# Ads Waze

> Use Waze Ads through Google Ads Performance Max for store goals. Covers market limits, conversion measurement, API access, consent, and verification.

- Skill: `pooriaarab/ads-waze` (Agent Skill)
- Install (CLI): `npx skillmds@latest add pooriaarab/ads-waze`
- Raw SKILL.md: https://api.skillmd.com/api/skills/pooriaarab/ads-waze/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Integrations & APIs
- Author: pooriaarab (https://skillmd.com/u/pooriaarab)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/pooriaarab/ads-waze

---


# Waze Ads

Waze Ads is not a separate API integration. The current buying route is Google
Ads Performance Max for store goals. Waze announced that its old advertising
system would move to Google Ads, and its current buying announcement sends
advertisers to Google’s Performance Max guidance. See [Waze’s transition
announcement](https://www.waze.com/discuss/t/waze-ads-update/305756) and [Waze’s
buying announcement](https://www.waze.com/discuss/t/waze-ads-are-back-and-here-s-how-to-buy-them/398689).

Use [ad-conversion-hub](../ad-conversion-hub/SKILL.md) for the canonical event
envelope, consent gate, identity rules, retry policy, and adapter contract. Pair
it with [ad-experiments](../ad-experiments/SKILL.md) for one-audience tests,
seed sizing, and PII-export authorization.

## Account and access

Plainly: Waze does not publish a separate self-serve Waze Ads signup in the
current first-party route. Create a [Google Ads account](https://support.google.com/google-ads/answer/6366720?hl=en)
using the route linked by [Waze’s buying announcement](https://www.waze.com/discuss/t/waze-ads-are-back-and-here-s-how-to-buy-them/398689).
Google’s signup flow asks for business information, campaign goals and budget,
and payment details.

Create a Performance Max campaign for store goals. Link a Google Business
Profile or select affiliate locations, then provide locations, budget, and ad
assets. Google says this campaign type can serve across Google properties,
including Waze. See [Performance Max for store goals](https://support.google.com/google-ads/answer/12971048?hl=en).

The current Google Ads Help page says Waze Ads are available only in the United
States through Performance Max store-goal campaigns bidding to Store Visits,
Store Sales, or Local Actions Directions. A February 2026 Waze announcement
lists the US, Canada, Brazil, Mexico, Colombia, Malaysia, Australia, and Israel.
These first-party pages disagree. Treat market eligibility as account-specific
and verify it before spend. Sources: [Google’s Waze placement guidance](https://support.google.com/google-ads/answer/12971048?hl=en)
and [Waze’s market announcement](https://www.waze.com/discuss/t/waze-ads-are-back-and-here-s-how-to-buy-them/398689).

For local customer optimization, Google documents the **Local store visits and
promotions** objective, **Performance Max** campaign type, store goals, and
Business Profile or location assets. It says the feature is incompatible with
online campaign goals and Performance Max campaigns using Merchant Center
products. See [Local customer optimization](https://support.google.com/google-ads/answer/17198659?hl=en).

Plainly: Waze does not publish a separate public Waze Ads API in the first-party
sources checked. For programmatic account management, use the [Google Ads API](https://support.google.com/google-ads/answer/2375503?hl=en),
not a Waze endpoint. Google documents Google Ads API access through gRPC or
JSON REST. API calls require OAuth 2.0 credentials and a developer token. The
developer token comes from the API Center of a Google Ads manager account. See
[OAuth for the Google Ads API](https://developers.google.com/google-ads/api/docs/oauth/overview)
and [developer tokens](https://developers.google.com/google-ads/api/docs/api-policy/developer-token).

Do not create Waze-specific credentials or API URLs. The sources checked here
document Google Ads account and API credentials instead.

## Client-side Google tag

The Waze route documented by Google uses the Google tag and Google Ads
conversion actions. It does not publish a Waze pixel ID, Waze browser tag, or
Waze app SDK contract. Install the Google tag on every page and the event
snippet on the conversion page, using the snippets generated by Google Ads. See
[Google tag conversion tracking](https://support.google.com/google-ads/answer/7548399?hl=en-EN).

Google says the Google tag sets first-party cookies containing a user or ad-click
identifier. Google Tag Manager’s Conversion Linker can also read ad-click data
from landing-page URLs and store it in first-party cookies. See [how Google Ads
tracks website conversions](https://support.google.com/google-ads/answer/7521212?hl=en).

Do not add a guessed Waze pixel or tag identifier. Store Google-generated tag
and conversion identifiers using the project’s secret and configuration
conventions.

## Rule setup and event mapping

Google’s conversion documentation uses a separate conversion action for each
conversion source or action. Its API category guide maps website conversions to
the `WEBPAGE` or `WEBPAGE_ONCLICK` conversion action types. See [conversion
action categories](https://developers.google.com/google-ads/api/docs/conversions/categories?authuser=50&hl=en).

