Google Ads (AdWords)—FAQ and discrepancies

Aggregate clicks and impressions data from Google Ads is collected once you have authenticated cost, clicks and impressions collection in the Cost tab.

Clicks and impressions data from Google Ads was made available during August 2018, first for Android apps and later on for iOS apps. Therefore, when analyzing clicks data from 2018 and before, Google Ads clicks data may be missing or incomplete.

If you are not seeing first_open conversions on Google Ads as shown in the screenshot below:

it means that you need to import conversions in Google Ads. Follow the instruction on importing conversions.

Follow this checklist to troubleshoot missing installs:

Quick fix

1. Activate Google Ads in AppsFlyer
   In AppsFlyer, from the sidebar, open Collaborate > Active integrations, search for Google Ads, and confirm the integration is active.
2. Import the first_open conversion in Google Ads
   In Google Ads, go to the Conversions summary page and make sure that the first_open conversion event is imported. For more information, see Import your app conversions.

Still not working?

1. Check which Google Ads account imports conversions
   Determine whether the Google Ads MCC account or sub-account is responsible for importing conversions:

   • If using an MCC (manager account): The MCC should import the first_open conversion on behalf of all linked sub-accounts.
   • If using a sub-account:
     • The MCC must share the Link ID with the sub-account.
     • The sub-account must also import the first_open conversion directly.

   For more information about Google Ads MCC accounts, see: MCC.

2. Check for removed first_open conversions
   In the Conversions summary page, check if the first_open conversion event was removed. If removed, contact Google support for assistance.
3. Confirm the Link ID
   Ensure the Link ID in AppsFlyer matches the Link ID in Google Ads.

Use this checklist to ensure your in-app events are correctly set up and synced between AppsFlyer and Google Ads.

Quick fix checklist

Follow these steps to quickly resolve the most common issues:

1. Verify event postbacks in AppsFlyer (for step-by-step instructions, see Set up Google Ads on AppsFlyer.)
   1. Go to the Google Ads integration tab in AppsFlyer.
   2. Ensure postbacks are configured correctly for each in-app event you want to measure.
   3. Under For users from, select All media sources, including organic, to ensure Google Ads receives event data.
   4. (Optional) After initial setup, adjust this selection for specific events if needed.
2. Trigger a test in-app event
   1. Launch your app. 
   2. For iOS apps, ensure IDFA collection is enabled by allowing the app to track.
   3. Perform the mapped in-app events manually (for example, purchase or signup).
3. Import events in Google Ads
   1. In Google Ads, click Tools Conversions.
   2. Check the Conversion Action Summary.

   3. Import the relevant in-app events. For more information, see Import your app conversions.

       Note

      Conversions can take up to 6 hours to appear after performing the event.

Still not working?

If you’ve modified the Partner Event identifier in Google Ads (for example, if it’s labeled as CUSTOM) and changed the corresponding event name in AppsFlyer, you’ll need to re-import the events into Google Ads.

To stop cost sync with Google:

1. Go to your Google account permissions.
2. Click on Remove next to AppsFlyer Google Cost.
   

This depends on the type of campaign you are running. If you are running a re-engagement campaign then it is recommended to create and import session_start to measure engagements.

For a user acquisition campaign, this is not mandatory.

Yes.
To start sending uninstall events to Google:

1. Map the af_uninstall event as a Custom event in Google Ads setup window.
2. Import that conversion in Google.
3. Google acknowledges events if received within Google's attribution window (started with ad engagement and lasting 30-90 days). Events received by Google after the window ends are not recorded in Google.

You can view data at the following levels: campaign, channel, adset, and geo.

Google Ads' Parallel tracking enables your landing page to load faster, reducing the issue of lost visits. As a result, conversions are increased and ad performance is improved. With Parallel Tracking, users are sent to the final URL, directly from your ad, before sending them to the attribution links, while click measurement takes place in the background.

For a full explanation of Parallel Tracking, click here.

What is needed?

In order for parallel tracking to work as intended, the final URL must match what is in the campaign URL and be put in Google's {lpurl} ValueTrack parameter.

This is done by:

• Using a single platform attribution link (not recommended)
  • af_r parameter must be used in the URL
• Using a OneLink long link (recommended)
  • Having the following URL parameters included in the campaign URL
    • af_android_url
    • af_ios_url
    • af_web_dp
  • af_dp should not be used
  • adding your final URL (destination URL) to Google's ValueTrack parameter. Learn more

For example, 

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

Note: To see all supported parameters refer to this article.

Click here to see how to configure Google ad web campaigns with parallel tracking.

Google Ads requires attribution providers to delete its user-level data 6 months after the install. This means that the events performed by these users 6 months after they install the app are counted as organic.

Past aggregate data remains the same.

This is relevant for all Google Ads channels.