# Google Ads Destination Config Reference


> Complete Rudder CLI reference for the Google Ads destination config keys, conversion tracking, dynamic remarketing, event filtering, and secrets.



[Google Ads](https://www.rudderstack.com/docs/destinations/streaming-destinations/google-ads/setup-guide/) is a web device mode destination. RudderStack's JavaScript SDK loads the Google tag (`gtag.js`) in the browser and sends page loads, clicks, and conversions to Google Ads from there.

In a Google Ads destination spec:

- `type: googleads`
- `definition_version: 1`

## Sample configuration

```yaml
version: rudder/v1
kind: destination
metadata:
  name: google-ads-prod
spec:
  id: google-ads-prod
  display_name: Google Ads Production
  type: googleads
  definition_version: 1
  enabled: true
  config:
    conversion_id: "{{ .GOOGLE_ADS_CONVERSION_ID }}"
    v2: true
    allow_identify: false
    event_mapping_from_config:
      - from: Signed Up
        to: Signup

    track_conversions: true
    enable_conversion_events_filtering: true
    events_to_track_conversions:
      - Order Completed
    track_dynamic_remarketing: false

    page_load_conversions:
      - label: AbC-D_efG-h12_34-567
        name: Pricing
    default_page_conversion: XyZ-a_BcD-e98_76-543
    click_event_conversions:
      - label: QrS-t_UvW-x45_67-890
        name: Order Completed

    send_page_view: true
    conversion_linker: true
    disable_ad_personalization: false
    enable_conversion_label: false
    allow_enhanced_conversions: false

    connection_mode:
      web: device
    consent_management:
      web:
        - provider: oneTrust
          consents:
            - marketing
```

The above example sends only `Order Completed` as a conversion event and leaves dynamic remarketing off, so it omits the remarketing event list — see [Conversion and remarketing tracking](#conversion-and-remarketing-tracking).

## Config keys

`config` accepts only the keys listed below. The [shared config key rules](https://www.rudderstack.com/docs/rudder-cli/destination-types/#config-key-rules) cover unknown keys, defaults, and immutability.

**Info:** Google Ads runs only in web device mode, and receives `identify`, `track`, and `page` calls from the SDK. Every key on this page configures what the Google tag does in the browser.

### Connection

<div class="rs-ckeys">
<div class="rs-ckey" id="conversion_id">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">conversion_id</p>RequiredSecret</div>
  <p class="rs-ckey__field">
    Type:
    <code>string</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Your Google Ads conversion ID, which identifies the account the Google tag reports to.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li>Must start with <code>AW-</code>, followed by at most 100 characters.</li>
<li>A <code>{{ path || fallback }}</code> template is accepted in place of a literal.</li>
</ul>

</div>

<div class="rs-ckey__extra">
  See <a href="https://www.rudderstack.com/docs/destinations/streaming-destinations/google-ads/setup-guide/#how-do-i-get-the-conversion-id-in-google-ads" >How do I get the conversion ID in Google Ads?</a>.
</div>

</div>

<div class="rs-ckey" id="sdk_base_url">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">sdk_base_url</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>string</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Full URL that loads the Google tag script. RudderStack appends <code>?id=&lt;conversion_id&gt;</code> to it as-is, so it must resolve to <code>gtag.js</code>. When omitted, <code>https://www.googletagmanager.com/gtag/js</code> is used.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li>Must be a domain URL, at most 500 characters. The scheme is optional.</li>
<li>A <code>{{ path || fallback }}</code> template is accepted in place of a literal.</li>
</ul>

</div>

<div class="rs-ckey__extra">
  To serve the tag from your own domain, set up <a href="https://developers.google.com/tag-platform/tag-manager/gateway/setup-guide?setup" >Google tag gateway for advertisers</a> and enter the gateway URL that serves <code>gtag.js</code>.
</div>

</div>

<div class="rs-ckey" id="v2">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">v2</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>true</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Follow the <a href="https://www.rudderstack.com/docs/event-spec/ecommerce-events-spec/" >Ecommerce Event Spec</a> when sending <code>track</code> events. This is what the dashboard calls <strong>Ecommerce event spec support for track events</strong>.
</p>

</div>

<div class="rs-ckey" id="allow_identify">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">allow_identify</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>false</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Send <code>identify</code> calls to Google Ads, where they define the user data for enhanced conversions.
</p>

