Google Ads - Events

By connecting your ClickPatrol events to the Google Ads Remarketing tag through Google Tag Manager, you enable Google Ads to recognize which clicks and visitors are Legitimate or Suspicious. The classification is passed as a custom parameter on every page view, which then becomes available as a condition in Audience Manager. This allows you to target only real, engaged users and exclude suspicious or fraudulent traffic from your campaigns, improving conversion quality and protecting your ad budget.

Use this setup when GA4 is not linked to Google Ads, or when you want to keep audience building entirely inside Google Ads. For the full audience workflow, see Google Ads - Audiences (via custom parameters).

Setup Google Ads Remarketing Events in Tag Manager#

To set up Google Ads Remarketing Events for ClickPatrol in Tag Manager, follow these steps:

1. Important check if following steps are finished

   • Implement ClickPatrol tag in Tag Manager
   • Implement Event Trigger in Tag Manager
   • Google Ads tag data source configured to Collect specific attributes or parameters to personalize ads in Audience Manager (Tools → Shared library → Audience manager → Your data sources → Google Ads tag)

2. Create a New Tag

   • Go to the Tags section.
   • Click New → Tag Configuration.
   • Select Google Ads Remarketing.
   • Enter your Google Ads Conversion ID.
   • Under Custom Parameters, select Manually Specify.
   • Add a key-value pair: key clickpatrol_status, value {{events}}.

3. Set Up Triggering

   • Click Triggering.
   • Choose ClickPatrol Event Trigger (made in the step "Setup Event Trigger in Tag Manager").
   • Give the tag a unique name (for example, ClickPatrol Google Ads Remarketing or your own naming convention).
   • Click Save.

4. Publish

   • Click Submit to publish the changes in Tag Manager.

This passes the ClickPatrol classification (for example, ClickPatrol_Legitimate or ClickPatrol_Suspicious) to Google Ads as the clickpatrol_status custom parameter on every page view.

Result#

After these steps in Google Tag Manager, Google Ads will begin receiving the ClickPatrol classification as a custom parameter. The clickpatrol_status parameter becomes available in Audience Manager, where you can build segments that filter on clickpatrol_status equals ClickPatrol_Legitimate or clickpatrol_status equals ClickPatrol_Suspicious. This setup provides the groundwork for cleaner data, stronger ad performance, and effective protection against invalid clicks.