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Expected Google Adwords data

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After you’ve connected your Google Adwords account, you can use the Data Warehouse Manager to easily track relevant data fields for analysis.

There, you’ll notice two tables available for replication into your data warehouse: campaigns[account-id] and 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’re interested in performing an analysis that considers these attributes, you must use the adwords table. However, it is important to note that this table will exclude rows where all four of these columns are null.

Here’s 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 (i.e. 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 (i.e. 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

We always recommend 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.

Without a consolidated table, if you build a beautiful dashboard on the adwords table, you’ll need to replicate the reporting or create duplicative 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. (Don’t worry – you’ll have the ability to segment by ad platform as well!)

If you’ve already synced the fields above, contact us to consolidate your ad spend.

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