</div>

<div class="rs-ckey" id="event_mapping_from_config">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">event_mapping_from_config</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>array of objects</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Maps RudderStack event names to standard Google Ads events.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li><code>from</code> — RudderStack event name. At most 100 characters, or a <code>{{ path || fallback }}</code> template.</li>
<li><code>to</code> — one of <code>Lead</code>, <code>PageVisit</code>, <code>ViewCategory</code>, <code>Signup</code>, <code>WatchVideo</code>, <code>Checkout</code>, <code>Search</code>, <code>AddToCart</code>, or <code>purchase</code>. Note the lowercase <code>purchase</code>. Templates aren&rsquo;t accepted here.</li>
</ul>

</div>

<div class="rs-ckey__extra">
  <div class="rs-code">
  <div class="rs-code__head">yaml<button class="rs-code__copy" type="button">
      
      Copy
    </button>
  </div>
  <div class="highlight"><pre class="chroma"><code class="language-yaml" data-lang="yaml">event_mapping_from_config:
  - from: Signed Up
    to: Signup</code></pre></div>
</div>
</div>

</div>

</div>

### Conversion and remarketing tracking

Each tracking switch gates a filtering toggle, which gates an event list. Rudder CLI accepts every key regardless of the switches above it, so a list whose toggle is off is stored and ignored.

<div class="rs-ckeys">
<div class="rs-ckey" id="track_conversions">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">track_conversions</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>true</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Send conversion events to Google Ads.
</p>

</div>

<div class="rs-ckey" id="enable_conversion_events_filtering">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">enable_conversion_events_filtering</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>false</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Treat only the events in <code>events_to_track_conversions</code> as conversions. When <code>false</code>, every event is a conversion event.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li>Applies when <code>track_conversions</code> is <code>true</code>. Leave it unset otherwise.</li>
</ul>

</div>

</div>

<div class="rs-ckey" id="events_to_track_conversions">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">events_to_track_conversions</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>array of strings</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Event names to send as conversion events.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li>Applies when <code>track_conversions</code> and <code>enable_conversion_events_filtering</code> are both <code>true</code>. Leave it unset otherwise.</li>
<li>Each name is at most 100 characters, or a <code>{{ path || fallback }}</code> template.</li>
</ul>

</div>

</div>

<div class="rs-ckey" id="track_dynamic_remarketing">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">track_dynamic_remarketing</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>false</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Send <a href="https://support.google.com/google-ads/answer/7305793" >dynamic remarketing</a> events.
</p>

</div>

<div class="rs-ckey" id="enable_dynamic_remarketing_events_filtering">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">enable_dynamic_remarketing_events_filtering</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>false</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Treat only the events in <code>events_to_track_dynamic_remarketing</code> as remarketing events. When <code>false</code>, every event is a remarketing event.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li>Applies when <code>track_dynamic_remarketing</code> is <code>true</code>. Leave it unset otherwise.</li>
</ul>

</div>

</div>

<div class="rs-ckey" id="events_to_track_dynamic_remarketing">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">events_to_track_dynamic_remarketing</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>array of strings</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Event names to send as dynamic remarketing events.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li>Applies when <code>track_dynamic_remarketing</code> and <code>enable_dynamic_remarketing_events_filtering</code> are both <code>true</code>. Leave it unset otherwise.</li>
<li>Each name is at most 100 characters, or a <code>{{ path || fallback }}</code> template.</li>
</ul>

</div>

</div>

<div class="rs-ckey" id="dynamic_remarketing">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">dynamic_remarketing</p>Internal</div>
  <p class="rs-ckey__field">
    Type:
    <code>object</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Per-source dynamic remarketing flag, keyed by <code>web</code>. Remarketing is controlled by <code>track_dynamic_remarketing</code> instead.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li><code>web</code> — boolean.</li>
</ul>

</div>

<div class="rs-ckey__extra">
  Leave it unset on a new destination. An imported spec may carry it from older configurations.
</div>

</div>

</div>

### Page and click conversions

A conversion label identifies the conversion action in Google Ads — see [How do I get the conversion label for Google Ads?](https://www.rudderstack.com/docs/destinations/streaming-destinations/google-ads/setup-guide/#how-do-i-get-the-conversion-label-for-google-ads).

<div class="rs-ckeys">
<div class="rs-ckey" id="page_load_conversions">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">page_load_conversions</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>array of objects</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Conversions fired when a named <code>page</code> event loads.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li><code>label</code> — the conversion label from Google Ads.</li>
<li><code>name</code> — name of the <code>page</code> event that fires the conversion.</li>
<li>Each is at most 100 characters, or a <code>{{ path || fallback }}</code> template.</li>
</ul>

</div>

<div class="rs-ckey__extra">
  <div class="rs-code">
  <div class="rs-code__head">yaml<button class="rs-code__copy" type="button">
      
