HubSpot auto tracking messing up tracking in Google Ads

Highlighted
Occasional Contributor

Hi

 

A couple of months ago we connected HubSpot auto tracking to our Google Ads account.

 

The instruction says that this should work fine:

"Auto tracking

See which ads your contacts are clicking on and converting on. We will automatically add tracking parameters to all of your ads without overwriting any existing parameters. Learn more", but the "without overwriting any exsiting parameters" is exactly what happened to us and we lost our tracking in Google Ads. Once we disconnected auto tracking, the problem dissapeared. 

 

What could be the issue here? We would need to be able to track ads and conversions both in Google Ads but also all the way in HubSpot as well, so it would be beneficial for us to solve this issue. Anyone with similar experiences or a solution?

 

Best regards,

Martina

6 Replies 6
Highlighted
Community Manager

Hi @MartinaF,

 

Thanks for reaching out.

I want to tag in some thought leaders to see if they can assist with this.

Hi @ajchapman20 @GiulianoFuchs @louischausse, would you be able to share your thoughts with @MartinaF?

 

Thanks!

Jess  


Wusstest du, dass es auch eine DACH-Community gibt?
Nimm an regionalen Unterhaltungen teil, in dem du deine Spracheinstellungen änderst !


Did you know that the Community is available in other languages?
Join regional conversations by changing your language settings !


Highlighted
Regular Contributor

Hi @MartinaF,

it depends on how you make the tracking work in Google Ads.

The Hubspot Connection lets you only track the conversions within HubSpot (Marketing -> Ads), the conversion Tracking in Google Ads has to setup additionally.

Here how we solved it with Google Ads and Google Tag Manager:

First of all we set up the trigger for our Landing Page in GTM:

GiulianoFuchs_0-1600247301532.png


Then we create a conversion in Google Ads:

GiulianoFuchs_2-1600247503890.png


Connect the Conversion to GTM:

GiulianoFuchs_1-1600247398734.png

The last step is to connect the Conversion to your Google Ads Campaing:

GiulianoFuchs_3-1600247629924.png

 

Now the Conversions will be shown in Google Ads:
 

GiulianoFuchs_6-1600247945661.png

 


Also, you can see the conversions now in your Google Analytics of course:

GiulianoFuchs_4-1600247766240.png

 

And in HubSpot as well:

GiulianoFuchs_5-1600247839141.png

 

Hopefully, this was helpful 🙂


  

Highlighted
Occasional Contributor

Hi @GiulianoFuchs 

 

thanks for your reply.

 

So if I understood correctly the Auto Tracking kind of works only one way and only shows the conversions correctly in HubSpot? I thought it was an overall connection between HubSpot and Ads – which would make tracking work both ways. 

 

Does this mean that we always have to create the conversions separately in Ads – otherwise the connection and Auto Tracking will mess up our reporting in Google Ads?

 

Thanks for all your help!

 

-M

0 Upvotes
Highlighted
Regular Contributor

Hi @MartinaF,

yes the connection only works one way, because of course, HubSpot can't set up all the tracking needed in Google Ads to make it work properly, I think there are several reasons for this, it would screw up people already having tracking in place which they don't want to lose, it would cause issues because there are like 100 ways to implement tracking with google ads (and all of those are working).

 

No, HubSpot won't mess with your data in Google Ads, it will only show the data from Ads and Conversions in HubSpot - therefore you just can set up the tracking in Google Ads like you would without HubSpot.

 

Just look at it as two different systems for tracking your conversion, were both Systems serve different purposes. 

 

As an example in Google Ads you can not see "who" converted, in HubSpot you can track it back to the person who converted - while in HubSpot you only can make like little changes to your Campaigns, where you have a whole toolbox of instruments for optimizing your campaigns in google ads. 

0 Upvotes
Highlighted
Regular Contributor

@MartinaF ,

 

1. yes, that is correct.

2. the connection won't mess up with your Ads account because it only gets the Data.

