This page provides you with instructions on how to extract data from Google Ads and analyze it in Google Data Studio. (If the mechanics of extracting data from Google Ads seem too complex or difficult to maintain, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)
What is Google Ads?
Google Ads (formerly AdWords) is a popular paid marketing tool. With Google Ads, you set a budget, select keywords, and publish ads that appear on Google search results pages relevant to your keywords. Google Ads collects data about campaigns that businesses can use to measure their effectiveness.
What is Google Data Studio?
Google Data Studio is a simple dashboard and reporting tool. It's free and easy to use, but it lacks the sophisticated features of higher-end reporting software. Many of the connectors it supports are for Google products, but third parties have written partner connectors to a wide variety of data sources. Its drag-and-drop report editor lets users create about 15 types of charts.
Getting data out of Google Ads
Google provides a SOAP API for Google Ads. The first step of getting your data into your data warehouse is pulling the data off of Google's servers by using the AdWords API's Reporting features. This is a subset of the API's functionality, which also includes the ability to manage ads.
You can also link your Google Analytics and Google Ads accounts to allow the data to cross-pollinate. This can provide richer reporting due to the breadth of knowledge that exists in Google Analytics about the people who may have viewed or clicked your ads.
You can extract granular data from AdWords API reports, allowing you to see things like impressions, clickthrough rates, and CPC broken out by time period.
Loading data into Google Data Studio
Google Data Studio uses what it calls "connectors" to gain access to data. Data Studio comes bundled with 17 connectors, mostly to pull in data from other Google products. It also supports connectors to MySQL and PostgreSQL databases, and offers 200 connectors to other data sources built and supported by partners.
Using data in Google Data Studio
Google Data Studio provides a graphical canvas onto which users drag and drop datasets. Users can set dimensions and metrics, specify sorting and filtering, and tailor the way reports and charts are displayed.
Keeping Google Ads data up to date
So, now what? You've built a script that pulls data from Google Ads and loads it into your data warehouse, but what happens tomorrow when you have thousands of new impressions?
The key is to build your script in such a way that it can also identify incremental updates to your data. If you can identify some fields that auto-increment, you could use them to give your script the ability to recognize new data. You can then set your script up as a cron job or continuous loop to keep pulling down new data as it appears.
From Google Ads to your data warehouse: An easier solution
As mentioned earlier, the best practice for analyzing Google Ads data in Google Data Studio is to store that data inside a data warehousing platform alongside data from your other databases and third-party sources. You can find instructions for doing these extractions for leading warehouses on our sister sites Google Ads to Redshift, Google Ads to BigQuery, Google Ads to Azure Synapse Analytics, Google Ads to PostgreSQL, Google Ads to Panoply, and Google Ads to Snowflake.
Easier yet, however, is using a solution that does all that work for you. Products like Stitch were built to move data automatically, making it easy to integrate Google Ads with Google Data Studio. With just a few clicks, Stitch starts extracting your Google Ads data, structuring it in a way that's optimized for analysis, and inserting that data into a data warehouse that can be easily accessed and analyzed by Google Data Studio.