Use this adapter mapping:

| Hub event | Google Ads / Waze route |
| --- | --- |
| `page_view`, `view_content` | Measure on the website only. Do not treat it as a Waze event. |
| `lead`, `signup`, `begin_checkout`, `purchase`, `subscription_start` | Use a [Google Ads website conversion action](https://developers.google.com/google-ads/api/docs/conversions/categories?authuser=50&hl=en) when the campaign has an eligible online goal. |
| `refund` | Reconcile with payment truth. Do not dispatch to Waze. |
| Store visit, store sale, call click, direction click | Use the [store goals documented for Performance Max](https://support.google.com/google-ads/answer/12971048?hl=en). |

The current Waze placement guidance names Store Visits, Store Sales, and Local
Actions Directions as the eligible Waze goals. Do not assume that a website
purchase conversion controls Waze delivery. See [Waze placement eligibility](https://support.google.com/google-ads/answer/12971048?hl=en).

## Server-side conversions API

Plainly: Waze has no separate public conversions API contract in the first-party
sources checked. Do not send events to a guessed Waze endpoint. Waze’s documented integration is with Google Ads, and Google
documents its own conversion measurement and API surfaces instead. See [Waze’s
Google Ads integration announcement](https://www.waze.com/discuss/t/atencao-os-anuncios-do-waze-estao-de-volta/303496)
and [Google Ads conversion management](https://developers.google.com/google-ads/api/docs/conversions/overview?authuser=50&hl=en).

For website conversions, use the Google tag or Google Tag Manager route to
record the original conversion. Google's enhanced conversions for web then
supplement that already-recorded conversion: its example uploads a
`ConversionAdjustment` with hashed user identifiers and an `order_id` matching
the original conversion; it also documents an optional conversion date and
user agent. See [Upload enhanced conversions for web](https://developers.google.com/google-ads/api/samples/upload-enhanced-conversions-for-web).
A `ConversionAdjustment` enhances an existing conversion; it does not create
one. A checkout flow where the Google tag never fires has no original
conversion for the adjustment to match, so Google rejects or drops it. To
create a conversion purely server-side instead, upload a click conversion
keyed on `GCLID` — see [online conversion imports](https://developers.google.com/google-ads/api/docs/conversions/upload-online?hl=en).

Google says an accepted import response does not necessarily mean that a
conversion received attribution. Review the API diagnostics and Google Ads
conversion reporting after import. See [online conversion imports](https://developers.google.com/google-ads/api/docs/conversions/upload-online?hl=en).

Keep the hub adapter disabled when the required Google Ads account, conversion
action, consent, or API access is missing. A missing measurement integration
must return a logged no-op and must not fail checkout.

## Identity and consent

Before sending customer data, confirm permission to share conversion data and
accept Google’s customer data terms. Google documents this requirement for
enhanced conversions. See [enhanced conversions setup](https://support.google.com/google-ads/answer/13258081?hl=en-0).

For Google enhanced conversions, Google requires SHA-256 hashing for email,
phone, first name, last name, and street address. It says not to hash country,
state, city, or postal code. For email, name, and street address, normalize by
trimming leading and trailing spaces and lowercasing before hashing. Gmail and
Googlemail addresses have additional domain-specific rules. Phone numbers need
their own normalization: strip all non-digit characters and format the number
in E.164 (a leading `+`, then country code, then the number, no spaces,
dashes, or parentheses) before hashing — trimming and lowercasing alone will
not match Google's expected format. See [Google’s normalization and hashing
rules](https://developers.google.com/google-ads/api/docs/conversions/upload-online?hl=en).

Keep raw identifiers and Google Ads credentials in the server secret store. Hash
only after the hub consent gate permits ad-user data. Never place credentials in
browser bundles, URLs, logs, screenshots, or commits.

## Click ID and first-party cookie

Google’s documented click identifier is `GCLID`. Turn on Google Ads auto-tagging
and preserve `GCLID` through click trackers, redirects, and cross-domain landing
flows when applicable. See [Google’s website conversion tracking guidance](https://support.google.com/google-ads/answer/7521212?hl=en).

The first-party sources checked document `GCLID` for Google Ads, not a Waze-owned
click-ID parameter or attribution window. Do not invent a Waze click ID or
cookie name. Capture `GCLID` only under Google Ads consent and the hub’s
first-party storage rules. Do not require a click ID before recording a
first-party conversion.

## Deduplication

No Waze-specific browser/server deduplication field is documented in the sources
checked. Do not invent a Waze transaction or deduplication field.

Use the hub’s stable event ID for internal idempotency. If you upload Google Ads
enhancements, follow the current Google Ads API schema and its documented
`order_id` and conversion-action fields. Treat the Google API response as
transport evidence, not attribution proof. See [Google’s upload guidance](https://developers.google.com/google-ads/api/docs/conversions/upload-online?hl=en).

