Google marketing platform (DoubleClick) integration guide (CM, DV360, agency)

Setting up Google Marketing Platform inAppsFlyer

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:
  • CM
  • DV360

These parameters are required for the integration with Appsflyer.

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 retargeting attributions, which you can record with AppsFlyer.

For a detailed description of the Partner Configuration Window Header, click here.

Integration tab

Setting floodlight parameters

In the integration tab, set the floodlight parameters in their respective fields.

Retargeting campaigns

To measure running retargeting campaigns on DoubleClick:

1. Toggle DoubleClick Retargeting to ON.
   If you do not have any active DoubleClick retargeting campaigns, it is recommended to toggle this button OFF.
2. 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.

3. Set the time period following the re-engagement, where 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.

Click-through attribution

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.

View-through attribution

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.

In-app events settings

First, create a floodlight for a specific activity such as a purchase or subscription.
Then, retrieve the floodlight parameters.

1. Toggle In-App Event Postbacks to ON
2. 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
3. Click Add Event to add an SDK Event to the list
4. Select the SDK Event Name
5. 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_ID and af_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.

Since they are pre-mapped, no additional custom U parameters can be configured.

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 (see the important note below) so it populates the field with the corresponding ID (i.e. Adset name becomes adset ID).

 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.

• Site ID = (af_siteid)
• Placement ID = (af_c_id)
• Ad ID = (af_adset_id)
• Creative ID = (af_ad_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 DVM360 on AppsFlyer, you should add an AppsFlyer attribution URL on your DVM360 dashboard. When doing so, make sure the campaign name in the attribution URL is identical with the campaign name on DoubleClick so that AppsFlyer can retrieve and append the click data on 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=${CAMPAIGN_ID}&af_c_id=${CAMPAIGN_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=${CREATIVE_ID}&c=${CAMPAIGN_ID}&af_c_id=${CAMPAIGN_ID}

Cost tab

Cost data is not available for DoubleClick.

Ad revenue tab

Follow these instructions to setup Ad Revenue:

1. In the DoubleClick integration window go to the Ad Revenue tab.
2. Select the in-app event which will be used for ad revenue recording
   
   
3. 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.

4. Sign In with Google to authenticate the Ad Revenue Integration.

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.

Setting an attribution link for DoubleClick campaign manager

To run and measure campaigns in CM, you need an AppsFlyer attribution link.

1. First, 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:

   Android iOS

   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**********

2. Then, append the AppsFlyer attribution link to the DoubleClick tracking URL:
   
   Android iOS

   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 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:

1. Go to the Floodlight configuration tab
2. In the Server to server section, enable In-app attribution recording
   
   
3. Click New Token to generate a token, then enter a name (i.e. App Install - AppsFlyer).
4. Click Save.
5. CM (DCM) generates values for the new token.
6. Use this token when integrating Google Marketing Platform with AppsFlyer.

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.

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:

1. Go to Resources >> Floodlight for a campaign
2. Under the Basic Details tab, navigate to the Integrations >> Third-Party App Attribution section and enable in-app attribution recording
3. Click New token to generate a token, then enter a name
4. 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 it 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