Implementing Google Ads API for Ecommerce: Sending Purchase Information and Integrating with Merchant Center
Ramūnas Bruzgys
We are in the process of integrating the Google Ads API into our ecommerce website and have a few questions that we hope the community can help answer.
Background:
- We currently have access to the Google Ads API and are actively sending Enhanced conversion data.
- Our aim is to also connect with the Merchant Center to send the "cost of goods sold" information. This is to ensure we have a clear picture of our profitability.
Questions:
- Reliability on Google Ads API: Can we solely rely on the Google Ads API for all our ecommerce advertising needs, especially when it comes to sending purchase information and integrating with the Merchant Center?
- Data Transmission: What specific data points should we be sending to Google Ads to ensure the most accurate representation of our sales and conversions? We are particularly interested in details like purchase information, revenue, etc.
- Optimal Use of Remarketing: Given our current setup, how can we best utilize remarketing features to target our audience effectively? Are there any specific data points or strategies that we should be aware of to maximize our remarketing efforts?
We understand the importance of accurate data transmission and want to ensure that we are making the most of the Google Ads API capabilities. Any insights, best practices, or recommendations would be greatly appreciated.
Google Ads API Forum Advisor
Hi,
Thank you for reaching out to Google Ads API Forum. Please see my responses to your questions below.
Reliability on Google Ads API: Can we solely rely on the Google Ads API for all our ecommerce advertising needs, especially when it comes to sending purchase information and integrating with the Merchant Center?
- Please note that the Google Ads API is the programmatic interface to Google Ads, used for managing large or complex Google Ads accounts and campaigns. You can build software that manages accounts from the customer level down to the keyword level. I would highly suggest referring to our documentation (https://developers.google.com/google-ads/api/docs/start) for the typical use cases. Since you mentioned purchase information, you may want to check this guide (https://developers.google.com/google-ads/api/docs/conversions/upload-store-sales-transactions#upload_your_store_sales_data) for uploading store sales data. You may also refer to this guide (https://developers.google.com/google-ads/api/docs/shopping-ads/merchant-center) for linking your Merchant Center and Google Ads accounts.
Data Transmission: What specific data points should we be sending to Google Ads to ensure the most accurate representation of our sales and conversions? We are particularly interested in details like purchase information, revenue, etc.
- Please note that our team could only provide guidance specific to Google Ads API technical implementations. With regards to the specific data points you should be sending to Google Ads to ensure most accurate representation of your sales and conversions, I believe the Google Ads Product support team (https://support.google.com/google-ads/gethelp) could best address this concern. However, in Google Ads API perspective, you may refer to this documentation (https://developers.google.com/google-ads/api/docs/conversions/overview) regarding conversion management.
Optimal Use of Remarketing: Given our current setup, how can we best utilize remarketing features to target our audience effectively? Are there any specific data points or strategies that we should be aware of to maximize our remarketing efforts?
- You may check the API documentation below for helpful information regarding remarketing in Google Ads API.
- Targeting Settings for Remarketing - https://developers.google.com/google-ads/api/docs/remarketing/targeting-settings
- Merchant center-based Dynamic Remarketing - https://developers.google.com/google-ads/api/docs/dynamic-remarketing/merchant-center-example
Please let us know if you have further questions.
Thanks,
 |
Google Ads API Team |
Ramūnas Bruzgys
Our development team is considering testing the "Import from Clicks" conversion action in the Google Ads API. Before we proceed, we'd like to understand the potential implications and differences compared to the "Upload Store Sales" conversion action.
From the UI, I've observed that the "Import from Clicks" option seems to lack the Enhanced Conversion setting, Engaged-view Conversion window, and View-through Conversion window settings.
Questions:
Data Implications: Does the absence of these settings in "Import from Clicks" mean that we will be sending less data compared to "Upload Store Sales"?
Data-Driven Targeting: How might the data sent via "Import from Clicks" impact data-driven targeting? Specifically, will the lack of settings like Enhanced Conversion and the conversion windows affect the accuracy or effectiveness of our targeting?
Recommendations: Given our goal to have the most accurate data representation in Google Ads, would you recommend one conversion action over the other? Are there specific scenarios where "Import from Clicks" might be more beneficial than "Upload Store Sales"?
Thank you in advance!
Feel free to adjust the question to better fit your specific needs or the forum's guidelines.
Google Ads API Forum Advisor
Hi,
Thank you for getting back to us.
Allow me to address these questions below:
Data Implications: Does the absence of these settings in "Import from Clicks" mean that we will be sending less data compared to "Upload Store Sales"?
- Please note that for inquiries that involve the Google Ads UI, I believe that the Google Ads Product Support team can provide more appropriate insights regarding this. You may reach out to them via this link for further guidance on product-level concerns.https://support.google.com/google-ads/gethelp
- However, in the API perspective please note that these conversions are used based on what you are trying to measure. Please note the following information below.
- Upload Click Conversions(https://developers.google.com/google-ads/api/docs/conversions/upload-clicks) - You can use the Google Ads API to upload offline click conversions into Google Ads, mapping to the Uploads conversion source in the Google Ads UI, followed by Conversions from clicks. It gives you more flexibility in associating clicks with conversions. You can track ads that led to sales in the offline world, such as over the phone or through a sales rep.
- Upload Store Sales Conversions(https://developers.google.com/google-ads/api/docs/conversions/upload-store-sales-transactions) - The Google Ads API supports uploading store sales conversions that allow you to import offline transactions into Google Ads either directly or through third-party partners. By matching transaction data from your point-of-sale systems or customer database, you can see how your ads translate into offline purchases.
Data-Driven Targeting: How might the data sent via "Import from Clicks" impact data-driven targeting? Specifically, will the lack of settings like Enhanced Conversion and the conversion windows affect the accuracy or effectiveness of our targeting?
Recommendations: Given our goal to have the most accurate data representation in Google Ads, would you recommend one conversion action over the other? Are there specific scenarios where "Import from Clicks" might be more beneficial than "Upload Store Sales"?
For the following concerns above, I believe that the Google Ads Product Support team can provide more appropriate insights regarding this. You may reach out to them via this link for further guidance on product-level concerns.https://support.google.com/google-ads/gethelp
If it helps, here are some product articles that relate to these inquiries:
- About data-driven attribution - https://support.google.com/google-ads/answer/6394265?hl=en&sjid=15156705871678960552-AP
- About conversion tracking - https://support.google.com/google-ads/answer/1722022?hl=en&sjid=15156705871678960552-AP