## Google Ads settings that override code

- Campaign goals determine which signals Google uses for optimization. Confirm
  Store Visits, Store Sales, Local Actions Directions, or an online goal in the
  campaign before wiring events. See [Performance Max store goals](https://support.google.com/google-ads/answer/12971048?hl=en).
- Local customer optimization cannot run with online campaign goals or a
  Performance Max campaign using Merchant Center products. See [the feature
  limits](https://support.google.com/google-ads/answer/17198659?hl=en).
- Waze is one eligible Google property in Performance Max. The campaign can
  also be eligible across Search, Maps, YouTube, Display, Business Profiles,
  and Gmail. Do not promise Waze-only delivery. See [where Performance Max ads
  can appear](https://support.google.com/google-ads/answer/12971048?hl=en).
- Location assets come from a linked Business Profile or affiliate locations.
  Keep those records accurate before launch. See [location assets](https://support.google.com/google-ads/answer/2404182?hl=en).

## Verification

1. **Account proof:** Confirm the Google Ads account, location assets, campaign
   goal, and Waze eligibility in the Google Ads UI.
2. **Tag proof:** Use Tag Assistant and confirm the Google Ads conversion action
   status. Google says the status can take up to 48 hours to update after fixes.
   See [tag verification guidance](https://support.google.com/google-ads/answer/7521212?hl=en).
3. **Data proof:** Record the canonical event ID, consent decision, conversion
   action, and payment or store result in your own server logs.
4. **Attribution proof:** Check Google Ads conversion reporting and diagnostics.
   A successful Google Ads API import does not prove attribution. See [Google’s
   import review guidance](https://developers.google.com/google-ads/api/docs/conversions/upload-online?hl=en).
5. **Business proof:** Reconcile website purchases and refunds with the payment
   provider. Reconcile store visits, store sales, calls, or directions with the
   corresponding Google Ads goal report.

The first-party sources checked publish no Waze test-event endpoint or Waze
conversion response contract. Do not add a test command until Google or Waze
publishes the exact operation and authentication model.

## Common pitfalls and security

- Do not build against the retired standalone Waze Ads route. Use Google Ads.
- Do not claim a Waze-specific pixel, SDK, token, API endpoint, click ID, cookie,
  event field, or deduplication rule without a new first-party contract.
- Do not assume every Google Ads conversion goal can optimize Waze placements.
  The current Waze guidance names Store Visits, Store Sales, and Local Actions
  Directions.
- Do not promise Waze-only delivery from Performance Max.
- Do not send unhashed customer identifiers to Google enhanced conversions.
- Do not hash country, state, city, or postal code when using the documented
  Google enhanced-conversion upload format.
- Keep Google Ads OAuth credentials, developer tokens, conversion data, and raw
  identifiers server-side. Never log or commit them.
- A missing Google Ads integration must produce a logged no-op. It must not fail
  checkout or payment reconciliation.

## Official sources checked (2026-08-31)

- [Waze Ads transition](https://www.waze.com/discuss/t/waze-ads-update/305756) · [Waze Ads buying route](https://www.waze.com/discuss/t/waze-ads-are-back-and-here-s-how-to-buy-them/398689)
- [Waze Ads US integration](https://www.waze.com/discuss/t/waze-ads-are-back-in-the-united-states/386395) · [Waze Ads market announcement](https://www.waze.com/discuss/t/waze-ads-are-back-and-here-s-how-to-buy-them/398689)
- [Performance Max for store goals](https://support.google.com/google-ads/answer/12971048?hl=en) · [Local customer optimization](https://support.google.com/google-ads/answer/17198659?hl=en) · [Google Ads signup](https://support.google.com/google-ads/answer/6366720?hl=en)
- [Google tag conversion tracking](https://support.google.com/google-ads/answer/7521212?hl=en) · [Enhanced conversions](https://support.google.com/google-ads/answer/13258081?hl=en-0)
- [Google Ads API](https://support.google.com/google-ads/answer/2375503?hl=en) · [OAuth](https://developers.google.com/google-ads/api/docs/oauth/overview) · [Developer token](https://developers.google.com/google-ads/api/docs/api-policy/developer-token)
- [Conversion categories](https://developers.google.com/google-ads/api/docs/conversions/categories?authuser=50&hl=en) · [Online conversion imports](https://developers.google.com/google-ads/api/docs/conversions/upload-online?hl=en) · [Enhanced conversion upload sample](https://developers.google.com/google-ads/api/samples/upload-enhanced-conversions-for-web)
- [Location assets](https://support.google.com/google-ads/answer/2404182?hl=en) · [Waze privacy and measurement](https://support.google.com/waze/answer/12075406?hl=en)