How Advertisers Track Multiple Agencies/MCCs Adwords Accounts?

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 pertains ONLY to clients using Google Adwords’ new API.

For details on agency account configuration on Adwords go here.

Important definitions

Link IDunique identifier of a mobile app defined on Google Adwords.
Note that 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.

  • On 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 done.

MCC

Agencies or large advertisers, who manage multiple Adwords accounts, often use an MCC, which enables viewing all their accounts in a single location.

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

This setup can be modified afterwards if needed.

MCC of MCCs

mcc_of_mcc.png

Big advertisers working with multiple agencies may use an MCC of MCCs account. Similar to the standard MCC account, the highest level MCC of MCCs or Advertiser MUST generate the link ID, and then share it with all child accounts, which are MCCs in this case. The child MCCs, in their turn, need to share the link ID with their own child accounts as described above.

Note:

Importing events should take place from the lower level MCC account (in the above example the lower level account is MCC (agency1) and MCC (agency2)).

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 child accounts 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 for all its child accounts. Any changes in the tracking configuration is done only at the MCC level and all child accounts inherit it automatically.
    The MCC also needs to import the conversions, which is done once and covers for all child accounts, and also get the link IDs shared from the sub accounts.
  2. Child 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 child 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 child accounts (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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