Google Ads Integration

Export Mixpanel cohorts to Google Ads to use targeted advertisements in Google Search. Manage the Google Ads integration from the Mixpanel integrations page. The integration currently supports data from Mixpanel into Google Ads account.

Google Ads integration is currently in BETA. You must have a Google Ads account to use this integration.

Permissions

You must be a Mixpanel project admin to use the Google Ads data integration. Read more about project roles and permissions here.

Enable the Integration

To enable the Google Ads integration, select Integrations under the Data Management tab of the navigation bar.

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From the Integrations page, click the Google Ads dropdown.

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The Google Ads integration page shows a green export icon and details about the integration after it is connected. To disable the connector, select the Google Ads dropdown and click Disconnect.

Export a Cohort

To export a cohort to Google Ads, navigate to the Cohorts report. Select the Cohorts option under Users in the navigation bar.

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Select the cohort that you want to export. Click on the three-dot icon on the right side of the cohort. 

Click Export to Google Ads. Select either One-time export or Dynamic sync, and click Start Sync.

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Sync Types

This integration supports two types of exports: One-time export and Dynamic sync.

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One-Time Export

In a one-time export, Mixpanel sends Google Ads a static export of users who currently qualify for the cohort. The cohort data is not updated in Google after a one-time export.

Dynamic Sync

In dynamic sync, Mixpanel initiates sync between a cohort and Google Ads every two hours. The exported cohort is updated every two hours to reflect the most recent list of users in a cohort.

When you generate a one-time export or dynamic sync, it overwrites the previous export with an updated export that reflects users who qualify for the cohort at the time of export.

Select the Cohort in Google Ads

You must log in to Google Business Manager to use the Mixpanel Cohort in Google Ads. Select the Menu in Google Business Manager’s top navigation. 

Click on Tools & Settings and launch Audience Manager. 

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The Mixpanel Cohort is available under Audience Manager. Cohorts are exported to Google Ads as mixpanel_<Cohort Name>_<Cohort ID>.

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Data Requirements

Google Ads uses email addresses to match users from the cohort with users from their system. If they do not have the email address, they will instead use a combination of phone number or first and last name.

In order to use this integration, you must set an email as a user profile property. In addition to an email address, Mixpanel sends the first name user profile property, the last name user profile property, a phone number user property, and a distinct_id. 

Google Ads excludes cohort members from the audience if they are unable to match them with a user in their system. Inequality between the number of users in Google Audiences and the Mixpanel cohort indicates that Google was unable to find the user. 

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