At a glance: How to integrate AppsFlyer with Google Marketing Platform (GMP).

GoogleMarketing Platform
Google Marketing Platform consists of:
- Campaign Manager 360 (CM360): An ad management and measurment system for advertisers and agencies. It enables mobile marketers to plan, execute, and measure their display campaigns across websites and mobile.
- Display & Video 360 (DV360): Demand-side-platform (DSP) providing trading desks, agencies, and advertisers with greater transparency and performance in global display media buying across ad exchanges.
- Search Ads 360 (SA360): Not within the scope of AppsFlyer integration.
How does it work?—Floodlights
Google Marketing Platform allows you to create Floodlights, which are tags associated with specific conversion events. Floodlights are created for either install or post-install events (such as subscription or purchase) in order to integrate GMP and AppsFlyer for conversion measurement. GMP integration is based on mobile events, dependent on device IDs. It is not designed to report on web conversions and inventory.
Integration | Integration type | Requirements |
---|---|---|
DV360 | Integrate DV360 with AppsFlyer |
|
CM360 + DV | Buy DV360 traffic via CM360 |
|
CM360 + non-DV360 third-party media source (1) |
Buying traffic from third-party media sources and measuring mobile app conversions originating from this traffic in CM360. |
|
(1) SRNs are not included in this type of integration. (2) This integration scenario requires standard CM360 tags as described here. Other types of tags are unsupported. (3) Per Google’s no-redirect policy, third-party links including OneLink are unsupported. Deep linking requires implementing relevant platform methods for iOS and Android. |
Data sent to GMP
Based on GMP integration requirements: AppsFlyer sends postbacks to GMP relating to conversions and in-app events. Click and impression postbacks aren't sent.
Setting up GMP in AppsFlyer
The information in this section applies to:
- CM360 + media source
- DV360 campaigns
Activate Google Marketing Platform
To activate Google Marketing Platform:
- In AppsFlyer, go to Configuration > Integrated Partners.
- Select Google Marketing Platform.
- In the Integration tab, turn on Activate partner.
- Click Save integration.
Retrieving floodlight parameters
Before you can set up GMP, you must create an install (first_open) floodlight and retrieve its parameters. See here for more information. You need to get the following parameters:
- cat: The activity tag string, which Floodlight servers use to identify the activity group to which the activity belongs.
- src: The Advertiser ID that is the source of the Floodlight activity. This is the src= parameter in the floodlight tag you export from the ‘Pixel’ setup screen, not the DBM advertiser ID.
- type: The group tag string, which identifies the activity group with which the Floodlight activity is associated.
- Token: see instructions for retrieving the token:
These parameters are required for the integration with Appsflyer.
Note
Floodlight parameters are unique per app. You should have two sets of floodlight parameters, one for each app.
Integrating with Google Marketing Platform
- In AppsFlyer, go to, Configuration > Integrated Partners.
- Select Google Marketing Platform.
The available configuration tabs are: Integration, Ad Revenue, and Permissions. Complete the configuration as required.
In addition to click-based mobile attribution, GMP offers view-through and re-engagement attributions, which you can record with AppsFlyer.
For a detailed description of the Partner Configuration Window Header, click here.
Integration tab
When AppsFlyer queries GMP, they return the parameters listed in their response. These are mapped to AppsFlyer parameters and raw data as detailed in the table that follows.
GMP parameter | AppsFlyer parameter name | URL parameter |
---|---|---|
Placement ID | Campaign name | c |
Placement ID | Campaign ID | af_c_id |
Site ID | Site ID | af_siteid |
Ad ID | Adset ID | af_adset_id |
Creative ID | Ad ID | af_ad_id |
Setting floodlight parameters
In the integration tab, set the floodlight parameters in their respective fields.
Install attribution
Install click-through lookback window
- Set the maximum time from click to install. Only installs (first launches) that take place within the lookback window may be attributed to GMP.
- The GM default click-through lookback window is 30 days. To minimize discrepancies, we recommend aligning with the GMP setting.
- About the click lookback window
Install view-through lookback window
- Set the maximum time from impression to install. Only installs (first launches) that take place within this lookback window, following an ad impression, are attributed to the partner, providing there was no other relevant ad click.
- Turn on to attribute view-through installs from GMP You can customize this value to 1-23 hours or 1-7 days.
- The GMP default view-through lookback window is 7 days. To minimize discrepancies, we recommend aligning with GMP's time period value.
Re-engagement attribution
To measure retargeting campaigns:
- Turn on Re-engagement attribution.
If you do not have any active GMP re-engagement campaigns, turn off re-engagement attribution. - Create a new Floodlight for retargeting campaigns (for example, app_opens). Then, in AppsFlyer dashboard enter the cat, src, token, and type parameters specific to your retargeting campaigns.
Note
The token parameter is the same token parameter that you get when you enable third-party mobile in-app conversion.
