Google Ads (AdWords) guide

At a glance: Integrate your Google Ads account with AppsFlyer to display attribution data from all of your campaigns.

For iOS 14 related campaigns see Google Ads SKAdNetwork interoperability with AppsFlyer.

Using Google Ads

The Google Ads UI only allows you to configure an App Campaign, for iOS and Android devices.

To attribute users from other platforms, e.g. Windows Phone users, to Google Ads you need to use a landing page solution.

To configure other specific campaign types besides App Campaign, contact your Google representative.

Configuring Google Ads attribution for advertisers

To start attributing Google Ads campaigns with AppsFlyer, follow these steps:

Note

As a prerequisite for the integration with Google Ads, the app must collect IDFA / GAID. For further information, refer to the SDK integration guide.

Watch

Read

Step 1: create the Google Ads link ID (mandatory)

(Google Ads admin only)

In your Google Ads dashboard, go to Settings & Billing and click Linked accounts.
In the Third-party app analytics box click on DETAILS
Click the “+” button
From the App analytics providers list select AppsFlyer
Select your mobile app's platform, iOS or Android, and select the relevant app under look up your app
Click on CREATE LINK ID
Copy the new Link ID, which now uniquely identifies your mobile app on Google Ads
Remember - you MUST repeat these steps to create the unique LINK ID for each of your mobile apps

Step 2: set up Google Ads on AppsFlyer (mandatory)

(Any member in AppsFlyer's account)

Head to your app's dashboard on AppsFlyer and click Integrated Partners
Select Google Ads
Activate the partner and paste the copied Link ID.
Configuring Install attribution:
1. Set the Install click-through lookback window.
  Select the lookback window units (hours or days) and set the slider to the desired value. We recommend setting the lookback window to 30 days to match with Google Ads.
2. [Optional] if you run pre-registration campaigns for Android apps, set the Pre-registration campaign lookback window (default is 90 days). This slider determines the lookback window for attributing installs to pre-registration campaigns.
3. Enable Install view-through attribution.
4. Select the lookback window units (hours or days) and set the slider to the desired value. We recommend setting the view-through lookback window to 1 day to match with Google Ads.
Note

Google is not sending claims for iOS apps impressions. Install view-through attribution toggle and lookback window slider are no longer relevant for iOS apps.
To enable reinstall attribution, turn Reinstall attribution on.
No need to configure lookback windows for reinstall attribution, as the values are taken from install attribution settings.

Important!

A reinstall conversion data is presented as a session_start on Google Ads dashboard. In AppsFlyer, it is attributed and seen as a re-attribution.
Configure Re-engagement attribution:
1. Enable retargeting in app settings.
2. Enable Re-engagement attribution.
3. Set the Re-engagement click-through lookback window, which is the period of time, starting from ad click, during which the app must be launched for the click to be recorded as a re-engagement. Select a lookback window in hours or days and set the slider to the desired value.
4. Enable Re-engagement view-through attribution.
  
  Note
  
  Google is not sending claims for iOS apps impressions. Install view-through attribution toggle and lookback window slider are no longer relevant for iOS apps.
5. Set the Re-engagement view-through lookback window, which is the period of time, starting from ad impression, during which the app must be launched for the impression to be recorded as a re-engagement. Select a lookback window in hours or days and set the slider to the desired value.
6. Set the Re-engagement window. This is the period when the user's in-app events are attributed to the retargeting media source, following either a click or an impression. You can set the value in days (1-90), hours (up to 23), or even lifetime. The default is 30 days.
Go to the Cost tab
Toggle ON the Get Cost, Clicks and Impressions Data button.
Click on the Connect Google Ads button and log into your Google account to get all your Google Ads campaign costs on AppsFlyer. More details here.
Click Save.

Stop!

You MUST go through step 4 to see Google Ads installs in AppsFlyer.
If you also need to map your in-app events to Google Ads go through step 3 first.

