last 14 days on a daily basis.

    • Last 30 days: Aggregates the data present in the reports for the last 30 days on a daily basis.

  • Attributed & Segmenting Resources: The dimensions of the resources that you want to replicate. These are displayed based on the report you selected above.

  • Advanced Settings:

    • Conversion Window (in days): The duration at which you want to refresh the data to capture conversions.

      Default duration: 30 days.

      Max duration: 90 days.

      Min Value: 1 day.

      Note: The conversion window in your Google Ads account remains unaffected by the conversion window that you specify in Hevo either during or post-Pipeline creation. For example, let us say you set a conversion window of 60 days in your Google Ads account, and a conversion window of 30 days in Hevo. Then, the conversion window in your Google ads account remains unaffected by the conversion window that you specified in Hevo.


Migrating from the AdWords to the Ads API

Google has retired the AdWords API on April 27, 2022. You must create new Pipelines with Google Ads API as a Source to continue retrieving data from your Google Ads account post this date.

Here a few resources get you familiar with the new API and help with this migration:

  • Migration Checklist: Refer to this document to know all you need to do to get started on your migration to the Google Ads API.

  • Resource mapping tables: There have been a few changes related to field and report names in the Google Ads API when compared to AdWords. Use this table to check for the mapping of your AdWords API reports and field names to their equivalents in the Google Ads API.


Data Replication

Default Pipeline Frequency Minimum Pipeline Frequency Maximum Pipeline Frequency Custom Frequency Range (Hrs)
1 Hr 15 Mins 24 Hrs 1-24

Note: The custom frequency must be set in hours, as an integer value. For example, 1, 2, 3 but not 1.5 or 1.75.

  • Historical Data:

    • For Pipelines created before Release 1.63: In the first run of the Pipeline, Hevo fetches the data of all the objects and reports available in your account for the past one year and loads it to the Destination. In case of the Click View report, Hevo fetches the data for the past 90 days and loads it to the Destination.

    • For Pipelines created after Release 1.63: In the first run of the Pipeline, Hevo fetches the data of all the objects and reports available in your account for the past one year and loads it to the Destination. This default duration of one year can be changed as per the user’s requirement.

    From Release 1.79 onwards, Hevo ingests the historical data for all the objects using the Recent Data First approach. This enables you to have quicker access to the most recent data. This change applies to all new and existing Pipelines.

  • Incremental Data: Once the historical load is complete, all new and updated records for your selected reports are synchronized with your Destination according to the ingestion frequency.

  • Data Refresh: Hevo refreshes the data based on the specified conversion window. For example, if the conversion window is 30, Hevo refreshes the data for the last 30 days from today.


Source Considerations

  • Google Ads does not support custom metrics and dimensions in the reports.

  • For custom reports, you can only select the metrics and dimensions that are compatible with the segments you select. Read Segments to know more about the segments in Google Ads, and the metrics and dimensions compatible with these segments.

  • The Google Ads API does not return any Events in the report if an ad did not get any impressions. Therefore, the schema for that ad is not created in your Destination. This is because the Google Ads API does not support the includeZeroImpressions parameter.

  • The Google Ads API uses a querying approach to fetch data from your Google Ads account. Therefore, there are no readily available reports in Google Ads. Hevo aggregates the data in your Google Ads account and generates a report using the segments, dimensions, and metrics of the various resources in your account. It results in a higher number of ingestions for your Hevo Google Ads Pipeline. For example, let us say, while setting up your Pipeline in Hevo, you also set the aggregation window as last 30 days for 100 reports, and the ingestion frequency as 1 hour. Then, the number of reports ingested every 1 hour would be 30 x 100 = 3000 reports. In one day, the number of reports ingested would be 3000 x 24 = 72000 reports. As a result, the number of Events ingested per day is high.

