How can I optimize my Google Ads campaigns using Eulerian's Google Data Manager connector?

How can I optimize my Google Ads campaigns using Eulerian's Google Data Manager connector?

Solution

Marketing Mix Modeling
Attribution
Analytics
Activation

Module

Manage & Analyze
To plan
Activation
Datamining
Privacy Center

Problem

Ad blockers, browser restrictions on cookies and consent requirements reduce the number of conversions that the Google tag can measure. Fewer measured conversions means fewer signals for Google's bidding algorithms, and less accurate reporting. Google Data Manager replaces the Google Enhanced Conversions connector. How can you keep sending complete and reliable conversion data to Google Ads?

Objective

Google Data Manager is Google's unified API to send first-party data to its advertising products. Sending your conversions server-side with the Eulerian Google Data Manager connector will allow you to:
  • Improve measurement. Conversions sent server-side are less affected by loading errors, connectivity issues and ad blockers than browser tags, so more conversions reach Google Ads.
  • Improve conversion matching. Hashed email, hashed phone number and click identifiers help Google associate each conversion with the right ad interaction.
  • Optimize your campaigns. More complete conversion data gives Google's bidding algorithms more signals to optimize your campaigns.

How Eulerian can help you

  • Comprehensive collection of navigation data, conversions, and advertising interactions
  • Native server-to-server Google Data Manager connector

Difficulty

Simple
Intermediate
Advanced


How to do it?

Before starting, identify in Google Ads the conversion action to which the conversions will be sent.

How to implement it with Eulerian?

1. Create a Google Data Manager Authorization

Path: Activation → Configure Connector → Authorization
Create an Authorization with the connector “Google Data Manager”, then select the product (Google Ads) and the Google Ads account that will receive the conversions.

2. Create the events connector

Path: Activation → S2S → Add new connector → Google DataManager - Events - Google Ads
Information to enter:
  • Connector Name: free entry.
  • Settings related to user consent: click on “IAB Vendor”, select “Google Advertising Products” from the drop-down list. Purposes 1, 3 and 4 are preselected automatically. Leave the Special Features and Category CMP fields empty unless your Customer Success Manager recommends otherwise.
  • Authorization: the Authorization created in step 1.
  • Conversion action: choose the Google Ads conversion action from the drop-down list. It appears once the Authorization is selected.
Click on “Next”.
You need one connector per conversion action. If you send conversions to several conversion actions, create one connector for each of them and add a discriminating condition in its trigger rules (generally the sale type). Contact your Customer Success team if in doubt.

3. Set the connector trigger rules

For example: the only mandatory clause to send 100% of your conversions is: “Make a sale” → “Yes”.
Click on “Confirm” to save the connector configuration.

4. Additional settings (optional)

In the “Partner connector attributes” box, you can activate, deactivate, archive or schedule the activation of the connector.
In the “Partner settings” box, you can also configure:
  • email_remap (optional): where the email address of your users is stored. Required to send the email: an email in clear text is converted to lowercase and hashed in SHA-256 by Eulerian; an already hashed value is sent as is.
  • phone_remap (optional): where the phone number of your users is stored. Required to send the phone number: a value that is not already hashed is hashed in SHA-256 by Eulerian.
  • first_name / last_name (optional): where the first and last names of your users are stored. They are converted to lowercase and hashed in SHA-256 by Eulerian.
  • postal_code / country (optional): where the postal code and country of your users are stored.
  • event_name (optional): name of the event sent to Google. By default: Purchase for a sale, AddToCart for a started cart, PageView for the other events.
  • conversion_type (optional): conversion type sent to Google.
  • conversion_id (optional): overrides the conversion action selected in the connector.
You can also send custom parameters through the “Custom parameters” box: they are sent to Google Ads as custom variables.

What information is sent to Google?

  • The conversion action selected in the connector (or conversion_id)
  • The transaction ID (sale reference), the event time, the currency and the conversion value (weighted by your attribution model if the connector uses one)
  • The event name and conversion type
  • The Google Ads click identifier gclid, and gbraid / wbraid if available
  • The Eulerian visitor ID
  • The user's CRM ID, if the user is logged in
  • The mobile advertising ID (IDFA / ADID), if available
  • The user's IP address
  • The hashed email, hashed phone number, hashed first and last names, postal code and country, if configured in the partner settings
  • The products of the sale (ID, quantity, unit price)
  • The custom parameters, as Google Ads custom variables
To send the click identifiers, your campaigns must be tracked with the Eulerian tracking template.

See also
  •  How do I track my Google Ads campaigns? 
  •  How can I optimize my Google campaigns using the Google Enhanced Conversions connector?  (deprecated)
  • Google Data Manager API documentation:  https://developers.google.com/data-manager/api 

Support and Assistance

If you have any difficulty or question about the connector configuration, contact our Customer Success team at  am@eulerian.com .