Google AdWords - Attribution Tracking

 The Google AdWords Platform

The Google Adwords platform is a powerful platform that you can use to 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 these networks.

The below tables summarize these different Google Adwords 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 Adwords for Video (Youtube)

These are video or text ads appearing in the Google YouTube iOS or Android apps.

 

Google Campaign Types

Type

Description

Singular Tracking

Universal App Campaign

Universal App Campaigns is a one-stop-shop to promote your 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

Mobile App Installs

Google Mobile App Install campaigns increase app downloads for your app. These campaigns are available for Google Search, Display, Adwords for Video. Available for both iOS and Android apps.

Installs

Mobile App Engagement

Google Mobile App Engagement re-engages your existing users that deep-link to specific pages in your app. These campaigns are available for Google Search and Display only. Available for both iOS and Android apps.

Installs, Re-engagement

How Attribution Tracking With Google Works

Tracking your Google AdWords campaigns in Singular is performed via a self-attributing server-to-server integration. This integration allows Singular is able to track all installs and re-engagements driven from any of your AdWords campaigns. The integration utilizes a Link ID which is generated in AdWords 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 AdWords dashboard.

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

Integration Steps

Steps Overview (All of them are required)

  1. Integrate Singular SDK
  2. Generating App Link IDs on AdWords Account 
  3. Configuring the App Link IDs on Singular Partner Configuration
  4. Importing the Attribution Conversions in AdWords Account

 

1. Integrate The Singular SDK

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

2. Get Your App’s Link ID

The Link ID is a value that can be generated and found in your Google AdWords account.  Follow Google's instructions to generate and share your app's Link ID.

We recommend generating the Link ID in your MCC account

My Client Center, commonly known as an MCC, is an “umbrella” account used to manage multiple AdWords accounts without having to constantly log in and out of each individual AdWords 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.

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.  By default, any available SDK events are automatically configured to send to Google. You may toggle these off if you choose.  

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4. Import Conversions and Configure your Google AdWords Campaigns

To begin tracking conversions, you first need to import the relevant conversion events you opted to send to Google AdWords in step 3. For instructions on importing conversion events, please see Google's instructions.

Note: The events will show up in AdWords after at least one conversion event occurred since setting up the configuration in Singular (not just events that are attributed to AdWords).
For live apps with thousands of active users this will usually happen within a few minutes, but if you are testing a new app without any active users you will need to trigger the events yourself.

Next, you may now configure and start your Google AdWords campaigns.  Follow Google's instructions to learn more about your options, and how to configure each one in AdWords.

Attribution tracking will not work unless you import the conversions in your AdWords!

5.  Verification - Singular Reporting for Google AdWords

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

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