AdWords to Grafana

This page provides you with instructions on how to extract data from AdWords and analyze it in Grafana. (If the mechanics of extracting data from AdWords seem too complex or difficult to maintain, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)

What is Google AdWords?

Google AdWords is a popular paid marketing tool. With AdWords, you set a budget, select keywords, and publish ads that appear on Google search results pages relevant to your keywords. AdWords collects data about campaigns that businesses can use to measure their effectiveness.

What is Grafana?

Grafana is an open source platform for time series analytics. It can run on-premises on all major operating systems or be hosted by Grafana Labs via GrafanaCloud. Grafana allows users to create, explore, and share dashboards to query, visualize, and alert on data.

Getting data out of AdWords

Google provides a SOAP API for AdWords. The first step of getting your AdWords data into your data warehouse is pulling the data off of Google's servers by using the AdWords API's Reporting features. This is a subset of the API's functionality, which also includes the ability to manage ads.

You can also link your Google Analytics and Google AdWords accounts to allow the data to cross-pollinate. This can provide richer reporting due to the breadth of knowledge that exists in Google Analytics about the people who may have viewed or clicked your ads.

You can extract granular data from AdWords API reports, allowing you to see things like impressions, clickthrough rates, and CPC broken out by time period.

Loading data into Grafana

Analyzing data in Grafana requires putting it into a format that Grafana can read. Grafana natively supports nine data sources, and offers plugins that provide access to more than 50 more. Generally, it's a good idea to move all your data into a data warehouse for analysis. MySQL, Microsoft SQL Server, and PostgreSQL are among the supported data sources, and because Amazon Redshift is built on PostgreSQL and Panoply is built on Redshift, those popular data warehouses are also supported. However, Snowflake and Google BigQuery are not currently supported.

Analyzing data in Grafana

Grafana provides a getting started guide that walks new users through the process of creating panels and dashboards. Panel data is powered by queries you build in Grafana's Query Editor. You can create graphs with as many metrics and series as you want. You can use variable strings within panel configuration to create template dashboards. Time ranges generally apply to an entire dashboard, but you can override them for individual panels.

Keeping AdWords data up to date

So, now what? You've built a script that pulls data from AdWords and loads it into your data warehouse, but what happens tomorrow when you have thousands of new impressions?

The key is to build your script in such a way that it can also identify incremental updates to your data. If you can identify some fields that auto-increment, you could use them to give your script the ability to recognize new data. You can then set your script up as a cron job or continuous loop to keep pulling down new data as it appears.

From AdWords to your data warehouse: An easier solution

As mentioned earlier, the best practice for analyzing AdWords data in Grafana is to store that data inside a data warehousing platform alongside data from your other databases and third-party sources. You can find instructions for doing these extractions for leading warehouses on our sister sites AdWords to Redshift, AdWords to BigQuery, and AdWords to Snowflake.

Easier yet, however, is using a solution that does all that work for you. Products like Stitch were built to solve this problem automatically. With just a few clicks, Stitch starts extracting your AdWords data via the API, structuring it in a way that is optimized for analysis, and inserting that data into a data warehouse that can be easily accessed and analyzed by Grafana.