Google Marketing Platform - Display & Video 360 (DV360) integration

At a glance: Google Marketing Platform - Display & Video 360 (GMP - DV360) is an AppsFlyer self-reporting network (SRN) partner combining advertising and analytics.

Overview

Display & Video 360 (DV360): Demand-side-platform (DSP) providing trading desks, agencies, and advertisers with transparency and performance in global display media buying across ad exchanges. The GMP - DV360 integration brings together advertising and analytics to help you make quality customer connections, surface deeper insights, and drive better marketing results.

 Note

  • This article relates to the new GMP - DV360 integration API, which leverages a link ID for conversion measurement. This integration enables conversion measurement and reporting between AppsFlyer and GMP - DV360 and is designed to replace the Legacy GMP DV360/CM (DoubleClick) integration.
  • The AppsFlyer internal name for this integration is dv360_int.
  • To use the API, contact your GMP - DV360 account manager.

Comparing the legacy and new integrations

Compared to the legacy integration, Link ID integration is simpler to set up and has superior accuracy and functionality.

Differences among the integrations are listed in the following table.

GMP API feature support

Feature

Third-party app tracking integration

(Legacy doubleclick_int

Link ID—App Attribution Integration

(New dv360_int (this article))

Install conversion Yes Yes
Retargeting conversion Yes No
Ad network permissions (allow GMP to get data from your AppsFlyer dashboard)  Yes No

Advertisers considering migrating from the legacy API to Link ID API

If you use the legacy API consider that you can move to the Link ID API at your convenience. GMP hasn't announced a sunset date for the legacy API.

GMP solutions and integrations

GMP solution Description Action required to integration
DV360  Integrate DV360 with AppsFlyer  Complete advertiser GMP integration
CM360 & DV360 Buy DV360 traffic via CM360

Complete advertiser GMP integration

CM360 & non-DV360 third-party media source (1)

Buy traffic from third-party media sources and measure mobile app conversions originating from this traffic in CM360.

Measure 3rd party traffic using CM360

Data sharing between AppsFlyer and GMP - DV360

AppsFlyer sends postbacks to GMP - DV360 relating to conversions and in-app events.

Data provided to AppsFlyer

When GMP - DV360 claims a conversion, they provide us with the media source parameters listed in the table. These parameters populate analytics and raw data reports. The table that follows contains the mapping between GMP - DV360 and AppsFlyer parameters.

GMP - DV360 <--> AppsFlyer media source mapping

GMP  AppsFlyer
interaction type attributed_touch_type
timestamp attributed_touch_time
line_item_id campaign_id
line_item_name campaign_name
creative_id ad_id
product_type af_channel
external_customer_id network_account_id
site_id af_siteid

Integration procedures

You can work with GMP - DV360 directly, via an agency, or both. Complete the sections as follows:

Advertiser GMP - DV360 integration

Integration tab sections

Step Section Description

1

Activate partner

Prerequisites:

Get the GMP - DV360 link ID.

To activate the GMP - DV360 integration: 

  1. In AppsFlyer, go to the Marketplace: From the top menu of any AppsFlyer page, click Marketplace
  2. Search for Google Marketing Platform - Display & Video 360 (DV360) and select it.
  3. Click Set up integration. You’re directed to the integration setup page. 
  4. In the Integration tab, turn on Activate partner. The Link ID field displays.

    mceclip0.png

  5. In the Link ID field, paste the link ID mentioned in the prerequisites. 
  6. [Optional] Changes to default settings:
    1. Install click-through lookback window. GMP default is 30 days. To minimize discrepancies [best practice], align with the GMP default.
    2. Install view-through lookback window. GMP default is 7 days. To minimize discrepancies, [best practice], align with the GMP default. 
  7. Click Save integration.
2

Map in-app events

To map in-app events to GMP - DV360 events:

  1. Go down to In-app event postbacks and turn it on.
  2. Click Add event to add an app event to the list.
  3. Complete the parameters required. 
  4. Click Save integration. 
Parameter name Description
AppsFlyer event

The name of the event, as received by AppsFlyer from either the SDK integrated in your app, or from server-to-server events.

Mapped to partner events

The unique name or ID of each event, as defined on GMP - DV360.

for users from

Select the sending option for the event:

  • This partner only: Send postbacks only when the event is attributed to this partner—meaning, the user who performed it came from this partner.
  • All media sources including organic: Send postbacks for events attributed to any partner and for organic events—meaning, when the user who performed it came from any media source.
including

Select which event data to share with the partner in the postback:

  • No values & no revenue: Send just the event itself without any parameters (values or revenue).
  • Values & no revenue: Send all the parameters excluding the revenue value.
  • Values & revenue: Send all the event parameters, including the revenue value (if exists in the event).

Remarks: 

  • Event names are case-sensitive. To avoid discrepancies, make sure you use the correct event name for all media sources and app versions.

Agency integration

Agencies are able to run campaigns with GMP on your behalf.

Agency setup

Procedure performed by  Procedure
Advertiser
  1. Verify that you have completed advertiser GMP - DV360 integration.
  2. In AppsFlyer, go to Configuration > Active Integrations.
  3. Select an agency.
  4. Go to the Permissions tab, and turn on Agency permissions
  5. [Optional] In the Integration tab turn on In-app event postback. This enables the agency to turn on or off postbacks on their end.
Agency
  1. In AppsFlyer, go to Configuration > Active Integrations.
  2. Select Google Marketing Platform - Display & Video 360 (DV360).
  3. Go to the Integration tab.
    The integration status with GMP displays.

    mceclip2.png

  4. Verify that Activate Partner is On. If this is not the case, the advertiser must complete Advertiser GMP integration. 
  5. Verify that the remaining settings, like lookback windows and in-app event mapping, are correct. If necessary, ask the advertiser to make changes. 
  6. Enter one or more DBM Advertiser IDs. The ID is available in your GMP dashboard.
  7. Click Save.

GMP - DV360 discrepancies

See the following table to learn about discrepancies and how to minimize them.

Differences in attribution models

Cause Description AppsFlyer tip

View-through attribution window

View-through in the GMP - DV360 attribution window is 14 days, while the AppsFlyer default window is 1 day.

Set the view-through window in AppsFlyer to match the view-through set in the GMP - DV360 setup window.
Incorrect mapping

Mapping between AppsFlyer and GMP - DV360 isn't correct

  • Verify the link ID, 
  • Verify that the in-app events are correctly mapped.