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. The GMP-DV360 integration  (dv360_int) combines advertising and analytics to enhance customer connections, reveal insights, and improve marketing outcomes.


See the bulletin about supporting the new Google EU consent policy.


The GMP-DV360 integration uses the link ID for conversion measurement. You can work directly with GMP-DV360, via an agency, or both, using the following integrations:


  • The GMP-DV360 integration is designed to replace the Legacy GMP DV360/CM (doubleclick_int) integration, which will be deprecated by the end of Q2, 2024.
  • To use the API, contact your GMP-DV360 account manager.

The table below describes GMP integration solutions:

GMP solution Description Action required to integration
DV360  Integrate DV360 with AppsFlyer to measure dv360_int attribution Complete the advertiser integration
CM360 & DV360 Buy DV360 traffic via CM360, measured as dv360_int attribution in AppsFlyer.

Complete the advertiser integration

CM360 & non-DV360 third-party media source 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

Data provided by AppsFlyer: 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 AppsFlyer with the media source parameters. These parameters populate analytics and raw data reports. The table below shows the mapping parameters for GMP-DV360 and AppsFlyer.

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

Setting up GMP-DV360 for advertisers


Before setting up the integration, make sure to:

To activate or edit the integration:

  1. To activate: In AppsFlyer, from the side menu, select CollaboratePartner Marketplace.
    To edit: In AppsFlyer, from the side menu, select Collaborate Active Integrations.
  2. Search for the 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, select the app for the integration and turn Activate partner on.
    Note: The toggle must be on (activated) for as long as you work with the partner.
  5. Complete the configuration using the relevant tabs, as described below.

Integration tab

When AppsFlyer queries GMP-DV360, they return the parameters listed in their response. These are mapped to AppsFlyer parameters and raw data as detailed in the table that follows. 

GMP - legacy parameter GMP-DV360 parameter AppsFlyer parameter URL parameter 
Placement ID Line Item Name Campaign name c
Placement ID Line Item ID Campaign ID af_c_id
Site ID Site ID Site ID af_siteid
Creative ID Creative ID Ad ID af_ad_id

The Integration tab includes a number of sections, as described below.

Activate partner

To configure the integration, you must first turn on the Activate partner toggle. Learn more about activating and deactivating partner integrations. 

General settings

Link ID: Enter the link ID mentioned in the prerequisites.

Non EU Users: Decide whether or not to turn on Non EU users.

non eu usrs.png

Install attribution

Set the different attribution windows to attribute new installs (first launches) of users who viewed or clicked your ad. This means the maximum time from click/view to the install. Only installs within the lookback window may be attributed to Google Marketing Platform - Display & Video 360 (DV360).

  1. Set the Install click-through lookback window to either 1-23 hours or 1-30 days.
  2. [Optional] Turn on Install view-through attribution and set the lookback window to either 1-23 hours or 1-30 days.

Re-engagement attribution

Set the different attribution windows to attribute re-engagements of your existing users who viewed or clicked your ad. Note that only re-engagements within the lookback window may be attributed to GMP-DV360.

  1. Set the Re-engagement click-through lookback window to either 1-23 hours or 1-30 days.
  2. [Optional] Turn on Re-engagement view-through attribution and set the lookback windows to either 1-23 hours or 1-7 days.

Learn more about re-engagement rules and windows.

Re-engagement window

Set the time window during which in-app events are primarily attributed to the re-engagement conversion. Learn more.

  • Set the Re-engagement window to either 1-23 hours, 1-90 days, or Lifetime

Ignore active users for retargeting

Set a window timeframe to ignore re-engagements and re-attributions of users who launched your app. This means their activity during the window timeframe isn't recorded in AppsFlyer. 


Re-engagement and re-attribution conversions of users who were dormant in the set timeframe are recorded

  1. Turn on Ignore active users for retargeting.
  2. Set the Inactivity window.

In-app event postbacks

Configure mapping of in-app events with GMP-DV360 events sent via postbacks: 

  1. Turn on In-app event postbacks.
  2. Click Add event to add an SDK or server-to-server event to the list. The following table describes the fields to complete:
    Parameter name Description
    AppsFlyer event

    The name of the event, as received by AppsFlyer either from the SDK integrated into your app or from server-to-server events.
    Tip: Don't see the event you are looking for?

