Google Ads Conversions Destination
The Google Ads destination lets you upload conversions, conversion adjustments, and customer match lists in a privacy-safe manner. Marketers can use this integration to re-engage users across Search, Shopping, Gmail, YouTube, and Display by combining conversion data with customer match lists for more effective targeting.
Consent mode
Google enforced consent on March 6, 2024 for European Economic Area (EEA) users. Learn more about consent mode and how to set it up.
Info
You can connect the Google Ads Conversions Destination to an event source, Reverse ETL source, or Engage space.
- A Google Ads account and its account ID. This should be 10-digits and in XXX-XXX-XXXX format.
- For sending data to a Google Customer Match list, you will either need:
- An Engage Audience configured which you can connect to this destination.
- A Reverse ETL source already set up. If you don't yet have a Reverse ETL source, follow the instructions in Segment's Reverse ETL documentation.
- From the Segment web app, navigate to Catalog > Destinations.
- Search for "Google Ads Conversions" in the Destinations Catalog and select the destination.
- Click Add destination.
- Select the source that will send data to Google Ads Conversions.
- If you select an Engage space, you'll be redirected to Engage to complete the following steps.
- If you select a Reverse ETL source, you must enter a name for your destination and click Create destination.
- On the Settings tab for your Google Ads Conversions destination:
- Enter your account-level Conversion ID and/or Customer ID and click Save.
- Click Connect to Google Ads Conversions to authenticate with Google. Follow the prompts to authenticate using OAuth, with a Google account that is a member of your Google Ads account.
- Follow the steps in the Destinations Actions documentation to customize your mappings.
Segment users can send data to Google Ads Customer Match lists using Engage Audiences or Reverse ETL.
- Navigate to the Engage Audience you'd like to connect to Google Ads and click Add destination.
- Select the instance of Google Ads you added to your Engage space.
- Complete your Audience settings.
- Disable Send Identify and enable Send Track.
Optional: Configure your event settings and opt in to Trait Enrichment. - Click Save.
- Navigate to the destination's mappings tab and click View all destination settings.
- Navigate to the Mappings tab.
- Click + New Mapping.
- Configure your mappings and use the Show test record preview toggle to verify your mappings.
- Click Save and enable your mapping.
After you've connected your Google Ads destination to Segment, set up Reverse ETL mappings to sync to a Google Customer Match List.
- From your Segment workspace, navigate to your Reverse ETL source.
- Select the Reverse ETL model you'd like to sync with Google Ads.
- Click Add Mapping.
- Select the Google Ads Conversions destination and click Next.
- Select the Customer Match User List action and the Adds users to the connected Google Customer Match User List sync mode.
- Select an existing List ID or provide a name for the list that Segment creates for you.
- Select an External ID Type, configure your mappings, and click Next.
- Enter a name for your mapping, set your sync schedule, and click Save.
- On the mapping's overview page, set the Status toggle to Enabled.
- From your Segment workspace, navigate to your Reverse ETL source.
- Select the Reverse ETL model you'd like to sync with Google Ads.
- Click Add Mapping.
- Select the Google Ads Conversions destination and click Next.
- Select the Customer Match User List action and the Remove users from the connected Google Customer Match User List sync mode.
- Select the List ID that you configured when you set up the Add users to your Google Customer Match User List mapping.
- Select an External ID Type, configure your mappings, and click Next.
- Enter a name for your mapping, set your sync schedule, and click Save.
- On the mapping's overview page, set the Status toggle to Enabled.
To improve match rates, Segment built in normalization and hashing for common fields to align with Google's best practices outlined in Google's Prepare data for upload and Add customer data documentation.
Segment automatically strips whitespace and converts the following fields to lowercase:
- First name
- Last name
Segment normalizes the Phone field by removing any non-numeric symbols. Segment also converts each phone number to E.164 format before hashing. E.164 format represents a phone number as a number up to fifteen digits in length starting with a + sign.
Google requires you to hash all PII before sending it to the Google API.
