What is Google Ads?

Google Ads is one of the world's leading online advertising platforms.

Infinity’s integration with Google Ads lets you understand the offline conversions driven by your Google Ads activity, get a more complete picture of the impact of your paid search activity, automatically send them into ads after each conversion, where you can view them in the context of other campaign results and assign credit to each ads activity involved in a conversion.

How does the Google Ads Integration work?

When an end user who has clicked on an Google Ads advert completes a conversion activity, we will pass that offline conversion event into Google Ads.

You can then link offline conversion events back to the Google Ads activity that helped drive that conversion event, and get a full picture of the Ads activity’s impact.

Creating a Google Ads Integration

Setting up your Google Ads integration is a simple process with just two steps:

1. Create the conversion event in Google Ads
2. Configure the Integration in Infinity

The first step is to create your conversion event in Google Ads

Step 1 - Create the conversion action in Google Ads

The starting point for the integration is to create a conversion action for offline conversions in Google Ads

• Navigate to ad.google.com, login to your account and select Tools and Settings from the top of the screen.
• Then select Conversions from the Measurement menu, highlighted in green in the image below.

• Click the blue + button to create a new conversion action, the select Import, then Other data sources or CRMs and then choose Track conversions from clicks, as shown below. Click the button button to Continue.

• You will then need to complete the form shown below. Start by giving your conversion action a name, choose a value setting and choose from one of the two count options.

• Within the value section, you assign a value to each conversion, to help you measure the impact of your advertising.

• There’s three options; using the same value for each, different values for each or don’t send a value at all.

• If you’re going to push values in from Infinity using either goal value or transaction value, then you need to use the second option - Use different values for each conversion.

• Determine your click-through conversion window choosing the dropdown.

• Include in conversions is select by default, you need to keep this enabled in order to see the conversions in you reporting.

• Finally you have the Attribution model selection. You can choose between Google's native search attribution with its various models or use External Attribution.

• This allows Infinity to provide attribution credits for ads click that happen in the conversion window prior to the offline conversion event in question. The attribution setting cannot be edited once it is selected.

• Make your choices and click the blue Create and Continue button

Configuring your Google Ads Integration

Step 2 - Configure the integration in Infinity

• Log in to the Infinity Portal, navigate to the Admin section, and select Integrations.
• At the top of the list of your integrations, select Add Integration, and choose Google Ads 2020 from the drop down.
• First you need to give your integration a name. It is called Google Ads 2020 by default but you can edit it. Choose something that you'll easily be able to identify later.
• Click Authorise Infinity to begin the flow to connect your Infinity and Google Ads accounts so that we can pass the conversion events into Google Ads
• Select the Google Ads account you wish to link, enter your Google Ads username and password to continue.
• You will see the following confirmation page, click the blue Allow button to continue.

• The integration will now connect to your account and pull back details from it including account names and conversion actions which will be populated in the dropdowns.
• Simply select the correct Ads account where you created the Conversion Action in step 1 and then select the Conversion Action using the Google Ads conversion type dropdown
• The form will dynamically change in line with the conversion action and the attribution settings you made in Ads.

Search Attribution

• If you set Search Attribution as the attribution model in Google Ads, you will see that presented to you, it cannot be changed.
• Simply skip the next section in this guide (headed External Attribution) and complete the steps outlined in the What to send section

External Attribution

• If you set External Attribution as the attribution in Google Ads, you will now see that confirmed, together with the conversion window you have defined for the conversion action.
• You can now use the dropdown to select the attribution model. There are 3 options; Last Click - Google Ads Only, Last Seen - Google Ads Only and Linear - Google Ads Only
• If you want to assign credit to the last seen Google Ad click, select Last Seen. The conversion window will disappear as it does not apply to this model.
• If you want to assign credit to the last Google Ad click, select Last Click. The conversion window will be displayed as a confirmation of that setting. Only conversion events where the Ad clicks fall within the conversion window will be passed to Google Ads.
• If you want to assign credit equally to all Google Ads clicks that are present within the conversion window, select the Linear - Google Ads Only model. The lookback window will be displayed as a confirmation of that setting. Only conversion events where the Ad clicks fall within the conversion window will be passed to Google Ads, with the credit shared equally between the ad clicks.

Value Field

• Next you have the option to pass a value for each conversion event into Ads. You will have already configured this in the conversion action in Ads, but this setting determines how it is being populated from Infinity
• There are three options; Transaction Value, Goal Value or Not Sent (No value). Simply select the value you want to use to populate the value field.
• If you use either Transaction Value or Goal Value then the value setting in the conversion action in Google Ads must be set to Use different values for each conversion in order for this to take effect.
• For the avoidance of doubt, whilst this setting determines how the field is being populated, you must ensure that you're capturing the value, either through goals, call rating, CRM integration or intelligent match.

What to send

• Next you can determine what to send. All calls is selected by default, but you can adjust that to suit your preferences. Remember that this integration is pushing offline conversions into Google Ads, so you need to determine what constitutes a conversion event and select that from the dropdown
• Next you can configure whether to pass PII into the Google Ads integration. This is unchecked by default and means that any PII pushed into Google Ads will be redacted. Users with permission to view PII data are able to change the setting should they wish. Simply tick the box to disable the redaction.
• Click Save to complete the setup process.
• Conversion events will be passed into Google Ads in real-time, though they make take some time to be processed & appear within the Ads interface.