CAKE & Google AdWords

Tracking your AdWords Campaigns within CAKE provides visibility into how AdWords touch-points interact with other channels and sources to drive conversions.


As a part of CAKE's Multi-Channel functionality, the integration with Google AdWords will allow you to:

  • Import Google AdWords Campaigns into CAKE
  • Import Google AdWords Cost into CAKE
  • Import Google AdWords Keyword Performance into CAKE

Implementation Prerequisites


You will need the following data points from your Google AdWords Account(s) to authorize the integration within CAKE:

  • AdWords Login Credentials
  • AdWords Client ID
  • AdWords Account Timezone


Enable Auto-Tagging in Google AdWords


Auto-Tagging will need to be enabled to append the Google Click ID (GCLID) parameter to the Final URL. CAKE will use the value passed in the GCLID parameter in the Final URL to pull:

  • Keyword Performance
  • Click Cost


Note: Ensure Auto-tagging is enabled in your AdWords Account. Use these steps to find the setting: Gear IconAccount Settings →  PreferencesTracking


Integrating AdWords with CAKE


Follow each section below to authorize the Google AdWords integration and import Campaigns and AdGroups into CAKE.


Note: This document will show you the best practice setup. If you have concerns about this setup, please contact your Client Success Manager.


Adding a New Source


Adding a New Source


Add a new Source for your Google AdWords Account, if you have multiple Accounts, a Source in CAKE will need to be added for each. 


On the wizard, be sure to select Google AdWords as your Integration type, the Channel will most commonly be Search.


Note: For detailed steps on how to add a new Source, please click here


Authorizing Google AdWords


Zoom


From the Google AdWord's Source card, complete the following steps on the Google AdWords tab.

  1. Click the Authorize button to sign into you AdWords Account.
  2. The Client ID is the Google AdWords Customer ID, found on the top right of your AdWords page.
  3. Set your AdWords Account Timezone to ensure reporting accuracy.
  4. Verify the default Campaign Attribution Parameter is ckmscn for best practice across Sources.
  5. Apply a Start Date of when you would like CAKE to begin pulling Cost and Keyword data from Google.


Importing AdWords Campaigns


Creating a New CampaignZoom


From the Google AdWords Source card, begin importing AdWords Campaigns into CAKE by clicking CampaignsImport Google AdWords Campaigns.


A wizard will appear to walk you through the Campaign Import process.

  1. Verify the correct Source is selected for your AdWords Account.
  2. Select the CAKE Offer/Site you would like to import Google AdWords Campaigns into.
  3. Select the Media Type for this traffic; it will most likely be PPC.



On Step 2 of the wizard, you will select the Google AdWords AdGroups that will be imported into CAKE. As you can see from the screenshot above, AdGroups can be selected individually as each AdGroup will be created as its own CAKE Campaign, giving you granular reporting data.

  1. Select the AdGroup(s) for import by clicking on the green plus button icon
  2. Alternatively, check the box for Import All AdGroups to import all AdGroups to the selected Offer/Site
  3. Click the Next button



On Step 3 of the wizard, review the Campaigns and AdGroups you've previously selected. These can be reviewed individually by clicking on the drop-downs to expand or by clicking Expand All.

  1. Press the Import AdGroups button.



When the import is complete, green icons will display in the Imported column and CAKE ID's for all successfully imported entities will appear which can be clicked on to open it's card. If there were any issues with the import, the Imported column will display red.


You will see for each AdWords Campaign, a CAKE Contract will be created and for each AdWords AdGroup, a CAKE Campaign will be created.


Zoom


On an imported Google AdWords Campaign card in CAKE, you will notice:

  • The Campaign Name is: AdWords Campaign Name - AdWords AdGroup Name
  • The Campaign 3rd Party Name is: AdWords AdGroup ID


Mapping 3:  Google AdWords Sub TabZoom


From the Google AdWords sub-tab of the Campaign card, you will find the imported Google Campaign ID and AdGroup ID.

When CAKE reconciles stats against your AdWords account, any missing clicks will be inserted and attributed to the CAKE Campaigns based off of the Campaign ID and Ad Group ID specified here.

  1. Campaign ID(s) will be the Google AdWords Campaign ID(s) that was mapped during the Campaign Import.
  2. Ad Group ID(s) will be any Google AdWords Ad Group ID's that that was mapped during the Ad Group Import.
  3. The Start Date field will default to the Start Date selected on the Source card unless otherwise specified.

Updating Google AdWords Tracking Template


Once you've successfully imported your AdWords Campaigns and AdGroups into CAKE, you will need to insert a Google AdWords Tracking Template at the Account level. The AdWords Tracking Template allows for additional tracking parameters to be appended to the Final URL without sending Campaigns into review where quality scores and history can be reset.


For the AdWords integration, CAKE will base its tracking off of the AdGroup ID which gives you granular reporting data. To accomplish AdGroup level tracking, you will want to append the AdGroup ID to all Final URLs within the CAKE Campaign Attribution Parameter, ckmscn.


To insert an AdWords Tracking Template at the Account Level: Main DashboardLeft Navigation Rail →  Shared LibraryURL Options


The Tracking Template should be: {lpurl}?ckmscn={adgroupid}


The Google ValueTrack Parameters above will dynamically pull the correct Final URL for the rendered Ad, and the correct AdGroup ID. For AdWords Help on Tracking please click here


Tracking AdWords Campaigns in CAKE


To track Google AdWords Campaigns in CAKE, you will want to utilize Passive Tracking via CAKE's Dynamic Click Pixel.  CAKE's Dynamic Click Pixel is a JavaScript tag that will live on your landing page(s) to determine the Source of traffic from a value passed in the Campaign Attribution Parameter on the Referring URL or on the Page URL.


When the AdWords Final URL, including the Campaign Attribution Parameter and AdGroup ID, reaches the landing page, the CAKE Dynamic Click Pixel will attempt to map the AdGroup ID in the Campaign Attribution Parameter (ckmscn) to the Campaign Third Party Name in CAKE (this was set to the AdGroup ID during the AdWords Import). When CAKE matches to a valid Campaign, the Dynamic Click Pixel (DCP) will let CAKE know that a click has occurred and place a cookie on the users browser.


For a complete setup guide for the Dynamic Click Pixel, please click here.