Google Ads integration summary

Stitch’s Google Ads integration replicates data using the Google AdWords API (v201809). Refer to the Schema section for a list of objects available for replication.

Note: To use the AdWords API, an Ads account must be connected to a My Client Center (MCC) account.

A high-level look at Stitch's Google Ads (v1) integration, including release status, useful links, and the features supported in Stitch.

STITCH
Release Status Supported By

Stitch

Stitch Plan

Free

Singer GitHub Repository

Google AdWords Repository

DATA SELECTION
Table Selection

Supported

Column Selection

Supported

REPLICATION SETTINGS
Anchor Scheduling

Supported

Advanced Scheduling

Unsupported

Table-level Reset

Unsupported

Configurable Replication Methods

Unsupported

TRANSPARENCY
Extraction Logs

Supported

Loading Reports

Supported

Connecting Google Ads

Google Ads setup requirements

To set up Google Ads in Stitch, you need:

  • To pause any ad-blocking software. Ad blockers can interfere with pop-ups, which are used in Google authorization and may prevent authorization from successfully completing.

  • Access to the Google Ads data you want to replicate. Before beginning, verify that the user creating the integration has access to the reports you want to replicate.

  • To connect your Ads account to a My Client Center (MCC) account. This will ensure your account has access to the AdWords API, thereby allowing Stitch to query for and extract data.

    An MCC account is an Ads account type that enables you to manage several Ads accounts under a single login. Think of manager accounts as trees: they can branch out to individual accounts or even other manager accounts. Read more about MCC accounts here.

    By default, regular advertiser accounts - that is, individual Ads accounts - don’t have access to the AdWords API. To gain access, they must be linked to an MCC account. If you don’t have an MCC account, create one using these instructions and then link it to your Ads account by following these steps.

Step 1: Add Google Ads as a Stitch data source

  1. Sign into your Stitch account.
  2. On the Stitch Dashboard page, click the Add Integration button.

  3. Click the Google Ads icon.

  4. Enter a name for the integration. This is the name that will display on the Stitch Dashboard for the integration; it’ll also be used to create the schema in your destination.

    For example, the name “Stitch Google Ads” would create a schema called stitch_google_ads in the destination. Note: Schema names cannot be changed after you save the integration.

Step 2: Define the historical sync

The Sync Historical Data setting will define the starting date for your Google Ads integration. This means that:

  • For tables using Incremental Replication, data equal to or newer than this date will be replicated to your data warehouse.
  • For tables using Full Table Replication, all data - including records that are older, equal to, or newer than this date - will be replicated to your data warehouse.

Change this setting if you want to replicate data beyond Google Ads’s default setting of 30 days. For a detailed look at historical replication jobs, check out the Syncing Historical SaaS Data guide.

Step 3: Create a replication schedule

In the Replication Frequency section, you’ll create the integration’s replication schedule. An integration’s replication schedule determines how often Stitch runs a replication job, and the time that job begins.

Google Ads integrations support the following replication scheduling methods:

To keep your row usage low, consider setting the integration to replicate less frequently. See the Understanding and Reducing Your Row Usage guide for tips on reducing your usage.

Step 4: Authorize Stitch & Select Google Ads Profiles

Selecting Google Ads profiles.

  1. Next, you’ll be prompted to log into your Google account and to approve Stitch’s access to your Google Ads data. Note: We will only ever read your data.
  2. Click Authorize to continue.
  3. After your credentials are validated, you’ll be prompted to select the Google Ads profile(s) you want to connect to Stitch.

    If you don’t see the profile(s) you want to connect, verify that you have completed the setup requirements.

  4. When selecting profiles, keep the following in mind:

    • You can select up to 400 profiles per Google Ads integration. If you need to replicate data from more than 400 profiles, you should create additional Google Ads integrations in your Stitch account.
    • Selecting a subprofile will also select the parent, or top-level profile. If you de-select the top-level profile, you will be unable to select any subprofiles.
    • If multiple profiles are selected, data for all the selected profiles will map to the same table in your destination. For example: If two profiles are selected and the accounts table is tracked, account data for both profiles will be replicated into the accounts table. This is applicable to every table selected in the next step.
  5. When finished selecting profiles, click Continue.

Step 5: Set tables and columns to replicate

To complete the setup, you’ll need to select the tables and columns you want to replicate to your data warehouse.

