Connect Data from Google Ads to Looker

You can get your Google Ads data into Looker to make more informed business decisions. This simple and quick guide gives you easy instructions on how you can extract your data from Google Ads and then analyze it in Looker. Our Google Ads to Looker connector allows you to access your Google Ads data so you can easily manage various media objects, view metadata, and comments, and get reliable insights and metrics, such as reach, impressions, follower-like ratio, and likes. Integrate your Google Ads with Looker to turn your Google Ads data into actionable insights.

Google Ads

Google Ads is Google’s own advertising service. The service allows you to easily place search results for your website(s) on a SERP (search engine results page) by paying for them. Advertisers usually bid on specific keywords in order to make sure their clickable adverts appear in Google's search results.

As advertisers need to pay for these clicks, it is how Google earns money from search. Google Ads also collects data about various campaigns that businesses can use in order to measure their success or effectiveness.

Looker

Looker is a popular analytics tool that helps bring data and business teams together by making it quick and easy for everyone to explore and comprehend the data which drives business. Looker Analytics can integrate with any SQL database and data warehouse, like Greenplum and Amazon Redshift.

From agile startups to large corporations, savvy companies can easily leverage Looker's amazing analysis capabilities to monitor the overall health of their businesses and also make more data-driven and sound decisions. Looker is great as it lets companies access, describe, control, explore, and visualize all their data across any web browser, on any device.

Looker can help companies of all sizes use data to drive their business activities and decisions in the right direction.

Extracting data

Before loading your data into Looker, you will have to prep it first. If you don't already have a data structure in which to store the data you retrieve, you'll have to create a schema for your data tables. Then, for each value in the response, you'll need to identify a predefined datatype (INTEGER, DATETIME, etc.) and build a table that can receive them. Google Ads documentation should tell you what fields are provided by each endpoint, along with their corresponding datatypes.Complicating things is the fact that the records retrieved from the source may not always be "flat" – some of the objects may actually be lists. In these cases you'll likely have to create additional tables to capture the unpredictable cardinality in each record.

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Preparing data

For Google Ads, Google offers users a SOAP API. You can get your data into the data warehouse by pulling your data off of Google's servers easily by using the amazing AdWords API's Reporting features. Note that this is an important subset of this API's functionality, which includes the ability to easily manage ads as well. You may also link your Google Ads and Google Analytics accounts in order to allow your data to cross-pollinate.

This is great as it provides richer reporting because of the breadth of data and knowledge that exist in Google Analytics about the individuals who might have viewed or clicked on your ads.

Loading data

Looker will connect to your company's data warehouse or database in order to perform its analyses. This is where the data you would like to analyze is stored and maintained. Some of the popular and commonly used data warehouses are Google BigQuery, Amazon Redshift, and Snowflake.

Looker's documentation is helpful in this regard as it offers instructions on how you can configure and connect your database or data warehouse. Note that in a majority of cases, it simply involves creating and copying your access credentials, such as a password, username, and server information. Then you can easily move your data into your data warehouse from your various data sources for Looker to use.

As soon as you connect your data warehouse to Looker, you may build constructs called explores, and each is a comprehensive SQL view that contains a certain set of data for more analysis. An example can be "customers" or "orders."

Keeping data up to date

If you've made it this far, congrats! You probably have a written a program or script to extract your data and move it into Looker.

Now it's time to think about how you will keep this data up-to-date by loading updated or new data. Of course, you can just replicate all your data every time you have updated your records, but that would be extremely manual and time-consuming.

Luckily there is a better way. The key is building your script so that it can sense incremental updates made to the data.

Thankfully, Google Ads API results include fields so that you can identify those records which are new since the last update you made (or since the most recent record you have copied). Once you have taken new data into consideration, you can easily set your script either as a continuous loop or cron job to pull down new data as soon as it appears. And keep in mind that, as with most codes, once you write it, you will need to maintain it.

In case Google Ads changes its API, or if the API sends a field containing a data type that your code does not recognize, you might have to change the script.

The Easiest And Fastest Way To Do It

If all this sounds a bit overwhelming, don't worry -- there is an easier way to get this done!

Thankfully, products like Improvado were developed to move data from Google Ads to Looker automatically. Using Improvado, you can easily combine the most crucial and relevant data from your ad campaign into a dashboard. You can then connect this data to Looker.