Google Ads Activation

Orbital Audience can send audience parameters to a Google Ads tag when the advertiser explicitly enables Google Ads for a site.

This integration is optional. If Google Ads is disabled, the DMP tracking tag keeps the normal collection flow and does not load Google Ads resources.

What The Integration Sends

When enabled, Orbital Audience sends a Google Ads event named:

orbital_dmp_profile

The event can include non-empty orb_* custom parameters, such as:

Parameter Meaning
orb_profile Main available audience profile.
orb_gender Gender signal when available.
orb_age_range Age range signal when available.
orb_income_segment Income segment signal when available.
orb_education_level Education signal when available.
orb_buyer_profile Buyer profile signal.
orb_general_profile General profile signal.
orb_primary_site_profile Main behavioral or site profile.
orb_interest Interest labels, joined when multiple values exist.
orb_product Product labels when available.
orb_site_profiles Site profile labels.
orb_subjects Content subjects.
orb_source Signal sources, such as Navegg, Tail, UTM, or DMP.
orb_topic Current or inferred page topic.
orb_site_key Orbital site key.
orb_utm_source Campaign source when creative or UTM data is available.
orb_utm_medium Campaign medium when available.
orb_utm_campaign Campaign name when available.
orb_utm_content Campaign content when available.
orb_utm_term Campaign term when available.

Empty values are not sent.

Get The Google Ads ID

In Google Ads, the ID normally looks like:

AW-123456789

Where to find it:

  1. Open Google Ads.
  2. Go to Tools.
  3. Open Data Manager or Audience Manager > Your data sources.
  4. Open Google tag.
  5. Copy the Tag ID that starts with AW-.

Do not paste the full Google tag snippet into Orbital Audience. Only the AW- ID is needed.

Enable Google Ads In Orbital Audience

  1. Open Sites.
  2. Select the advertiser site.
  3. Click Edit.
  4. Find Google Ads.
  5. Enable the integration.
  6. Paste the AW- ID.
  7. Save the site.

Existing site tags do not need to be replaced. The installed Orbital tag reads the site configuration dynamically.

Validate The Tag

Use Google Tag Assistant:

  1. Open tagassistant.google.com.
  2. Connect the advertiser site.
  3. Navigate through pages where the DMP tag runs.
  4. Confirm that the AW- ID appears.
  5. Look for the orbital_dmp_profile event.
  6. Inspect the event parameters and confirm that orb_* values are present.

You can also validate in the browser console:

window.OrbitalGoogleAdsAdapter

This should return an object when Google Ads is enabled for the site.

To inspect the event queue:

window.dataLayer?.filter(item => JSON.stringify(item).includes('orbital_dmp_profile'))

To confirm the configured Ads ID:

window.dataLayer?.filter(item => JSON.stringify(item).includes('AW-123456789'))

Replace AW-123456789 with the advertiser's real ID.

Create Audiences In Google Ads

After Google Ads receives the custom parameters, create a website visitor data segment:

  1. Open Google Ads.
  2. Go to Tools.
  3. Open Shared library > Audience manager.
  4. Click +.
  5. Choose Website visitors.
  6. Choose a website visitor rule.
  7. Click Refine action.
  8. Select one of the orb_* custom parameters.
  9. Define the condition and save the segment.

Example rules:

orb_interest contains Technology

orb_general_profile equals Decision Makers

orb_utm_campaign contains black_friday

orb_source contains navegg

Google Ads can take several hours to show new custom parameters in the audience builder. Segments also need enough active users before they are eligible for campaign targeting.

Troubleshooting

Symptom What To Check
AW- ID does not appear in Tag Assistant Confirm Google Ads is enabled on the site and the ID starts with AW-.
window.OrbitalGoogleAdsAdapter is undefined Confirm the site is saved with Google Ads enabled and the DMP tag version refreshed.
orbital_dmp_profile is missing Navigate a few pages and confirm the DMP profile endpoint returns audience signals.
orb_* fields do not appear in Google Ads yet Wait for Google Ads processing and confirm the event is visible in Tag Assistant.
DMP collection request fails Check /api/collect/event in the browser Network tab and review the DMP server log.

Privacy Notes

Do not use raw personal data in DMP signals or Google Ads custom parameters. Keep values to audience labels, campaign metadata, behavioral categories, and other non-sensitive segmentation attributes approved by the advertiser.