Google Ads is an online advertising platform developed by Google. AppsFlyer enables you to attribute the various Google Ads campaign types.
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 Integrations Guides for either Android or iOS.
Step 1: create the Google Ads link ID (mandatory)
(Google Ads admin only)
- Go to your Google Ads dashboard and click on the Tools icon on the upper right corner
- Select Linked accounts under Setup
- 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:
- 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. - Enable Install view-through attribution.
- 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.
- Set the Install click-through lookback window.
- Reinstall attribution:
- To enable reinstall attribution, switch it on.
- No need to enable view-through attribution or 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.
- Configuring Re-engagement attribution:
- Enable retargeting in app settings.
- Enable Re-engagement click-through attribution.
- 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.
- Enable Re-engagement view-through attribution.
Important - to activate Re-engagement view-through attribution with Google Ads you must also contact Google Ads directly, on top of the setup in AppsFlyer. - 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.
- 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)
- 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
- Select the Sending Option for all SDK defined events
- Only events attributed to this partner for events coming only from users attributed to Google Ads
- Events attributed to any partner or organic to have your entire user base available to be reported to Google Ads (recommended for future Google Ads remarketing purposes) - 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 on the partner's side. There are several options here:
Text field - get the corresponding event ID from the partner.
Drop down box - select the most suitable pre-defined event for your event.Some integrations have the CUSTOM value, which enables sending your SDK event as is to the partner. However, as is doesn't mean that the event value is sent as is as well. The event value must contain standard AF parameters. If you send an event whose value contains Non-AF parameters, these parameters are not sent to Google.
Send Revenue When unchecked - AppsFlyer sends all the parameters of the rich in-app event to the partner, except for the revenue parameter, which is contained in the af_revenue parameter.
When checked - AppsFlyer sends all the 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. Afterwards, 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.
Starting January 24, 2020, the iOS install app campaign search inventory logic employed by Google (Google announcement) is as follows:
- iOS AC search channel/inventory isn't attributed anymore.
- AC Video and Display channels/inventory are attributed correctly.
- If you opt-out of this feature in Google search users won't be served, but AC video & display are still served and attributed correctly.
Google Ads parameter mapping
The table below is the parameter mapping between Google Ads and AppsFlyer.
Note
Advertisers cannot add personalized parameters to any Google Ads campaigns.
Campaign type: app campaigns
Set out below in the table is the parameter mapping received from Google.
|
Network Type |
Search | Display | Video |
|---|---|---|---|
| Channel (af_channel) | UAC_Search | UAC_Display | UAC_Video |
| Campaign (c) | Yes | Yes | Yes |
|
Campaign ID (af_c_id) |
Yes | Yes | Yes |
| Adset (af_adset) | N/A | N/A | N/A |
| Adset ID (af_adset_id) | N/A | N/A | N/A |
|
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.
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.
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.
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.
Currently AppsFlyer doesn't pull cost, clicks, and impressions for Google Ads retargeting campaigns.
For more information, see Google Ads for engagement support documentation.
Setting up Google Ads app campaigns for engagement
Before you begin, ask your Google Ads account manager to whitelist your Google Ads account for Engagement.
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:
- Go to your app’s dashboard
- On the left-hand menu, click App Settings
- Scroll all the way down
- Toggle on Enable Re-Targeting Campaign Measurement
Enabling 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).
Deep linking and customizing user experience
Google App Campaigns for Engagement involve deep linking. When performing deep linking with AppsFlyer using OneLink, an SDK method called onappopenattribution provides you with data related to the re-engagement campaign. However, this data is not available when deep linking takes place through Google App Campaigns for Engagement. Click here to learn more.
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
The cost tab in the integration shows the status of your cost integration and the last time AppsFlyer managed to pull matching cost data. AppsFlyer pulls cost for campaigns that had at least one install in the last 7 days. In addition, AppsFlyer doesn't pull cost for re-engagement campaigns.
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.
