The purpose of this article is to explain how to integrate AppsFlyer with Google Marketing Platform
Google Marketing Platform consists of CM (formerly Double Click Campaign Manager) and DV360 (DoubleClick Bid Manager).
What is CM?
CM stands for Campaign Manager. This is a Google 3rd-party ad server service. It enables mobile marketers to plan, execute and measure their display campaigns through DoubleClick.
What is DV360?
DV360 stands for Display and Video 360. This is a Google-owned demand-side-platform (DSP) providing trading desks, agencies, and advertisers with greater transparency and performance in global display media buying across ad exchanges.
How does it work?
Google Marketing Platform allows you to create something called Floodlights/Conversions. Floodlight is just another name for conversion. You create a floodlight for either install or post-install events (such as subscription or purchase) in order to integrate Google Marketing Platform and AppsFlyer for conversion measurement.
Google Marketing Platform integration scenarios
See the following table for integration scenarios with Google Marketing Platforms.
| Integration | Integration type | Requirements |
|---|---|---|
| DV360 | Integrating DV360 with AppsFlyer |
|
| CM + DV | Buying DV360 traffic through CM |
|
| CM + another media source which is not DV360 | Buying traffic from media sources and funneling this traffic to CM. |
|
Data sent to GMP
Based on GMP integration requirements, AppsFlyer only sends postbacks to GMP about conversions and in-app events, but not clicks or impressions.
Setting up Google Marketing Platform inAppsFlyer
Note
The information in this section is relevant for both CM + media source and DV360 campaigns.
Activating Google Marketing Platform
Before you begin setting up Google Marketing Platform, activate it in the Integration tab.
Retrieving floodlight parameters
Before you can setup DoubleClick, you need to create an install (first_open) floodlight and retrieve its parameters. See here for more information. The parameters you should end up with are:
- 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 DoubleClick
Go to the dashboard of your app and click on Integrated Partners on the left menu.
Enter "DoubleClick" in the search field and click on its logo to open DoubleClick's configuration window.
DoubleClick's configuration window includes 3 active tabs: Integration, Ad Revenue, and Permissions. Click on the items below to read about the tabs setup.
In addition to click-based mobile attribution, DoubleClick 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
Important!
When AppsFlyer queries Google Marketing Platform, Google Marketing Platform returns only four parameters in the response. See them below and how they are mapped to AppsFlyer parameters that appear in the dashboard and raw data reports.
| Google Marketing Platform 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 |
Note that since the Campaign ID isn't available, AppsFlyer uses the Placement ID as the Campaign name (c) and Campaign ID (af_c_id) values. See example below:
Setting floodlight parameters
In the integration tab, set the floodlight parameters in their respective fields.
Install attribution
Install click-through lookback window
This slider allows you to set the maximum time from click to install. Only installs (first launches) that take place within the lookback window may be attributed to DoubleClick.
DoubleClick's default click-through lookback window is 30 days. To minimize discrepancies, we recommend aligning with DoubleClick's time period value.
More details about the click lookback window here.
Install view-through lookback window
This slider allows you to 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.
Toggle this to ON if you want to attribute view-through installs from DoubleClick. You can customize this value to 1-23 hours or 1-7 days.
DoubleClick's default view-through lookback window is 7 days. To minimize discrepancies, we recommend aligning with DoubleClick's time period value.
Re-engagement attribution
To measure running retargeting campaigns on DoubleClick:
- Activate Re-engagement attribution.
If you do not have any active DoubleClick re-engagement campaigns, it is recommended to deactivate this toggle. - 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 even 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 DoubleClick
- Events attributed to any partner or organic to have your entire user base available to be reported to DoubleClick - 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 DoubleClick:
Order_IDandaf_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 to configure custom floodlight parameters in DoubleClick.
- 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 DoubleClick, 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 DoubleClick:
Attribution links for CM + media source
To run campaigns with CM and media source, two attribution link are required:
- A CM measurement link.
- The AppsFlyer attribution link for a specific media source (integrated partner or custom media source).
See setting attribution links for CM.
Attribution links for DV360 (DBM)
It is possible to use AppsFlyer's 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 DoubleClick (if possible) so that AppsFlyer can retrieve and append the click data for the correct campaigns.
Important!
Using Attribution Links for DoubleClick 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 DoubleClick.