      Copy
    </button>
  </div>
  <div class="highlight"><pre class="chroma"><code class="language-yaml" data-lang="yaml">page_load_conversions:
  - label: AbC-D_efG-h12_34-567
    name: Pricing</code></pre></div>
</div>
</div>

</div>

<div class="rs-ckey" id="default_page_conversion">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">default_page_conversion</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>string</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Conversion label used for <code>page</code> events that don&rsquo;t match an entry in <code>page_load_conversions</code>.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li>At most 100 characters, or a <code>{{ path || fallback }}</code> template.</li>
</ul>

</div>

</div>

<div class="rs-ckey" id="click_event_conversions">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">click_event_conversions</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>array of objects</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Conversions fired by named <code>track</code> events.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li><code>label</code> — the conversion label from Google Ads.</li>
<li><code>name</code> — name of the <code>track</code> event that fires the conversion.</li>
<li>Each is at most 100 characters, or a <code>{{ path || fallback }}</code> template.</li>
</ul>

</div>

</div>

</div>

### Tag behavior

<div class="rs-ckeys">
<div class="rs-ckey" id="send_page_view">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">send_page_view</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>true</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Send <code>page</code> events to Google Ads automatically.
</p>

</div>

<div class="rs-ckey" id="conversion_linker">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">conversion_linker</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>true</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Let the Google tag set first-party cookies on your domain for <a href="https://support.google.com/google-ads/answer/7521212" >conversion measurement</a>. Turning it off can make conversion measurement less accurate.
</p>

</div>

<div class="rs-ckey" id="disable_ad_personalization">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">disable_ad_personalization</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>false</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Disable ad personalization for the events this tag sends.
</p>

</div>

<div class="rs-ckey" id="enable_conversion_label">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">enable_conversion_label</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>false</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Label every conversion event <code>conversion</code>. When <code>false</code>, each conversion keeps its event name as the label.
</p>

</div>

<div class="rs-ckey" id="allow_enhanced_conversions">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">allow_enhanced_conversions</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>boolean</code>
  </p><p class="rs-ckey__field">
    Default value:
    <code>false</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Send <a href="https://support.google.com/google-ads/answer/12785474" >enhanced conversions</a> programmatically. Pair it with <code>allow_identify</code> to supply the user data.
</p>

</div>

</div>

### Event filtering

<div class="rs-ckeys">
<div class="rs-ckey" id="event_filtering">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">event_filtering</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>object</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Restricts which events the SDK passes to Google Ads, by event name. See <a href="https://www.rudderstack.com/docs/sources/event-streams/sdks/event-filtering/" >Client-side Events Filtering</a>.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li><code>whitelist</code> — array of event names to allow; every other <code>track</code> event is dropped.</li>
<li><code>blacklist</code> — array of event names to drop; every other <code>track</code> event is allowed.</li>
<li>The two are mutually exclusive, and Rudder CLI enforces it — setting both fails validation.</li>
<li>Each name is at most 100 characters, or a <code>{{ path || fallback }}</code> template.</li>
</ul>

</div>

<div class="rs-ckey__extra">
  This is separate from <code>events_to_track_conversions</code>: filtering decides whether an event reaches Google Ads at all, and the conversion list decides which of those count as conversions.
</div>

</div>

</div>

### Per-source keys

Both keys are objects keyed by the local source type — the tokens listed under [Source types](#source-types). A key naming a source type this destination doesn't support fails validation.

<div class="rs-ckeys">
<div class="rs-ckey" id="connection_mode">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">connection_mode</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>object</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Maps each source type you connect to the mode its events reach Google Ads in. Google Ads accepts only <code>web: device</code>.
</p>

<div class="rs-ckey__notes">
  <p class="rs-ckey__field">Notes:</p>
  <ul>
<li>An entry is required for each source type you connect — see <a href="#connect-a-source" >Connect a source</a>.</li>
</ul>

</div>

<div class="rs-ckey__extra">
  <div class="rs-code">
  <div class="rs-code__head">yaml<button class="rs-code__copy" type="button">
      
      Copy
    </button>
  </div>
  <div class="highlight"><pre class="chroma"><code class="language-yaml" data-lang="yaml">connection_mode:
  web: device</code></pre></div>
</div>
</div>

</div>

<div class="rs-ckey" id="consent_management">
  <div class="rs-ckey__title">
    <p class="rs-ckey__name">consent_management</p></div>
  <p class="rs-ckey__field">
    Type:
    <code>object</code>
  </p>
<p class="rs-ckey__field">
  Description:
  Consent provider configuration per source type. The entry shape, accepted providers, and the rules on <code>resolution_strategy</code> and <code>consents</code> are shared across all destination types — see <a href="https://www.rudderstack.com/docs/rudder-cli/destination-types/#consent-management" >Consent management</a>.
</p>

</div>

</div>

## Source types

Google Ads accepts events from these source types in the mentioned connection modes:

| Source type | Connection mode |
| :-----| :-----|
| `web` | `device` |

Google Ads accepts only web sources, and only in `device` mode — the SDK loads the Google tag in the browser, and no events pass through RudderStack's servers. See [Google Ads device mode](https://www.rudderstack.com/docs/destinations/streaming-destinations/google-ads/device-mode/).