Check out the Schema section to learn more about the available tables in Google Ads and how they replicate.

  1. In the list of tables that displays - or in the Tables to Replicate tab, if you skipped this step during setup - locate a table you want to replicate.
  2. To track a table, click the checkbox next to the table’s name. A green checkmark means the table is set to replicate.

  3. To track a column, click the checkbox next to the column’s name. A green checkmark means the column is set to replicate.

  4. Repeat this process for all the tables and columns you want to replicate.
  5. When finished, click the Finalize Your Selections button at the bottom of the screen to save your selections.

Note: If you change these settings while a replication job is still in progress, they will not be used until the next job starts.

Initial and historical replication jobs

After you finish setting up Google Ads, its Sync Status may show as Pending on either the Stitch Dashboard or in the Integration Details page.

For a new integration, a Pending status indicates that Stitch is in the process of scheduling the initial replication job for the integration. This may take some time to complete.

Free historical data loads

The first seven days of replication, beginning when data is first replicated, are free. Rows replicated from the new integration during this time won’t count towards your quota. Stitch offers this as a way of testing new integrations, measuring usage, and ensuring historical data volumes don’t quickly consume your quota.


Google Ads replication

There are two types of tables in Stitch’s Google Ads integration: Core Object and Report.

  • Core Object tables contain foundational data that’s useful for analysis. These are the accounts, ad_groups, ads, and campaigns tables. These tables are replicated using Full Table Replication.

  • Report tables are the various Google Ads reports. The replication process for these tables is a bit unlike that of other tables:

    • Extraction: Data is extracted using a Conversion Window. A Conversion Window is a period of time after a customer clicks an ad that a conversion (ex: a purchase) is recorded in Google Ads. Stitch currently uses a Conversion Window of 30 days.

      This means that data from the past 30 days will be replicated during every replication job.

    • Loading: Data is loaded into your data warehouse using Append-Only Replication.

For Report tables, this means that:

  1. Due to the Conversion Window, a high Replication Frequency may not be necessary. Because Stitch will replicate data from the past 30 days during every replication job, recent data will be re-replicated and count towards your row quota.

    To reduce your row usage and replicating redundant data, consider setting the integration to replicate less frequently. For example: every 12 or 24 hours.

  2. Querying for the latest data in Report tables will require a different strategy than you might usually use. Stitch will add a column named _sdc_report_datetime to Report tables to help you identify the most recent records in a table. See the Query for the Latest Data section for more info and a sample query.

Each part of the replication process for Report tables is explained below.

Report tables: Data extraction and conversion windows

Every time Stitch runs a replication job for Google Ads, the last 30 days’ worth of data will be replicated for any Report tables currently being tracked.

Stitch replicates data in this way to account for updates made during the Conversion Window.

For historical and full re-replications of Google Ads data, Stitch will query for and extract data newer than or equal to the date defined in the Start Date field in the Integration Settings page.

The Start Date, in conjunction with the Conversion Window, will define the minimum date Stitch should query for when extracting historical data. This is calculated as:

Start Date - Conversion Window = Minimum Extraction Date

Example

During the initial set up, the Start Date field is set to July 3, 2017, or 2017-07-03 00:00:00.

To account for the Conversion Window, Stitch would calculate the Minimum Extraction Date value as: 2017-07-03 00:00:00 - 30 days = 2017-06-03 00:00:00

If you were to write a SQL query using this date for the ad_performance_report table, it might look like this:

  SELECT *
    FROM google_ads.ad_performance_report
   WHERE day >= '2017-06-03 00:00:00'   /* Min. Extraction Date */
ORDER BY day

For ongoing replication jobs, Stitch will query for and extract data using the last saved maximum value in the table’s Replication Key column and the Conversion Window setting.

Note: This applies to every replication job that takes place after the historical replication job.

Example

The last maximum saved Replication Key value for the ad_performance_report table is 2017-10-01 00:00:00.

To account for the Conversion Window of 30 days, we’d subtract this from the last maximum saved Replication Key value:

2017-10-01 00:00:00 - 30 days = 2017-09-01 00:00:00

In this case, Stitch would query for and extract data that is newer than or equal to 2017-09-01 00:00:00 and older than or equal to 2017-10-01 00:00:00.