Segment automatically hashes any of the following fields that are not already hashed at egress:
- Phone number
- First name
- Last name
Segment's v2 Actions, Call Conversion v2, Conversion Adjustment v2, and Click Conversion v2, support the following features:
- Sync modes: Control how Segment updates your downstream destination by selecting a sync mode, or a strategy for updating your downstream data.
- Dynamic dropdowns: When creating or updating a mapping in the Segment app, the dropdown auto-populates all of the available properties directly from Google Ads.
- Create and modify data: Use Sync modes to create objects in your downstream destination without having to leave the Segment app.
Warning
You might need to reauthorize your Google Ads account to use all of the features associated with v2 Actions.
Sync modes allow users to define how Segment should update the data in your destination.
Sync modes available for v2 Actions include:
- Add: Add records to a list, segment, or journey.
Optional
You will find this information in the event snippet for your conversion action, for example send_to: AW-CONVERSION_ID/AW-CONVERSION_LABEL. In the sample snippet, AW-CONVERSION_ID stands for the conversion ID unique to your account. Enter the conversion ID, without the AW- prefix. Required if you are using a mapping that sends data to the legacy Google Enhanced Conversions API (i.e. Upload Enhanced Conversion (Legacy) Action).
Optional
ID of your Google Ads Account. This should be 10-digits and in XXX-XXX-XXXX format. Required if you are using a mapping that sends data to the Google Ads API.
Build your own Mappings. Combine supported triggers with the following Google Ads Conversions-supported actions:
Mapping limits per destination
Upload a conversion adjustment to the Google Ads API.
Upload Conversion Adjustment is a Cloud action.
The ID of the conversion action associated with this conversion.
The adjustment type. See Google’s documentation for details on each type.
Optional
The date time at which the adjustment occurred. Must be after the conversion timestamp. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00". If no timestamp is provided, Segment will fall back on the current time.
Optional
The order ID of the conversion to be adjusted. If the conversion was reported with an order ID specified, that order ID must be used as the identifier here.
Optional
Google click ID associated with the original conversion for this adjustment. This is used for the GCLID Date Time Pair.
Optional
The date time at which the original conversion for this adjustment occurred. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00". This is used for the GCLID Date Time Pair.
Optional
The restated conversion value. This is the value of the conversion after restatement. For example, to change the value of a conversion from 100 to 70, an adjusted value of 70 should be reported. Required for RESTATEMENT adjustments.
Optional
The currency of the restated value. If not provided, then the default currency from the conversion action is used, and if that is not set then the account currency is used. This is the ISO 4217 3-character currency code, e.g. USD or EUR.
Optional
Email address of the individual who triggered the conversion event. If not hashed, Segment will hash this value.
Optional
The numeric country code to associate with the phone number. If not provided Segment will default to '+1'. If the country code does not start with '+' Segment will add it.
Optional
Phone number of the individual who triggered the conversion event, in E.164 standard format, e.g. +14150000000. If not hashed, Segment will hash this value.
Optional
First name of the user who performed the conversion
Optional
Last name of the user who performed the conversion. If not hashed, Segment will hash this value.
Optional
City of the user who performed the conversion.
Optional
State of the user who performed the conversion.
Optional
2-letter country code in ISO-3166-1 alpha-2 of the user who performed the conversion.
Optional
Postal code of the user who performed the conversion.
Optional
Street address of the user who performed the conversion
Optional
The user agent to enhance the original conversion. User agent can only be specified in enhancements with user identifiers. This should match the user agent of the request that sent the original conversion so the conversion and its enhancement are either both attributed as same-device or both attributed as cross-device.
Optional
If true, Segment will batch events before sending to Google’s APIs. Google accepts batches of up to 2000 events.
Upload an offline click conversion to the Google Ads API.
Upload Click Conversion is a Cloud action.
The ID of the conversion action associated with this conversion.
Optional
The Google click ID (gclid) associated with this conversion.
Optional
The click identifier for clicks associated with app conversions and originating from iOS devices starting with iOS14.
Optional
The click identifier for clicks associated with web conversions and originating from iOS devices starting with iOS14.
Optional
A base64url-encoded JSON string containing session attributes collected from the user's browser. This provides additional attribution context if gclid, gbraid, or user identifiers are missing.
