Google Marketing Platform (DoubleClick) Attribution Integration (Legacy)

Important: This article documents the current Google Marketing Platform integration based on floodlight activities and configurations. Google is planning on releasing a newer integration based on Link IDs, to replace this legacy integration method.

  • If you have access to the newer integration in your Google Marketing Platform dashboard, reach out to your Singular customer success manager to access the newer "Google Marketing Platform" integration.
  • If you do not have access to this integration, continue to refer to this article on managing your Google Marketing Platform integration.

Integration Summary

(See Partner Integrations Glossary)

Partner Google Doubleclick
Partner Type Self-attributing Ad Network
Creatives Supported (DCM creative ID)
Publisher Supported (DCM site ID)
View-Through Supported
Re-engagement Not Supported
Click Tag No (Self-attributing)
Receiving All Installs Recommended (Self-attributing)
Receiving All Events Recommended (Self-attributing)

About the Integration

Google Marketing Platform is a suite of marketing tools for site and app marketers.

This integration controls attribution for two of these tools:

  • Campaign Manager 360 (formerly Double Click Campaign Manager) - an ad server and campaign management platform
  • Display & Video 360 (formerly DoubleClick Bid Manager) - a demand-side platform (DSP)

How Does the Integration Work?

When you buy media through DV360, Singular tracks mobile attributions using data it receives from the Google Marketing Platform (i.e. it's a self-attributing integration).

When you buy media through a different platform, but use Google Campaign Manager as your ad server, Singular tracks attributions through a tracking link that you create for that platform.

Either way, the integration is based on reporting floodlight activities to GMP. In GMP, "floodlight activities" are conversion-related events, such as app installs, sessions, and in-app user events. Singular reports floodlight activities to GMP's DDM API using postbacks, so that GMP can report on these activities and use them to optimize performance.

Setup Instructions

To integrate with Google Marketing Platform:

1. Integrate The Singular SDK

Integrate the Singular SDK or S2S (see Getting Started with the Singular SDK/S2S).

2. Create Install Floodlight

Create your floodlight activity to represent the "Install" activity for your app and enable third-party in-app conversion tracking using Google's instructions. Be sure to take note of the src, type, cat, and token values you generate: the combination of these values is unique to the install floodlight.

Where do I configure floodlight activities in Google Marketing Platform?

You can configure floodlight activities in Google Marketing Platform by navigating to your advertiser page and then to the "Floodlight Groups" page in the menu. Create a new floodlight group to represent your app site, and then create individual "Floodlight Activities" under the "Floodlight Activity" tab like below.mceclip0.png

3. (Optional) Create Floodlights for Events

Create additional floodlights for other events you would like to be reported to GMP. Each floodlight should have its own src, type, cat, and token values. If you want to pass additional variables with an event, see Google's guide to custom floodlight variables.  Singular can pass any value in a supported postback macro, to be mapped to a custom floodlight variable.

Where can I configure Custom Floodlight Variables in Google Marketing Platform?

Custom floodlight variables can be defined within the "Floodlight Activity" -> "Basic Details" -> "Custom Floodlight Variables"

Create/add any custom variables according to what can be passed via a Singular postback macro, and name them so they can be easily identified to configure in Singular in the next step.

4. Configure Singular to Report Floodlight Activities

Note: As of early 2020, this partner integration is not available for self-configuration, as we are preparing for a new Google Marketing Platform integration technology that is still being rolled out by Google.

To set up this integration, contact your Customer Success Manager and give them your floodlight configuration, including the event name (e.g., install, session, myevent1, myevent2, etc.), and the corresponding src, type, cat, and token values.

If you have configured custom floodlight variables, include which values should be mapped to the variables. For example, to map a revenue event called "My Revenue", provide the src, type, cat, and token, and request that the revenue amount be mapped to u5 and the three-letter currency code be mapped to u6.

Our team will configure the necessary postbacks for you, and they will appear under the "DoubleClick" custom partner configuration.


5. Generate Tracking Links (for non-DV360 media)

Note: This step is only relevant if you're using Campaign Manager with a DSP other than DV360.

For non-DV360 media tracked through Campaign Manager, you need to create tracking links to let Singular track the attribution. Create a "Custom Source" link in Singular for the desired media source (see the Singular Links FAQ for details).

If you're working with a media source with mobile inventory, the publisher should append the iOS advertising ID and Google advertising ID to the Singular tracking link when it is served, via the idfa and aifa query parameters.

6. View GMP Attribution in Singular Reports

Attributions to DV360 media appear in reports under the source "DoubleClick":


Singular reports DV360 click-through and view-through installs with the ad_id, site_id, and creative_id returned by GMP. These are mapped as follows:

GMP Field Singular Dimension
ad_id Campaign ID
site_id Publisher ID
creative_id Tracker Creative ID

Attributions to non-DV360 sources are reported according to the source name of the created tracking link.