Adjust is an official Google measurement partner, allowing Adjust to power your conversion tracking for Google Adwords campaigns.

Important Note

On May 17, 2017, Google launched a new Adwords API, streamlining the Adjust integration process. If you have set up Adjust tracking for your Google campaigns before this date, proceed with the instructions below. If you would like to set up tracking for the very first time, click here.

Note: The following page contains examples using a minimum-length tracker token. Always use the entire tracker token as displayed in your Adjust Campaign Wizard.

1Conversion tracking overview

Most Google campaign types can be configured using a standardised setup. This setup is completed when you go through the following steps.

  1. Activate the Google module in your Adjust dashboard to sync all relevant data over to Google.

    See the section below.

  2. Configure callbacks to Adjust in your Adwords dashboard to allow Adjust to receive full conversion data.

    See the section below.

  3. Configure your final URLs and your tracking templates for your campaigns.

    See the section below.

  4. With this setup, your campaigns will be correctly tracked, and Adjust will track conversions from Adwords down to each creative or keyword.

Some campaign types have slightly different requirements, noted in the table below. Please also see the sections below that are platform-specific:

iOS
Campaign type Track with Adjust
Search Yes; standard setup
Admob (In-app) Yes; postback + module
UAC Yes; postback + module
Youtube Yes; postback + module
GDN (Mobile web) Yes; standard setup
Remarketing Yes; module + deep link reattribution
Android
Campaign type Track with Adjust
Search Yes; postback + module
Admob (In-app) Yes; postback + module
UAC Yes; postback + module
Youtube Yes; postback + module
GDN (Mobile web) Yes; postback + module
Remarketing Yes; module + deep link reattribution

2Activating the Adjust Google module

Adjust has a server-side module, allowing Google campaigns to be properly integrated. This module needs to be configured as a first step.

  1. You’ll find the module settings in your App Settings. Navigate to Partner Setup > Add Partner > Google Adwords.

  2. For each app, enter your Google conversion ID and respective conversion labels for install and sessions, which can be found in your Google campaign setup (information for setting up conversion tracking for adwords can be found here for iOS and Android. We’ll then transmit install and sessions to Google. The conversion labels are generated by creating conversion events in your Google Adwords dashboard. For Android installs, create the conversion event with the conversion type “Android App install (first open)”.

    Setting conversion types in your Adwords dashboard

  3. Optionally, you can add in-app events for transmission by entering additional conversion labels for each in-app event. This conversion label should correspond to conversion events that you have set up in your Adwords dashboard.

  4. Optionally, you can activate Revenue Forwarding, which additionally informs Google of the currency value of your in-app revenue events. In order to use Revenue Forwarding, please also activate at least one revenue event as in step 3.

Once you’ve configured the data that you’d like to transmit, we’ll automatically start sending callbacks to Google for all traffic that comes in to our servers.

2.1Using conversion IDs and labels

You must enter your conversion ID and an install conversion label when setting up the Google module in your dashboard. Once this is completed, you can then add a session label along with labels for each event you wish to track. Note that once you set up conversion events in your Adwords dashboard you are able to generate and access unique conversion labels for every event.

You should also specify the name of each event. These can exactly mirror the Adjust event names, or be customized depending on your use cases in Adwords.

You can add as few or as many events as you wish.

2.2Adding multiple conversion IDs

If you have multiple Adwords accounts, you may also have multiple conversion IDs associated with your app. You can add as many sets of conversion IDs and labels in your Adjust dashboard.

  1. Follow the instructions above to set up your first conversion ID, including a label for the install event.

  2. Once you have saved the first set, we’ll add a link in the settings panel to add a second conversion ID.

  3. Click the link above to open a new set of fields for an additional conversion ID. Add the IDs and labels as with the first conversion ID.

You can add as many conversion IDs as you need.

3Setting up callbacks from Google

Having activated the Adjust module, you should now set your Google campaigns up in your Google Adwords dashboard.

The Adwords postback will notify Adjust of certain key attribution events. Your postback in your Adwords dashboard should be set up as follows in the following section in Adwords: Tools > Conversions > Conversion actions > edit postback URL.

https://app.adjust.com/adwords?md5_advertising_id={md5_advertising_id}&adid={adid}&lat={lat}&click_ts={click_ts}&click_url={click_url}&video_id={video_id}&campaign_id={campaign_id}

If your Adwords dashboard responds that the URL is not valid, please double-check that you have not accidentally inserted whitespaces at the start of the URL, as this commonly trips up Google’s validation. The postback url is valid for iOS and Android.

Once you’ve configured the Adwords account, Google will transmit the necessary data over to Adjust for attribution.

4Configuring final URLs

Google Adwords uses a workflow with “final URLs” designed to make it easier for you to configure large amounts of creatives. In this workflow, the “final URL” of the ad will always point to your app store URL - the URL to which Adjust trackers redirect. In addition to the final URL, you can set a tracking template, which will be your Adjust URL.

