SegMetrics gives you the ability to analyze your Google Ads campaign performance and connect it to other data sources. With that information, you can easily segment data into your leads, find automation triggers that convert to customers, understand where your most valuable leads are coming from, and more! If you aren't a part of SegMetrics already, grab your 14-day free trial today.
Watch this video for a walk through on how to connect your Google ads account to SegMetrics or read below for a step by step.
Watch this video to learn more about how Google Ads and SegMetrics works together:
Connect Google Ads to SegMetrics
SegMetrics takes the spend from Google Ads and purchases from your payment processor then connects them to the email addresses in your email marketing platform. You don't need to import orders or tag people in a special way: they just need to be in your CRM account!
- Access Integrations
- Click on the gear icon in the top right corner and then click "Integrations"
- Select Google Ads
- On the Integrations page, scroll down to "Available" and click Connect next to Google Ads
- Authorize Connection
- This opens the Activation window where Google will ask you to confirm the connectio
- Add Tracking
- Once connected, you'll want to add tracking values to your ads so SegMetrics can connect individual users to each click
Configure Google Ads Tracking
When tracking Google Ads with SegMetrics, you need to configure your ads with the appropriate tracking value. To track ad-spend effectively, you need to add ad_id={creative} to the Final URL Suffix in the Ad URL Options.
- Install Tracking Pixel
- Ensure the SegMetrics Tracking Pixel is installed on your site & landing pages
- Configure Tracking in SegMetrics
- From your Integrations Page, click "Manage Settings" for Google Ads
- Choose "Install Ad Tracking"
- Set Up Google Ads
- Log into Your Google Ads account
- Click the Admin icon in the left menu
- Select Account Settings
- Click Tracking to expand the section
- Add Tracking Code
- Enter the following code under "Final URL Suffix":
utm_campaign={campaignid}&utm_source={network}&utm_medium=cpc&utm_content={placement}&utm_term={keyword}&seg_aprod={product_id}&ad_id={creative}
-
Test and Save
- Click the Test button to confirm your links work and the ad_id has been attached
- Click Save to complete your setup
Performance Max Campaigns
For Performance Max (PMAX) campaigns, add these tracking parameters at the campaign level:
seg_acam={campaignid}&utm_campaign={campaignid}&utm_source={network}&utm_medium=cpc&utm_content={placement}&utm_term={keyword}&ad_id={creative}
Important Notes
URL Shorteners Warning: Most URL shorteners remove UTM and Ad Tracking values, which breaks tracking in SegMetrics. Use full URLs or test your shortener by adding ?utm_campaign=test to verify tracking parameters are preserved.
Custom Experiments: Google Ads Custom Experiments may cause inflated ad spend in SegMetrics due to duplicate campaign/ad IDs. Filter out experimental campaigns in your reports if this occurs.
Historical Data Sync
When you connect Google Ads, SegMetrics imports the last month of ad spend, clicks and impressions for all currently active ads. Lead attribution starts as soon as the ads are configured for tracking.
Pro Tip: Once Google Ads is connected and syncing, SegMetrics stores the data in its own database, allowing you to accumulate more historical data over time for comprehensive reporting.
Frequently Asked Questions
Q: What time zone is Google Ads data synced in?
A: Google Ads data is synced in UTC. SegMetrics reports on your data based on the timezone you set in your Account Settings.
Q: Why am I seeing clicks but no leads in SegMetrics?
A: This is usually a tracking setup issue. Verify: (1) Tracking Pixel is on all pages including landing pages, (2) ad_id={creative} is in the Final URL Suffix, (3) leads are entering email addresses on tracked pages, and (4) leads are being added to your email marketing system.
Q: Do I need tracking links to get Google Ads data?
A: No, you don't need to create Tracking Links for SegMetrics to track visitors from ads - it will gather UTM data automatically. Tracking Links provide additional detail about specific link clicks for ads, email broadcasts, or campaigns.
Q: How much historical data is imported?
A: SegMetrics imports the last month of ad spend, clicks, and impressions for all currently active ads when you first connect.
Transcription of setup video:
Ready to track exactly which Google ads are bringing in your customers and revenue? Let me walk you through connecting Google Ads to SegMetrics in just a few minutes.
First, head to your Integrations page and find Google Ads.
Click Connect and authorize SegMetrics to access your ad account.
Once connected, we'll automatically import the last 14 days of ad spend plus all your campaign, ad set, and ad names. This gives you a head start on your reporting.
After connecting, head over to the Site Setup page and click View your setup instructions.
Click on Google ads in the table of contents.
This setup is important - here's where you'll grab your unique URL tracking parameters.
These are special codes you'll add to your Google ads so SegMetrics can track which specific ads are driving leads and sales.
Copy these parameters - you'll need them in the next step.
