Ads specifications

Google Ads measurement and conversion specification

Advertising data is only useful when the site and campaign agree on what a meaningful action actually is.

Measurement layer

The exact configuration depends on the customer's systems and privacy requirements.

The destination page should match the promise made by the advertisement.

Technology

Search, analytics, advertising and business services work best when the website is structured and measured properly.

Google Search Console — Indexing, crawl visibility, search queries, coverage and site health. Provider information
Google Analytics — Traffic, engagement and conversion measurement. Provider information
Google Tag Manager — Controlled deployment of measurement and conversion tags. Provider information
Google Workspace — Business Gmail, Drive, Calendar, Meet and productivity services. Provider information
Google Ads — Paid search, conversion tracking and campaign measurement. Provider information
PageSpeed Insights — Performance and Core Web Vitals diagnostics. Provider information
Google Business Profile — Local business visibility and public business information. Provider information
Google Merchant Center — Product feeds and shopping visibility where relevant. Provider information

Technology

We are not locked to a single framework. Straightforward sites should stay straightforward; applications can use deeper stacks when justified.

HTML5 — Semantic document structure and modern browser standards. Provider information
CSS — Responsive layout, presentation, accessibility and performance-conscious styling. Provider information
JavaScript — Standards-based browser and application behaviour. Provider information
TypeScript — Typed application development for maintainability and safer change. Provider information
React — Component-based user interfaces when an application needs them. Provider information
Next.js — Full-stack React framework for suitable applications and content sites. Provider information
Vue — Progressive user-interface development. Provider information
Svelte — Compiled, performance-conscious user-interface development. Provider information
Astro — Content-focused websites with low client-side JavaScript where appropriate. Provider information
Python — Automation, data processing, APIs and supporting services. Provider information

Need the simple version?

The detailed pages exist for customers who want to inspect the engineering. The customer-facing offer remains deliberately straightforward.