How Advertisers Track Multiple Agencies/MCCs AdWords Accounts?

Introduction

Google AdWords traffic often comes from various accounts, such as agencies specializing in AdWords or even different local teams within the app owner’s organization. It is important then to understand how to set up tracking for different AdWords accounts, so attribution goes to the correct parties.

This article covers these cases, from tracking agencies to using MCCs and also MCCs of MCCs.

 Note

The following applies ONLY to clients using the Google AdWords new API.


For details on agency account configuration on AdWords click here.

Important Definitions

  • Link IDunique identifier of a mobile app defined on Google AdWords.

 Note

Android and iOS versions of the same app require different link IDs.

  • Customer IDunique identifier of a Google AdWords account.
    Every account can advertise multiple link IDs, E.g. for all the apps of the company. When linking agency accounts with existing apps on AppsFlyer’s dashboard, you can define up to 10 customer IDs.
  • MCC - An AdWords manager account (MCC, formerly called My Clients Center) is an AdWords tool for handling multiple AdWords accounts.
    With an MCC account, you can link several accounts so you can view them in a single location (Read more). 

Setting up AdWords Tracking

AppsFlyer can track a single link ID per app. When multiple accounts handle the same app, they should all use the same link ID, which should be configured on AppsFlyer’s dashboard for tracking purposes.

Sharing Link ID with Another Account

App owners that have more than a single AdWords account, or that plan on working with agencies running AdWords traffic, should use the following basic method.

The app owner can share any link ID with any other account, identified by its customer ID, as the capture below shows. 

 Important

  • If MCC is the Tracking Manager for sub accounts then there is no need to share the Link ID from the MCC to the sub accounts.  However, if a sub account, under the MCC is its own tracking manager, then the MCC must share the Link ID with the sub account Tracking Manager.
  • Importing Conversions: If MCC is the Tracking Manager then the MCC is responsible for importing conversions for the sub accounts controlled by it.  However, if a sub account under the MCC is its own tracking manager then that sub account must also import the conversions.

 Note

  • On the Google AdWords dashboard click on (3 dots) --> Linked accounts --> Third-party app analytics details button)
  • The other account needs to approve the "share".
  • As a result, the other account is authorized to run AdWords campaigns for the app.

 Tip

AppsFlyer recommends sharing the Link ID from the advertiser’s main account to the other accounts, rather than directly generating link IDs in those accounts. This is the fastest option, and also enables easy detachment between the advertiser and the agencies once the mutual work is completed.

MCC

Agencies or large advertisers, who manage multiple AdWords accounts, often use an MCC (My Client Center), which enables viewing all their accounts in a single location.

During the MCC setup it is possible to configure whether the MCC or the Sub accounts manage the conversions.

This setup can be modified afterwards if needed.

MCC of MCCs

Big advertisers working with multiple agencies may use an MCC of MCCs account. Similar to the standard MCC account, it is recommended that the highest level MCC of MCCs or Advertiser is the one to generate the link ID.  The correct setup for this structure requires the sub accounts to select the correct level of MCC (most likely, the highest level of MCC) as the Tracking Manager.   If this is the setup used, then the Link ID does not need to be shared with sub accounts and the import conversions at the highest level is sufficient. 

 

Opening an AdWords Campaign

An MCC can’t open an AdWords campaign directly. Rather, this must be done via a standard AdWords sub account.

There are two options for conversion tracking:

  1. MCC manages sub account tracking
    Common for when there are different teams within the same company, E.g. AdWords account per geo region in the same company.
    The MCC holds the tracking configuration (Tracking Manager) for all its sub accounts. Any changes in the tracking configuration is done only at the MCC level and all sub accounts inherit it automatically.
    The MCC also needs to import the conversions, which is done once and covers for all sub accounts, and also get the link IDs shared for the sub accounts.
  2. Sub accounts manage own tracking
    Common for accounts that are not connected except for a single entity serving them, E.g. one agency serving different advertiser client accounts.
    Importing the conversions in this case needs to be done with every sub account separately. AppsFlyer tracks a single link ID per app, so for mobile tracking the MCC or advertiser must share the link ID with the sub accounts. 

The conversions on AdWords can be imported ONLY after the first instance of any conversion occurs, whether install or in-app event. 

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