Step 3: map your in-app events (recommended)

(Any member attached to the AppsFlyer's account)

Go to the Integration tab and scroll down to the In-App Events section
Set the Link ID again here, if required

Note

When enabling the Google Ads in-app events mapping for an app for the first time, all the af_XXX events from the SDK are automatically mapped to Google's pre-defined event list. This automatic mapping saves you time and decreases mapping mistakes significantly.
Toggle In-App Event Postbacks to ON
Click Add Event to add an SDK Event to the list

Complete the following parameters:

Parameter Name	Description
SDK Event Name	The name of the event, as received by AppsFlyer either from the SDK integrated in your app, or from server to server events. Tip Don't see the event you want in the list? Make sure to activate the event on a device with a non-organic installation and recheck.
Partner (Google)Event Identifier	The unique name or ID of each event as defined in Google Ads. Select the most suitable pre-defined event from the dropdown list. Note: if you don't find a suitable pre-defined event, select CUSTOM value, which enables sending your SDK event as is to Google Ads. However, the event value must contain standard AF parameters. If you send an event with Non-AF parameters in the value, these parameters are not sent to Google Ads.
Sending option	This partner only: send postbacks only when this event is attributed to Google Ads. All media sources including organic: send postbacks for events attributed to any partner, as well as organic events.
Send event data	No values & no revenue: send only the event itself without the event value. Values & no revenue: send all the parameters excluding the revenue value. Values & revenue: send all the event parameters, including the revenue value (if exists in the event).

Click Save

Step 4: measure your app conversions (mandatory)

(Google Ads admin only)

Important!

For Google Ads to register your new conversions, you must launch your app and perform your mapped in-app events at least once. To test iOS apps, you must collect IDFA to see the event. It may take up to 6 hours until they are added to the queue. Once they are added, you can import them or the new conversions change status from “No recent conversion” to “recording conversion".

Head back to your Google Ads account and click on the Tools icon
Under the section labeled Measurement - click on Conversions
Click the Plus button
Select App from the list of conversion types
Select Third-party app analytics, and click on Continue
Check the box next to first_open of ALL your apps, and for each event you’d like to import.
Note: You need to re-import if the Partner Event identifier in Google Ads is changed, or if it is CUSTOM and the corresponding event name has changed in AppsFlyer.
Click Import and Continue, and then click Done
You can now see your third-party conversion event in the Conversion actions table. Click on the name of the event to see more details

If an event does not appear in the list or if it has been removed from the Google Ads Conversion import list, click Status and select All to show all events, so that you can re-import the event:
Congratulations! You are now measuring Google Ads mobile campaigns with AppsFlyer!

Note

Please ensure your "include in conversions" setup is aligned with your campaign goals in Google Ads. For more information, consult with your Google representative or refer to the Google documentation here.

Tip

The Google Ads API integration automatically includes the Google Ads remarketing feature. By completing this integration and sending events to Google Ads you are able to create remarketing audience lists in Google Ads without any additional integrations.

Granting permissions to Google Ads team members

You can grant Google Ads permissions to access certain data in your account. You can do this in the Google Ads configuration page under the Permission tab for each one of your apps.

To be able to get these permissions and access your app, your Google Ads representative should be a team member of Google Ads’ partner account on Appsflyer.

Because of Google’s privacy requirements, Google can add new team members to its AppsFlyer partner account only when it’s explicitly requested by an advertiser.

In order to grant a Google Ads team member access to your app, do the following:

Fill out and submit this form to request your account manager to be added to Google’s partner account on AppsFlyer.
Wait for the confirmation from Google Ads that your GA account manager has been added.
Go to Configuration > Integrated partners > Google Ads > Permissions and add your account manager email to the list of team members.
Activate the permissions you wish to grant your Google Ads account manager.

Read more about providing permissions to Ad networks.

Enabling Google Ads attribution for agencies

AppsFlyer supports agency configurations with Google Ads. It is essential that the advertiser and the agency have separate Google Ads accounts to enable AppsFlyer to correctly attribute the data. For details, click here.

Running with multiple Google Ads accounts

AppsFlyer supports working with multiple Google Ads accounts for the same app. This is performed through sharing the Link ID in Google Ads and importing the events into each Google Ads account.

For further details on how to share your Google Ads Link ID, click here.

iOS App Campaigns

Note: This section applies to app campaigns for installs and not app campaigns for engagement.

On January 27, 2021, Google announced policy updates to accommodate iOS 14 release.

Since ATT enforcement began, Google iOS apps do not prompt for ATT, and therefore Google Ads products stopped using device identifiers (IDFA) that fall under ATT.

To preserve reporting and campaign optimization, Google expanded modeled conversions to iOS 14+ traffic.