The date time at which the conversion occurred. Must be after the click time. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00".
Optional
Email address of the individual who triggered the conversion event. If not hashed, Segment will hash this value.
Optional
The numeric country code to associate with the phone number. If not provided Segment will default to '+1'. If the country code does not start with '+' Segment will add it.
Optional
Phone number of the individual who triggered the conversion event, in E.164 standard format, e.g. +14150000000. If not hashed, Segment will hash this value.
Optional
The order ID associated with the conversion. An order ID can only be used for one conversion per conversion action.
Optional
The value of the conversion for the advertiser.
Optional
Currency associated with the conversion value. This is the ISO 4217 3-character currency code.
Optional
The environment this conversion was recorded on, e.g. APP or WEB. Sending the environment field requires an allowlist in your Google Ads account. Leave this field blank if your account has not been allowlisted.
Optional
The ID of the Merchant Center account where the items are uploaded.
Optional
The ISO 3166 two-character region code of the Merchant Center feed where the items are uploaded.
Optional
The ISO 639-1 language code of the Merchant Center feed where the items are uploaded.
Optional
Sum of all transaction-level discounts, such as free shipping and coupon discounts for the whole cart.
Optional
Data of the items purchased.
Optional
The custom variables associated with this conversion. On the left-hand side, input the name of the custom variable as it appears in your Google Ads account. On the right-hand side, map the Segment field that contains the corresponding value See Google’s documentation on how to create custom conversion variables.
Optional
This represents consent for ad user data.For more information on consent, refer to Google Ads API Consent.
Optional
This represents consent for ad personalization. This can only be set for OfflineUserDataJobService and UserDataService.For more information on consent, refer to Google Ads API Consent.
Optional
If true, Segment will batch events before sending to Google’s APIs. Google accepts batches of up to 2000 events.
Upload an offline call conversion to the Google Ads API.
Upload Call Conversion is a Cloud action.
The ID of the conversion action associated with this conversion.
The caller ID from which this call was placed. Caller ID is expected to be in E.164 format with preceding + sign, e.g. "+16502531234".
The date time at which the call occurred. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00".
The date time at which the conversion occurred. Must be after the click time. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00".
Optional
The value of the conversion for the advertiser.
Optional
Currency associated with the conversion value. This is the ISO 4217 3-character currency code.
Optional
The custom variables associated with this conversion. On the left-hand side, input the name of the custom variable as it appears in your Google Ads account. On the right-hand side, map the Segment field that contains the corresponding value See Google’s documentation on how to create custom conversion variables.
Optional
This represents consent for ad user data. For more information on consent, refer to Google Ads API Consent.
Optional
This represents consent for ad personalization. This can only be set for OfflineUserDataJobService and UserDataService.For more information on consent, refer to Google Ads API Consent.
Optional
If true, Segment will batch events before sending to Google’s APIs. Google accepts batches of up to 2000 events.
Sync users into a Google Customer Match User List.
Customer Match User List is a Cloud action. The default Trigger is event = "Audience Entered" or event = "Audience Exited"
Optional
The user's first name. If not hashed, Segment will hash this value.
Optional
The user's last name. If not hashed, Segment will hash this value.
Optional
The user's email address. If not hashed, Segment will hash this value.
Optional
The user's phone number. If not hashed, Segment will hash this value.
Optional
The numeric country code to associate with the phone number. If not provided Segment will default to '+1'. If the country code does not start with '+' Segment will add it.
Optional
2-letter country code in ISO-3166-1 alpha-2 of the user's address
Optional
Postal code of the user's address.
Optional
Advertiser-assigned user ID for Customer Match upload. Required if external ID type is CRM ID.
Optional
Mobile device ID (advertising ID/IDFA). Required if external ID type is mobile advertising ID.
This represents consent for ad user data.For more information on consent, refer to Google Ads API Consent.
This represents consent for ad personalization. This can only be set for OfflineUserDataJobService and UserDataService.For more information on consent, refer to Google Ads API Consent.
Optional
The ID of an existing Google list that you would like to sync users to. If you provide this, we will not create a new list.
