AdWords Destination

Segment makes it easy to send your data to AdWords (and lots of other destinations). Once you've tracked your data through our open source libraries we'll translate and route your data to AdWords in the format they understand. Learn more about how to use AdWords with Segment.

Our Google AdWords destination code is open-source on GitHub if you want to check it out. Our clientside javascript destination..

Getting Started

Please note: Google AdWords recently started rolling out the beta version of Global Site Tag. We do not currently support this but are investigating the possibility of this in the near future.

With Segment your events can be used to fire an AdWords conversion pixel from your website in client-side javascript. It can also be used to trigger AdWords conversion from your mobile app via Server to Server destination so you don’t have to include the SDK in your app. Make sure when you’re setting up your Adwords conversions that you choose the appropriate tracking method.

From your Segment Destinations Catalog click on AdWords. You’ll need to enter your Conversion Id from your AdWords account first. Next, enter the name of the event exactly as it appears in your track call on the left and map it to your Adwords conversion’s google_conversion_label on the right.

Conversion ID

To find a conversion ID look inside of your AdWords account and navigate to Tools -> Conversions, then click the red +Conversion button. You’ll be prompted to choose what types of conversions you’d like to track. For the purposes of integrating with Segment, you’ll choose either “Website” or “App”.

If you select “Website,” click through to the “Review and Install” step in the AdWords dashboard. Scroll down to the “Install your tag” section and look for w.google_conversion_id. Copy the string directly to the right of it, and paste it into the AdWords section of your Segment destination tab.

If you select “App,” you can choose to track conversions from Firebase, Google Play, or first opens and in-app actions. For more on setting up moble tracking, see Server to Server Destination for Mobile Apps further down on this page.


Conversion Value

If you want to pass a value along with the conversion event include an event property labeled revenue, like this:

analytics.track('Order Completed', { revenue: 33 });

Dynamic Remarketing Tags

If you enable Send Remarketing Tag for an event mapping in your settings, we will send a dynamic remarketing tag in addition to a normal conversion tag. You can use these properties in your Adwords account to create audiences to remarket to!

If you’d like to only send a Dynamic Remarketing Tag you can just leave the Label field blank.

Multiple Conversion IDs

If you wish to map multiple conversion IDs for a single event, you can simply create multiple mappings in the Event Mappings setting with the same event name and different conversion IDs.

Server to Server Destination for Mobile Apps

You can specify your key mobile events as conversion events inside of Google AdWords conversion dashboard. When these events fire from your mobile apps, we’ll trigger these AdWords conversions. Our SDKs should include the following properties, which are required to send the conversions. If you notice these properties aren’t being logged, you will want to check your debugger to ensure the properties are in fact included in your events.

labelYour Advertising Label from the destination settings panel

The following properties are optional, if you’d like to see more, please get in touch with us.

Here’s Google documentation for the endpoint we hit for iOS apps and for Android Apps. It can take 24-48 hours for conversions to show up in the conversions dashboard.


Testing Conversion Pixels

To test Google AdWords conversion tracking you’ll have to click through one of your existing ads.

Keep in mind that the conversion data must be processed by Google before it shows up in your AdWords reporting, which can take up to 24 hours.

Inconsistent Conversions

The most common reason for AdWords conversion pixels to fire inconsistently is that the page redirects or reloads before the pixel has time to be loaded on the page. Make sure your page does not redirect or reload for at least 300ms after the conversion event happens.

We recommend using our trackLink or trackForm helpers to delay the page redirect. Documentation here.

Supported Sources and Connection Modes

📱 Device-based
☁️ Cloud-based

To learn more about about Connection Modes and what dictates which we support, see here.


Segment lets you change these destination settings via your Segment dashboard without having to touch any code.

Conversion ID

Your AdWords conversion identifier. It looks like 983265867. You can opt to override this on a per-event basis but at the very least this conversion ID will serve as the ID used in page calls.

Event Mappings

AdWords behavior for each of your Segment Events is defined here.

Page Remarketing

Enable this to send a remarketing tag with your page calls

If you have any questions or see anywhere we can improve our documentation, please let us know or kick off a conversation in the Segment Community!