## Connect a source

An event stream connection to this destination is checked against two rules at `validate` time.

**The source's type must be supported.** Google Ads accepts only `web`, the type a JavaScript source resolves to. Every other source resolves to a type it doesn't accept — an iOS source to `ios`, an Android source to `android`, and webhook and server-side SDK sources to `cloud` — and reports, for example:

```text
destination 'google-ads-prod' (type 'googleads') does not support source 'my-ios-app':
source type 'ios' is not among supported source types: web
```

**The destination config must carry a `connection_mode` entry for that source type.** This lives on the destination spec, not on the [connection spec](https://www.rudderstack.com/docs/rudder-cli/yaml-connections/). Without it:

```text
destination 'google-ads-prod' config has no 'connection_mode' entry for source type 'web'
```

Google Ads needs no additional config keys to connect a web source.

## Secrets

`conversion_id` is the only secret key. Write it as a `{{ .VAR }}` reference and supply the value at apply time:

```yaml
config:
  conversion_id: "{{ .GOOGLE_ADS_CONVERSION_ID }}"
```

```bash
export RUDDER_GOOGLE_ADS_CONVERSION_ID="AW-123456789"
rudder-cli apply

# or
rudder-cli apply --var-file secrets.vars.yaml
```

Note that:

- In device mode the conversion ID is embedded in the page's JavaScript, so treating it as a secret keeps it out of your YAML but doesn't hide it from the browser.
- `rudder-cli import` writes only the secrets the API returns, as `{{ .VAR }}` references, and leaves the others out. Add any secret key it leaves out, then supply the variables before you apply — see [Secrets](https://www.rudderstack.com/docs/rudder-cli/destination-types/#secrets).

See [How to Use Variable Substitution in Rudder CLI](https://www.rudderstack.com/docs/rudder-cli/variable-substitution/).

## Changes by release

<table>
  <thead>
    <tr>
      <th>Version</th>
      <th>Change</th>
    </tr>
  </thead>
  <tbody>
    <tr>
      <td>v0.29.0</td>
      <td><strong>Breaking:</strong> A <code>null</code> config value, written as <code>key: null</code>, <code>key: ~</code>, or <code>key:</code> with no value, fails <code>validate</code> with <code>'&lt;key&gt;' must not be null; set a value or remove the key</code>. Earlier releases accepted it: a top-level null planned an update on every <code>apply</code>, and a null inside a list item failed at the API.<br><strong>What to do:</strong> Remove the key to leave it unset, or give it a value.</td>
    </tr>
    <tr>
      <td>v0.29.0</td>
      <td><strong>Changed:</strong> <code>validate</code> warns when a secret key holds anything but one <code>{{ .VAR }}</code> reference with no default, and when one variable fills two secret keys. It also masks secret values in the lines it prints.</td>
    </tr>
    <tr>
      <td>v0.29.0</td>
      <td><strong>Changed:</strong> <code>rudder-cli import</code> writes each secret reference single-quoted, as <code>'{{ .VAR }}'</code>, so a value containing double quotes, like a JSON key file, substitutes as a string. A single quote in a value that fills such a reference is written as <code>''</code>.<br><strong>What to do:</strong> In a spec imported by an earlier release, quote each reference to a JSON value by hand: <code>'{{ .VAR }}'</code>.</td>
    </tr>
    <tr>
      <td>v0.29.0</td>
      <td><strong>Changed:</strong> <code>validate</code> reports a value of the wrong type once per key, such as <code>'email' must be a string</code>, instead of one raw decoding error.</td>
    </tr>
  </tbody>
</table>

For changes across every destination type, see [Destination Type Changes by Release](https://www.rudderstack.com/docs/rudder-cli/destination-types/changes/).

## See more

- [Google Ads Destination](https://www.rudderstack.com/docs/destinations/streaming-destinations/google-ads/setup-guide/) for the conversion ID, conversion labels, and new customer acquisition reporting
- [Destination Type Reference for Rudder CLI](https://www.rudderstack.com/docs/rudder-cli/destination-types/) for the rules shared across destination types
- [Destination YAML Reference](https://www.rudderstack.com/docs/rudder-cli/yaml-destinations/) for the spec envelope