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


  • Advertisers using the old AdWords API, refer to the documentation here.
  • Advertisers using the new AdWords, 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 AdWords 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 AdWords retargeting toggle and click Save & Close

  4. Importing Conversion - To track any conversion in AdWords 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 AdWords only after the retargeting integration traffic commences).
  5. Set your retargeting campaign in the AdWords 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.
  • For information about Dynamic Re-marketing for apps, click here

Enabling Retargeting - Google AdWords


Currently, there are no re-engagement campaigns in Google AdWords 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