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

At a glance: The purpose of this article is to explain how to integrate AppsFlyer with Google Marketing Platform (GMP).

Google Marketing Platform consists of CM360 (formerly Double Click Campaign Manager) and DV360 (DoubleClick Bid Manager). Note: SA360 (formerly DoubleClick Search) is currently not in-scope with AppsFlyer integration.

What is CM360?

CM360 stands for Campaign Manager 360. 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 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. Note: GMP integration is based on mobile events, dependent on device IDs. It is therefore not designed to report on web conversions and inventory.

Google Marketing Platform integration scenarios

See the following table for integration scenarios currently supported with GMP.

Integration Integration type Requirements
DV360  Integrating DV360 with AppsFlyer 
  • Retrieve Floodlight values from DV per conversion. 
  • Integrate Google Marketing Platform in AppsFlyer.
CM360 + DV Buying DV360 traffic through CM360
  • Retrieve Floodlight values from DV per conversion. 
  • Integrate Google Marketing Platform in AppsFlyer.
CM360 + non-DV360 third-party media source*

Buying traffic from third-party media sources and measuring mobile app conversions originating from this traffic in CM360.

  • Retrieve Floodlight values from DV per conversion. 
  • Integrate Google Marketing Platform in AppsFlyer.
  • Retrieve CM360 measurement link.**
  • Retrieve AppsFlyer measurement link, which is the integrated partner media source link.***
  • Append AppsFlyer link to CM360 link.
  • Use the combined link in the media source.

* SRNs are not included in this type of integration.

** This integration scenario requires standard CM360 tags as described here. Other types of tags are unsupported.

*** 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 only sends postbacks to GMP about conversions and in-app events, but not clicks or impressions.

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