Since modeled conversions are not reliant on device IDs, starting with the iOS14.5 release, the iOS install app campaign inventory logic employed by Google is as follows:

iOS ACI search channel/inventory isn't attributed (per earlier January 24, 2020 policy).
iOS ACI YouTube channel/inventory isn’t attributed, since the YouTube app is not prompting ATT so IDFA cannot be used.
iOS ACI Display channel/inventory can be attributed, only when a device ID is present, in case there is consent on both the advertiser and the publisher apps.

Using deferred deep linking in App campaigns

Google feeds in App campaigns enable you to create a smooth content-specific experience for new mobile users.

When a potential user clicks on a feed, they are redirected to the app page. After the user installs the app and launches it, the SDK supplies the specific product details (e.g. running shoes) with deferred deep linking. The app developer uses this data to deliver the relevant user experience within the app.

To enable deferred deep linking with Google Ads:

In Google, set up feeds.
In AppsFlyer, Go to Configuration > Integrated Partners. Select Google Ads (Adwords).
In the Integration tab, enable Deferred deep linking with Google Ads.
Click Save integration.

Google Ads parameter mapping

The table below is the parameter mapping between Google Ads and AppsFlyer.
Advertisers can't add personalized parameters to any Google Ads campaigns.

Campaign type: app campaigns

Changes to campaign names by Google Ads
Until February 15, 2021	Starting February 23, 2021
UAC	ACI
UACE	ACE
UACPre	ACPRE

Note! Campaign name type is set according to the click or impression date, not the install date.

Google Ads parameter mapping
Network type	Search	Display	Video
Channel (af_channel)	ACI_Search	ACI_Display	ACE_Video
Campaign (c)	Yes	Yes	Yes
Campaign ID (af_c_id)	Yes	Yes	Yes
Adset (af_adset) Populted by ad_group_name parameter. If this parameter is null, AF populates af_adset with ad_group_id.	Yes	Yes	Yes
Adset ID (af_adset_id) populated by Google ad_group_id parameter	Yes	Yes	Yes
Ad (_ad)	N/A	N/A	N/A
Ad ID (af_ad_id)	N/A	N/A	N/A
Ad Type (af_ad_type)	Yes*	Yes*	Yes*
Site ID (af_siteid)	GoogleSearch/ Search Partners	N/A	YouTubeVideos/ YouTubeSearch/ VideoPartners
Keywords	N/A	N/A	N/A

*For more information on what ad types are available in Google's response see here.

Engaged view parameter in raw data reports

An engaged view is a user impression of a video ad that lasted more than 10 seconds. This counts as a click and displays only for Android apps in raw data reports populating “sub param 5”.
This parameter is displayed if the engaged view occurred within the defined click lookback window in AppsFlyer, but the maximum is 2 days.

Important!

Google is an SRN (Self Reporting Network). For more information about how the attribution flow works for these networks, click here.
AppsFlyer can present any campaign information that is provided by Google. The campaign type (Search, Video, Display) and associated information is determined by Google. For more information, click here.
Click Blocking - For Android, AppsFlyer blocks clicks from pid googleadwords_int, meaning they are counted in the system, but ignored for attribution.

Optimize Google Ads campaigns for conversions without device ID

Beginning with iOS14.5+ and Android 12+, Google Ads introduced several identifiers. These identifiers are used for deterministic attribution of conversions without device IDs:

Identifier	Available from	Source	Operating system	Used for	Data granularity
gclid	December 2021	Google Play referrer	Android	Installs	User-level
gclid	December 2021	Deep link URL	Android + iOS	Re-engagements	User-level
gbraid	March 2021	Deep link URL	iOS	Re-engagements	Aggregate

When AppsFlyer receives these identifiers and sends them in Google Ads postbacks, Google Ads can claim conversions based on them. AppsFlyer uses the claim and considers the parameters for attribution and for associating LTV events.
No action is needed from the advertiser to enable receiving these parameters.

Data visibility by operating system

Android apps:

In AppsFlyer and Google Ads, advertisers can receive full campaign data for traffic without device IDs – both for installs and re-engagements.

iOS apps:

In Google Ads, advertisers can receive full campaign data for traffic without device IDs for their re-engagement activity.
In AppsFlyer, advertisers can view their re-engagement activity only at the media source level, since Google Ads does not share campaign details with AppsFlyer for this traffic. Campaign names are displayed as N/A in the overview dashboard.

