Potential inputs
- Campaign and account dimensions
- Eligible spend, clicks, and impressions
- Platform conversion signals
- Dates and campaign status
PENNANTAdvertising integration
Connect Google Ads to enrollment decisions.
Place eligible spend, campaign performance, and platform conversions beside CRM-confirmed enrollment outcomes.
Connection approachAdvertising data connection
Available for approved Google Ads accounts and fields supported by the agreed access method and reporting scope.
Pennant UActual product view · Mappings
Source-specific reporting
Use the data for questions it can actually answer.
Every implementation confirms access, definitions, historical depth, refresh cadence, and validation before the source becomes part of a decision view.
Decisions supported
- Is paid search investment pacing appropriately?
- Which campaigns produce efficient CRM-confirmed outcomes?
- Where do platform conversions diverge from the CRM?
Implementation requirements
- Approved account access
- Stable conversion definitions
- Campaign naming and source mappings
What to validate
A connected source still needs context.
Pennant preserves the distinction between platform signals, reporting inputs, and institution-confirmed enrollment outcomes.
- Google Ads conversions are not identical to CRM records
- Modeled and cross-device conversions remain platform metrics
- Cost-per-enrollment requires aligned paid-source outcomes
Integration FAQ
Questions teams ask about Google Ads.
Why do Google Ads conversions differ from CRM leads?
The systems use different identity signals, attribution windows, event rules, dates, and deduplication. Pennant keeps both visible and uses CRM-confirmed records for downstream enrollment reporting.
Can Pennant report cost per enrolled student from Google Ads?
Yes when eligible spend and confirmed paid-source enrollments are aligned to compatible definitions and reporting windows.
Learn more about source mapping and validation, data reconciliation, and Pennant security and data minimization.
Confirm the fit
Review your Google Ads reporting environment.
Available capabilities depend on your configuration, permissions, data quality, and agreed implementation scope.
Book a demo