Re-engagement click-through lookback window
Set the duration of the Re-engagement click-through lookback window (the maximum period of time after an ad is clicked, within which a retargeted user can be attributed to the ad). You can set the value in hours (up to 23) or days (1-30):
Re-engagement view-through lookback window
To start attributing impressions of retargeting ads, activate Re-engagement view-through attribution.
Then, set the duration of the Re-engagement view-through lookback window (the maximum period of time after an ad is viewed, within which a retargeted user can be attributed to the ad). You can set the value in hours (up to 23) or days (1-7):
Re-engagement window
Set the duration of the Re-engagement window (the period when the user's in-app events are attributed to the retargeting media source). You can set the value in days (1-90), hours (up to 23), or lifetime.
Note
Agency accounts can configure Retargeting independently and have a separate Re-engagement Window. For example, an advertiser can use a 30-day window for their own retargeting campaigns, while an agency that runs other campaigns for the same app, can set up a 45-day re-engagement window.
In-app events settings
First, create a floodlight for a specific activity such as a purchase or subscription.
Then, retrieve the floodlight parameters.
- 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 GMP
- Events attributed to any partner or organic to have your entire user base available to be reported to GMP - Click Add Event to add an SDK Event to the list
- Select the SDK Event Name
- Under Partner Event Identifier, configure the event using the floodlight parameters:
The format should be set as below:token=123XXX456XXX&type=XXXXXXXX&cat=XXXXX123456&src=58XXX35
Note
- Floodlight parameters are unique per event. For each in-app event that you configure in the postback, you need to provide unique floodlight parameters.
- Floodlight parameters are unique per app.
- The parameter details should be completed based on what you entered in the cat, src, and token and type fields above.
- The following two additional parameters are automatically transferred to GMP:
Order_ID
andaf_revenue
.
AppsFlyer only supports sending additional floodlight parameters (u parameters) up to U26. The U parameters are pre-mapped and fixed on AppsFlyer's end so take the following into consideration:
- Since they are pre-mapped, no additional custom U parameters can be configured.
- Follow this mapping when configuring custom floodlight parameters in GMP.
- If AppsFlyer cannot send a specific U parameter, AppsFlyer doesn't send it. For example, if the carrier data is missing, AppsFlyer doesn't send U5.
Parameter mapping
For every in-app event AppsFlyer sends the following floodlights:
Description | Example | |
---|---|---|
u1= |
af device id |
1540995037437-2811776739500410055 |
u2= |
customer user id |
eaf8a5f2.1836.4686 |
u3= |
Android: Advertising id iOS: idfa |
9d9d03ab-f211-4e17-994e-d0afdf23ac01 |
u4= |
wifi |
true |
u5= |
carrier |
Jio%204G |
u6= |
country code |
IN |
u7= |
Region |
HR |
u8= |
city |
Gurgaon |
u9= |
device type |
motorola::Moto G (4) |
u10= |
os version |
7 |
u11= |
sdk version |
v4.8.18 |
u12= |
app version |
3.31.1 |
u13= |
install timestamp |
1540995041 |
u14= |
click time |
1546441586 |
u15= |
impression time |
1546441586 |
u16= |
campaign name* |
Appinstall_campaign |
u17= |
campaign id |
12345ABC |
u18= |
adset name* |
Appinstall_adset |
u19= |
adset id |
12345ABC |
u20= |
ad name* |
Appinstall_ad |
u21= |
ad id |
12345ABC |
u22= |
site id |
site_id_123456 |
u23= |
event time |
2019-01-04 12:56:35.707 |
u24= |
event name |
af_purchase |
u25= |
event value |
{"af_price":459,"af_content_id":"77147","af_revenue":4.59,"af_currency":"EUR"} |
u26= |
currency |
EUR |
*In such cases AppsFlyer does not receive the name in the response from Google Marketing Platform, so it populates the field with the corresponding ID (i.e. Adset name becomes adset ID).
Attribution link tab
The attribution link tab is not functional for GMP, because it is an SRN and therefore doesn't use external attribution links for attribution.
However, attribution links do play a role in the integration with GMP:
Attribution links for CM360 + media source
To run campaigns with CM360 and media source, two attribution links are required:
- A CM360 measurement link.
- The AppsFlyer attribution link for a specific media source (integrated partner or custom media source).
See setting attribution links for CM360.
Attribution links for DV360 (DBM)
It is possible to use AppsFlyer attribution links with DV360 for impressions and click recording only. These links are NOT used for attribution, and any additional information contained within them is not parsed or used for any purpose.
If you want to be able to measure the number of clicks from DV360 on AppsFlyer, you should add an AppsFlyer attribution URL on your DV360 dashboard. When doing so, make sure the campaign name in the attribution URL is identical with the Placement ID on GMP (if possible) so that AppsFlyer can retrieve and append the click data for the correct campaigns.
