After you have connected your Google Adwords account, you can use the Data Warehouse Manager to easily track relevant data fields for analysis.
There, you notice two tables available for replication into your Data Warehouse:
campaigns[account-id]
adwords[account-id]
The campaigns
table should be used by default, so you can begin by syncing all relevant fields from that table.
The adwords
table contains four columns that are not in the campaigns
table:
keyword
adContent
adDestinationUrl
adGroup
Whenever you are interested in performing an analysis that considers these attributes, you must use the adwords
table.
This table excludes rows where all four of these columns are null
.
Below is a look at the expected schema for both tables.
The campaigns
table contains the following columns:
Column | Description |
---|---|
\_id |
The primary key for the table |
accountId |
The account ID |
adClicks |
Total number of clicks for the day |
adCost |
Total cost for the campaign for the day |
adwordsCampaignID |
Adwords Campaign ID |
campaign |
Campaign name (for example, utm_campaign) |
date |
The date the campaign ran |
impressions |
Number of impressions for the day |
profileId |
The profile ID |
profileName |
The profile name |
\_updated\_at |
The date and time of the last update for this row |
The adwords
table contains the following columns:
Column | Description |
---|---|
\_id |
The primary key for the table |
accountId |
The account ID |
adClicks |
Total number of clicks for the day |
adCost |
Total cost for the campaign for the day |
adwordsCampaignID |
Adwords Campaign ID |
campaign |
Campaign name (for example, utm_campaign) |
date |
The date the campaign ran |
impressions |
Number of impressions for the day |
profileId |
The profile ID |
profileName |
The profile name |
\_updated\_at |
The date and time of the last update for this row |
keyword |
The keyword of the campaign |
adContent |
The first line of the text for the online campaign |
adDestinationUrl |
The URL to which the Adwords ads referred traffic |
adGroup |
The name of the Adwords ad group |
Using this data, you can start creating metrics and reports based on spending data and marry it to your lifetime revenue to calculate ROI.
Adobe recommends creating a consolidated ad spend
table to combine the data from all of your multiple advertising sources into a single table. This enables you to use a single set of metrics for advertising analysis.
If you do not have a consolidated table and you build a beautiful dashboard on the adwords
table, you need to replicate the reporting or create duplicate metrics to compare that data to your Facebook Ads data. Using a consolidated table allows you to seamlessly incorporate Facebook Ads data with your existing Adwords reports. You can segment by ad platform as well.
If you have already synced the fields above, contact us to consolidate your ad spend.