If this were a SQL query, it might look like this:

  SELECT *
    FROM ad_performance_report
   WHERE day >= '2017-09-01 00:00:00'
                              /* max Replication Key value - Conversion Window */
     AND day <= '2017-10-01 00:00:00'
                              /* max Replication Key value from previous job */
ORDER BY day

Report tables: Data loading and Append-Only Replication

When Stitch loads the extracted data for Report tables into your destination, it will do so using Append-Only Replication. This is a type of Incremental Replication where existing rows aren’t updated, but appended to the end of the table.

Additionally, the number of rows loaded into the table during each replication job is dependent on the combination of unique values in the dimension columns you track. See the Column Selection and Statistic Aggregation section for more info and examples.

Example

Let’s say these columns are tracking in the ad_performance_report table:

  • campaignId (dimension) - This is the ID associated with a campaign. In this example, there are two campaigns: 929007494 and 929599581
  • device (dimension) - The device type. There are two values for this example: Computer and Tablet
  • impressions (metric) - The total number of impressions.

Every time Stitch replicates and loads data, a row for each unique combination of the dimension columns will be appended to the end of the table:

_sdc_report_datetime day _sdc_customer_id campaignId device impressions
2017-10-01 17:48:26.791 2017-09-10 00:00:00 1585293495 929007494 Computer 61
2017-10-01 17:48:26.791 2017-09-10 00:00:00 1585293495 929007494 Tablet 15
2017-10-01 17:48:26.791 2017-09-10 00:00:00 1585293495 929599581 Computer 37
2017-10-01 17:48:26.791 2017-09-10 00:00:00 1585293495 929599581 Tablet 9

Report tables: Query for the latest data

If you want only the most recently replicated data for any Google Ads Report table, you can use the sample query below to account for the Append-Only Replication Stitch uses.

This query uses two columns - which are automatically included for every Report table - to return the latest data:

  • day - The day that the record pertains to.
  • _sdc_report_datetime - The starting time of the Stitch job that extracted the record.
SELECT *
  FROM (
        SELECT *,
        RANK() OVER (PARTITION BY day, customerid
                     ORDER BY _sdc_report_datetime DESC)
        FROM ad_performance_report
        ORDER BY day ASC
       ) AS latest
 WHERE latest.rank = 1

In this query:

  1. A subquery first uses a window function to create a ‘window’ of data for each day,
  2. The values of the _sdc_report_datetime column are ranked within each window partition, and
  3. Then, in the outer query, only the rows with _sdc_report_datetime values ranked as 1 - which is equal to the maximum timestamp - are returned.

Google Ads table schemas

Report tables: Values for money fields

When conducting analyses on Report tables, you might notice that values in money fields - like a cost field, for example - look higher than usual. This is because Google Ads’ API sends Stitch money data in micro currency units. Micro amounts always refer to your account’s local currency.

For example: The value of $2.25USD will be recorded as 2250000. To represent this value as 2.25 in a report, divide by one million: 2250000 / 1000000 = 2.25.

Report tables: Column selection and statistic aggregation

The dimension columns selected for replication in Report tables can impact how performance statistics are aggregated. Additionally, this can also affect the number of rows replicated and loaded into your destination.

For example: if day, _sdc_customer_id, campaignId, device, and impressions were selected, the impressions column would contain the total number of impressions for the device type for that date:

day _sdc_customer_id campaignId device impressions
2018-01-05 00:00:00 1585293495 240531207   4
2018-01-05 00:00:00 1585293495 240531207   3
2018-01-05 00:00:00 1585293495 240531207   3
2018-01-05 00:00:00 1585293495 240531207   1

If the column were also selected, a row for every unique combination of `device` and would be created and impressions would be aggregated accordingly:

day _sdc_customer_id campaignId device   impressions
2018-01-05 00:00:00 1585293495 240531207     3
2018-01-05 00:00:00 1585293495 240531207     1
2018-01-05 00:00:00 1585293495 240531207     0
2018-01-05 00:00:00 1585293495 240531207     0
2018-01-05 00:00:00 1585293495 240531207     1
2018-01-05 00:00:00 1585293495 240531207     2
2018-01-05 00:00:00 1585293495 240531207     3
2018-01-05 00:00:00 1585293495 240531207     1


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