Google AdWords New Destination

Segment makes it easy to send your data to Google AdWords New (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 AdWords New in the format they understand. Learn more about how to use Google AdWords New with Segment.

Getting Started

If you are using the New AdWords experience, you can enable the Google AdWords New Destination in the Segment catalog. The new AdWords now uses a Global Site Tag and uses event snippets.

IMPORTANT: Only use this destination if your AdWords account is using the New Experience. If you are using Google Tag Manager as well, you should not add the global site tag again in your GTM containers. You should also disable any Google AdWords destinations within the same source, since Google AdWords cannot load in conjunction with Google AdWords New.

How do I know which experience I’m using? Here is how to find out.

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 AdWords 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.

We will pass along all the properties of the page call such as path, title, url, etc. since the New AdWords will by default make these available in your remarketing campaigns.

If you want to send Google’s semantic value, currency, or transaction_id, you can send these as integration specific options (however, we recommend just creating a Click Conversion instead and mapping them to .track() calls):{}, {
  'Google AdWords New': {
    value: 25,
    currency: 'USD',
    order_id: 'order123'

NOTE: The 'Google AdWords New' 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 AdWords. 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 AdWords Account

If you are an enterprise that uses multiple AdWords 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.

If you have any questions, or see anywhere we can improve our documentation, please let us know!