    • Make sure to activate the event on a device with a non-organic installation, and recheck.
    • Type it in AppsFlyer event, then click Create custom. Read more about custom event mapping.
    mapped to partner event

    The unique name or ID of each event, as defined on the partner's side. Possible mapping configurations are:

    • Drop-down box: Select the most suitable pre-defined AppsFlyer event.
    • CUSTOM: When selecting this option, AppsFlyer sends the event as it appears in the AppsFlyer event field. 


    • It's best practice to select a standard event from the list. However, for multiple CUSTOM events, it's best to specify them uniquely, such as CUSTOM_1 and CUSTOM_2. This will help distinguish between events on DV360/CM360.
    • AppsFlyer events (such as af_purchase, etc.) are always sent with u variables, for example, u24=. This helps you identify them on CM360, even when sent as custom.
    • CM360 allows a maximum of 10 events in total, which can be custom or standard events.
    for users from

    Select the sending option for the event:

    • This partner only (default): Send postbacks only when this event is attributed to GMP-DV360.
    • All media sources including organic: Send postbacks for events attributed to any partner, as well as organic events. 
    • No values & no revenue (default): Send only the event itself without any event values.
    • 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).
  3. [Optional] Click the Add conditionconditional-iae-postbacks-icon.pngicon to set conditions for an event.
  4. Click Save integration.
  5. [Optional] After saving the integration, while remaining on the configuration page, you can integrate more of your apps with GMP-DV360:
    1. From the top-left corner, under the partner name, click the app name to open the list of apps. 
    2. Select a different app from the drop-down list.
    3. Repeat the integration steps for the selected app.


For iOS apps only: Your control over data shared with the partner via postbacks and reports depends on the Advanced Privacy (for iOS 14.5+ and later) toggle state.

U parameter mapping

AppsFlyer supports sending additional parameters (u parameters), limited up to u26. The U parameters are pre-mapped and fixed on AppsFlyer's end. Take the following into consideration:

  • Since these parameters are pre-mapped, no additional custom U parameters can be configured.
  • If data is missing for a specific U parameter, AppsFlyer won't send it. For example, when the carrier data is missing, AppsFlyer doesn't send U5.
U parameter Name Example value 


af device id



customer user id



Advertising id
iOS: idfa









country code









device type

motorola::Moto G (4)


os version



sdk version



app version



install timestamp



click time



impression time



campaign name*



campaign id



adset name*



adset id



ad name*



ad id



site id



event time

2019-01-04 12:56:35.707


event name



event value





* If AppsFlyer doesn't receive this parameter name in the response from GMP-DV360,  it populates the field with the corresponding ID. For example, the Adset name will show the Adset ID, which is 12345ABC.

Attribution link tab

It is possible to use AppsFlyer attribution links with DV360 for impressions and click recording only. These links are NOT used for attribution, and any additional information contained within them is not parsed or used for any purpose.

If you want to be able to measure the number of clicks from DV360 on AppsFlyer, you should add an AppsFlyer attribution URL on your DV360 dashboard. When doing so, make sure the campaign name in the attribution URL is identical with the Placement ID on GMP (if possible) so that AppsFlyer can retrieve and append the click data for the correct campaigns.


Using attribution links for DV360 is not mandatory.

If you want to count clicks in AppsFlyer, use this link:${UNIVERSAL_SITE_ID}

If you want to count impressions in AppsFlyer use this link:{UNIVERSAL_SITE_ID}

Cost tab (for cost, clicks, and impressions)

Cost data isn't supported for this integration.

Ad revenue tab

Ad revenue isn't supported for this integration.

Permissions tab

Set permissions to grant Google Marketing Platform - Display & Video 360 (DV360).

Setting up GMP-DV360 for agencies

Agencies are able to run campaigns with GMP-DV360 on your behalf.

Agency setup

Procedure performed by  Procedure
  1. Verify that you've completed advertiser GMP-DV360 integration.
  2. In AppsFlyer, from the side menu, select Collaborate 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.
  1. In AppsFlyer, from the side menu, select Collaborate Active Integrations.
  2. Select Google Marketing Platform - Display & Video 360 (DV360).
  3. Go to the Integration tab.
    The integration status with GMP displays.


  4. Verify that Activate Partner is On. If this is not the case, the advertiser must complete Advertiser GMP-DV360 integration. 
  5. Verify that the remaining settings, such as the 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 possible reasons for discrepancies and how to minimize them:

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