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Introduction
The Google Ads integration connects your Google Ads campaigns with Everflow.
This integration works in two directions: it captures detailed click data from Google Ads and sends conversion data back to Google for better campaign optimization.
Why This Integration Matters
Without this integration, you're flying blind. Google Ads doesn't know which clicks actually convert in your system. This integration closes that loop by:
- Capturing Google Click IDs (GCLID), keywords, and campaign data on every click
- Sending conversion data back to Google Ads so their algorithm can optimize Providing detailed attribution and reporting within Everflow
- Eliminating manual conversion uploads and guesswork
Prerequisites
Before setting up the Google Ads integration, ensure you have:
- A Google Ads account with appropriate permissions
- Partners and offers created in Everflow
- JavaScript SDK implemented (this integration requires direct linking)
- A tracking template setup in Google Ads (cannot be empty)
Step-By-Step Guide
Set Up Tracking Templates (Optional)
Enabling Allow Google Ads Tracking Templates feature allows Tracking Template on Account or Campaign level of your Google Ads account to append necessary parameters for Everflow click and conversion tracking, such as oid and affid.
This is crucial - your tracking templates cannot be empty for the tracking template update feature of this integration to work.
If you wish to not use this feature or tracking template is already set, skip to the next step.
If you wish to use this feature and/or tracking template is empty, please see below.
Account Settings
Allow Google Ads Tracking Templates
This setting determines whether Everflow automatically updates your Google Ads tracking templates.
- Select "Allow": Everflow will automatically append necessary parameters to your tracking templates
- Select "Deny": You'll need to manually add tracking parameters to your Google Ads templates
Most users should select "Allow" for automatic setup, unless you're an advanced user who prefers manual control.
Even with "Deny" selected, conversion data will still pass - you'll just need to manually add the parameters to your Google Ads ads.
Map Default Tracking Parameters
Configure which parameters to capture from Google Ads:
- Google Click ID (GCLID): Mandatory for attribution - typically mapped to sub1 or sub2 or gclid parameter.
- Keyword: Capture the search term that triggered your ad
- Default Partner: Choose the partner for account-level tracking
- Default Offer: Select the default offer for account-level tracking
The default partner and offer are used because media buying campaigns typically use direct linking, which requires OID and PID parameters for the click script to run properly.
Additional Tracking Parameters
For advanced tracking, you can capture additional Google Ads data:
- Campaign ID: Track which campaign generated the click
- Ad Group ID: More granular campaign tracking
- Match Type: How the keyword matched the search query
- Placement: Where the ad appeared
Always use sub1-sub5 parameters for these additional fields as they appear in Everflow reporting. Custom parameter names only appear in click details.
iOS Attribution Setup
For iOS traffic where GCLID isn't available, configure alternative identifiers:
- wbraid: For web-to-app attribution
- gbraid: For app-to-app attribution
Add these using Additional Tracking Parameters and map them to sub1-sub5 for reporting visibility.
Campaign Settings (Optional)
Use this section when you have multiple campaigns targeting different offers:
Campaign Mapping
Campaign settings override account-level settings, allowing you to track different offers across different campaigns.
Why You Need Campaign Mapping
Without campaign mapping, all campaigns use the default offer from account settings. If you're running multiple offers, you need campaign mapping to ensure proper attribution.
Example: Campaign A promotes Offer 123, Campaign B promotes Offer 456. Without campaign mapping, both would attribute to your default offer.
Conversions
This section maps Everflow events to Google Ads conversion actions:
Conversion Action Mapping
You can map multiple Everflow events to different Google Ads conversion actions, but each mapping is independent.
Understanding the Separation
Campaign settings affect clicks (what data you receive), while conversion mappings affect conversions (what data you send back). These are separate because:
- Campaigns in Google Ads don't directly belong to conversion actions
- Multiple campaigns can contribute to the same conversion action
- One campaign might trigger multiple types of conversions
Think of it like this: Campaign settings tell Everflow "this click belongs to this offer," while conversion mappings tell Google "this conversion should be attributed to this conversion action."
Matching Your Setup
For proper attribution, ensure your conversion mappings match your campaign settings. If Campaign A sends traffic to Offer 123, make sure your conversion mapping includes Offer 123 events.
Integration Logs
Monitor your integration performance:
The logs show conversion ID, transaction ID, Google Click ID, and postback status. If using wbraid/gbraid, you'll see them in parentheses.
Troubleshooting Common Issues
Conversions Not Appearing in Google Ads
Check these in order:
- GCLID Present: Verify GCLID is captured in Everflow click details
- Parameter Mapping: Ensure GCLID parameter matches your integration configuration
- Conversion Rules: Check if any traffic rules are blocking the conversion
- Google Ads Reporting: Conversions may be marked as "Secondary" and hidden in reports
- Processing Delay: Google Ads can take up to 4 hours to show conversions
GCLID Not Passing to Everflow
Common causes:
- Empty Tracking Template: Your Google Ads tracking template cannot be empty
- Higher Priority Templates: Ad group, ad, or keyword templates override account/campaign templates
- Auto-tagging Disabled: Ensure auto-tagging is enabled in Google Ads
- Incorrect Final URL Setup: Verify you're using Everflow's direct linking URL
Multiple Google Accounts
If you need to connect multiple Google accounts:
- Create separate partner configurations for each account
- Each configuration can only connect to one Google account
- Use different partner IDs to keep traffic separated
Best Practices
Parameter Recommendations
- GCLID: Always map to sub1 or sub2 for easy access
- Keywords: Map to sub3 for keyword-level reporting
- Campaign Data: Use sub4-sub5 for campaign ID and ad group tracking
Conversion Value Setup
For e-commerce tracking, pass dynamic values:
- Revenue: Automatically passed when integration is done at network level
- Payout: Automatically passed when integration is done at partner level
- Custom Values: Use the "Override Linked Event Value" setting
Conversion Action should be set with "Use different values for each conversion" Value in Google Ads to pass dynamic values.
Reporting and Optimization
Create custom metrics for better insights:
- True Margin: (Revenue + Event Revenue) - (Payout + Media Buying Cost)
- ROAS: Revenue / Media Buying Cost
- Cost Per Acquisition: Media Buying Cost / Conversions
Use Partner Reports filtered by your Google Ads partner to track performance.
Advanced Features
Traffic Rules
Apply conditions to control when conversions are sent to Google Ads:
- Only send conversions above a certain value
- Exclude specific email domains
- Filter by geographic location
Multiple Conversion Actions
You can now map multiple events to different conversion actions in a single integration, eliminating the need for separate integrations per conversion type.
MCC Account Management
For Manager accounts (MCC), ensure you have proper permissions and select the correct customer ID for each sub-account. Please reach out to support@everflow.io if you’d like to connect an MCC Account with Google Ads integration.