Optional
The name of the Google list that you would like to create.
Optional
Customer match upload key types.
Optional
A string that uniquely identifies a mobile application from which the data was collected. Required if external ID type is mobile advertising ID
Optional
When saving this mapping, we will create a list in Google using the fields you provide.
Send an offline call conversion to the Google Ads API.
Call Conversion V2 is a Cloud action.
The ID of the conversion action associated with this conversion.
The caller ID from which this call was placed. Caller ID is expected to be in E.164 format with preceding + sign, e.g. "+16502531234".
The date time at which the call occurred. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00".
The date time at which the conversion occurred. Must be after the click time. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00".
Optional
The value of the conversion for the advertiser.
Optional
Currency associated with the conversion value. This is the ISO 4217 3-character currency code.
Optional
The custom variables associated with this conversion. On the left-hand side, input the name of the custom variable as it appears in your Google Ads account. On the right-hand side, map the Segment field that contains the corresponding value See Google’s documentation on how to create custom conversion variables.
Optional
This represents consent for ad user data. For more information on consent, refer to Google Ads API Consent.
Optional
This represents consent for ad personalization. This can only be set for OfflineUserDataJobService and UserDataService.For more information on consent, refer to Google Ads API Consent.
Optional
If true, Segment will batch events before sending to Google’s APIs. Google accepts batches of up to 2000 events.
Send a conversion adjustment to the Google Ads API.
Conversion Adjustment V2 is a Cloud action.
The ID of the conversion action associated with this conversion.
The adjustment type. See Google’s documentation for details on each type.
Optional
The date time at which the adjustment occurred. Must be after the conversion timestamp. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00". If no timestamp is provided, Segment will fall back on the current time.
Optional
The order ID of the conversion to be adjusted. If the conversion was reported with an order ID specified, that order ID must be used as the identifier here.
Optional
Google click ID associated with the original conversion for this adjustment. This is used for the GCLID Date Time Pair.
Optional
The date time at which the original conversion for this adjustment occurred. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00". This is used for the GCLID Date Time Pair.
Optional
The restated conversion value. This is the value of the conversion after restatement. For example, to change the value of a conversion from 100 to 70, an adjusted value of 70 should be reported. Required for RESTATEMENT adjustments.
Optional
The currency of the restated value. If not provided, then the default currency from the conversion action is used, and if that is not set then the account currency is used. This is the ISO 4217 3-character currency code, e.g. USD or EUR.
Optional
The numeric country code to associate with the phone number. If not provided Segment will default to '+1'. If the country code does not start with '+' Segment will add it.
Optional
Email address of the individual who triggered the conversion event. If not hashed, Segment will hash this value.
Optional
Phone number of the individual who triggered the conversion event, in E.164 standard format, e.g. +14150000000. If not hashed, Segment will hash this value.
Optional
First name of the user who performed the conversion.
Optional
Last name of the user who performed the conversion. If not hashed, Segment will hash this value.
Optional
City of the user who performed the conversion.
Optional
State of the user who performed the conversion.
Optional
2-letter country code in ISO-3166-1 alpha-2 of the user who performed the conversion.
Optional
Postal code of the user who performed the conversion.
Optional
Street address of the user who performed the conversion. If not hashed, Segment will hash this value.
Optional
The user agent to enhance the original conversion. User agent can only be specified in enhancements with user identifiers. This should match the user agent of the request that sent the original conversion so the conversion and its enhancement are either both attributed as same-device or both attributed as cross-device.
Optional
If true, Segment will batch events before sending to Google’s APIs. Google accepts batches of up to 2000 events.
Send an offline click conversion to the Google Ads API.
Click Conversion V2 is a Cloud action.
The ID of the conversion action associated with this conversion.
Optional
The Google click ID (gclid) associated with this conversion.
Optional
The click identifier for clicks associated with app conversions and originating from iOS devices starting with iOS14.
Optional
The click identifier for clicks associated with web conversions and originating from iOS devices starting with iOS14.
