# Google Ads + PostHog integration and analysis

Connect Google Ads and PostHog to Hendrik. Use PostHog event and release context to check whether a Google Ads performance change is paired with a product-journey change.

## The question this stack can answer

Did Google Ads change, or did the product journey change after the click?

## What Hendrik reads from each source

- **Google Ads:** Spend, delivery, and Google reported conversions show the Google Ads side of the question.
- **PostHog:** Events, sessions, releases, and feature flags show whether the product or checkout journey changed.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected Google Ads account with spend and conversion reporting for the stated window.
- Connected PostHog project with the relevant event definition and capture coverage.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- Google-reported conversion value is platform attribution, not incremental revenue or a deduplicated business total.
- Captured events depend on instrumentation and coverage; they do not automatically identify a payment, order, or campaign.

## Illustrative example

### Google Ads + PostHog review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- reported conversion value (USD, 28 days) (Google Ads): 88,000 USD → 105,000 USD
- checkout-completed events (count, 28 days) (PostHog): 1,360 → 1,160
- Google Ads spend (USD, consecutive 28-day periods) (Google Ads): 21,000 USD → 26,000 USD

### What Hendrik checks

- **Conversion and delivery settings:** Check Google Ads conversion actions, attribution window, change events, and campaign mix before interpreting reported value or leads.
- **Event and release context:** Check PostHog event definition, instrumentation coverage, feature-flag exposure, annotations, and session scope before interpreting a journey change.
- **Explain the divergence:** Google Ads: reported conversion value (USD, 28 days) changed from 88,000 USD to 105,000 USD. PostHog: checkout-completed events (count, 28 days) changed from 1,360 to 1,160. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

Google Ads reported higher conversion value as spend rose. PostHog checkout-completed events fell.

### What to do next

Review measurement and release context before changing bids; reassess after the relevant event definition is stable.

**Limit:** No Google Ads click-to-PostHog person relationship is assumed.

## Provider documentation

- [Google Ads documentation](https://support.google.com/google-ads/)
- [PostHog documentation](https://posthog.com/docs)

## Start with this stack

[Create a workspace and connect Google Ads + PostHog](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-google-ads-posthog&combination=google-ads-posthog)