Partner Team Nijhuis sees better analyses of Google Ads with Snoobi Analytics

Snoobi Analytics can track and analyse visits that come to a website thourgh Google Ads with a simple setting. Many of our customers use this information to perform analyses in Snoobi, or in lead generation, if they want to use visits through Google Ads as a criteria for the score.

One option that is used much less within Snoobi is the Google Ads “ValueTrack parameters”. This offers extensive possibilities to show the source of a click, for example the Google Ads campaign, the exact search term and ad group. Combined with the other data in Snoobi, all information can then be seen at the visitor level, and therefore also as criteria for lead scoring or engagement scoring.

An example of this application was created  by our Partner Team Nijhuis. Bram Lucas from Team Nijhuis explains how they did this for their customer Nedap Security Management.

“By adding a tracking template to the Google Ads campaigns, we are able to extract more information from Snoobi than just source and medium. Below the steps. ”

Tracking template

The tracking template added looks like this:


Google Ads will then automatically paste the tracking template behind each URL of the ad’s landing page (URL).
The various parameters are automatically filled with values that relate to the specific click.

Several snippets are included in the tracking template, they will result in making unique codes for the campaigns visible as ad groups and advertisements. However, these codes in itself are not self-explanatory:

  • Campaign ID: Generates the unique ID of the relevant campaign.
  • AdGroup ID: Generates the unique ID of the relevant ad group.
  • Creative: Generates the unique ID of the relevant advertisement.
  • Keyword: Specifies the search term that triggered the ad that the visitor clicked.

Settings in Snoobi

By navigating within Snoobi to: Settings > Ads > Automatic Ads you will see the campaign ID as the original name when the tracking template is active.
You can then rename these to the names of the campaigns as they are in Google Ads.

To ensure that the search term, ad group ID and ad ID are also visible in the reports, you must set the following values in the Snoobi Settings > Content > Site variables as shown here.       

What will you see?

In the Snoobi reports you will then see the exact values for various metrics from Google Ads. This gives you more information on the search behaviour of the visiting organizations and you are able to make better choices in optimizing the Google Ads campaigns.
AdGroup ID and the Advertisement ID are shown encrypted. You will have to make that link yourself by comparing the values with those of the Google Ads campaigns.


By adding the tracking template in Google Ads combined with the setting options in Snoobi Analytics, our Partner Team Nijhuis now has a thorough report of Google Ads for their customer.

Snoobi is pleased to cooperate with active partners such as Team Nijhuis that enable practical solutions with Snoobi.

“Online marketing agency Team Nijhuis is the business partner for companies that want to grow.”

“We take pride in improving your life by designing access control systems that let you focus fully on life and work.”

“With Snoobi you get access to all interesting data about your website.”