When setting tracking in Google Ads it's important to note how the hierarchy of tracking works, and if existing tracking may be overwritten.

It's best to think of tracking in Google Ads as a "reverse pyramid" - the most granular tracking will always overwrite the higher-level tracking above it.

With that in mind, tracking will work in this order - with the tracking at the top of this list overwriting anything beneath it:

  • Keywords

  • Ads

  • Ad Groups

  • Campaigns

  • Account

When installing any tracking, please make sure that you install your new tracking at the same level as any existing tracking by merging the templates.

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