Important!
Using Attribution Links for GMP DV360 (DBM) is not mandatory.
If you want to count clicks in AppsFlyer, use this link:
https://app.appsflyer.com/ADD-APP-ID?pid=doubleclick_int&af_siteid=${UNIVERSAL_SITE_ID}
&af_ad_id=${CREATIVE_ID}&c=${PLACEMENT_ID}&af_c_id=${PLACEMENT_ID}
If you want to count impressions in AppsFlyer use this link:
https://impression.appsflyer.com/ADD-APP-ID?pid=doubleclick_int&af_siteid=%24{UNIVERSAL_SITE_ID}
&af_ad_id=${CREATIVE_ID}&c=${PLACEMENT_ID}&af_c_id=${PLACEMENT_ID}
Cost tab
Cost data is not available for GMP.
Ad revenue tab
- You can connect multiple GMP accounts to the same app.
- If you have more than one GMP account repeat the procedure that follows for each account. Note! There is no indication in the user interface that you have connected more than one account.
To set up Ad Revenue:
- In AppsFlyer, go to Configuration > Integrated Partners.
- Select Google Marketing Platform.
- In the Ad revenue tab, complete the following settings.
- Turn on Get ad revenue data.
- Select the in-app event which will be used for ad revenue recording.
- If you are using GMP for mediation and want to measure the ad revenue of the mediated monetization platforms through the GMP integration select Include Mediation Revenue.
Important!
If you report all revenues through the DFP’s mediation platform, don’t integrate the other mediated networks ad revenue recording as well in the Integrated Partners screen. This will cause duplicate revenue reporting.
- Click Google Marketing Platform.
The Google sign-in windows displays. - Select the GMP account you want to associate with the app.
- Complete this procedure by following the instructions in the user interface.
Permissions tab
In this tab, you set permissions granted to GMP.
Important!
- When setting up campaign management using CM360 and an AppsFlyer integrated partner, first complete the GMP Integration Guide and the partner's integration guide, before continuing with the instructions in this section.
- If you are managing a DV360 campaign through CM360, ignore the instructions in this section. Switch back to the integration tab and follow the instructions there.
-
AppsFlyer does NOT recommend using the CM360 + media source scenario to report on SRN traffic if the relevant SRN partner integration is also enabled. This is in order to avoid conflicts when reporting conversions from the same partner via two different integrations. For example, if the Facebook SRN integration is enabled in AppsFlyer, but CM360 is also utilized to report on Facebook traffic (facebook_int) using the method described in this article in parallel, conversions might alternatively be reported by Facebook and CM360, with CM360 capturing some of the conversions that would have been claimed by the main Facebook integration.
Setting an attribution link for GMP campaign manager
To run and measure campaigns in CM360, you need an AppsFlyer attribution link. For data to be posted back to GMP and correctly logged in AppsFlyer, such data needs to be appended on the AppsFlyer link and not the CM360 link.
- Create a CM360 link.
You must make sure you have a placeholder for the Device ID, the parameter dc_rdid, because AppsFlyer only receives mobile app conversion claims from the GMP integration, based on the presence of this parameter. -
Create an attribution link.
- The attribution link should contain the actual media source that you intend to report on, which should be a third-party media source, not GMP. For example, if the third-party media source is Rocketfuel, use pid=rocketfuel_int and not pid=doubleclick_int.
- For Retargeting campaigns make sure your network link contains is_retargeting=true. Learn more
Attribution link example:
https://app.appsflyer.com/com.example?pid=rocketfuel_int&c=campaign_name &advertising_id=13******-****-****-****-54**********
https://app.appsflyer.com/com.example?pid=rocketfuel_int&c=campaign_name &idfa=13******-****-****-****-54**********
- Append the AppsFlyer attribution link to the CM360 link:
https://ad.doubleclick.net/ddm/trackclk/N736113.127733/B202683.204586115; dc_trk_aid=404426918;dc_trk_cid=92566356;dc_lat=;dc_rdid=13******-****-****-****-54********** ?https://app.appsflyer.com/com.example?pid=rocketfuel_int &c=campaign_name&advertising_id=13******-****-****-****-54**********
https://ad.doubleclick.net/ddm/trackclk/N736113.127733/B202683.204586115; dc_trk_aid=404426918;dc_trk_cid=92566356;dc_lat=;dc_rdid=13******-****-****-****-54********** ?https://app.appsflyer.com/com.example?pid=rocketfuel_int &c=campaign_name&idfa=13******-****-****-****-54**********
Using the attribution link
Once you have the attribution link, make sure it is used while running ads on your intended media source. When an install occurs, AppsFlyer attributes the install to the selected media source. AppsFlyer then lets CM360 know about the install via postback mechanism, using floodlight parameters used when configuring the integration.
