Step Four

Help customers gain data independence by giving them control over their atomic-level digital marketing data – this is Confection’s mission. By generating their own pageview data, acquisition intel, and session intelligence, Confection customers operate independently of other tools and systems. These routinely fail because of browser and device disruptions involving cookies, cross-domain scripts, and device IDs.

As one of our customers recently asked, "Why would I use app scripts, pixels, or tags to generate my digital marketing data? I can't necessarily trust or audit them. Why wouldn't I just write my data to my own systems myself?"

Thanks to Confection, our customers can do exactly that: write high-fidelity data to CRMs, analytics tools, ad campaigns, and other meaningful endpoints. They're no longer dependent on scripts, pixels, or tags to generate their digital marketing data.

While our account API and lowcode/nocode connectors at Zapier, Pipedream, Make (Integromat), and Tray.io allow customers to write data just about anywhere, the majority of our customers do two things with Confection:

• They write better data to analytics tools like Google Analytics and Matomo.
• They send better data to Facebook ads and audiences.

In effect, Confection enables customers to operate as their own analytics script and ad pixel. We have native integrations for UA, GA4, and Matomo. This guide focuses on the ways customers can use Confection and the Google Ads API to amplify the performance and quality of their paid Google ads and audiences.

By ingesting high-quality, browser-based session intelligence and sending it to the Google Ads API, Confection customers can improve the precision of paid Google reporting dashboards, enhance the learning experience of the Google Ads algorithm, and, ultimately, boost ROAS by improving ad performance, retargeting outcomes, and audience quality.

About Confection Events

Confection automatically tracks the following kinds of events:

• form fields (which we treat as PII)
• page load speed
• pageviews and associated session intel (eg., acquisition data)

With a few lines of code, customers can also track eCommerce purchase events and send them directly to GA and Matomo. See this documentation for more information.

As we outline in our dashboard documentation, Confection also supports generic custom events. To submit a custom Confection event, use this syntax:

Add that above your site’s </head> tag and below your Confection header code. For example, if you wanted to submit a custom event named click with a value of 1, you’d add this to your site:

<script>
confection.submitEvent("click", 1);
</script>

Preparing Confection Events for the Google Ads API

Customers can easily modify generic Confection custom events so they're ready for the Google Ads API. As Google documents here, the Ads API supports over 1,700 different endpoints. Below, we outline two sample payloads aimed at typical Confection use cases.

First, here's Confection's native eCommerce event syntax:

Note, it contains many of the elements one would want to send to the Google Ads API including CartData, CartData.Item, and ClickConversion.

Second, Confection custom event values support JSON-encoded strings. This would allow you to send different kinds of events and information into the Google Ads API. For convenience’s sake, here’s a template with a few sample parameters that you can use to prepare your event submission. Find the complete list here. Note, including gclid with your event payload will improve your match rates and ad optimization.

Writing Data to the Google Ads API

Once you've prepared your events, you can send data into the Google Ads API from your Confection account API or your BigQuery dataset. (If you need to connect your Confection account to BigQuery, see our quick-start guide here.)

Use this documentation to connnect to the Google Ads API directly. Or, if you're looking for a lowcode/nocode solution, use Confection's lowcode/nocode connectors at Zapier, Pipedream, Make (Integromat), and Tray.io.