Google Marketing Platform integration guide (CM360, DV360, agency)

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:

1. In AppsFlyer, go to Configuration > Integrated Partners.
2. Select Google Marketing Platform.
3. In the Integration tab, turn on Activate partner.
4. Click Save integration. 

Retrieving floodlight parameters

Before you can setup GMP, you need to 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:
  • CM360
  • DV360

These parameters are required for the integration with Appsflyer.

Integrating with Google Marketing Platform 

1. In AppsFlyer, go to, Configuration > Integrated Partners.
2. 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.

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}

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}

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.

1. 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 correct presence of this parameter.

2. 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:

   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**********

3. Append the AppsFlyer attribution link to the CM360 link:
   
   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, 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:

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. CM360 (DCM360) generates values for the new token.
6. 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.

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 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 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 (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 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