Introduction
The purpose of this article is to explain how to integrate AppsFlyer with Google Marketing Platform.
Google Marketing Platform (DoubleClick) is made up of both CM (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. It is where advertisers and agencies make ad placements, create floodlight tags to push to Google Tag Manager (GTM), and complete trafficking tasks. Therefore, the use of tracking links with CM (DCM) is necessary.
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.
Setting Up DoubleClick with AppsFlyer
Note
All the information detailed in this section is relevant for both CM (DCM) and DV360 (DBM) campaigns.
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
- src
- type
These parameters are required for the integration with Appsflyer.
Important!
A fourth parameter called token is also required. To retrieve this token, you must enable third-party mobile in-app conversion tracking at the advertiser (Floodlight configuration) level:
- Go to the Floodlight configuration tab
- In the Server to server section, enable In-app attribution tracking
- 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
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 track 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 track running retargeting campaigns on DoubleClick:
- Toggle DoubleClick Retargeting to ON.
If you do not have any active DoubleClick retargeting campaigns, it is recommended to toggle this button OFF. - 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.
-
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.
- 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
- 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.
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).
** AppsFlyer only sends the eventValue=amount, but for many events, the client may have configured a complete JSON body with attributes. DoubleClick does not support us sending the whole JSON body for the eventValue, only the defined event value amount.
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 = (site_id)
- Placement ID = (af_c_id)
- Ad ID = (af_adset_id)
- Creative ID = (af_ad_id)
Tracking Link Tab
The tracking link tab is not functional for DoubleClick, because it is an SRN and therefore doesn't use external tracking links for attribution.
However, tracking links do play a role in the integration with DoubleClick:
Tracking Links for CM (DCM)
To run campaigns in CM (DCM), tracking links are required. See setting tracking links for CM.
Tracking Links for DV360 (DBM)
It is possible to use AppsFlyer's tracking links with DV360 for impressions and click tracking 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 track the number of clicks from DVM360 on AppsFlyer, you should add an AppsFlyer tracking URL on your DVM360 dashboard. When doing so, make sure the campaign name in the tracking 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 Tracking 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:
- In the DoubleClick integration window go to the Ad Revenue tab.
- Select the in-app event which will be used for ad revenue tracking
- If you are using DoubleClick for mediation and want to track 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 tracking as well in the Integrated Partners screen. This will cause duplicate revenue reporting.
- 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 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!
Make sure to follow the 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 a Tracking Link for DoubleClick Campaign Manager
To run and track campaigns in CM, you need an AppsFlyer Tracking Link.
- First, create a tracking link. The tracking 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 tracking link should look something like this:
https://app.appsflyer.com/com.example?pid=rocketfuel_int&c=campaign_name - Then, append the AppsFlyer tracking link to the DoubleClick tracking URL:
https://ad.doubleclick.net/ddm/trackclk/N736113.127733/B202683.204586115; dc_trk_aid=404426918;dc_trk_cid=92566356;dc_lat=;dc_rdid=? https://app.appsflyer.com/com.example?pid=rocketfuel_int&c=campaign_name
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 Tracking Link
Once you have the tracking 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.
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 tracking links as DCM does. To measure installs and other conversions, AppsFlyer uses the DoubleClick S2S API.
However, you can use AppsFlyer tracking links in DV360 (DBM) campaigns to measure clicks and impressions. See using tracking 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.
Important!
There is a fourth parameter, called token, that is also required. To retrieve this parameter you must enable third-party mobile in-app conversion tracking 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 tracking
- 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.
Important!
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 tracking link or via the referrer as part of the URL.
For DV360 (DBM): The Agency must configure their own Floodlights (src, cat, type, token).
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. The most recommended approach is to let only the agency manage and run the campaigns.
However, if you chooses 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
Set out below are a number of issues that may show discrepancies between DoubleClick and AppsFlyer.
DoubleClick Self-Reporting
DoubleClick self-reports whereas AppsFlyer ties in-app events to the attribution source within AppsFlyer - which may not always be DoubleClick.
As a result, some conversion events are discarded from the DoubleClick system as invalid/spam activity after they have posted their attribution response to AppsFlyer. In such cases, AppsFlyer may report on these events, but DoubleClick does not.
If you see high numbers of conversions reported in AppsFlyer that are missing from DoubleClick, we recommend running a DoubleClick report on invalid activity to determine whether there is an issue with your inventory.
View-Through Attribution Window
DoubleClick's view-through attribution window is 14 days, while AppsFlyer's default window is 1-day. To minimize the risk of discrepancy, set the view-through window in AppsFlyer to match the view-through set in DoubleClick's set-up window.