Google AdWords (Cloud Destinations)

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  • Destinations

MetaRouter makes it easy to send your data to Google AdWords. Once you follow the steps below, your data will be routed through our platform and pushed to AdWords in the appropriate format.

What is Google AdWords and how does it work?

Google AdWords is a pay-per-click ad platform for Google Search. It operates by placing advertisements across text-based searches, graphic displays, YouTube videos, and in-app mobile displays. It also is able to target custom ads based on country, city, region, or distance from the location of the advertiser.

AdWords operates by installing code snippets on your site that trigger conversions or tag visitors for remarketing. It uses a page call to gauge these conversions and tags, and does not natively have an easy way to fire events based on user actions other that page loads.

Furthermore, if you want to use AdWords in your mobile apps, you'll need to learn their SDK and tag your app with custom events.

Learn more about Google AdWords

Why send data to Google AdWords using MetaRouter

Integrating AdWords with MetaRouter allows you to use your existing tracking events (check out our API Calls) to trigger conversions and remarketing tags. We also allow you to incorporate multiple remarketing tags using the conversion label identifier.

Furthermore, you do not need to learn the AdWords SDK methods if you want to send data from your mobile apps. You will also not need to re-submit to the app store, as everything can be handled by MetaRouter. We take care of pulling the data from your apps and sending it to AdWords.

Getting Started with Google AdWords and MetaRouter

AdWords Side

Once you create an AdWords account, you'll need to find your Conversion ID. To do this, you'll need to click the wrench icon in the upper right hand corner of your screen. It should look something like this:


After you click the wrench, you'll be prompted with a menu. Under Measurement, select Conversions. Create a new conversion by clicking the plus icon in the upper left hand corner of the screen.

You will see a Global Site Tag that looks like the following:

<!-- Global Site Tag (gtag.js) - Google AdWords: GOOGLE_CONVERSION_ID -->
<script async src=""></script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments)};
  gtag('js', new Date());

  gtag('config', 'AW-GOOGLE_CONVERSION_ID');

In the code snippet above, the conversion ID has been replaced with AW-Google_Conversion_ID. In your new conversion, this will be a unique numerical ID that is tied to your AdWords account. Copy this to your clipboard and navigate back to your MetaRouter app.

MetaRouter Side

Once you've obtained your Conversion ID, copy and paste it into the corresponding field in your MetaRouter UI. You can now enable the pipeline and watch your data flow into AdWords!

Event Mapping to AdWords

In you MetaRouter UI, you'll need to map your conversion track events to your AdWords google_conversion_labels. To do this, enter the name of your track event exactly as you've named for both the Key and Event fields.

Then, add the Conversion Label from your AdWords conversion event to the Label field inside the MetaRouter UI. For more information on where to find your google_Converion_id and google_conversion_label, check out this forum.

For example, the event analytics.track("Red Rover", {...}) and the AdWords Conversion label ABC-123... would be entered as:

  • Key: Red Rover
  • Event: Red Rover
  • Label: ABC-123...

Additional Features

You are also now able to click a Remarketing checkbox. If you enable this feature, MetaRouter sends an additional remarketing tag for each of your conversion labels and for every page API call.

Since AdWords recognizes labels rather than custom events, you'll need to map the event name to its corresponding AdWords label in the appropriate fields.

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Disclaimer: MetaRouter Cloud leverages code from several of Segment's fabulous library of open-source tools, including their source SDKs, destinations, and core Analytics.js library. As some of the core configurations outlined in our docs are largely identical to Segment's, we often re-purpose, and in some cases copy, directly from Segment's docs. In the cases where we have forked Segment's tools, we acknowledge and attribute all credit to Segment for their creation and subsequent documentation.