Adjust is a Google AdWords partner. We collect data on, and analyze the performance of, your Google AdWords campaigns with little more than the click of a button.

Adjust’s API integration with Google AdWords includes tracking for the following inventories and mobile operating systems (mobile OS):

Campaign type Mobile OS
Admob Android, iOS
Global Display Network Android
Mobile Search Android
Google Remarketing Android, iOS
Universal App Campaigns (UAC) Android, iOS
Youtube Android, iOS

1Activating the Adjust Google AdWords integration

There are two mandatory steps for the Adjust Google AdWords integration:

  • Set up your AdWords module in the Adjust Dashboard (1.1)
  • Import your linked events into AdWords as conversion actions (1.3)

Optionally, you can link your in-app events between Adjust and Google AdWords (1.2). However, even if you do not link any events between Adjust and Google AdWords, you must import your first app open into AdWords as a conversion action. Adjust cannot track your AdWords campaigns until this has been completed.

1.1How to set up your AdWords module in the Adjust Dashboard

  1. Go to App Settings > (Settings) Partner Setup > AdWords

  2. Enter your LinkID in the LINKID field
  3. Select SAVE

Once you have completed the steps above, you must import your linked events into AdWords as conversion actions (even if your only event is the first app open), and Adjust will immediately begin to share install data with Google Adwords and attribute users to your active campaigns.

You do not need to create any Adjust trackers for your Admob, Android Global Display Network, Android Mobile Search, Google Remarketing, Universal App Campaigns (UAC), or Youtube campaigns. All Adjust trackers for these inventories are created automatically as traffic is driven from each of your Adwords campaigns.

Note: If you are running iOS Search or iOS mGDN campaigns, then you will need to create Adjust trackers URLs and implement them through the AdWords UI. See the section below for more details.

Adjust organizes your AdWords conversions in a campaign structure that varies depending on the AdWords inventory in use. See the Google AdWords campaign structure section for more details.

As with any other Adjust-tracked inventory, all AdWords traffic is reported in the Statistics tab of your Adjust Dashboard.

Note: Upon activating Google AdWords integration, the attribution window for all AdWords installs will be set to 30 days by default, overriding your app’s attribution window settings. You can prevent this by toggling OFF the Google AdWords Attribution Window.

1.2How to set up event linking between Adjust and Google AdWords

Unlike with other network integrations, all Adjust-tracked events are mapped to AdWords automatically. This means that all Adjust-tracked event data, from all sources, is sent to AdWords.

Important Note:

  • Any events linked between Adjust and Google must contain a valid IP address. Therefore, if Adjust is currently tracking your in-app events via a server-to-server integration, you will need to update your POST request to include an IP address using the parameter ip_address=

If you do not wish to share certain events with AdWords, then you will need to manually override the default settings within your AdWords module. Instructions for this and how to rename events are listed below.

Go to App Settings > Settings > Partner Setup > AdWords > Event Linking

As mentioned, the module automatically displays any events that you have created in Adjust.

To disable an event, hover over its name field and select the cross icon.

All event names are listed as you have labeled them in your Dashboard. However, any spaces and special characters are replaced with an underscore (_), unless the character appears at the start or end of the name, in which case it is deleted. Any series of two or more special characters is replaced with a single underscore. For example:

REVad_$$cost$$ in the Adjust Dashboard becomes revad_cost in AdWords.

If necessary, you can change event names manually from the Event Linking section, either by using custom names or selecting a name from the drop-down menu. Just select the event name field and select a name or type your own. Please note that for any revenue event, we suggest that you select in_app_purchase, unless you are certain that your transactions are consistently ecommerce, in which case, select ecommerce_purchase.

This list of default names available is as follows:


1.3How to import your linked events into AdWords as conversion actions

You must import all relevant conversion actions (both first open and any relevant in-app actions) into AdWords before launching an AdWords campaign: Adjust cannot report on AdWords-driven app conversions until you have completed your import. Once imported, AdWords will be able to respond to Adjust for said conversion actions.

For instructions on how to import your events into AdWords, see Google’s AdWords support documentation.

Please make sure to import all of your relevant conversion actions before launching your AdWords campaign. You cannot create AdWords campaigns that optimize on them without doing so.

2Customizing your Google AdWords integration

2.1How to forward in-app revenue data from Adjust to AdWords

To enable in-app revenue forwarding from Adjust to your AdWords dashboard, follow these steps:

  1. Go to App Settings > (Settings) Partner Setup > Google AdWords


Once you have given Adjust permission to forward your revenue data to Google, you must then link at least one revenue event from Adjust to Google AdWords. If you have already created revenue events in the Adjust Dashboard, then they will automatically be available to pass to Google. Otherwise, you will need to create revenue events, as outlined in our Event Tracking Guide.

2.2How to set up parameter forwarding between Adjust and Google AdWords

Partner parameters are custom data points, specific to your app, written into the Adjust SDK. Partner parameter forwarding allows Adjust to pass this custom dataset, with your events, directly to Google. To enable this functionality, follow the steps below.

  1. Go to App Settings > (Settings) Partner Setup > Google AdWords


  3. Select Partner Parameter Mapping to set up event linking between Adjust and Google AdWords. For more information, head to the Mapping Partner Parameters section of our Module Partners guide.

2.3How to activate Google AdWords cost data

  1. Open the main navbar and go to Account Settings > Google

  2. Select Add Google Account and use your login credentials

You can press the caret besides the newly linked account owner’s name to view a complete list of linked ad accounts. Every account, by default, is on, meaning Adjust can access their cost data. Access can be turned on and off for each account via the toggles.

If you want to remove any connection between a Google account and Adjust, hover over the account owner’s name and select UNLINK.