Optional
A base64url-encoded JSON string containing session attributes collected from the user's browser. This provides additional attribution context if gclid, gbraid, or user identifiers are missing.
The date time at which the conversion occurred. Must be after the click time. The timezone must be specified. The format is "yyyy-mm-dd hh:mm:ss+|-hh:mm", e.g. "2019-01-01 12:32:45-08:00".
Optional
Email address of the individual who triggered the conversion event. If not hashed, Segment will hash this value.
Optional
The numeric country code to associate with the phone number. If not provided Segment will default to '+1'. If the country code does not start with '+' Segment will add it.
Optional
Phone number of the individual who triggered the conversion event, in E.164 standard format, e.g. +14150000000. If not hashed, Segment will hash this value.
Optional
The order ID associated with the conversion. An order ID can only be used for one conversion per conversion action.
Optional
The value of the conversion for the advertiser.
Optional
Currency associated with the conversion value. This is the ISO 4217 3-character currency code.
Optional
The environment this conversion was recorded on, e.g. APP or WEB. Sending the environment field requires an allowlist in your Google Ads account. Leave this field blank if your account has not been allowlisted.
Optional
The ID of the Merchant Center account where the items are uploaded.
Optional
The ISO 3166 two-character region code of the Merchant Center feed where the items are uploaded.
Optional
The ISO 639-1 language code of the Merchant Center feed where the items are uploaded.
Optional
Sum of all transaction-level discounts, such as free shipping and coupon discounts for the whole cart.
Optional
Data of the items purchased.
Optional
The custom variables associated with this conversion. On the left-hand side, input the name of the custom variable as it appears in your Google Ads account. On the right-hand side, map the Segment field that contains the corresponding value See Google’s documentation on how to create custom conversion variables.
Optional
This represents consent for ad user data.For more information on consent, refer to Google Ads API Consent.
Optional
This represents consent for ad personalization. This can only be set for OfflineUserDataJobService and UserDataService.For more information on consent, refer to Google Ads API Consent.
Optional
If true, Segment will batch events before sending to Google’s APIs. Google accepts batches of up to 2000 events.
Consent mode is a feature provided by Google in the context of its products, particularly the Gtag library and Google Analytics. As of March 6, 2024, Google announced that consent mode must function for European Economic Area (EEA) users, otherwise data from EEA users won't process.
Consent mode in the Gtag library and Google Analytics is designed to help website owners comply with privacy regulations, such as the General Data Protection Regulation (GDPR) in the European Union. It allows website owners to adjust how these tools use and collect data based on user consent.
With consent mode, you can configure your website to dynamically adjust the tracking behavior of the Gtag library and Google Analytics based on the user's consent status. If a user provides consent to data processing, both the Gtag library and Google Analytics can collect and use that data for analysis. If a user doesn't provide consent, both tools limit data collection to essential functions, helping businesses respect user privacy preferences.
Consent mode may involve updates to your sources outside of Segment, such as incorporating a consent management system for consent functionality.
To enable consent mode for your Google Ads Conversions destination, you must update the Ad User Data Consent State and Ad Personalization Consent State for all of your Upload Call Conversion and Upload Click Conversion actions. You can do this in 1 of 2 ways:
- Option 1:
- Navigate to Connections > Destinations and select your Google Ads Conversion destination.
- Go to the Mappings tab of the destination.
- Select the mapping you want to edit.
- In the Select mappings section, select
GRANTEDfrom the dropdown menu for Ad User Data Consent State and Ad Personalization Consent State.
- Option 2:
- Navigate to Connections > Destinations and select your Google Ads Conversion destination.
- Go to the Mappings tab of the destination.
- Select the mapping you want to edit.
- In the Select mappings section, for Ad User Data Consent State and Ad Personalization Consent State, select the Event Variables tab and create an event variable to directly grab the value from the payload. Ensure it translates to
GRANTED,DENIED, orUNSPECIFIED. You can use an insert or replace function to translate other values toGRANTED,DENIED, orUNSPECIFIED.
If you send DENIED for any of the two consent states, it results in an error and the data won't send to Google. For more information, see FAQ about the EU user consent policy for Customer Match upload partners.
