Google Ads

Stop building Google Ads pipelines. Start using the data.

Our Google Ads Integration isn’t just an API connector – it’s a complete data model your analysts need, deployed in minutes. And it’s a starting point, not a straitjacket. Every setup can be customised to match your specific requirements – but you’re not starting from scratch, debugging API quirks, or figuring out which fields to pull.

What You Get

When you activate this Integration, we create everything: the pipelines, the tables, the metrics, the joins. Your analyst can be slicing keyword performance by device and age range on day one.

Four Levels of Performance Data

Each level has its own pipeline with matching conversion data, so your cost data and conversion data actually align – no manual matching required.

We also pull lookup tables for Account, Campaign and Ad Group metadata – names, settings, and attributes that give your data context.

Pre-configured Joins

We’ve pre-configured the joins from all your data tables to all relevant lookup tables. Your analysts don’t need to figure this out or do anything – it’s ready to use.

Dimensions Ready to Use

Dimensions read from the lookup tables, giving you the ability to slice your data by any combination of:

• Account, Campaign, Ad Group, Keyword – the hierarchy you’d expect
• Device – desktop, mobile, tablet performance
• Country – geographic breakdown
• Age & Gender – demographic insights
• Ad Network Type – Search, Display, YouTube
• Conversion Type, Category & Source – which conversions, how they’re classified, where they came from

The lookup tables can easily be extended to support any number of custom dimensions you need.

Pre-configured Metrics

Performance metrics:
Impressions, Clicks, Media Spend, Video Views, Video Quartile rates (25%, 50%, 75%, 100%)

Conversion metrics:
Conversions, Conversion Value, All Conversions, All Conversion Value – plus custom conversion types like Registered Users, Subscriptions, Monthly and Annual Subscription tracking

Calculated metrics:
CTR, CPC, CPM, CPA, Conversion Rate, Cost per Conversion – all configured with the right rounding, suffixes and prefixes

These metrics can feed into your own custom metric definitions. For example, Google Ads spend feeding into an overall Media Spend metric across all your channels.

How Activation Works

Every Integration is defined in a configuration file that tells our Integrations engine exactly what to set up. When you activate the Google Ads Integration, everything you need is created automatically:

1. Creates the jobs – Three data jobs: performance data, conversion data, and metadata refresh.
2. Creates the connection – The Google Ads API connection with all required settings.
3. Creates the tables – All 11 tables in your data warehouse.
4. Configures the pipelines – Scheduling, lookback windows, and refresh modes.
5. Configures the data model – Joins, dimensions, and metrics ready to use.
6. Prompts you to authenticate – Connect your Google Ads account via OAuth.
7. Starts fetching data – Your data begins flowing immediately.

No engineering tickets. No pipeline debugging. No “why doesn’t this conversion data match?”

And if you need something different – additional fields, custom conversion types, different refresh schedules – we can customise from here.

What This Looks Like in Practice

For the Performance Analyst:
Jump straight into keyword-level CPA analysis, broken down by device and demographics. The metrics are already calculated correctly.

For the Agency Team:
Roll up multiple client accounts into unified reporting. Each account’s data stays separate but uses the same metric definitions – making cross-client benchmarking actually possible.

For the Marketing Lead:
See Google Ads alongside Meta, Amazon, and your other channels in the same view, with consistent metric definitions across all of them.

The Technical Detail

For those who want to know exactly what’s being created: