This article describes how to connect Tableau to Google Ads and set up the data source.

Warning: On April 27th, 2022, Google deprecated the Adwords API, which was used by Tableau's Google Ads connector. It was replaced by the Google Ads API.

Google Adwords API Workarounds

  • Use a third-party driver to connect directly to Google Ads from Tableau. Both CData and Magnitude Simba offer drivers that can be purchased and used with Tableau to connect to Google Ads data.

Note: The above drivers are provided and supported directly by the various third-party providers, not by Tableau, and are linked here for informational purposes.

  • Use the Google Ads transfer service to push Google Ads data to BigQuery or another database with a native Tableau connector. Then use one of Tableau's connectors to access the transferred data.
  • Export Google Ads data to flat files of various formats and then connect to those directly from Tableau.

Before you begin

Before you begin, gather this connection information:

  • Your email address or user ID and password

Make the connection and set up the data source

  1. Start Tableau and under Connect, select Google Ads. For a complete list of data connections, select More under To a Server. Then do the following:

    1. Sign in to Google Ads using your email or phone, and then select Next to enter your password. If multiple accounts are listed, select the account that has the GA data you want to access, and enter the password, if you are not already signed in.

    2. Select Allow to authorize Google to securely share your data with Tableau Desktop.

    3. Close the browser window when notified to do so.

    4. In Tableau Desktop, select your Account and your Client Customer ID

    5. Then, select the pre-defined report and date filters

    6. You also can select the columns to show for the report previously selected.

    7. Select Connect.

      If Tableau can't make the connection, verify that your credentials are correct. If you still can't connect, your computer is having trouble locating the server. Contact your network or Google Ads administrator.

  2. On the data source page, do the following:

    1. (Optional) Select the default data source name at the top of the page, and then enter a unique data source name for use in Tableau. For example, use a data source naming convention that helps other users of the data source figure out which data source to connect to.

    2. By default, the report selected will be displayed under Table and will be automatically drag it to the top of the canvas.

    3. Select the sheet tab to start your analysis.

    4. After you select the sheet tab, Tableau imports the data by creating an extract. Note that Tableau Desktop supports only extracts for Google Ads. You can update the data by refreshing the extract. For more information, see Extract Your Data.

    5. Creating extracts may take some time depending on the amount of data that is included.

Key considerations

Account Requirements

To use the Google Ads connector, you must be a customer of Google Ads.

Date range selections can impact performance

When you apply a date filter, it's tempting to gather as much data as possible when you do an analysis, however, retrieving records from Google Ads can be time-consuming. Tableau doesn’t know how much data there is in a particular date range until it retrieves the data. For this reason, you should restrict your date range at first, and then expand after you evaluate performance.

To give you a rough idea of how much time it might take to retrieve data from Google Ads, tests were conducted using a high-speed connection. This table shows how long it took in the test environment to retrieve a given number of records.

Number of Records Time to Retrieve
1,000 11 seconds
10,000 2 minutes
100,000 18 minutes

Selecting more than one segment can impact performance

While in the Google Ads UI only one segment at a time can be used for display, with the Google Ads connector you can combine multiple segments in the same report.

Keep in mind that the number of rows can increase exponentially for each additional segment field included in your report.

For technical details visit:

Segmentation(Link opens in a new window)

Use a calculated field to correct money values

The connector returns the data in the same format as the Google Ads API. For Money fields (such as costs, amounts, etc.), the Google Ads API returns them in micro currency units(micros). To have the correct value you need to divide by 1000000 to get the amount in the account's local currency.

Please, refer to:

Adwords Cost Format Issue(Link opens in a new window)

Format of various fields(Link opens in a new window)

Troubleshoot data access

If you see an error when you try to log in using your google account, for example, " The login information provided corresponds to a Google account that does not have Ads enabled. Make sure to login with a valid Ads account....”, contact your company's assigned Google Ads account administrator.

See also

5 Tips to Get More from Google Analytics(Link opens in a new window) - Read the Tableau whitepaper (registration or sign in required).

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