Now hop over to Google Ads Manager.
Go to the Admin tab and select Account Settings.
Next, open up the Tracking setting and paste the tracking parameters into the Final URL Suffix, hit Apply, and you're done!
This will automatically apply the tracking parameters to any existing ads as well as any new ads you create in the future.
Running Performance MAX campaigns?
Head back over to the SegMetrics setup instructions and grab the PMAX specific parameters and add them to the individual campaign settings for each PMAX campaign.
You’ll need to perform this action for each existing PMAX campaign, or any new PMAX campaigns you create in the future.
One key thing to remember - attribution tracking only starts once you install these parameters. We can't track clicks and conversions from before they're added, so get them in place as soon as possible to start collecting that valuable data.
Once connected, you'll see exactly which Google ads are driving not just clicks, but actual customers and revenue.
Stop wondering if your Google ads are working - see exactly which ones are paying for themselves and which ones aren't.
Transcription of benefits video:
Hey there! Running Google Ads for your business? Search campaigns, Performance Max, shopping ads—the whole setup? Let me ask you something: when you look at your conversion numbers in Google Ads Manager, do you feel totally confident about what you're seeing? Like, do you actually know who converted - on which ad - and what they're worth to your business long-term? If that question makes you a little uncomfortable, stick with me. I'm about to show you how pairing Google Ads with SegMetrics gives you full clarity on where your ad dollars are really going.
Google Ads is hands-down one of the best platforms for capturing high-intent traffic. Someone searches for exactly what you offer, your ad shows up, they click—it's beautiful when it works.
Whether you're bidding on search terms that match buyer intent, letting Performance Max campaigns run across Google's entire network, or showcasing products through shopping ads, there's massive potential here.
But let's be real —the reporting inside Google Ads doesn't tell you everything you need to know. Sure, you see conversion counts, but who are these people? What did they actually buy? And what if someone clicks your ad today but doesn't purchase until next month, after going through your email sequence? Google's attribution window probably missed that sale completely.
This is where SegMetrics steps in. By connecting Google Ads to SegMetrics, you get the full picture of what your leads and customers are really worth—not just what Google thinks happened.
Let me show you how SegMetrics solves this.
Setting up the Google Ads integration is painless. Inside SegMetrics, head over to your Integrations page, click on Google Ads, follow the steps to authorize the connection, And now SegMetrics will start importing your spend data, campaign names, ad groups and individual ads. It all happens automatically in the background.
Let’s jump over to the Advertising Report and check this out in action. Here, you'll see total ad spend, new leads, Cost per new lead, total customers and revenue, and your total return on ad spend.
Also, you can trust the conversion counts. When SegMetrics tells you that you have a total of 63 customers, you can literally see the names and emails of all of those customers. No mystery numbers. No vague estimates. Real humans you can track through your entire system.
That's the kind of data you can build your business on.
Now, let me show you how you can use SegMetrics to find your winning ads -- as well as your losing ads. Click on the Ads tab to see all the metrics that actually matter. Look at this ad right here—it has the highest return, with the lowest acquisition cost. That's one you want to feed more budget into. Now compare that to this ad right here—weak return and a high cost per customer. That one either needs a major overhaul, or it's time to pull the plug on that one. This kind of clarity lets you make smart moves with your budget instead of just hoping for the best.
This works by tying every conversion back to an actual person with an email address. Which brings you to another killer feature—the customer journey view. Click on any of the customer or lead metrics to bring up the contact ledger. From there, click on any of the individual leads or customers to bring up their complete journey. Here you’ll see exactly which ad brought that person onto your email list, what pages they browsed, and the moment they finally bought. You're seeing the whole story unfold, not just a single data point.
Want to change how you're looking at attribution? Switch between first-touch to see what ads bring in the most new leads, or flip to last-touch to see what ads help close the sale. It just takes a couple of clicks.
Oh, and here's a bonus feature that really levels things up—the Automatic Conversion Feeder. SegMetrics can push your verified lead and purchase data back into Google Ads to supercharge their optimization. You set up custom segments, such as sending people back to Google who bought a particular product or who have a specific tag. Then, decide which conversion event to send the data back to. This means Google's algorithm is working with real information instead of guessing, so your campaigns get smarter, your targeting improves, and your costs come down. Win-win-win.
When you run Google Ads through SegMetrics, you're no longer flying blind. You'll know exactly which keywords and campaigns are driving profitable customers, not just clicks. No more second-guessing your numbers or wondering if you're wasting money. You'll have clear answers about what deserves more budget and what needs to get cut. That's how you turn ad spend into actual growth.
Well, that wraps things up. We've got a lot more videos on the channel and new episodes coming to help you optimize your marketing with SegMetrics. Don't forget to like and subscribe.Thanks for watching and I’ll see you next time.