Google Ads (Gtag)
Google Ads is a pay-per-click advertising platform that lets businesses create ads shown on Google Search, YouTube, and across the web. It supports keyword targeting, audience segmentation, and campaign optimization to drive traffic and conversions.
Getting started
This is a device mode destination. You will need to enter your store's Conversion ID to connect this destination. You can obtain this value from your global site tag snippet. It should look something like AW-901243031.
Connecting to the Google Ads (Gtag) CDP destination
- Log into the Chord data platform.
- Navigate to the CDP.
- Click the "Add" button next to Destinations.
- Select Google Ads (Gtag) from the destination catalog.
- Enter in the destination name and the Conversion ID.
- Click "Create" to connect.
Enhanced Conversions
On every event (page and track), the plugin checks for email, phone, name, and address fields to set enhanced conversions user data. This enables Google to match conversions to signed-in users for improved attribution.
Gtag SDK call: gtag("set", "user_data", userData)
Google Ads User Data Field | Chord Source (in priority order) |
|---|---|
properties.email > context.traits.email | |
phone_number | properties.phone > context.traits.phone |
address.first_name | properties.first_name > context.traits.first_name |
address.last_name | properties.last_name > context.traits.last_name |
address.street | properties.address.address1 > context.traits.address.address1 |
address.city | properties.address.city > context.traits.address.city |
address.region | properties.address.state > context.traits.address.state |
address.postal_code | properties.address.zipcode > context.traits.address.zipcode |
address.country | properties.address.country > context.traits.address.country |
Address fields are only included when at least one address value is present. Per Google's requirements, a valid address match requires at minimum address.first_name, address.last_name, address.postal_code, and address.country.
Enhanced conversion data is sent before both page and track events whenever any user data is available.
Chord events relevant for destination
Not all Chord Tracking events are used downstream in your configured destinations. The most relevant and important events in the Chord tracking plan are mapped within the CDP destination, relayed and then ingested in the destination. The Chord tracking plan events used by the Google Ads (Gtag) destination are:
Chord Tracking Event | Destination Event |
|---|---|
Checkout Started | conversion (w/ unique conversionLabel & conversionId) |
Order Completed | conversion (w/ unique conversionLabel) |
page (i.e. Page name "Thank You") | conversion (w/ unique conversionLabel) |
Track Event Attributes
When a track event matches a configured conversion, the following attributes are sent:
Google Ads Attribute | Chord Source (in priority order) | Notes |
|---|---|---|
send_to | Configured conversionId/conversionLabel | Identifies the conversion action |
value | properties.total > properties.revenue | Conversion value; for Order Completed uses order-level total |
currency | properties.currency > properties.meta.i18n.currency > "USD" (default) | Omitted if not present |
transaction_id | properties.order_id / properties.orderId | For deduplication; omitted if not present |
items | properties.products[] | Array of product items with standard ecommerce fields |
coupon | properties.coupon | Coupon code; omitted if not present |
discount | properties.discount | Discount amount; omitted if not present |
Page Load Conversions
Page events can also trigger conversions when the page name matches a configured page load conversion. Page load conversions include:
Google Ads Attribute | Chord Source | Notes |
|---|---|---|
send_to | Configured conversionId/conversionLabel | Identifies the conversion action |
value | properties.total > properties.revenue | Omitted if not present |
currency | properties.currency > properties.meta.i18n.currency > "USD" (default) | Omitted if not present |
transaction_id | properties.order_id / properties.orderId | Omitted if not present |
path | Page path | Defaults to window.location.pathname |
referrer | Referrer URL | Defaults to document.referrer |
search | Query string | Defaults to window.location.search |
title | Page title | Defaults to document.title |
url | Page URL | Defaults to window.location.href |
name | Page name | Derived from properties.title, properties.path, or payload.name |
CSP Requirements
If your site uses a Content Security Policy, allow the following domains:
Directive | Domain |
|---|---|
script-src | https://www.googletagmanager.com |
connect-src | https://www.googletagmanager.com, https://www.google-analytics.com |
Updated 21 Apr 2026