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Expected Google Adwords data

Last update: Tue Jul 25 2023 00:00:00 GMT+0000 (Coordinated Universal Time)

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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:

  1. keyword
  2. adContent
  3. adDestinationUrl
  4. adGroup

Whenever you are interested in performing an analysis that considers these attributes, you must use the adwords table.

IMPORTANT
This table excludes rows where all four of these columns are null.

Below is a look at the expected schema for both tables.

Campaigns table

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

AdWords table

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.

Consolidated tables

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.

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