This article details how to configure Singular mobile, PC and Console install attribution for Google Ads web campaigns (non-app campaigns). For directions on configuring and attributing Google Ads app campaigns, see our Google Ads Mobile App Campaign Attribution guide.

While Google Ads Mobile App Campaigns are the recommended method of promoting and attributing your app installs, Google Ads Web campaigns may also be used to promote your mobile, PC or Console product. This guide details how to configure the "Google Ads Web" integration to measure installs for this type of campaign.

Prerequisite: In your Google Ads Account, turn on the Enhanced Conversions for leads. For more details, see the Google Ads documentation here.

Note: "Google Ads Web" supports multiple platforms - mobile (iOS & Android), PC & Console attribution.

Integration Summary

(See Partner Integrations Glossary)

Partner	Google Ads Web
Partner Type	Non-SAN
S2S	N/A, uses Parallel Tracking
Click Tag	Supported

View-Through	🚫
Re-engagement	🚫
Receiving All Installs	Not supported, attributed only to OCI API
Receiving All Events	Not supported, attributed only to OCI API

Configuration

Configure "Google Ads Web" Partner Configuration

Google Ads can support receiving Singular attributed web to app conversions through the Google Ads Offline Conversion Import (OCI) API. The below steps configures the integration for Singular to send attributed web to app conversions to Google Ads' OCI API to faciliate reporting and bidding within your Google Ads account.

Go to Singular > Attribution > Partner Configuration
Click “Add a Partner”, and type to choose “Google Ads Web”
Add or select an existing user to authorize Singular
In the dialog, choose your App and App Site to configure.
Enter in your Google Ads' Customer ID under “Customer ID”. You can find your customer ID in the top-right corner of your Google Ads dashboard. Hyphens are not required.

If you have multiple Google Ads accounts running campaigns for your app, it is required to use the "Customer ID" from a manager (MCC) account via cross-account conversion tracking using a manager (MCC) account. See Google's help center article for a guide to configuring your MCC account.
In your Google Ads account, create a Conversion Action for the “Install”. Copy and paste the created "Install Conversion Action ID".
Paste the ID in "Install Conversion Action ID" in Singular.

Note: You should create a custom goal for "Install" to use for this integration using the create a Conversion Action guide linked above. If you have an active Google Ads Mobile App Attribution integration in Singular, you should not use the "first open" conversion action should already exist in your Google Ads account. "Install" conversion actions for PC and Console are equivalent to the first launch.
In your Google Ads account, create a Conversion Action for any other events you would like to send and map each event to the corresponding "Conversion Action ID".

Important for Android: If you would like to pass Google Ads Web attributed in-app (post-install) events to Google Ads for bidding, only configure them here if they are NOT configured in your Android "Google Ads" partner configuration for the same app site. If the same in-app events are configured, Google Ads may double count conversions leading to inaccurate reporting and bidding signals in Google Ads.

This potential double-counting is only for Android and not iOS. On iOS, in-app events can be configured for "Google Ads Web" even if they are also reported through the iOS "Google Ads" integration.
Click "Save" to finish.

Create Singular Link for "Google Ads Web"

Next, create a Singular Link to use in your Google Ads web campaign.

Go to Singular > Attribution > Manage Links
Select your mobile app from the list of apps on the left
Select "Create Link" -> Link Type "Partner" -> Source Name "Google Ads Web"
Continue through the step-by-step link creation. When creating your link, note the following when specifying Redirects:
- Redirects for your mobile fallback URL ("if app is not installed") and fallback for other platforms ("For other platforms go to") are handled by Google both with and without parellel tracking. For now, you may configure placeholder values in the Singular Link. We recommend using your app's app store URL:
- Ensure deep linking is not enabled, as this may cause your Google Ads' ad to be rejected.
Click "Generate"
Copy the "Click-through Tracking Link" for the next step

Create Google Ads Web Campaign

To create a Google Ads web campaign and configure with Singular attribution:

Create a Campaign in Google Ads and choose an objective that is not “App Promotion” and configure the desired conversion goals
Select the desired campaign type
When prompted to enter in a Tracking Template URL, paste in the Singular Link created in the previous step.
Important:
- Do not place the Singular Link in your campaigns "Final URL" or your ad will be rejected. The "Final URL" value should be the destination of where users go after clicking your ad, and this should be your app's app store URL.
- Ensure the Singular Link you use has "_global_redirect={lpurl}" in the URL. If this parameter is missing, your ad will be rejected.
For Google Play Games for PC (Android):
- Append &p=Android to the Singular Link
- Ensure the "Final URL" is your Google Play Games store URL

FAQ

How do you create a Conversion Action for the Google Ads Conversions API?

Click on “New conversion action”
Select “Import”
Select “Manual import using API or uploads” -> “Track conversions from clicks”

Note: You may not see the "Manual import using API or uploads" option in an MCC account. In this case, continue creating the Conversion Action by selecting "Other data sources or CRMs", "Track conversions from clicks", and "Skip this step and set up a data source later"
Continue through Google’s prompts to configure the Conversion details. Click “Create and Continue” when finished
Back in the “Conversion Goals” page, find the conversion action you just created and click on it to view the details
In the Conversion Action “Details” page, copy the “Conversion Action ID” from the URL parameter “ctId=”
Paste this “Conversion Action ID” in your Singular partner configuration when prompted to enter the “Conversion Action ID”

How do you create a Conversion Action for the Google Ads Conversions API (updated UI)?

Click Create > “New conversion action”
If not already selected, select Conversions offline > Continue
If you haven't set up any Offline Conversions yet, you may see this screen. Select "Skip this step and set up the Data Source later.
Select the standard conversion action you want to measure.
Click "Add an event to this category" > "Offline data sources"

Important The App Install conversion actions from the mobile app campaign integration (imported from the mobile "first_open" event) should not be used in this integration. You should create a new conversion action for your Web to App Install using one of the Conversions Offline conversion actions.

Next to the conversion action that was just added, click Settings
Change the name of your conversion action to your desired conversion action name, and update the conversion action settings to align with your desired measurement and optimization goals for this event. Then click Save.
Click Save and Continue
Click Finish
You should now see your conversion action in the Summary screen. The Conversion source should be "Website (Import from clicks)". It is normal for the status to be Inactive until you've completed the full setup and Singular starts sending attributed events to Google.
Click on the conversion action, then copy the ctld value from the url browser address bar
Add the ctld value to your Singular Google Ads Web event partner configuration

How does Singular report Google Ads Web attributions?

Once an attribution is tracked, Google Ads Web attributions are reported as follows:

Source = "AdWords"
Tracker Source Name = "Google Ads Web"
Campaign ID = (Campaign ID)
Sub Campaign ID = (Adgroup ID)
Creative ID = (Creative)

Google Ads Web postbacks are failing on "USER_PERMISSION_DENIED"

This error happens if your authorized user doesn't have permissions to the configured MCC account.

To fix it, go to your Google Ads account, and make sure that your authorized user in Singular has full permissions to the configured MCC account.

Postbacks are failing on "CUSTOMER_NOT_ENABLED_ENHANCED_CONVERSIONS_FOR_LEADS"

This error happens if you didn't agree to Google's enhanced conversions processing terms.

To fix it, go to your Google Ads account, enter Settings in the side menu, choose under "Goals" the "Conversions" screen, and turn on the Enhanced Conversions for leads as shown below:

For more details, see the Google Ads documentation here.