Google Ads (AdWords) Re-Engagement (Retargeting) Campaigns - New API


This article is intended for advertisers using the new Google Ads, follow the guidelines below:

Retargeting (or Re-engagement) campaigns are campaigns targeting existing users of your app.

When a user clicks a retargeting campaign it launches the app directly using the deep link pre-configured in the app.


Your app must support deep links for you to run this type of campaign. Click here for more information.

Enabling Retargeting - AppsFlyer

To enable a Retargeting (Re-Engagement) campaign on Google Ads follow these steps:

  1. Make sure your app supports deep link.
  2. Enable retargeting campaigns for your app under app settings

  3. Toggle on the Google Ads retargeting toggle and click Save

  4. Importing Conversion - To track any conversion in Google Ads you must ensure conversions are imported based on the instructions in the article here.
    Make sure you import the event session_start to track app opens for re-engagement measurement campaigns (the event appears in the import window in Google Ads only after the retargeting integration traffic commences).
  5. Set your retargeting campaign in the Google Ads dashboard. Click here for more info.


  • Google requires you to use deep links to advance the campaign.  AppFlyer's Applinks/Universal Link are compatible with Google requirements.
  • There is no need to add any additional parameter to the deep link (is_retargeting=true and pid=adwords is not required).
  • Re-attribution (Re-install) tracking is not supported, only re-engagement, and the re-engagement window is 30 days.
  • For information about Dynamic Re-marketing for apps, click here

Enabling Retargeting - Google Ads


Currently, there are no re-engagement campaigns in Google Ads new UI. To create re-engagement campaigns, you must switch back to the old UI.

  1. On the Campaigns tab, click + Campaign >> Display Network only.  This also applies to Search campaigns.


  2. Select Engage with your Mobile App.

  3. Add all the required values at the campaign and ad level.
    Under Direct link enter any valid deep linking URL or URL scheme.

Was this article helpful?
0 out of 0 found this helpful