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Which Google Ads destination should I use: Google Ads (Classic) or Google Ads (gtag)?

Question

Which Google Ads destination should I use in Segment Google Ads (Classic) or Google Ads (gtag)? I see both options in the catalog and I’m not sure which one is recommended.
 

Product

Twilio Segment

 

Environment

Segment Console
 

Answer

Segment recommends using the Google Ads (gtag) destination for all new implementations. Google Ads (Classic) is a legacy destination that is no longer actively maintained and does not support collecting browser events. In contrast, Google Ads (gtag) was built to support Google’s global site tag (gtag) and aligns with Google’s current Ads platform. It is designed specifically for web device-mode use. If you need mobile tracking, Google recommends using Firebase, which integrates directly with Google Ads. For offline conversions, Google recommends using the Google Ads Conversion API alongside the Google Ads (gtag) destination.

 

Additional Information

Segment supports the global site tag in the Google Ads (Gtag) destination. For mobile tracking, Google recommends using their Firebase SDKs. Segment supports a Firebase implementation with the Google Firebase destination.

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