Audiences based on Google Ads (AdWords) data

Learn how to skim Google Ads (AdWords) targeting data to segment your visitors into specific audiences.

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While setting up your ad campaigns, Google Ads (AdWords) lets you tap into their endless pool of data. Typically, you'd use this data to create targeted ads. Most likely, you'll even set up a dedicated landing page but that's it - once a visitor moves past the landing page, all targeting data AdWords provided is lost. Not with Unless.

By creating audiences based on your ads, you can store the Google Ads (AdWords) data in the form of audience memberships. This way you can personalize the entire website experience - including later web sessions.

How to set up audiences based on Google Ads (AdWords) data

What are UTM parameters?

Parameters are little snippets of information, added to a URL. They transfer information between places and are great for creating a personalized website experience. If you need more guidance on how to create an audience based on URL parameters or if you'd like to learn more about the different options, take a look at this guide.

Setting UTMs using a Tracking Template

To avoid having to add UTMs to every single ad, we recommend using Google Ads' tracking templates at Account, Campaign or Ad Level (as shown in the video above). These help you add UTM parameters quickly.

utm tacking templates Image of a possible tracking template with fixed and dynamic parameters.

Setting UTMs using Autotagging

Autotagging automatically tags URLs in your Google Ads campaigns and sends the data to Google Analytics. However, there's a catch. Autotagging (with GCLID) only works within Google's ecosystem.

autotagging-in-google-ads See this “GCLID” parameter that’s passed at the end of the URL? This is what the URL would look like when using autotagging.

Unless and other third-party tools (e.g. your CRM) can't decrypt GCLID, they need UTMs to receive information from Google Ads (AdWords). So if you're using autotagging, you have to add UTMs manually or through a tracking template. When using this hybrid solution avoid conflicts within Google Analytics by making a small adjustment as described in this Google help article.

Combine Google Ads' Dynamic Keyword Insertion with Unless

Are you interested in personalizing based on Google Ads' (aka AdWords) Dynamic Keyword Insertion? Take a look at this setup guide - it will take you through every step of the process.

Frequently asked questions

Unless isn't affected. With parallel tracking, users will be sent directly to the final URL and no longer go through any redirects. Attaching UTMs and other parameters to your final URL is still possible. So, you can continue to personalize your pages using Unless in combination with URL parameters.

If you set it up using UTM parameters, everything will continue to work. If you used custom parameters, you need to make a small adjustment using the field *final URL suffix*.

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