Google Ads retargeting campaigns

With AppsFlyer, you can measure the results of Google Ads App Campaigns for Engagement.
In AppsFlyer, such campaigns are called Retargeting campaigns. AppsFlyer supports getting cost, click and impression data for retargeting campaigns. This integration allows you to view and measure your ad spend on Google Ads, and then calculate eCPI and ROI of your Google Ads campaigns.

Retargeting campaigns target users who have installed your app in the past.

Retargeting engagements by users, who still have your app installed, are called Re-engagements. These usually result in deep linking users.
Retargeting engagements by users, who don't have your app installed, are called Re-installs or Re-attributions.

For more information, see Google Ads for engagement support documentation.

Setting up Google Ads app campaigns for engagement

Before you begin, review Google’s instructions for how to share a link with other Google Ads accounts to ensure your engagement campaigns are properly measured via your existing link ID.

To measure Google Ads App Campaigns for Engagement, follow these three steps:

Enabling retargeting in app settings

To enable retargeting campaigns of any media source, you need to enable it on the app level. If this is the first retargeting campaign for your app, do the following:

In AppsFlyer, go to App Settings.
Scroll all the way down.
Turn on Enable Re-Targeting Campaign Measurement.

Enable Google Ads retargeting in AppsFlyer

Follow item #5 in the instructions for setting up Google Ads in AppsFlyer.

Importing session start conversions in Google Ads

To record conversions for re-engagement campaigns in Google Ads, you need to import the event session_start in Google Ads.

This event appears in Google Ads if at least one user launches the app after you enable retargeting in AppsFlyer for Google Ads. Just to be sure, launch the app yourself after you enable retargeting.

To learn how to import conversions in Google Ads, see here.

Note

Unlike all other events, session_start can be claimed by Google Ads API, even if you don't import session_start into Google Ads from AppsFlyer.
However, in that case, these conversions would still be attributed in AppsFlyer. This creates a substantial discrepancy between your data in AppsFlyer and in Google Ads. Furthermore, this prevents Google Ads from optimizing your campaign user targeting.

Setting up deep linking for app campaigns for engagement

Google App Campaigns for Engagement require you to use deep links for re-engagement campaigns. Third party deep linking solutions cannot be used due to a domain mismatch. This includes AppsFlyer’s OneLink. Use your own internally-developed App Links, Universal Links or custom URI schemas.

There is no need to add any additional parameters to the deep link (is_retargeting=true and pid=adwords are not required).

Dynamic remarketing and shopping campaigns

Dynamic remarketing for apps and shopping campaigns are supported in AppsFlyer. For AppsFlyer, they are just like any other re-engagement campaign.

To learn about Dynamic remarketing for apps, click here.
To learn about Shopping campaigns, click here.
To learn more about Google Ads for Engagement click here.

Google Ads cost data sync status

View your cost API status and the last time AppsFlyer managed to pull matching cost data in either the cost (and ad revenue) integration status dashboard, or in the individual ad network dashboard.

Google Ads allows you to sync several accounts for pulling cost data. For each synced account, AppsFlyer shows the status of cost integration and the last time AppsFlyer managed to pull matching cost data.

Stopping Google cost sync

To stop syncing Google cost, delete the Google account connection:

Go to the cost tab, in the actions column, hover over an account, click Delete connection. Once deleted, AppsFlyer stops getting the cost. Deleting the connection does not impact historical data.

Google Ads costs, clicks, and impressions

AppsFlyer gets cost details by API. See the ad network cost integration table for full details on the supported dimensions, metrics, and features. Note: Cost data requires an Xpend subscription.

MCC Accounts are supported.

Cost, clicks, and impressions data is currently not available for pre-registration campaigns due to limitations in Google Ads API.

To view Google Ads cost, click and impression data within the AppsFlyer dashboard, connect via your Google Ads configuration page. Once the connection is complete, AppsFlyer begins to query your Google Ads cost amounts, clicks, and impressions for all of your existing campaigns.

Read more about setting up cost i n Google Ads.

Read more about how Google defines clicks and views.

After the setup, data should come through within a few hours.

Tip

Users can confirm they are logged in with the correct Google Ads account by checking the email address, which appears on the top right corner of the Google Ads dashboard.

