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Send Google Ads Campaign, Ad Group, Ad, and Keyword data back into Invoca reports and dashboards.
Before you begin: Make sure you’ve already authorized the Invoca for Google Ads integration and configured it to send Invoca data to Google Ads as conversion actions — see Google Ads: Installation Guide. Broadly, this guide covers:
  • Capturing your Google Ads Customer ID in Invoca as Marketing Data
  • Adding your Google Customer ID to your URL suffix in Google Ads
  • Enabling call details forwarding, if you want data for your Call Extension calls
  • Turning on the integration in Invoca and viewing your new data

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If you want data from your Google Ads call extensions

  1. Enable call details forwarding in each Google Ads account you want to send Call Extension data from — this setting must be enabled per account.
  2. Confirm your call extension numbers in Invoca are linked to the correct Google Ads account IDs. Return to your Invoca account, open Manage Integrations, then the Google Ads tile. Click the Google Call Extensions tab and confirm the Google Ads Account ID for each Invoca promo number is correct — click the pencil icon to fix any that are wrong.

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Capture your Google Ads Customer ID

Google requires Invoca to query a specific sub-account ID to pull Campaign, Ad Group, Ad, and Keyword details associated with a gclid.
  1. Create a new Marketing Data field with:
    • Type: Short text
    • Partner (API) Name: customer_id
    • Friendly Name: Google Customer ID
    • Attribution model: Last Touch
    If you don’t see an option to add a new data field, contact your Invoca Customer Success Manager or Account Manager for help.
  2. Update your Invoca Tag to capture this field. In the Attribution pane, find the customer_id row and set:
    • Data Source Type: URL Parameter
    • Data Source Name: leave blank
    • Enabled: checked

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Add your Customer ID to your URL suffix in Google Ads

  1. Find your customer ID for your specific child account — don’t use the MCC account customer ID, since Google won’t be able to use it to identify which account your gclid came from.
  2. Configure your Final URL Suffix and enter your customer ID preceded by “customer_id=” — for example, customer_id=297-347-4224. Repeat this step for each sub-account if you’re including data from more than one Google Ads account.

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Turn on the integration

Return to Invoca, click Integrations, select the Google Ads tile, and under “Show Google Ads Data in Invoca” in the Overview pane, click Enable. Confirm you’ve completed the checklist of steps, check all four boxes, then click Enable. Your account will now include data from Google Ads for:
  • All landing page calls where Invoca captured a gclid and customer_id
  • Call extension calls to Invoca promo numbers where Invoca is enabled as a Call Details Provider

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Viewing your Google Ads data in Invoca reports

Edit your visible columns in Invoca reports to see new fields, including AdWords Keywords ID, AdWords Keywords, AdWords Ad, AdWords Ad ID, AdWords Ad Group, AdWords Ad Group ID, AdWords Campaign, AdWords Campaign ID, and AdWords Keyword Match Type. If you rely on autotagging without manually tagging landing page URLs with UTM codes, and want to see Google keyword-level data on dashboards or in the Custom Summary report, set a default data mapping: in your Marketing Data dictionary, edit your utm_campaign field and choose “AdWords Campaign” as the default mapping; edit utm_term (if you have one) and choose “AdWords Keywords.”

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Why might a call be missing “AdWords…” column data?

To fetch data from Google, Invoca needs a Google Customer ID and a gclid. Missing Customer ID:
  • For pooling calls, confirm the Customer ID is added to your landing page URL query string and the Invoca Tag is configured to capture it.
  • For Google Call Extension calls, audit your promo numbers with that media type and confirm the Customer ID is set correctly for each.
Missing gclid:
  • For dynamic numbers from a RingPool: check if the number was a “Pooling Overflow” number — these don’t support 1:1 attribution. Or the call may not have originated from a Google paid click.
  • For static promo numbers: confirm the media type is “Google Call Extension”; confirm the call lasted more than 10-15 seconds (shorter calls don’t give Google enough time to share the gclid); confirm call details forwarding is enabled for that sub-account with Invoca selected as the provider; and if the Call Extension number was created within the last hour, allow at least an hour before checking.
  • If migrating from DialogTech with ported Call Extension numbers, confirm those numbers were removed from DialogTech — see Why Is the Google Click ID Missing From Google Call Extension Calls?
  • If using Search Ads 360, confirm the captured value is actually a Google gclid and not a Microsoft click ID — Google gclids are longer and mix upper/lowercase letters and numbers, while Bing click IDs are shorter and lowercase-only.
  • In rare cases, the Invoca Tag may capture a gclid from a visit on a previous day — Invoca can’t fetch Google data for gclids not registered on the current day.

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Where to go next

Last modified on September 24, 2026