Schema and Primary Keys

Hevo uses the following schema to upload the records in the Destination database:

Report Primary Key
Ad Group ad_group.resource_name
Ad Group Ad ad_group_ad.resource_name
Ad Group Ad Asset View ad_group_ad_asset_view.resource_name
Ad Group Asset ad_group_asset.resource_name
Ad Group Audience View ad_group_audience_view.resource_name
Ad Schedule View ad_schedule_view.resource_name
Age Range View age_range_view.resource_name
Asset Field Type View asset_field_type_view.resource_name
Bidding Strategy bidding_strategy.resource_name
Campaign campaign.resource_name
Campagin Asset campagin_asset.resource_name
Campaign Audience View campaign_audience_view.resource_name
Campaign Budget campaign_budget.resource_name
Click View click_view.resource_name
Customer customer.resource_name
Customer Asset customer_asset.resource_name
Detail Placement View detail_placement_view.resource_name
Display Keyword View display_keyword_view.resource_name
Distance View distance_view.resource_name
Dynamic Search Ads Search Term View dynamic_search_ads_search_term_view.resource_name
Expanded Landing Page View expanded_landing_page_view.resource_name
Extension Feed Item extension_feed_item.resource_name
Feed Item feed_item.resource_name
Feed Placeholder View feed_placeholder_view.resource_name
Gender View gender_view.resource_name
Geographic View geographic_view.resource_name
Group Placement View group_placement_view.resource_name
Hotel Group View hotel_group_view.resource_name
Hotel Performance View hotel_performance_view.resource_name
Hotel Reconciliation hotel_reconciliation.resource_name
Income Range View income_range_view.resource_name
Keyword View keyword_view.resource_name
Landing Page View landing_page_view.resource_name
Location View location_view.resource_name
Managed Placement View managed_placement_view.resource_name
Parental Status View parental_status_view.resource_name
Product Group View product_group_view.resource_name
Search Term View search_term_view.resource_name
Shopping Performance View shopping_performance_view.resource_name
Smart Campaign Search Term View smart_campaign_search_term_view.resource_name
Topic View topic_view.resource_name
User Location View user_location_view.resource_name
Video video.resource_name
Webpage View webpage_view.resource_name

Reports: Hevo attaches the following fields to all the report Events ingested from Google Ads API:

  • __hevo_report_date: The starting date of the time period for which the report is generated. If the aggregation window is 7 and the report data is generated for May 9 to May 15, then the __hevo_report_date is May 9.

  • __hevo_id: The unique id of the Google Ads Event. Hevo derives this by hashing Google Ads data’s primary key columns along with __hevo_report_date and resource_name.


Data Model

The following is the list of tables (reports) that are created at the Destination when you run the Pipeline:

Report
Ad Group
Ad Group Ad
Ad Group Ad Asset View
Ad Group Asset
Ad Group Audience View
Ad Schedule View
Age Range View
Asset Field Type View
Bidding Strategy
Campaign
Campaign Asset
Campaign Audience View
Campaign Budget
Click View
Customer
Customer Asset
Detail Placement View
Display Keyword View
Distance View
Dynamic Search Ads Search Term View
Expanded Landing Page View
Extension Feed Item
Feed Item
Feed Placeholder View
Gender View
Geographic View
Group Placement View
Hotel Group View
Hotel Performance View
Hotel Reconciliation
Income Range View
Keyword View
Landing Page View
Location View
Managed Placement View
Parental Status View
Product Group View
Search Term View
Shopping Performance View
Smart Campaign Search Term View
Topic View
User Location View
Video
Webpage View

Limitations

  • Hevo currently does not support replication of the following metrics:

    • optimization_score_uplift

    • optimization_score_url

    This is because these are incompatible with the segment, date.

  • Hevo aggregates data from Google Ads Source over a rolling window of last 30 days. Therefore, it cannot capture any data updates made outside this aggregation window.


Revision History

Refer to the following table for the list of key updates made to this page:

Date Release Description of Change
Sep-21-2022 NA New document.
Last updated on 21 Sep 2022

Tell us what went wrong