Pardot Knowledge Base

Google AdWords Connector Final URLs

Last Updated: Aug 08, 2016 | Print this Article

Pardot can connect with your Google AdWords account and track prospects that reach you through paid search. You can tie cost data from AdWords to opportunity data from your CRM to determine your true cost per qualified lead and search engine marketing ROI.

Note: this article is for clients using AdWords final URLs. If you need help upgrading, see Google's documentation here.

This connector is included with Professional and Ultimate Editions.

Before you set up your connector

  • Pardot tracks {creative}, {matchtype}, {keyword}, {network}, and {device} parameters.
  • Auto-tagging does not have to be disabled in order to use our Google AdWords connector. However, if you want to also use our Google Analytics connector to capture other field values in Pardot (campaign, medium, source, content, and term), you would need to disable it and manually add parameters instead (you can use Google's URL builder). This is due to the fact that Google's auto-tagging feature compiles all of these parameters into a "gclid" parameter, which we are unable to read and parse out the values to capture in Pardot. Click here for more information.
  • You'll still manage your AdWords in Google, but you will have insight into AdWords campaigns within Pardot.
  • Currently we do not support MCC accounts. If you have an MCC account, set up an AdWords connector for each child account you want to connect to Pardot. Each of these connectors will contain credentials for the managed account, not the managing MCC account, and an admin in each managed account will need to grant Pardot access to connect with AdWords.

Setting up your connector

Follow these steps to set up the AdWords Connector in Pardot.
  1. Navigate to Admin > Connectors.
  2. Click + Add Connector.
  3. Choose Google AdWords.
  4. Enter your AdWords Number and AdWords Email.
  5. Click Create connector. This will notify Pardot to request API access to your account. Once Pardot has done this, Google will notify you either by email or a notification in your AdWords interface (typically both) that there is a pending access request. In AdWords, navigate to My Account > Account Access and click Yes to approve.
  6. Once you click Yes to grant access, go back to the connector screen in Pardot and click verify now in the Verified column for your connector. If you have granted access successfully, you will receive a confirmation message in the Pardot interface indicating that your connector has been successfully verified.
Once the connector has been verified for the first time, your Google AdWords campaigns, groups, and ads will be imported (under Marketing > Search Marketing) within about 10-20 minutes. During the import, a new Pardot campaign will be created called Google AdWords (if a campaign was previously manually created with this name, that one will be used rather than a new one being created). Prospects that come to your site for the first time through an AdWords ad will be automatically tagged with this Pardot campaign.

You can also change the default Pardot campaign or select a different Pardot campaign for individual AdWords campaigns — see instructions below. After the initial import, we will check nightly for new ads and import those automatically.

Changing the default Pardot campaign for new prospects

By default, prospects that come to your site for the first time through an AdWords ad will be automatically tagged with the "Google AdWords" Pardot campaign. To change this default campaign:
  1. Navigate to email address > Settings.
  2. Click Edit account.
  3. Choose another campaign in the Google AdWords Campaign dropdown field.
  4. Press Save account to save your update.

Changing the Pardot campaign for new prospects for individual AdWords campaigns

If you would like to change the Pardot campaign that new prospects are tagged with for individual AdWords campaigns (rather than changing the overall default as outlined above), take the following steps:
  1. Navigate to Marketing > Search Marketing.
  2. Click on the name of an AdWords campaign in the table at the bottom of the page (or click the Paid Search link at the top).
  3. Click Edit paid search campaign.
  4. Choose another Pardot Campaign in the dropdown field.
  5. Press Save campaign to save your update.

Setting up your tracking template in AdWords

You'll need to set up tracking templates for your ads in AdWords. It's up to you to decide if you want to place the template on your Account, Ad Groups, Campaigns, individual Ads, or Keywords. See Google's documentation here for help. Pardot administrators can find their Pardot tracking template by following these steps:
  1. In Pardot, navigate to Admin > Connectors.
  2. Find your AdWords connector, click the gear icon, and then click Tracking Template.
  3. Copy your unique tracking template. This is what you'll use in your AdWords account to track your ads in Pardot.
  4. In AdWords, paste the tracking code in Ad URL Options.
The tracking template should be the same on all of the AdWords ads you want to track in Pardot.

Locating the tracking template in your Pardot account.
Locating the tracking template in your Pardot account.

When you click Tracking Template, your tracking template will be displayed.

When you click Tracking Template, your tracking template will be displayed.


Can I use a Pardot custom redirect for my ad's final URL?

No — if you use a custom redirect as your ad's final URL, all AdWords parameters will be dropped. Pardot will not be able to track your ad.

Does the Adwords connector work with Video campaign types?

No — currently, Pardot does not pull in information from Video Adwords campaign types.

Why won't my Adwords connector verify?

  • Check to make sure that both the AdWords account number and email address are included in the connector within Pardot (Connectors > AdWords > Edit).
  • Make sure the email address in the connector is the same one you use to log in to your AdWords interface. If it doesn't, you can try changing the email in the connector to that email.

Why doesn't my data in Pardot match my Google Adwords data?

  • Google Conversions and Pardot differ on prospect conversions based on campaigns. A Pardot conversion is when an anonymous visitor successfully fills out the form or completes the landing page and thus “converts” into a prospect.
  • Pardot syncs with AdWords nightly. Pardot pulls over all cost information and data — so cost data should be the same in both Pardot and Adwords once the sync occurs.
  • Clicks are generated by both Pardot and AdWords. However AdWords counts every click of the ad, while Pardot counts only unique clicks for each ad.

Why would there be differences between Campaign numbers?

  • Adwords counts visitors who touch their campaign as part of that campaign, but Pardot prospects are not associated with an AdWords campaign if they have previously been assigned to another Pardot campaign since Pardot campaign marks the prospect's first touch point.
  • Adwords reporting: Historic data can change if Pardot visitors originally tagged with the ad campaign are converted into prospects at a later time. For example, the number of prospects may increase two or three months after the visitor is tagged when the visitor becomes a prospect. Changes made to campaign names on the AdWords side are not synced with Pardot. If this does not explain the difference check that the tracking code has been added properly and on the right pages — either on the single landing page that is associated with the AdWord campaign or on Multiple Landing pages/forms associated with the ad.
  • Pardot reporting: There can be a difference in the total number of prospects clicked in two months when viewed separately and when viewed together in the Google AdWords Keyword table. For example, it is possible that a prospect clicked on an ad in March, and then clicked on the same ad in April. This would count one prospect click for March and one prospect click for April. However when the numbers are looked at together, March and April, only the total number of unique prospects is counted, so the prospect that clicked both in March and April is only counted once in the total for both months.
  • When viewing the Google AdWords Campaign under Marketing > Campaigns > AdWords, note that the prospects listed here are tagged with the AdWords campaign and have been active in the given timeframe. Other prospects tagged with the AdWords campaign may not have been active in a given timeframe, so they will not appear under the Campaign section like they do in the Paid Search section.

What do Pardot's AdWords connector settings mean?

The AdWords connector currently has two settings: Automatically update ads to support Pardot tracking and Update legacy ads to fully support Pardot tracking. These are legacy settings left over from when AdWords used destination URLs instead of final URLs. These settings have no effect on AdWords with final URLs, and will be removed once all AdWords customers have migrated to final URLs.

Destination URL Settings  

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