Discrepancies with Google Ads (Google AdWords) Mobile Ads Dashboard

  • Advertisers

Introduction

Sometimes there are discrepancies between the Google Ads 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 Ads AppsFlyer

Multi-Channel Source Attribution

Google Ads does not hold this data.

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

Install Record Time

Google Ads attributes the conversion to the Click time.

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

Reports Time

Google Ads’ dashboard might have up to 72 hours delay

AppsFlyer’s reports are in real time.

Time Zones

Varies

Varies

Attribution Window

30 Days

From Google integration its set for 30 Days default (can be modified)

Assisted Installs

Google Ads, as an SRN, attributes all installs following engagements with Google Ads, within their attribution window.

AppsFlyer attributes the last click only, and treats engagements before it as assists.

Re-Attribution

Google Ads has no re-attribution window.

AppsFlyer's default re-attribution window is 90 days but can modified by the advertiser.      

Clicks

Google Ads dashboard shows all clicks from all channels

AppsFlyer does not show clicks in places a tracking link is not used.

In-App Events

Google Ads attributes the in-app event to the Click time.

In the AppsFlyer dashboard in-app events are attributed according to the install time.  In Raw Data Reports, AppsFlyer attributes in-app events according to the time of the event.

iOS

Cause Google Ads AppsFlyer

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

Google Ads’ dashboard can receive install postbacks only for In-App advertising (that can collect device ID), hence if you are running Mobile Web, Search and/or Partners Search (affiliates) campaigns, those installs are not visible in the Ads dashboard conversion.

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

Channels

Google Ads only sees downloads from YouTube and admob.

AppsFlyer tracks all installs from all channels.

 Notes

  • While Google Ads shows all installs of a retargeting campaign in the same place, on the AppsFlyer dashboard, installs are divided between the Overview page (new installs) and the Retargeting page (re-attribution and re-engagements).
  • As a result of AppsFlyer's Validation Rules, results may differ in the dashboards as some installs are shown in Google Ads and are not shown in the AppsFlyer dashboard.
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