If the Google Ads account is a sub-account of an MCC account, then the top right ID is the MCC's, and the sub-account's ID is on the top left corner.

If it is not the correct account, sign out of the account and sign in again using the email address for a different Google account.

Why can't I see my cost data?

Client logged-in with the wrong account email

When logging in, it is important to verify the right Google account is used.

If you login using the wrong Google account, no cost is pulled or displayed. In such a situation, you must remove the app from Google apps permissions and login with the correct account. To do so, follow these steps:

Click on the following URL: https://myaccount.google.com/permissions
Remove AppsFlyer Cost on Google and login again.

Spaces and special characters

Using spaces or special characters in iOS Search or Android Landing Page campaigns may cause issues with matching cost data to click data and leading to missing cost reporting.

Where is my Geo based clicks data?

In some cases, AppsFlyer receives partial Geo clicks data from Google. When this occurs AppsFlyer completes the missing clicks information from other Google sources, which lack the Geo data. Therefore, when grouping by Geo, the total number of clicks from Google's campaigns, may not match with the same number with another grouping dimension.

Recording ad revenue with Google Ads

Google Ads (AdWords) revenue integration is deprecated as of November 30, 2020. For ad revenue data, AdWords customers need to migrate to Google AdMob.

FAQ

Why am I not seeing clicks from Google Ads?

Aggregate clicks and impressions data from Google Ads is collected once you have authenticated cost, clicks and impressions collection in the Cost tab.

Clicks and impressions data from Google Ads was made available during August 2018, first for Android apps and later on for iOS apps. Therefore, when analyzing clicks data from 2018 and before, Google Ads clicks data may be missing or incomplete.

Why am I not seeing first_open conversions on Google Ads

If you are not seeing first_open conversions on Google Ads as shown in the screenshot below:

it means that you need to import conversions in Google Ads. Follow the instruction on importing conversions.

Why can't I see in-app events on Google Ads?

Are you seeing this screen on Google Ads after mapping your preferred in-app events in the AppsFlyer dashboard (configuration step 3)?

If so, do one of the following:

If the sending option for the in-app events is set to "This partner only", make sure to attribute the install on your device to Google, and then perform the events on your device.
Change the sending option for the events to "All media sources, including organic", and then perform the events on your device.

Important!

Make sure to map the in-app events before performing them on your device.
It may take up to 6 hours for the events to show up on Google Ads' dashboard.

Can I stop Google cost sync?

To stop cost sync with Google:

Go to your Google account permissions
Click on Remove next to AppsFlyer Google Cost

Do I need to create and then import session_start?

This depends on the type of campaign you are running. If you are running a re-engagement campaign then it is recommended to create and import session_start to measure engagements.

For a user acquisition campaign, this is not mandatory.

Can I send uninstall information to Google Ads?

Yes.
To start sending uninstall events to Google:

Map the af_uninstall event as a Custom event in Google Ads setup window.
Import that conversion in Google.
Google acknowledges events if received within Google's attribution window (started with ad engagement and lasting 30-90 days). Events received by Google after the window ends are not recorded in Google.

What Google Ads data does AppsFlyer display?

You can view data at the following levels: campaign, channel, adset, and geo.

Do I need to configure anything to create audience lists in Google Ads based on AppsFlyer data?

No. In the Google API, this information is already set and is based on your In-App Event configuration.

I'm running an app campaign, why can't I see data or conversion events in the AppsFlyer or Google Ads dashboard?

It is very likely that you have not yet imported events. For details about how to import events, click here.

What do I do if there are multiple accounts?

There is no problem using multiple accounts with Google Ads with AppsFlyer. AppsFlyer only works with one Link ID. Therefore, only one Link ID must be generated in Google Ads and this can be shared between multiple accounts. For more information, click here.

What happens with link IDs created at MCC level vs. account level

Link IDs at MCC or account level are supported by AppsFlyer. We recommend working closely with your Google Ads representative to ensure your account is structured correctly. For more information, click here.

What is parallel tracking?

Google Ads' Parallel tracking enables your landing page to load faster, reducing the issue of lost visits. As a result, conversions are increased and ad performance is improved. With Parallel Tracking, users are sent to the final URL, directly from your ad, before sending them to the attribution links, while click measurement takes place in the background.

For a full explanation of Parallel Tracking, click here.

