Google Ads (AdWords) Integration Configuration - New API

  • Advertisers


As a prerequisite for the integration with Google Ads, the app must collect IDFA / GAID.
For further information please refer to the SDK Integrations Guides for either iOS or Android.


The new Google Ads UI allows you to configure only a new UAC campaign. To configure all other specific campaign types, please contact your Google representative.

Setting-Up Google Ads Tracking for Advertisers

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



Step 1: Create the Google Ads Link ID

(Google Ads admin only)

  1. Go to your Google Ads dashboard and click on the Tools icon on the upper right corner.
  2. Select “Linked accounts" under Setup.
  3. In the Third-party app analytics box click on DETAILS.
  4. Click the “+” button.
  5. From the App analytics providers list select AppsFlyer.
  6. Select your mobile app's platform, ios or android, and select the relevant app under look up your app.
  7. Click on CREATE LINK ID.
  8. Copy the new Link ID, which now uniquely identifies your mobile app on Google Ads.
  9. 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

(Any member in AppsFlyer's account)

    1. Head to your app's dashboard on AppsFlyer and click on Integrated Partners.
    2. Select Google Google Ads

    3. Paste the copied Link ID.
    4. To track running retargeting campaigns on Google Ads, Toggle Google Ads Retargeting to ON. If you do not have any active Google Ads retargeting campaigns, it is recommended to toggle this button OFF.
    5. We recommend setting the Click-Through Attribution Lookback Window to 30 days, to match the Google Ads value. 
    6. The View-Through recommended is 1 day, to match the Google Ads value. The scale allows you to customize the number of hours/days after an ad is viewed, during which the impression can be attributed to this partner.
    7. Go to the Data Enrichment tab
    8. Click on the Google Ads cost Connect button and log into your Google account to get all your Google Ads campaign costs on AppsFlyer.


To track clicks and impressions you must configure cost, as described above.

  1. Press Save.

To learn how to collect costs for Google, click here.

Step 3: Map your In-App Events

(Any member in AppsFlyer's account)
  1. Go to the Integration tab and scroll down to the In-App Events section
  2. Set the partner ID again here, if required
  3. Toggle In-App Event Postbacks to ON
  4. Select the Sending Option for all SDK defined events.
    - Only events attributed to this partner for events coming only from users attributed to this partner
    - Events attributed to any partner or organic to have your entire user base available to be reported to the partner (recommended for future Google Ads remarketing purposes)
  5. Click Add Event to add an SDK Event to the list
  6. Fill in 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 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.
    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). 


    We recommend mapping "AF app opened" with "session start" for future retargeting purposes.

  7. Press Save &Close.


Now 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 the new conversions change status from “No recent conversion” to “recording conversion".

Step 4: Track your app conversions

(Google Ads admin only)

  1. Head back to your Google Ads account and click on the Tools icon.
  2. Under the section labeled Measurement - click on Conversions.
  3. Click the Plus button.
  4. Select App from the list of conversion types.
  5. Select Third-party app analytics, and click on Continue.
  6. Check the box next to first_open of ALL your apps, and for each event you’d like to import.


    Make sure to import first_open. If first_open is not imported, installs from AdWords might not be tracked properly.

  7. Click Import and Continue, and then click Done.
  8. 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.
  9. Congratulations! You are now tracking Google Ads mobile campaigns with AppsFlyer!


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.


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

Enabling Agencies Tracking of Google Ads

While agencies can use their own accounts to provide Google Ads traffic to advertisers, if the advertiser has its own Google Ads account, the agency MUST use the advertiser's Google Link ID. 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.

Google Ads Parameter Mapping

The table below is the parameter mapping between Google Ads and AppsFlyer.

Example: If an advertiser is running a UAC campaign on Google Ads, the RAW data report on AppsFlyer reflects the Channel, Campaign Name, Campaign ID and in some cases, also the Site ID.


Advertisers cannot add personalized parameters to any Google Ads campaigns.

Campaign Type: UAC

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 (af_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/
Keywords N/A N/A N/A

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


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.

It is recommended to configure UAC campaigns. For guidance on other campaign types, you should contact your Google representative.

Campaign Type: Search

Network Type

Google Search Search Partners mGDN
Channel (af_channel) Search Search mGDN
Campaign (c) Yes Yes Yes

Campaign ID (af_c_id)

Yes Yes Yes
Adset (af_adset) No (is auto-populated with Adset ID) No (is auto-populated with Adset ID) No (is auto-populated with Adset ID)
Adset ID (af_adset_id) Yes Yes Yes
Ad (af_ad) No (is auto-populated with Ad ID) No (is auto-populated with Ad ID) No (is auto-populated with Ad ID)
Ad ID (af_ad_id) Yes Yes Yes
Ad Type (af_ad_type) Yes Yes Yes
Site ID (af_siteid) GoogleSearch SearchPartners Yes (Publisher App ID)
Keywords Yes Yes N/A

Campaign Type: Video

Network Type

AdMob YouTubeVideos YouTubeSearch VideoPartners
Channel (af_channel) Admob YouTube YouTube YouTube
Campaign (c) Yes Yes Yes Yes

Campaign ID (af_c_id)

Yes Yes Yes Yes
Adset (af_adset) No (is auto-populated with Adset ID) No (is auto-populated with Adset ID) No (is auto-populated with Adset ID) No (is auto-populated with Adset ID)
Adset ID (af_adset_id) Yes Yes Yes Yes
Ad (af_ad) No (is auto-populated with Ad ID) No (is auto-populated with Ad ID) No (is auto-populated with Ad ID) No (is auto-populated with Ad ID)
Ad ID (af_ad_id) Yes Yes Yes Yes
Ad Type (af_ad_type) Yes Yes Yes Yes
Site ID (af_siteid) Yes
(Publisher App ID)
YouTubeVideos YouTubeSearch VideoPartners
Keywords N/A N/A N/A N/A


For iOS apps the Google Ads configuration window contains a link generator and a tracking link section as Google iOS mobile web campaigns could use attribution via tracking links. For non-UAC campaigns, consult with your Google representative.

UAC Online Certification


To better understand UAC, Google has created an online course that offers UAC certification at course completion. For details of how to register for this course, click here.

Tracking Ad Revenue with Admob

If you're acting as a publisher with Admob you surely wish to track 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:


1. Click the Data Enrichment tab on the Google Ads setup window

2. Toggle the Get Ad Revenue Data button to ON

3. Press the API Authentication button to authenticate the Google Admob account

4. 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.


Click Blocking - When using a tracking link with googleadwords_int all clicks are blocked (meaning shown in the system but ignored for attribution) excluding iOS Search campaigns. If you still want to use the AppsFlyer tracking link with Google campaigns, change the PID in the tracking link to a custom name.

Parallel Tracking

Set out below are the details of Parallel Tracking, what it is and how it works.

What is Parallel Tracking?

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 tracking URLS, while click measurement takes place in the background.

For a full explanation of Parallel Tracking, click here.

Additional Information

  • Tracking Link Mismatch - Sometimes Google displays a notification that there is a mismatch between the Tracking URL 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

    To the AppsFlyer URL template, add the following URL to the af_r parameter with the landing page URL above:{campaignid}&af_siteid
  • In edge cases, using OneLink might be blocked by Google and is currently being tested with Parallel Tracking. For more details, contact your Google and AppsFlyer representative.


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.

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, then it is not mandatory.
Does AppsFlyer display campaign level data?
Yes! You can also view channel level data in the AppsFlyer main dashboard.
Do I need to configure anything to create audience lists in Google Ads based on AppsFlyer data?
No. In the new API, this information is already set, based on your In-App Event configuration.
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