The table below describes five different status messages, and what to do if you see them in the cost tab.
| Status | Description | What to Do | |
|---|---|---|---|
|
Active |
Partner API is responding and returning data. |
Nothing |
|
|
Active
With sync message: Cost Data was never successfully pulled |
One of the following is possible:
|
|
|
|
No Matching Data
|
AppsFlyer queries this app's active campaigns with the Partner API, but the partner API isn't returning any data for these campaigns. |
|
|
|
Partner API is not returning matching cost data |
The Google Ads account set in AppsFlyer doesn't have access to the app data |
Set a different Google Ads account in AppsFlyer or in Google Ads check why the accounts doesn't have access to the App data.
|
|
|
Partner API is not responding |
The ad network cost data API is either down or experiencing issues. |
Wait for the network API to become responsive. |
|
|
Invalid Credentials |
Cost API credentials are incorrect. AppsFlyer in unable to pull cost data. |
Make sure that the cost API key is correct. |
Last successful data pull
The cost tab shows the last time cost data has been pulled yet. If cost data has never been pulled, the sync message shows Cost Data was never successfully pulled.
Examples
Stopped campaigns
AppsFlyer pulls cost for several campaigns that you run with ad network A. You look in the cost tab and you see the message Last successful sync 2 hours ago. The same day you stop running campaigns with ad network A. Two weeks later, you look in the cost tab of ad network A. You then see the message Last successful sync 14 days ago.
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 supports getting cost, click and impression data from Google Ads. 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.
MCC Accounts are also supported.
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.
Click here to see details of setting up cost in Google Ads.
After the setup, data should come through within a few hours. AppsFlyer receives cost data seven days retroactively from the first time you log in to the system.
Clicks and impressions
Enabling cost also collects clicks and impressions data. The Data in AppsFlyer is shown up to Campaign level.
Note
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.
Cost, clicks, and impressions by Geo
Cost by Geo allows you to view cost data based on geographical location. This option is supported for campaigns with installs after August 27, 2018.
To view Cost by Geo:
- In the Filter By field, select Google Ads as the media source.
- In the Group By field, select Group by Geo in the filters.
Cost, clicks and impressions by Geo are collected according to the campaigns' targeting. Campaigns with worldwide or proximity targeting show their cost, clicks, and impressions grouped under Geo "N/A".
A campaign with specific targeting, e.g. US, can still drive installs from other countries, e.g. Canada. All cost clicks and impressions are tied to the campaign's targeting. Installs coming from GEOs other than the campaign's targeting show cost, clicks and impressions as N/A.
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
Where is my Geo based clicks data?
Recording ad revenue with Google Ads
If you are acting as a publisher with Google ads you may want to attribute your ads revenue to find the media sources that earn you the most money on ad clicks. Through the Google Ads setup window you can do that as follows:
- Click the Ad Revenue tab on the Google Ads setup window
- Toggle the Get Ad Revenue Data button to ON
- Press the API Authentication button to authenticate the Google Ads account
- Event Source - choose the event representing your ad revenue model in the best possible way. The Ad Revenue Event value is automatically created upon your selection.
Note
Google sends to AppsFlyer only ad revenue that is generated via the Google Ads Network. Ad revenue from mediation partners such as ironSource or Unity may be displayed on Google's dashboard. However, Google doesn't send this ad revenue to AppsFlyer. You can configure these partners in AppsFlyer's dashboard to send ad revenue data directly to AppsFlyer.
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 on AppsFlyer's dashboard (configuration step 3)?
If so, then you need to perform these events on a mobile device AFTER the mapping takes place. It may take up to 6 hours afterwards 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?
session_start to measure engagements.
For a user acquisition campaign, this is not mandatory.
Does AppsFlyer display campaign level data?
Do I need to configure anything to create audience lists in Google Ads based on AppsFlyer data?
I'm running an apps 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?
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 calledaf_rand use the value of the final app store URL.
In the screenshot above, the landing page URL ishttps://play.google.com/store/apps/details?id=com.XXXXXX.XXXX&hl=enTo 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 EventsIf 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 doesn't show this data |
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. |
|
Cause: 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.