Google Destination - AAM

Learn how to setup URL Destination in detail in this article.

Description description


Audience Manager


This article gives a detail on 4 main queries.

  1. How many types of Integration does google have.
  2. How to setup the S2S Destination (Server-to-Server Destinations).
  3. RLSA (Remarketing lists for search ads).
  4. Key points.

Resolution resolution

Types of Destinations

S2S Destination

URL Destination

URL Destination - Google Ads Remarketing List

Here are few steps, which needs to be followed in order to setup URL Destination.

  • In your Google Ads account, create a website re-marketing list and write down your conversion ID.
  • Use the following URL as a template for the Base URL and Secure URL. Replace the “xxxxxxxx” section with your conversion ID.

  • In AAM, Create a URL Destination - Please follow this link (Create a URL destination).
  • In the Segment Mappings section of your URL destination, add the code from step 2 to the URL and Secure URL fields. Prefix the code with http: and https: in the URL and Secure URL fields, respectively.

Please note, there are two types of URL’s

  • Base URL OR Unsecure URL Code - Starts with HTTP

  • Secure URL Code - Start with HTTPS

  • Click on Save.
  • When mapping a new segment to this destination in Audience Manager, define the mapping as  aam=segmentID  and replace  segmentID  with the ID of the respective segment.
  • When defining a bucket in Google Ads, create a rule that matches the mapping defined under step 6.

S2S Destination:

  1. In order to start with S2S Destination creation for Google, CC or Consultant will be passed with account type. Account type can be of following types: INVITE_ADVERTISER , INVITE_PARTNER,  DFP,  ADX,  ADX_PUBLISHER ,  DFP_BY_GOOGLE, DFP_BY_GOOGLE. Also please note, This type should be Whitelisted at Google’s end. (User can check with Google’s Team for this part).
  2. Once this is available in detail, CC or Consultant can create the destination.

Key Points:

  • Google S2S Destination configuration will support data transfer for all of the following 6 device types:  web-cookie /  iOS-mobile /  android-mobile/ Roku / Microsoft / Amazon Fire TV.
  • For creating URL for Google Ads Remarking List, make sure to use “%ALIAS%” in both types of URLs. As this is a macro which will get replaced at run time.
  • If one faces any errors while creating S2S Destination for google, check for the below points.
  1. Account should be Whitelisted at Google’s end.
  2. Make sure to use the correct details like (Protocol, Servers, Format, Target data source etc.). Please do refer link at S2S Segment.