Google Ads (AdWords) Attribution Integration

Google App campaigns (formerly Universal App campaigns) help you promote your mobile app across all the Google networks. With a few steps, you can enable Singular to track the performance of different types of app promotion campaigns, across across Google Search, YouTube, and over three million sites and apps in the Google network. Both click-through and view-through attributions can be tracked with Google Ads.

Note: Google Ads' view-through attributions are based on MRC definition of viewability and is only available for Youtube and Display networks.

The below tables summarize these different Google Ads networks, options for how you want to promote your app in these networks, and how to enable Singular to track them. To review how to enable Singular to track these campaigns for you, skip down to the set-up.

Google Networks

Network Description
Google Search These are text ads appearing on Google Search, the Google Search App, and Google Play.
Google Display These are image ads in a mobile applications and mobile web browsers that can link to your mobile website, mobile app, or app store.
Google Ads for Video (Youtube) These are video or text ads appearing in the Google YouTube iOS or Android apps.

Google Ads Campaign Types

Type Description Singular Tracking
App Campaigns App Campaigns is a one-stop-shop to promote your mobile app on all available networks. These ads are auto-generated based on the creative text you enter. Available for both iOS and Android apps. Installs
App Campaigns for Engagement App campaigns for engagement helps your current app users take specific in-app actions with the goal of improving user retention and long-term revenue. Re-engagements

How Attribution Tracking with Google Works

Tracking your Google Ads campaigns in Singular is performed via a self-attributing server-to-server integration. This integration allows Singular to track all installs and re-engagements driven from any of your Google Ads campaigns. Both click-through and view-through attributions are supported and available as a conversion type breakdown in reporting. The integration utilizes a Link ID which is generated in Google Ads and unique to each app. Once your Link ID has been configured in Singular, Singular will start sending all installs, sessions, and configured in-app conversion events to Google. Using the attributed click information returned from Google, Singular is able to perform last-click attribution and report using the same granular campaign information as seen in your Google Ads dashboard.

To continue on to setting up your Google Ads integration in Singular, continue down to Integration Steps below.

Integration Steps

1. Integrate The Singular SDK

In order for Google Ads attributions to be tracked, the Singular SDK must be present. If your application supports deep links, it is also required that deep link URI support be implemented to ensure all Google Ads campaigns can be tracked in Singular. Review our iOS and Android SDK guides to ensure sessions and deep links are handled correctly. If you are utilizing the S2S integration with the Singular server-to-server integration, reach out to your Singular customer success team for further details.

2. Get Your App’s Link ID

Generate a Link ID in your Google Ads account as explained in Google's instructions. There are two options to generate a Link ID to use with Singular.

The recommendation is to use cross-account conversion tracking with an MCC account

My Client Center, commonly known as an MCC, is an “umbrella” account used to manage multiple Google Ads accounts without having to constantly log in and out of each individual Google Ads account. The MCC features a linking system which allows regular accounts to be connected to this single “umbrella” account without login details ever having to be exchanged.

If cross-account conversion tracking via MCC accounts isn't possible, you can also share a link ID with another Google ads account.

3. Set Up the Integration in Singular

Search for "AdWords" in Partner Configurations. Select your desired "App," "Site," and provide your App's Link ID.

Default settings:

  • View-through Tracking: Enabled by default.
  • Re-engagement Tracking: Enabled by default and mandatory if you are running re-engagement campaigns with Google.
  • Click-through attribution window: You can customize this setting. 
  • Any available post-session app events are automatically included by default, with the option to exclude. Under "Google app event type" you will find a list of Google's predefined events. Map your events to the equivalent Google event, or leave the event as "custom" 

Note: Sessions (to enable re-engagement) are automatically sent to Google. No additional configuration is required. This is required per the Google Ads integration.

adwords_partnerconfig.png

4. Import Conversions and Configure your Google Ads Campaigns

To begin tracking conversions, you first need to configure the events on Google's platform. This is what Google refers to as "importing events." This enables Google to start receiving post-install events. For instructions on importing conversion events, see Google's instructions. For install tracking, you have to import the "first open" event in Google Ads. For re-engagement campaigns, make sure that you import "session_start".

The events show up in Google Ads after at least one conversion event occurred since setting up the configuration in Singular (not just events that are attributed to Google Ads). 

For live apps with thousands of active users, this usually happens within a few minutes, but if you are testing a new app without any active users, you have to trigger the events yourself.

Then, make sure that the conversion is enabled - this might have to be done through the MCC account if you are utilizing cross-account conversions.

Next, you can configure and start your Google Ads campaigns. Follow Google's instructions to learn more about your options and how to configure them.

5. Verification - Singular Reporting for AdWords

Once an attribution is tracked, your Google Ads campaigns will appear in your Singular Reporting interface. Below is a sample of the reporting, filtered for AdWords.

image1.png

Note that "Conversions" in Google Ads refer to both Installs and Re-Engagements in Singular.

In addition, there are inherent discrepancies between Google Ads and all 3rd parties, as outlined in the following Google Ads document.

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