Google Ads (Gtag) Destination

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

Before you begin…

If you’re using the new Google Ads (Gtag) experience, you can enable the Google Ads (Gtag) Destination (previously called “Google Adwords New”) in the Segment catalog. The new Google Ads uses a Global Site Tag (Gtag) and event snippets.

IMPORTANT: Only use this destination if your Google Ads account is using the New (Gtag) Experience. If you are using Google Tag Manager (a separate product) as well, do not add the global site tag again in your GTM containers. You should also disable any Google Ads (Classic) destinations within the same source, since Google Ads (Classic) cannot load at the same times as Google Ads (Gtag).

How do I know which experience I’m using? Check this Google support KB article is how to find out.

Getting Started

You can use this destination to map your .page() calls to Page Load Conversions or .track() calls to Click Conversions.

Currently this is only supported on the browser.


If you want to map all your unnamed .page() calls to a default Page Load Conversion, you can enter it in our settings. However, if you created specific Page Load Conversions in Google Ads that you’d like to map your named .page() calls in Segment, you can also do that by mapping the events in Page Load Conversions setting.

Segment forwards all the properties of the page call, such as path, title, url, and so on, because by default Google Ads (Gtag) makes these available in your remarketing campaigns.

You can send Google’s semantic properties, such as value, currency, or transaction_id, as integration specific options. However, we recommend just creating a Click Conversion instead and mapping them to .track() calls. The example below shows these properties as integration-specific options:{}, {
  'Google Adwords New': {
    value: 25,
    currency: 'USD',
    order_id: 'order123'

NOTE: The 'Google Ads (Gtag)' is case sensitive. We ask for order_id rather than transaction_id to stay more consistent with our own ecommerce spec. However, we will send it as transaction_id in the request itself to satisfy Google’s specifications.


You can map your custom .track() events to any Click Conversions you created inside Google Ads. We will pass any properties so you can use them during your remarketing campaigns.

If you pass properties.value, properties.currency, or properties.order_id, we will map them to Google’s semantic value, currency, or transaction_id respectively.

The only exception is that for Order Completed events, we will map Google’s semantic value field to your properties.revenue.

Multiple Google Ads Accounts

If you are an enterprise that uses multiple Google Ads Gtag accounts (usually managed by various third party agencies) you can override the top level default Google Conversion ID at the event level by entering it into the settings.

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.

Google Conversion ID

Enter your GOOGLE-CONVERSION-ID. You can get this value from your global site tag snippet. It should look something like AW-901243031

Click Conversions

You can map your .track() events to specific AdWords Click Conversions by providing your event name and the Conversion ID.

Conversion Linker

If you don’t want the global site tag to set first-party cookies on your site’s domain, you should disable this setting. Disabling this is NOT recommended by Google as it can lead to less accurate conversion measurements.

Default Page Conversion

If you want to map all your default .page() calls that do not explicitly pass in a name to a conversion event, you can enter it here.

Page Load Conversions

You can map your .page() calls to specific AdWords Page Load Conversions by providing your page name and the Conversion ID.

Send Page View

If you want to prevent the global site tag from automatically sending a remarketing hit to your AdWords accounts when the page is viewed, you can disable this setting. Otherwise, by default all properties sent with the conversions will be sent as remarketing hits which will allow you to create audiences based on those properties.

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