Ad revenue tab
- You can connect multiple DoubleClick accounts to the same app.
- If you have more than one DoubleClick 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.
Follow these instructions to setup Ad Revenue:
- In the DoubleClick integration window go to the Ad Revenue tab.
- Select the in-app event which will be used for ad revenue recording
- If you are using DoubleClick for mediation and want to measure the ad revenue of the mediated monetization platforms through the DoubleClick 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 DoubleClick Ad Revenue.
The Google sign in windows displays.
- Select the DoubleClick 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 can select the permissions to grant DoubleClick. Note that even if attribution is disabled for DoubleClick, the permissions tab is active and you can grant control to DoubleClick.
Ad network permissions
Use these toggles to give the ad network permissions to handle its own configuration for your app:
- Allow to configure integration - permit the partner to setup the integration tab (except in-app event postbacks)
- Allow to configure in-app event postbacks - permit the partner to setup in-app event postbacks mapping to itself on the integration tab
- Allow access to your retention report - only to the partner's own retention data
- Allow access to your aggregate loyal user data - only to the partner's own loyal user data
- Allow access to your aggregate in-app events data - only to the partner's own in-app events data
- Allow access to your aggregate revenue data - only to the revenue data attributed to the partner
- Allow access to your Protect360 dashboard - only to the partner's own Protect360 data, and providing the feature is enabled for the advertiser
Learn more about granting ad network permissions.
Important!
When setting up campaign management using CM and an AppsFlyer integrated partner, make sure to 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 CM, ignore the instructions in this section. Switch back to the integration tab and follow the instructions there.
Setting an attribution link for DoubleClick campaign manager
To run and measure campaigns in CM, 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 CM link.
- First, create CM link.
- Then, create an attribution Link. the attribution link should contain the real media source that you use and not DoubleClick. For example, if you are running through Rocketfuel, use pid=rocketfuel_int and not pid=doubleclick_int.
the attribution link should look something like this:
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********** - Then, append the AppsFlyer attribution link to the CM 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**********
Notes
- You must make sure you have a placeholder for the Device ID - the parameter
dc_rdid. - For Retargeting campaigns make sure your network link contains
&is_retargeting=true. For more details. click here.
Using the attribution link
Once you have the attribution link give it to the media source. When an install occurs, AppsFlyer attributes the install to the media source. AppsFlyer then lets DCM know about the install using the floodlight parameters that you use when configuring the integration.
The end result is an install that is attributed to the media source, and an install that is registered in DCM.
CM 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 DoubleClick 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.
- CM (DCM) generates values for the new token.
- Use this token when integrating Google Marketing Platform with AppsFlyer.
Important!
Make sure to follow the Integration Guide before continuing with the instructions in this section.
DoubleClick bid manager (DV360)
The system operates as an SRN. Therefore, it doesn't make use of attribution links as DCM does. To measure installs and other conversions, AppsFlyer uses the DoubleClick 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 CM Placement ID from Google.
To find the corresponding DV creative ID, produce a custom report from Google, which contains both CM Placement ID and DV creative ID.
Conversion measurement with DV360
To measure conversions with DV360, you need to 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 AppsFlyer's advanced integration with Google, AppsFlyer supports multiple calls to Google DoubleClick. This enables Agencies to promote the same app on behalf of an advertiser using their own DoubleClick integration parameters.
Adding a new agency configuration for Google DoubleClick
To configure DoubleClick under the agency's account please login to the client's app from the agency's account and follow the setup guide.
- For CM (DCM): 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 DoubleClick 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 DoubleClick, even if the advertiser client also has its own mapping. More details here.
How many agencies can work on DoubleClick per app?
AppsFlyer supports up to ten different configurations per app including the advertiser's own configuration (i.e. 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 DoubleClick.
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 DoubleClick 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/CM attribution window is 14 days, while AppsFlyer's default window is 1-day. |
Set the view-through window in AppsFlyer to match the view-through set in DV360/CM 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/CM. |
| Multi-channel source attribution |
In AppsFlyer, the last media source that a click comes from gets attributed. A click can come from DV360/CM, followed by a click from another media source. In such cases, DoubleClick self-reports an install, but in AppsFlyer, the install goes to the other media source. |
In such cases, AppsFlyer's attribution decision is the one you should follow. |