Question

How does Twilio Segment map Order Completed events to Google Ads for purchase deduplication, transaction_id, and conversion value?

Product

Twilio Segment

Answer

When you send an Order Completed event to the Google Ads (Gtag) destination, Twilio Segment automatically maps your event properties to semantic parameters in Google Ads to prevent duplicate conversions and record purchase values:

• Transaction ID and duplicate prevention: Segment maps your properties.order_id to the Google Ads transaction_id parameter. Google Ads uses this transaction_id to recognize unique transactions, automatically preventing duplicate conversions if your customers refresh an order confirmation page or trigger multiple events for the same purchase.
• Conversion value mapping: For Order Completed events, Segment maps the Google Ads conversion value to your payload's properties.revenue or properties.total. If you send both properties in the same payload, properties.revenue takes precedence over properties.total.

To ensure your conversion data deduplicates and records accurately in Google Ads:

1. Include a unique order identifier in properties.order_id on every Order Completed event you trigger.
2. Include a numeric purchase amount in properties.revenue (or properties.total).

Additional Information

Google Ads requires each conversion transaction to provide a unique transaction_id within your designated conversion window. If you send enhanced conversions or offline conversion adjustments in parallel with Gtag, you must use the same order_id across both data streams to ensure Google Ads properly deduplicates the records.

Below you will find references to useful documents:

• Twilio Segment Google Ads (Gtag) Destination Documentation