If you have any questions setting up consent mode, reach out to friends@segment.com.
Conversion ID and Customer ID are global settings because it's an account-level ID that's the same for all conversion actions in your Google Ads account.
The Conversion Action ID is unique to each conversion action and is configured per mapping. The Conversion Action ID can only be found in the browser URL of your given conversion action under the ctId parameter. For example, if the URL is https://ads.google.com/aw/conversions/detail?ocid=00000000&ctId=576882000, your Conversion Action ID is 576882000.
Enhanced conversions is a feature that can improve the accuracy of your conversion measurement and unlock more powerful bidding. It supplements your existing conversion tags by sending hashed, first-party conversion data from your website to Google in a privacy safe way. You can use the "Upload Conversion Adjustment" action to send enhancements to the Google Ads API. In order to send enhanced conversions, you must record first conversions using the standard Google Ads Conversion tag (Gtag). Segment offers a Google Ads (Gtag) destination so you can use your existing Segment implementation to activate Gtag. Enhancements can be sent to web conversion actions that have Turn on enhanced conversions by API enabled.
Conversions tracked by other means, such as importing goals from Google Analytics, are not eligible for enhancement.
Info
To send enhancements for conversions that are initially tracked with Gtag, an Order ID (Transaction ID) must be implemented in the Gtag and the same Order IDs must be sent with the corresponding enhancement data. This is required for Google to successfully process your enhancement data.
Enhanced conversions for leads allows you to use hashed, first-party user-provided data from your website lead forms for offline lead measurement. When you upload your leads, the provided hashed information is used to attribute back to the Google Ad campaign. In order to send enhanced conversions for leads, you can use the "Upload Click Conversion" action. According to Google, if you do not have GCLID at your source payload, you have to pass user identifiers, at least email or phone number in your mappings, for Google to make the match. A conversion must be addressed to an existing profile. If there's not a match, Google responds with a failure.
When you use OAuth to authenticate into the Google Ads Conversions destination, Segment stores an access token and refresh token. Access tokens for Google Ads Conversions expire after one hour. Once expired, Segment receives an error and then uses the refresh token to fetch a new access token. This results in two API requests to Google Ads Conversions, one failure and one success.
Because of the duplicate API requests, you may see a warning in Google for unprocessed conversions due to incorrect or missing OAuth credentials. This warning is expected and does not indicate data loss. Google has confirmed that conversions are being processed, and OAuth retry behavior will not cause any issues for your web conversions. Whenever possible, Segment caches access tokens to reduce the total number of requests made to Google Ads Conversions.
This error indicates that the conversion action specified in the upload request has not been set up for conversion uploads, as outlined in Google's Ads documentation.
To resolve this, ensure that the ConversionActionType value in Google Ads is correctly configured.
You may encounter this error if you use more than one identifier to update a conversion. You must only use one identifier (GCLID, GBRAID, or WBRAID) for each ClickConversion entry.
Events going to Google for this integration require a GCLID field, an email, or a phone_number. If one of those identifiers isn't being sent properly, then you may see the The required field was not present., at conversions[0].gclid error. To fix this, double check that at least one of those fields is being passed to Google on each payload.
When setting up conversions in Google Ads to upload data through Segment, select Manual Import using API or Uploads as the import type. This option allows Segment to send server-side conversion data through the Google Ads API, ensuring offline conversions and adjustments are uploaded correctly.
If the Manual Import using API or Uploads option is not available, follow the steps detailed in Google's documentation.
The only difference between the Upload Click Conversions and Click Conversion V2 Actions is that the Click Conversion V2 Action has sync modes.
If you're getting the following error:
1"errors": [2{3"errorCode": {4"authorizationError": "USER_PERMISSION_DENIED"5},6"message": "User doesn't have permission to access customer. Note: If you're accessing a client customer, the manager's customer id must be set in the 'login-customer-id' header. See https://developers.google.com/google-ads/api/docs/concepts/call-structure#cid"7}8]
That generally means there is a conflict or problem between the account used for authorization through Segment and the Customer ID. You can read more about this in Google's API Call Structure documentation.