Track Amplitude conversions in Google Ads

To maximize the return on your investment, you need to know how effective your online marketing campaign is

I. Introduction

To maximize the return on your investment, you need to know how effective your online marketing campaign is. While tracking website visits and clicks can be valuable, it doesn't give an accurate picture of user behavior or the conversion journey. Amplitude's product analytics is one of the most powerful platforms for advertising, while Google Ads offers a robust advertising platform. Together, the two offer a powerful solution for tracking conversions and optimizing advertising campaigns.

Amplitude Ads and Google Ads are compatible to help you understand the interaction of users with your app or site after they click your ads. You can track both clicks and conversions. This is the action that users are looking to take, such as purchases or signups. This knowledge allows you to:

  • Which users are likely to convert?
  • Optimize Google Ads for maximum effectiveness.
  • Get a comprehensive view of the user journeys to identify areas for improvement.

This guide was designed for Amplitude customers who wish to take advantage of the Google Ads tracking conversions. We will walk you step-by-step through the integration to ensure you can track Amplitude conversions seamlessly within Google Ads.

II. Prerequisites

It's important to have certain things in place before we begin the integration process.

  • Existing Amplitude Account - You must have an Amplitude user account with administrative rights. This allows you to configure settings and manage integrations.
  • Existing Google Ads Account: A Google Ads account with access to campaign management is needed to manage and create conversions in your ad campaign.
  • Understanding the basics of Google Click IDs (gclid or initial_gclid) and conversion tracking: This will help you navigate Google Ads settings.

Remember, this guide assumes you possess a basic understanding of both Amplitude and Google Ads functionalities. If you're new to either platform, we recommend exploring their respective resources for a deeper understanding.

III. Integration Steps

A. Enable Google Ads event streaming in Amplitude

  1. Log in to your Amplitude Account and go to Amplitude Settings. Navigate to the "Admin" section. This is usually found in the top navigation or your account settings menu.
  2. Find "Integrations" then "Google Ads." This section is located in the "Admin" Menu. You can manage all the external integrations connected to your Amplitude Account here. Search for "Google Ads," then select it in the list of integrations.
  3. Clicking on "Add integration" and Configuring: Click the "Add integration" button next to "Google Ads." This will begin the process of adding Google Ads to your Amplitude Account. Amplitude will provide you with instructions on the screen.
  4. Entering Google Ads Client ID and selecting Data Center Region: You'll be asked to enter your Google Ads client ID during the configuration process. You can find this unique identifier in your Google Ads settings. Select the data center location where you want your data to be stored.
  5. You'll see a toggle button under "Event Streaming." This switch will enable Amplitude's sending of event data to Google Ads. You can track conversions in your Google Ads campaign by tracking user actions on your website or application. Once configured, click the "Test Connection" button to confirm successful communication between both platforms.

Please consult the Amplitude documentation if you have any problems during this step. It contains detailed instructions and troubleshooting advice.

B. Set up conversions in Google Ads 

  1. Logging into Google Ads Account: Switch to your Google Ads and ensure you have the right permissions for managing campaigns and conversions.
  2. Navigating to "Tools & Settings" and Choosing "Conversions": Locate the "Tools & Settings" section within your Google Ads interface, usually found in the top navigation bar. From the submenu, select the "Conversions" option.
  3. Creating a New Conversion: Click the "+" button to initiate the creation of a new conversion action. Google Ads offers various conversion types to track different user actions. Choose the most suitable type based on your specific goals. Common options include "Website" for online purchases or "App Install" for mobile app installations.
  4. Setting Up Conversion Tracking Tag: Google Ads offers several methods to set up conversion tracking. We will focus on the Tag option. It involves adding a small piece of code to your website or application in order to track user activity. Follow the instructions on the screen provided by Google Ads to select the "Tag" feature. This will create a unique tracking tag for your newly created conversion.
  5. Implementing the Tag in Your Website: Copy the generated conversion tracking tag snippet carefully. You'll need to implement this code within your website or app code, ensuring it fires on the desired user action, signifying a conversion (e.g. when a purchase is completed or a form is submitted). The specific method for implementing the tag will vary depending on your website or app development platform. Consult your website or app development resources for specific instructions.