Additional information

Attribution Link Mismatch - Sometimes Google displays a notification that there is a mismatch between the attribution link and the final URL. This has no impact on measurement and attribution on the AppsFlyer side.

To avoid this notification, when using the basic tracking template, you can add an additional URL parameter called af_r and use the value of the final app store URL.

In the screenshot above, the landing page URL is
```
https://play.google.com/store/apps/details?id=com.XXXXXX.XXXX&hl=en
```
To the AppsFlyer URL template, add the following URL to the af_r parameter with the landing page URL above:
```
https://app.appsflyer.com/com.XXXXX.XXXXX?af_c_id={campaignid}&af_siteid
={placement}&af_adset={adgroupid}&af_adset_id={adgroupid}&af_ad={creative}&af_
ad_id={creative}&pid=ga_parallel_test&af_click_lookback=7d&c={campaignid}&url=
{lpurl}&network={network}&af_keywords={keyword}&af_r=https%3A%2F%2
Fplay.google.com%2Fstore%2Fapps%2Fdetails%3Fid%3Dcom.XXXX.XXXXX%26hl%3Den
```
In most cases, Google does not enable third party attribution links, which includes regular attribution links and AppsFlyer's OneLink.

How do you configure a campaign with Android or iOS configuration

Important!

AppsFlyer supports all app campaigns enabled by Google Ads.

Google is an SRN (Self Reporting Network). For more information about how the attribution flow works for these networks, click here.

AppsFlyer can present any campaign information that is provided by Google. The campaign type (Search, Video, Display, and Re-engagement) and associated information is determined by Google. It is recommended to configure App campaigns. For guidance on other campaign types, you should contact your Google representative. For details of these campaigns, click here.

Android configuration for Google Ads

To support Android attribution, make sure that your app supports GAID (Google Advertising ID) collection, and that it is passed to AppsFlyer through our SDK.

Creating conversion recording (installs)

For details of how to create conversion recording, click here.

Google Ads - Android Configuration - Sending In-App Events

If you want to further measure the success of your Mobile App Install campaigns in Google, you can send in-app events to your Google Ads account from your AppsFlyer account.

Create a conversion (in-app events)

For details of how to measure your app conversions, click here.

iOS configuration for Google Ads

Google Ads - iOS configuration: app campaigns

App campaigns allow you to promote your iOS app across Google Search, YouTube and Display in a single place of configuration.

Generally, Google Ads itself can't self-attribute iOS installs from search campaigns as the clicks come from mobile web sources, preventing Google from pulling the IDFA from the devices, and from performing ID matching.

In contrast, iOS search on App Campaigns can be attributed by Google Ads, for ads that are served on the Google Search App.

creating conversion recording (installs)

For details of how to create conversion recording, click here.

Google Ads - iOS configuration - sending in-app events

If you want to further measure the success of your Mobile App Install campaigns in Google, you can send in-app events to your Google Ads account from your AppsFlyer account.

Creating a conversion (in-app events)

For details of how to measure your app conversions, click here.

For how long do you keep Google Ads’ user-level data?

Google Ads requires attribution providers to delete its user-level data 6 months after the install. This means that the events performed by these users 6 months after they install the app are counted as organic.

Past aggregate data remains the same.

This is relevant for all Google Ads channels.

Discrepancies

Sometimes there are discrepancies between the Google Ads dashboard and the AppsFlyer dashboard.

While we work closely with Google Ads to minimize these discrepancies, advertisers should be aware of the following reasons:

