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Google AdWords Web Tracking


Kochava provides the ability to track campaigns run through Google AdWords. The following document defines the process for setting up a Google AdWords Web campaign within Kochava, linking the Kochava campaign to a Google AdWords Web ad and how the traffic against the Google AdWords Web Traffic campaigns will be displayed within Kochava Analytics and Reporting.

 

NOTE: On 10/30/2018 Google will require that Parallel Tracking is used on all Adwords accounts. Parallel tracking changes the way that Web campaigns are tracked with Kochava. If you are using Parallel Tracking, you must be sure to include ‘ko_click_id={gclid}’ in your landing page URL/Final URL. The ‘Google Adwords Web’ integration has already been updated to support the use of the GCLID as the primary session identifier. For further information click here.

 

Data Needed Before Beginning Process:

  • Valid Google AdWords account

Create a Google AdWords Campaign

  1. Log in to Kochava.
  2. Select the desired web app.
  3. Select App Tools>Campaign Manager.
  4.  

     

  5. Click Add a Tracker or Select Segment Tools>Add a Tracker.
    1. Select the Campaign.
    2. Select the Segment.

    NOTE: In order to streamline the Campaign/Segment/Tracker creation process a feature has been added to allow the creation of campaigns and segments while creating a new tracker. For more information about creating a campaign or segment while adding a new tracker, refer to our Create an Install Campaign support document. support documentation.

  6. Enter the Tracker Name.
  7. NOTE: When a Tracker is created, Kochava automatically generates a name for the Tracker. We recommend that you replace the Tracker name at this point with a clear name of your choosing.

     

    BEST PRACTICES: For Web Traffic campaigns in AdWords, you will need to create a unique tracker for each distinct landing page/destination URL. You may select the method to organize the trackers, however it is recommended that all trackers be created within a single campaign and use segments to group various trackers together. At the tracker level, specific names of trackers may be created based upon the landing page destination. If there are a large number of trackers, the Kochava Power Editor may be used to replicate trackers in bulk. For more information on the Kochava Power Editor, refer to our support documentation.

     

  8. Select Tracker Type>Acquisition. (default setting)
  9. Select Media Partner>Google – Web.
  10. Select an Agency Partner. (optional)
  11. If leveraging UTM parameters, insert the following in the the Query String of your website URL entry:

    &utm_medium={utm_medium}&utm_source={utm_source}&utm_campaign={utm_campaign}&utm_term={utm_term}&utm_content={utm_content}

  12.  

    A. Campaign and Segment selection/creation section.
    B. Insert UTM properties into the Query String of the Website URL. (optional)

  13. Insert the website Destination URL.
  14. NOTE: At this point the UTM properties may be inserted into the Query String of the Website URL (optional).

  15. Click Save. (if no further trackers need to be created)
  16. Click Save & Add Another Tracker. (if additional trackers need to be created)
  17. NOTE: After clicking Save or Save & Add Another Tracker, ensure that the Kochava click_url is copied and retained.


Inserting Kochava Tracking Link in to Adwords

NOTE: Kochava will not persist the Google Click ID (GCLID) onto the website URL query string. To ensure that this is passed by Google, enable the Auto Tagging setting within the Google AdWords account.

  1. Log in to Google AdWords.
  2. Select Ads & extensions.
  3. Select the desired ad.
  4. Click Edit>Change tracking templates.
  5.  

     

  6. Paste the Kochava click_ url created in the Kochava Campaign Manager.
  7. Click Apply.
  8.  

     

    BEST PRACTICES: If multiple ads with the same landing page destination have been created, it is not necessary to enter the Tracking Template on each ad. Google provides the option to specify the Tracking Template at the Ad Group and Campaign level as well.


Tracking Parameters in Analytics and Reporting

Once the campaign within Kochava and Google AdWords has been successfully created, Kochava will begin receiving clicks against the Google AdWords Web Traffic Campaigns and will attribute activity from the Web SDK accordingly.

 

Analytics:

  1. Log in to Kochava.
  2. Select the desired Web App.
  3. Select App Tools>Analytics.
  4.  

     

    NOTE: Within Analytics views, filters can be added for Site and/or Creative or the Split By drop-down menu may also be used to view the Facebook Web Traffic data. For more details about the Analytics, refer to our Analytics Overview support documentation.

  5. Click Add a Filter.
  6. Select Site and/or Creative.
  7. Select the desired Google AdWords site.
  8.  

    A. Select Site or Creative.
    B. Click “+” to add a site or creative.

 

Reporting:

  1. Log in to Kochava.
  2. Select the desired Web App.
  3. Select App Tools>Reports.
  4.  

     

  5. Select a report.
  6. If Campaign Summary or Network Summary report is selected, Add Grouping Options>site and/or creative. (optional)
  7. NOTE: The site and creative appear in the Click, Install and Event Detail reports by default. For the Campaign Summary and Network Summary reports, adding the parameters may be accomplished under the report Grouping Options.

     

    A. Select a report.
    B. For Campaign Summary and Network Summary reports, add parameters to the Grouping Options.

    NOTE: Custom Parameters may also be added to a detailed reports. The macro values will be populated in a separate column within the reports. For more information about adding Customer Parameters and additional Reporting functions, refer to our Pulling Reports support documentation.

 
 

Last Modified: Aug 17, 2018 at 2:29 pm