The end result is an install that is attributed to the media source, and an install that is registered in DCM360.
CM360 token parameter
A fourth parameter called token is also required. A token is an advertiser-specific alphanumeric string that must be passed along with each server request to GMP Digital Marketing (DDM.) To retrieve this token, you must enable third-party mobile in-app conversion recording at the advertiser (Floodlight configuration) level:
- Go to the Floodlight configuration tab
- In the Server to server section, enable In-app attribution recording
- Click New Token to generate a token, then enter a name (i.e. App Install - AppsFlyer).
- Click Save.
- CM360 (DCM360) generates values for the new token.
- Use this token when integrating Google Marketing Platform with AppsFlyer.
Limitations
As per Google’s no-redirect policy, third-party solutions such as OneLink cannot be relied upon in the CM360 + media source scenario.
Important!
Make sure to follow the Integration Guide before continuing with the instructions in this section.
GMP bid manager (DV360)
The system operates as an SRN. Therefore, it doesn't make use of attribution links as DCM360 does. To measure installs and other conversions, AppsFlyer uses the GMP S2S API.
However, you can use AppsFlyer attribution links in DV360 (DBM) campaigns to measure clicks and impressions. See using attribution links with DV360.
For campaigns setup in DV360 AppsFlyer mostly receives the CM360 Placement ID from Google.
To find the corresponding DV creative ID, produce a custom report from Google, which contains both CM360 Placement ID and DV creative ID.
Conversion measurement with DV360
To measure conversions with DV360, you must create floodlights for each type of conversion:
- Install
- Retargeting
- In-App Events
When you configure floodlights, DV360 gives you the parameters required to integrate with AppsFlyer.
DV360 token parameter
There is a fourth parameter, called token, that is also required. To retrieve this parameter you must enable third-party mobile in-app conversion recording at the advertiser(Floodlight configuration) level:
- Go to Resources >> Floodlight for a campaign
- Under the Basic Details tab, navigate to the Integrations >> Third-Party App Attribution section and enable in-app attribution recording
- Click New token to generate a token, then enter a name
- Click Save
Bid Manager generates values for the new tokens.
Agency configuration
As part of advanced AppsFlyer integration with Google, AppsFlyer supports multiple calls to Google GMP. This enables Agencies to promote the same app on behalf of an advertiser using their own GMP integration parameters.
Adding a new agency configuration for Google GMP
To configure GMP under the agency's account please login to the client's app from the agency's account and follow the setup guide.
- For CM360 (DCM360): For AppsFlyer to attribute an install to an agency, AppsFlyer must know the name of the agency. The name of the agency should be passed to AppsFlyer with the af_prt parameter found in the attribution link or via the referrer as part of the URL.
- For DV360 (DBM): The Agency must configure their own Floodlights (src, cat, type, token). For the agency to do so, the advertiser must activate DV360 in their own account. The advertiser should only activate the integration. They don't need to configure any floodlight parameters.
Support for retargeting and reengagement
To enable support for retargeting and reengagement, the advertiser needs to enable retargeting when they activate the GMP in their account. The advertiser only needs to enable retargeting. They don't need to configure any floodlight parameters.
In-app event mapping
Agencies can have their own in-app event mapping with GMP, even if the advertiser client also has its own mapping. More details here.
How many agencies can work on GMP per app?
AppsFlyer supports up to ten different configurations per app including the advertiser's own configuration (that is, the advertiser's configuration and nine additional agency configurations).
Once the maximum number of configurations is reached, an existing configuration must be deleted before adding a new configuration.
Agency configuration vs. advertiser configuration
Agencies and Advertisers can both promote the same apps using GMP.
If you choose to run campaigns separately from the agency please take the following into consideration:
Distinct floodlight parameters
Floodlight parameters should not be shared between agencies and advertisers. If the advertiser and agency configure the integration with GMP using the same Floodlight parameters, the advertiser cannot view any data in their dashboard.
It is crucial that each party use different Floodlight parameters.
Discrepancy reasons
See the following to learn about discrepancies and how you minimize them.
Differences in attribution models
Cause | Description | AppsFlyer's tip |
---|---|---|
View-through attribution window |
View-through in DV360/CM360 attribution window is 14 days, while the AppsFlyer default window is 1-day. |
Set the view-through window in AppsFlyer to match the view-through set in DV360/CM360 set-up window. |
Incorrect floodlight parameters |
Working with incorrect floodlight parameters could cause issues with attribution. |
Make sure that the floodlight parameters are always correct when you set the integration with DV360/CM360. |
Multi-channel source attribution |
In AppsFlyer, the last media source that a click comes from gets attributed. A click can come from DV360/CM360, followed by a click from another media source. In such cases, GMP self-reports an install, but in AppsFlyer, the install goes to the other media source. |
In such cases, the AppsFlyer attribution decision is the one you should follow. |