Snowplow AdWords Integration

Integrating Google AdWords and Snowplow Analytics lets you see the full customer cycle, how customers interact with your campaigns, and how they convert on your website.

Snowplow Analytics Google Adwords Integration Diagram

Why integrate AdWords and Snowplow?

When you integrate AdWords with Snowplow Analytics, you can:

  • See campaign/adgroup/keyword clicks and each click cost in Snowplow.
  • Calculate ROAS for each campaign/adgroup/keyword.
  • Associate a specific paid keyword/adgroup/campaign to customer/purchase

How does it work?

Our system exports your Google AdWords data daily into our AWS infrastructure. Snowplow Analytics runs a custom enrichment that looks up each gclid (recorded upon customer clicks) in our database.

Snowplow then enriches the event level data with the Account, Campaign, Ad group, Keyword, Keyword match type, and Average CPC.

Example data

Account Campaign Ad Group Keyword Keyword Match Type Avg. CPC Gclid
Star Wars Empire Dagobah princess leia broad 1.42 CKSuwcCK
Star Wars Empire Dagobah master yoda exact 1.76 CO_Zl-b_0
Star Wars Empire Bespin luke skywalker phrase 3.20 EAIaIQobC
Star Wars Empire Bespin chewbacca phrase 1.20 CMPX47_s