 

Both systems serve a different purpose:

 

1. Google Ads lets you optimize your Ads beyond what the HubSpot Ads tool is capable of.

2. HubSpot lets you see who converted on your page and therefore allows to optimize for buyer personas and content for instance.

 

 

0 Upvotes
Highlighted
Regular Contributor | Gold Partner

When you connect your Google Ads account HubSpot add some parameters at both an account level and also at a campaign level.

 

At an account level they add this template (ignore the hsa_acc that is just a made up number it will be your account ID)

 

{lpurl}?utm_term={keyword}&utm_campaign={_utmcampaign}&utm_source=adwords&utm_medium=ppc&hsa_acc=1234567&hsa_cam={campaignid}&hsa_grp={adgroupid}&hsa_ad={creative}&hsa_src={network}&hsa_tgt={targetid}&hsa_kw={keyword}&hsa_mt={matchtype}&hsa_net=adwords&hsa_ver=3

 

Once the account is added we add in some additional valuetrack parameters to give us better information in GA and Lucky Orange.

The tracking parameters we use for search campaigns looks like this 

{lpurl}?utm_term={keyword}&utm_campaign=Your+-+Campaign+Name&utm_source=adwords&utm_medium=ppc&hsa_acc=123456789&hsa_cam=123457899&hsa_grp={adgroupid}&hsa_ad={creative}&hsa_src={network}&hsa_tgt={targetid}&hsa_kw={keyword}&hsa_mt={matchtype}&hsa_net=adwords&hsa_ver=3&camp_id={campaignid}&grp_id={adgroupid}&adid={creative}&kw={keyword}&mt={matchtype}&source={network}&tgt={targetid}&phys={loc_physical_ms}&device={device}

You'll notice that HubSpot uses utm_source=adwords and utm_medium=ppc and not the default utm_source=google and utm_medium=cpc

We go into the admin area of GA and add in the parameters that need to marry up.

google_ads_tagging.jpg

We split Branded and Generic search into seperate channels, so you'll need to do it for both.

Your numbers will never marry up because attribution for GA and Google Ads are different, but it gives you a chance of having the right data reported in three places and for it not to be too funky looking.

For display campaigns we use (the placement is the important difference)

{lpurl}?utm_term={keyword}&utm_campaign=GDN+-+Campaign+Name&utm_source=adwords&utm_medium=ppc&hsa_acc=12345678&hsa_cam=8093685764&hsa_grp={adgroupid}&hsa_ad={creative}&hsa_src={network}&hsa_tgt={targetid}&hsa_kw={keyword}&hsa_mt={matchtype}&hsa_net=adwords&hsa_ver=3&camp_id={campaignid}&grp_id={adgroupid}&kw={keyword}&place={placement}&mt={matchtype}&source={network}&tgt={targetid}&loc={loc_physical_ms}&device={device}&adid={creative}

And just for completeness for shopping campaigns we use

{lpurl}?utm_term={keyword}&utm_campaign=Shopping+Campaign+name&utm_source=adwords&utm_medium=ppc&hsa_acc=12345678&hsa_cam=12345789&hsa_grp={adgroupid}&hsa_ad={creative}&hsa_src={network}&hsa_tgt={targetid}&hsa_kw={keyword}&hsa_mt={matchtype}&hsa_net=adwords&hsa_ver=3&camp_id={campaignid}&grp_id={adgroupid}&source={network}&tgt={targetid}&pl={placement}&loc={loc_physical_ms}&device={device}&model={devicemodel}&ad_id={creative}&adtype={adtype}&merch_id={merchant_id}&chan={product_channel}&prod_id={product_id}&part={product_partition_id}

 

This particular account doesn't do YouTube advertising but we'd have something different for that as well.

HubSpot doesn't do as good a job of segmenting and reporting by placement, product etc. hence the extra valuetrack parameters.

Useful if you are trying to create remarketing audiences for people who saw a specific product but didn't buy.

Jim BanksSetup, media buying and support for ecommerce merchants using Shopify who want to leverage the HubSpot Growth Stack.
HubSpot Gold Partner