Both iOS and Android

Cause	Google Ads	AppsFlyer
Assisted installs (aka Multi-touch attribution)	Google Ads, as an SRN, attributes all installs following engagements with Google Ads, within their attribution window.	AppsFlyer attributes the last click in a user's journey and treats engagements before it as assists.
Install record time	Google Ads attributes the conversion to the Click time.	AppsFlyer attributes the conversion to the launch time (app open).
Reports time	Google Ads’ dashboard might have a few hours delay in displaying conversions.	AppsFlyer’s reports are in real-time.
Time zones	Varies - based on location	Varies - based on location.
Attribution window	30 Days	Google integration is set for 30 days by default (can be modified).
View-through conversions	VT conversions only show in the All conversions column and not in the Conversions column, unless set otherwise in Google Ads.	AppsFlyer shows total installs number, click installs and VT installs.
Reinstalls	Google Ads show reinstalls as a session_start conversion.	AppsFlyer attributes and displays re-installs (AKA re-attributions) as part of its retargeting data.
In-app events	Google Ads attributes the in-app event to the Click time.	In the AppsFlyer dashboard in-app events are attributed according to the install time. In Raw Data Reports, AppsFlyer attributes in-app events according to the time of the event.
Validation rules	Google receives all information from AppsFlyer regardless of validation rules.	AppsFlyer might deduct a number of installs based on their validation rules.
iOS App Campaign Search Inventory	Google Ads includes inventory for iOS AC search results in both mobile web and Google’s search app.	Google Ads doesn’t respond to attribution partner queries about iOS AC search conversions in neither mobile web nor Google's search app. As a result, these installs are not attributed to Google Ads in AppsFlyer.
Cost - Google Ads campaign channels	Google reports cost for all channels of a given campaign - YouTube, display, and search.	AppsFlyer gets cost data from Google for all channels of a campaign, but only attributes conversions from YouTube and display channels in iOS AC. As a result, the overall CPI in AppsFlyer is higher.

Notes

While Google Ads shows all installs of a retargeting campaign in the same place, on the AppsFlyer dashboard, installs are divided between the Overview page (new installs) and the Retargeting page (re-engagements).
When comparing data from Google Ads dashboard and AppsFlyer, make sure that the data in the Google Ads dashboard is data that is imported from 3rd party analytics (AppsFlyer). Data imported from Firebase or Google Play is structured differently and is not fully comparable with AppsFlyer data. To learn how to import data from AppsFlyer to Google Ads dashboard, click here.
To compare install events (first_open in Google Ads), make sure that you drill down to install events in the conversion report in Google Ads. Google Ads might show all conversions (e.g. installs, purchases, subscriptions) which is why it is important to select only those install events out of all conversion events.

Using Google Ads

Configuring Google Ads attribution for advertisers

Note

Step 1: create the Google Ads link ID (mandatory)

Step 2: set up Google Ads on AppsFlyer (mandatory)

Note

Important!

Note

Stop!

Step 3: map your in-app events (recommended)

Note

Tip

Step 4: measure your app conversions (mandatory)

Important!

Note

Tip

Granting permissions to Google Ads team members

Enabling Google Ads attribution for agencies

Running with multiple Google Ads accounts

iOS App Campaigns

Using deferred deep linking in App campaigns

Google Ads parameter mapping

Campaign type: app campaigns

Engaged view parameter in raw data reports

Important!

Optimize Google Ads campaigns for conversions without device ID

Data visibility by operating system

Google Ads retargeting campaigns

Setting up Google Ads app campaigns for engagement

Enabling retargeting in app settings

Enable Google Ads retargeting in AppsFlyer

Importing session start conversions in Google Ads

Note

Setting up deep linking for app campaigns for engagement

Dynamic remarketing and shopping campaigns

Google Ads cost data sync status

Stopping Google cost sync

Google Ads costs, clicks, and impressions

Tip

Why can't I see my cost data?

Client logged-in with the wrong account email

Spaces and special characters

Where is my Geo based clicks data?

Recording ad revenue with Google Ads

FAQ

Why am I not seeing clicks from Google Ads?

Why am I not seeing first_open conversions on Google Ads

Why can't I see in-app events on Google Ads?

Important!

Can I stop Google cost sync?

Do I need to create and then import session_start?

Can I send uninstall information to Google Ads?

What Google Ads data does AppsFlyer display?

Do I need to configure anything to create audience lists in Google Ads based on AppsFlyer data?

I'm running an app campaign, why can't I see data or conversion events in the AppsFlyer or Google Ads dashboard?

What do I do if there are multiple accounts?

What happens with link IDs created at MCC level vs. account level

What is parallel tracking?

Additional information

How do you configure a campaign with Android or iOS configuration

Important!

Android configuration for Google Ads

Creating conversion recording (installs)

Create a conversion (in-app events)

iOS configuration for Google Ads

Google Ads - iOS configuration: app campaigns

creating conversion recording (installs)

Google Ads - iOS configuration - sending in-app events

Creating a conversion (in-app events)

For how long do you keep Google Ads’ user-level data?

Discrepancies

Both iOS and Android

Notes

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