Google Ads web campaigns

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At a glance: Use Google Ads web campaigns to create non-UAC web-based campaigns to attribute web conversions from Google Ads

Overview

With the iOS14+ SKAN restrictions, more advertisers are using web-based campaigns to promote their ads and enable attribution. AppsFlyer supports web-based campaigns using OneLink. By implementing OneLink in Google Ads, when users click an ad from your website, they get redirected to your landing page URL while OneLink enables AppsFlyer attribution.

Follow the steps below to create Google Ads web-based campaigns to drive traffic from your Google Ads to your web campaign.

Account creation

Google ad integration

Create a campaign on Google ads

  1. Log in to Google Ads.
  2. Create a new campaign:
    1. Select the goal.
    2. Select the campaign type.

Configure OneLink template

A OneLink template forms the basis of the redirection logic for all OneLink links that you create for your various marketing campaigns. A template is required for creating links and end-user experiences.

To create a OneLink template:

  1. In AppsFlyer, under Experiences & Deep Linking go to OneLink Management.
  2. From the top-right, click the  ellipsis.png  menu icon and select + New OneLink template.
  3. Enter the required fields.
  4. Under Redirection:
    • When app isn’t installed > Redirect to: Select your preferred option. (The redirection value you set here is overridden by the af_android_url and af_ios_url parameter values of the OneLink long link you place in Google's Tracking Template, see here).
    • When app is installed: Make sure not to set up Universal Links, URI scheme, or All Links for launching the app.
    • When link is clicked on desktop web page > Redirect to: Select your preferred option (The redirection value you set here is overridden by the af_web_dp  parameter value of the OneLink long link you place in Google's Tracking Template, see here).
  5. Click Create template.

Create links for Google’s Parallel Tracking

Google’s parallel tracking is a Google Ads web campaign (a non-UAC web-based campaign) which is comprised of 2 separate URLs:

  • Final URL
  • Google’s Tracking Template URL

For parallel tracking to function as intended, the Final URL must be placed in the {lpurl} ValueTrack parameter within Google’s Tracking Template URL as specified by Google.

Create the Final URL and Google’s Tracking Template URL by performing the following:

Add a link for Google’s Final URL

Please note the following concerning the Final URL:

  • It must be the final web location you want to take the client to. It can be any web URL including landing page or store URL (https://play.google.com/store/apps).
  • The Final URL cannot be a OneLink or a single platform link - only a direct web address which has no redirections.

See Enable parallel tracking below for instructions on how to set the Final URL in Google Ads.

Create and add a link for Google’s Tracking Template URL

Create a OneLink link or a single platform link to be placed in Google Ads as Google’s Tracking Template URL.

To create the Tracking template URL use one for the following:

  • Use a single platform attribution link (not recommended)
    • Include the af_r parameter in the URL.

For example:

https://subdomain.onelink.me/template_id?pid=xxx&af_ios_url={lpurl}
&af_android_url={lpurl}&af_web_dp={lpurl}

 Important!

When your ad is clicked, the {lpurl} parameter will insert your Final URL. If you don’t include it in your Google’s Tracking Template, your landing page URL will break.

Note: To learn about other Google ValueTrack parameters you can insert to your Google’s Tracking Template, refer to this article.

See Enable parallel tracking below for instructions on how to set Google’s Tracking Template URL in Google Ads.

Enable parallel tracking

 Important!

Parallel tracking must be enabled on Google Ads.

Configure the following settings in your Google Ads account:

  1. In your Google Ads account, click the Admin Icon.
  2. Click Account settings.
  3. Click the Tracking drop-down menu.
  4. Click the switch next to “Parallel tracking” to turn it on.
  5. Go to Campaign settings > More settings > Campaign URL options. In the Tracking template field, paste the long OneLink link URL or the single platform link.
  6. From your Google Ads account, go to Ads and assets > Ads and click the edit button of the ad. In the Final URL field, enter your destination URL. This is where you want to redirect the user.

Additional Information

Can I add Google parameters to Google’s Tracking Template?

Yes. The Google parameters (GCLID, WBRAID, GBRAID) can be appended to Google’s Tracking Template in Google Ads and will be available in AppsFlyer data. For example, you can place {gclid} as the value of the gclid parameter and/or as the value of one of the af_sub1-9 parameters.

Will Smart Script and Smart Banners be able to capture the Google parallel tracking parameters?

Yes. When you click on a Google ad, Google generates the incoming web URL to your landing page out of the Final URL and Google’s Tracking Template. The incoming web URL includes the domain and path of the Final URL and all the parameters you’ve set on Google’s Tracking Template.

We recommend testing the incoming web URL for all the expected parameters.

Google Ads limited use disclosure

AppsFlyer’s use and transfer to any other app of information received from Google APIs will adhere to Google API Services User Data Policy, including the Limited Use requirements.