C. Mapping Amplitude Events to Google Ads Conversions 

  1. Returning to Amplitude "Google Ads" Integration Settings: Now, navigate back to the Google Ads integration settings within your Amplitude account. You can access these settings by following the same steps outlined in section III.A.2.
  2. Selecting "Configure Conversions" under "Event Streaming": Locate the "Event Streaming" section within the Google Ads integration settings. Here, you'll find the option to "Configure Conversions." Click on this option to map specific events from Amplitude to corresponding Google Ads conversion actions.
  3. Choosing the Amplitude Event You Want to Track as a Conversion: In the "Configure Conversions" section, you'll see a list of events tracked by Amplitude. Select the specific Event that represents the desired user action, signifying a conversion in your marketing objectives. For example, if you want to track purchases, you can select an event like "Purchase Completed" or "Order Confirmed."
  4. Mapping the Event to a Google Ads Conversion Action: Once you've chosen the relevant Amplitude event, associate it with the corresponding Google Ads conversion action you created earlier in section III.B.3. This tells Amplitude which specific Google Ads conversion action to trigger when the chosen Amplitude event occurs.
  5. Saving the Configuration: After mapping all desired events to their respective Google Ads conversion actions, click the "Save" button to activate conversion tracking for those specific events. This will ensure that if and whenever a user completes these actions on your website or app, they will be registered as conversions within your Google Ads campaigns.

IV. Troubleshooting & Support 

Encountering minor issues during the integration process is completely normal. Here are some common troubleshooting tips:

  • Double-check your Google Ads customer ID and conversion tracking tag implementation. Ensure you entered the correct ID in Amplitude and properly implemented the generated tag within your website or app.
  • Verify Google Click ID (gclid/initial_gclid) setup in your website or app. Proper setup is crucial for linking user clicks in Google Ads to corresponding user actions in Amplitude.
  • Consult the support resources provided by both Amplitude and Google Ads. Both platforms offer extensive documentation and support channels to assist you with any challenges you may encounter.

V. Utilizing the Integration 

After successfully integrating Amplitude Ads with Google Ads and mapping your desired events, you can now leverage this powerful combination in order to gain deeper insight into your marketing efforts. Here are some ways to use this integration.

  • Better understanding of the conversion journey: To better understand the conversion journey of users, analyze Amplitude's data on user behavior along with conversion data from Google Ads. This will give you a holistic view of how they behave. Discover which user segments are more likely to convert based on demographics, actions taken within your app or website, and the way they interact with your marketing campaign. Your marketing campaigns can be tailored to the most promising user groups.
  • Optimize Google Ads campaigns for maxim: Amplitude insights can be used for Google Ads campaign optimization. Use user behavior data in order to identify the drop-offs at each stage of your conversion funnel. You can address them using targeted ads or by improving your website/app. Amplitude's segmentation tools allow you to create more targeted and specific ads, which will increase your click-through rates.
  • Measure the impact of marketing efforts across different channels: Google Ads conversions can be used to measure Amplitude conversions and the effectiveness of your marketing campaign. Analyze all marketing channels, including email and social media campaigns, that drive users to your app or website. Then, you can attribute conversions back to their original source and optimize your budget for maximum ROI.

By utilizing the power of integration, you can increase the effectiveness of your Google Ads campaigns and improve conversions.

VI. Conclusion

Integrating Amplitude successfully with Google Ads allows you to gain valuable insights into the user's behavior and campaign performance. Follow the steps outlined here to connect these platforms seamlessly. You can map your important events and gain a thorough understanding of how your users interact with your offering. Keep in mind that continuous exploration and optimization are key to maximizing the return from your marketing efforts. Amplitude Ads combined with Google Ads will help you refine your campaigns to drive user engagement and achieve outstanding results.


How to attribute conversions from Google Ads in Amplitude accurately?

To accurately attribute conversions from Google Ads to Amplitude, ensure that conversion tracking IDs from Google Ads are correctly integrated and mapped with corresponding events in Amplitude, using UTM parameters for detailed tracking.

Can this integration track the effectiveness of specific ad campaigns or keywords within Google Ads?

Yes, the integration can track the effectiveness of specific ad campaigns or keywords by analyzing conversion events in Amplitude, attributed to the unique identifiers from Google Ads campaigns or keywords.

What are the best practices for setting up conversion tracking to ensure data accuracy and privacy compliance?

Best practices include ensuring clear naming conventions for events and UTM parameters, regularly testing and validating data flow, and adhering to privacy laws by anonymizing user data and securing user consent for tracking.

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