Google Ads connection

Google Ads, formerly known as Google AdWords, is an online advertising service that allows businesses to pay-per-click advertising across text-based searches, graphic displays, YouTube videos, and in-app mobile displays.

Destination specs

Note the following details that are specific to Google Ads destinations:

  • You can send the following identities to Google Ads destinations: AAM UUID, Google cookie ID, IDFA, GAID, Roku IDs, Microsoft IDs, and Amazon Fire TV IDs.
    • Google will use AAM UUID to target users in California, and the Google Cookie ID for all other users.
  • Activated audiences are created programmatically in the Google platform.
  • Platform does not currently include a measurement metric to validate successful activation. Refer to the audience counts in Google to validate the integration and understand audience targeting size.

If you are looking to create your first destination with Google Ads and have not enabled the ID sync functionality in Experience Cloud ID Service in the past (with Audience Manager or other applications), please reach out to Adobe Consulting or Customer Care to enable ID syncs. If you had previously set up Google integrations in Audience Manager, the ID syncs you had set up carry over to Platform.

Export Type

Segment Export - you are exporting all members of a segment (audience) to the Google destination.


Existing Google Ads account


Google has deprecated new Google Ads cookie integrations with third-party vendors. In order to perform the allow list steps in the next section, you must have an existing integration with Google Ads. As a result, the recommended approach for using Google Ads is setting up a Google Customer Match integration. For more details on creating a Google Customer Match integration, please read the tutorial on creating a Google Customer Match connection.

Allow list


The allow list is mandatory before setting up your first Google Ads destination in Platform. Please ensure the allow list process described below has been completed by Google before creating a destination.

Before creating the Google Ads destination in Platform, you must contact Google for Adobe to be put on the list of allowed data providers, and for your account to be added to the allow list. Contact Google and provide the following information:

  • Account ID : this is Adobe’s account ID with Google. Contact Adobe Customer Care or your Adobe representative to obtain this ID.
  • Customer ID : this is Adobe’s customer account ID with Google. Contact Adobe Customer Care or your Adobe representative to obtain this ID.
  • Your account type: AdWords
  • Google AdWords ID : This is your ID with Google. The ID format is typically 123-456-7890.

Configure destination

In Connections > Destinations, select Google Ads, and select Configure.

Connect Google Ads destination


If a connection with this destination already exists, you can see an Activate button on the destination card. For more information about the difference between Activate and Configure, refer to the Catalog section of the destination workspace documentation.

In the Setup step of the create destination workflow, fill in the Basic Information for the destination.

Basic information Google Ads

  • Name: Fill in the preferred name for this destination.
  • Description: Optional. For example, you can mention which campaign you are using this destination for.
  • Account Type: AdWords is the only available option.
  • Account ID: Fill in your account ID with Google Ads. The ID format is typically 123-456-7890.
  • Marketing action: Marketing actions indicate the intent for which data will be exported to the destination. You can select from Adobe-defined marketing actions or you can create your own marketing action. For more information about marketing actions, see the Data usage policies overview.

Activate segments to Google Ads

For instructions on how to activate segments to Google Ads, see Activate Data to Destinations.

Exported data

To verify if data has been exported successfully to the Google Ads destination, check your Google Ads account. If activation was successful, audiences are populated in your account.

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