Discrepancies with Google AdWords Mobile Ads Dashboard

Sometime there are discrepancies between the Google AdWords dashboard and the AppsFlyer dashboard.

While we work closely with Google to minimize these discrepancies, advertisers should be aware of the following reasons:

Both iOS and Android

Cause 

Google AdWords

AppsFlyer

Install Record Date

Google AdWords attributes the conversion to the Click time.

AppsFlyer attributes the conversion to the launch time (app open).

Multi-Channel Source Attribution

Google AdWords doesn't hold this data.

AppsFlyer uses last click attribution (more information about AppsFlyer attribution available here).

Reports Time

Google AdWords’ dashboard might have up to 72 hours delay.

AppsFlyer’s reports are in real time.

iOS

Cause 

Google AdWords

AppsFlyer

Mobile Web, Search and/or Partners Search (affiliates) campaigns

Google AdWords’ dashboard can receive install postbacks only for In App advertising, hence if you are running Mobile Web, Search and/or Partners Search (affiliates) campaigns, those installs wouldn't be visible in the AdWords dashboard conversion.

AppsFlyer tracks all installs coming from In App advertising, Mobile Web, Search and/or Partners Search (affiliates) campaigns.

Channels

Google AdWords only sees YouTube and admob’s downloads.

AppsFlyer tracks all installs from all channels.

** If the postback URL isn't placed properly, we won’t track installs from YouTube and admob.

Android

Cause 

Google AdWords

AppsFlyer

Attribution Window

Google AdWords uses 30 days attribution look back window.

AppsFlyer's default look back window is 7 days, though this can be changed to match Google's 30 days and thereby minimize discrepancies.

Re-Attribution

Google AdWords uses 30 days re-attribution window, this may cause the attribution, of the same install to occur more than once if the app was removed and re-installed.

AppsFlyer user 90 days re-attribution window.

Clicks

Google AdWords dashboard will show all clicks from all channels

AppsFlyer won't show clicks coming from Search campaigns since redirection isn't supported.

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