2.4What Google AdWords data does Adjust report?

Campaign information varies depending on the AdWords inventory in use.

A general overview of the levels involved are as follows:

Adjust tracker level Google AdWords term
Network AdWords [campaign_type] Installs
Campaign campaign_name (campaign_id)
Adgroup Depends on inventory
Creative Depends on inventory

campaign_type will be either UAC, Search, Display or Video.

campaign_name (campaign_id) comes from your AdWords dashboard and will look something like this: iOS UAC Integration test (12345678).

There are four primary AdWords inventories: Universal App Campaigns (UAC), Search, Display and Video. See below for the exact campaign structure of each channel.

Adjust tracker level Google AdWords term
Network AdWords UAC Installs
Campaign campaign_name (campaign_id)
Adgroup Display/YouTube/Search
Creative If Adgroup = Display: unknown
If Adgroup = Search: GoogleSearch/SearchPartners
If Adgroup = YouTube: YouTubeVideos/YouTubeSearch/VideoPartners
Adjust tracker level Google AdWords term
Network AdWords Search Installs
Campaign campaign_name (campaign_id)
Adgroup adgroup id, e.g., 123456
Creative keyword_matchtype, e.g., hotel_Broad
Display (GDN, Admob)
Adjust tracker level Google AdWords term
Network AdWords Display Installs
Campaign campaign_name (campaign_id)
Adgroup adgroup id, e.g., 123456
Creative Placement_Creative ID, e.g., mobile_app - 1_123456
Video (Youtube, Admob)
Adjust tracker level Google AdWords term
Network AdWords Video Installs
Campaign campaign_name (campaign_id)
Adgroup adgroup id, e.g., 123456
Creative video_id, e.g., 98765456784

2.5Re-engagement campaigns

Important Note: In order for Adjust to track any Google remarketing campaigns, you must enable deeplinking within the Adjust SDK. Developer instructions are listed below:

Google AdWords re-engagement campaigns allow you to target your pre-existing users with personalized incentives to return to your app. To set up an official remarketing campaign on AdWords, please proceed as follows:

  1. In the AdWords dashboard, insert your raw deeplink into the AdWords Remarketing Campaign. Please note that it is not necessary to add Adjust parameters to a raw deeplink when using the Google AdWords API.
  2. In the Adjust Dashboard, confirm that event linking has been enabled. As previously mentioned, without event linking, remarketing lists will not populate.

Special note for iOS and GDN campaigns: If you do not want to use the recommended official AdWords remarketing setup (above), you can opt to append a deeplink parameter to your Adjust tracker URL within the AdWords Tracking Template field; this will still allow Adjust to track reattributions and conduct deferred deeplinking. Example below:{lpurl}&campaign={campaignid}&adgroup={creative}&creative={placement}&google_network={network}&google_placement={placement}&deep_link=myapp%3A%2F%2Fproduct1

As a reminder, for iOS version 9 and higher, you must implement universal linking within your app.

Since Adjust automatically syncs and queries Google AdWords for user re-engagement, all re-engagement campaigns will display as separate tracked sources in your Dashboard.

Please note that once a user has been re-engaged, all of their subsequent activity will be associated with their most recent source of attribution.

Due to our API integration with Google AdWords, Adjust will automatically track reattributions for your AdWords campaigns, regardless of the inventory you are running. Therefore, if you do not want to track reattribution data for Google AdWords, you can toggle TRACK REATTRIBUTIONS to OFF.

2.6How to set up Adjust tracking for iOS Search or iOS mGDN

If you are running any iOS Search or iOS mGDN campaigns, then you will need to manually create your Adjust tracker URLs. Instructions below:

  1. Go to App Settings > Trackers

  2. Select NEW TRACKER

  3. Enter the name for your Adjust tracker


  5. From the dropdown list select either AdWords iOS Search or AdWords iOS mGDN

  6. When you are happy with your setup, select CREATE

  7. Implement your tracker URLs through the AdWords UI

  8. Once your newly created tracker URLs are live, all relevant campaign information will appear in the Adjust Dashboard.


Where can I find my LINKID in AdWords?

To access your LINKID in AdWords, follow the instructions below.

  1. Navigate to the Linked accounts tab, and select App Analytics Platforms
  2. Once here, you will see a list of your app(s), tracking provider, and a LINKID
  3. Select the Copy Link button to copy your LINKID to your clipboard

Please note that if you have linked multiple AdWords accounts to your app, each account will generate a different LINKID. To avoid any confusion, designate one AdWords account to generate a single LINKID and share this LINKID with all other accounts. For details on how to create and share LINKIDs, visit Google’s AdWords support documentation.

How do I set up Adjust tracking for Google Organic Search?

Google allows mobile users to download apps directly from a Google search. This means that when a Google search is made from a mobile device, the search results will include icons for relevant mobile apps. Once an app icon is clicked, the user is redirected the Google Play Store to download the app. In Adjust, these installs are tracked and recorded as Google Organic Search.

To enable Adjust tracking for Google Organic Search, you must use Adjust SDK 4.7 (or higher), and it must be configured to always send the referrer to Adjust. For additional information, click here. This feature is available to clients in the Business package or higher. All installs attributed to Google Organic Search will not be counted towards your payment plan’s included attributions. All installs attributed to Google Organic Search will display search keywords at the Campaign level (sublevel 1). Please note that Adjust will track up to 100,000 search terms for your app, and all keywords can be included in your Adjust callbacks using the {search_term} placeholder. This placeholder will be filled with the search query used by the device immediately before clicking on the download link. The {search_term} placeholder can be added to your install and reattribution callbacks.