Your Adjust tracker URL will be entered as the “tracking template”, which you can find in your set-up screens under “campaign URL options”. We recommend that you create a top-level tracker for your Google Adwords traffic, and use this URL for all of your campaigns - setting the template once for your entire campaign. You can then automatically segment your traffic by using Campaign Structure Parameters with ValueTrack.

Google final URL setup The above screenshot is found in AdWords under Campaign > Settings > Campaign URL option.

Your tracking templates should be set to the URLs below. When using the URLs below, please replace the example token f0ob4r with a tracker token from your dashboard.

4.1Tracking templates

These should be set as your tracking templates for your entire campaign. You can then fine-tune the tracking URLs for individual ad groups or ads.

You may customize the URLs to a degree, but many of the parameters are mandatory for functional tracking. Please see the section of customizing your tracking templates below.

iOS tracking template

iOS GDN:

https://app.adjust.com/f0ob4r?lpurl={lpurl}&campaign={campaignid}&adgroup={adgroupid}&creative={creative}_{placement}&google_network={network}&google_placement={placement}

iOS search

https://app.adjust.com/f0ob4r?lpurl={lpurl}&campaign={campaignid}&adgroup={adgroupid}&creative={keyword}_{matchtype}&google_network={network}&google_placement={placement}
Android tracking template

Android Search does not require a tracking template but uses final URLs only. Please see the specific page for Android search final URL.

The Android tracking template, for the GDN and Admob inventories, looks as follows:

https://app.adjust.com/f0ob4r?lpurl={lpurl}&campaign={campaignid}&adgroup={creative}&creative={placement}&google_network={network}&google_placement={placement}&append_app_conv_trk_params=1

4.2Using final URL custom parameters

If you want to bring in additional data that is not available as a ValueTrack parameter, you can also add custom parameters. These allow you to hard-code values for specific ads or ad groups. You can do this by setting a placeholder, starting with an underscore, and filling in the values later. This is available for Android Search. YouTube and UAC do not have URL editing.

Let’s say that we want to use the same tracking template everywhere, but use different campaign-level tracker IDs for different apps. In this case, you can set a custom parameter called {_trackertoken}. Modify your tracking template to use this custom parameter in place of the tracker token, for example:

https://app.adjust.com/{_trackertoken}?lpurl={lpurl}&campaign={campaignid}&adgroup={creative}&creative={placement}&google_network={network}&google_placement={placement}

You can set this as the global tracking template for your Adwords campaigns. For individual campaigns or adgroups, under “Custom parameters”, you can then fill in trackertoken as the parameter name, and the tracker ID from your Adjust dashboard as the value.

Always fill in values for custom parameters, but if you give these parameters a custom value on your top-level, this will act as your default value. For tracker tokens, a value should always be set; but for other parameters, you can leave them blank and Adjust will ignore the parameter.

4.3Customizing tracking templates

Many parameters in the tracking templates above are mandatory, but you are allowed to modify e.g. campaign structure parameters to suit your needs. If you decide to do so, please start with the relevant tracking template above, and edit only the Campaign Structure Parameters, leaving the rest of the URL intact. Modfiying the tracking templates incorrectly may result in data being irrevocably lost.

Parameters that can be modified are: campaign, adgroup, creative.

You can use Adjust to analyze performance down to each keyword, by transmitting it via Campaign Structure Parameters. To add segment data, you want to assign Google ValueTrack placeholders to Adjust Campaign Structure Parameters, for example:

https://app.adjust.com/f0ob4r?campaign={keyword}

By adding the campaign={keyword}, you will assign the Google keywords to the “campaign” tracker level in your Adjust dashboard.

There are three available Campaign Structure Parameters, in the following hierarchy:

  • campaign
  • adgroup
  • creative

When you add a placeholder type to one of the above parameters, the data from the placeholder will be used as the grouping in your Adjust dashboard. Adding {keyword} to your creative parameter will place your Adwords keywords as the lowest grouping level in your Adjust dashboard.

Google provides data via the ValueTrack parameters. Here are some commonly used examples:

  • {keyword} provides the Adwords keyword
  • {placement} transmits a placement ID, where the ad was shown
  • {campaignid} & {adgroupid} provides the Adwords campaign and adgroup ID
  • {device} sends the device type: m for mobile, t for tablet and c for desktop computers
  • {devicemodel} sends a device model, e.g. Apple+iPhone

You can also review the full reference to ValueTrack parameters. The Google ValueTrack macros do not necessarily match the names of the Adjust Campaign Structure Parameters.

For example, if you wanted to group your Google campaigns so that, under the main Google tracker, the traffic was subdivided by device type, device model, and keyword, you could add these as follows:

https://app.adjust.com/f0ob4r?campaign={device}&adgroup={devicemodel}&creative={keyword}&google_network={network}&google_placement={placement}

The placeholders would be replaced by Google when a user clicks the link, and Adjust would receive the data to segment all clicks, installs and further performance data.

5Configuring Adwords remarketing campaigns

Adwords remarketing campaigns are re-engagement campaigns targeting existing users, used with deep links to send users straight into your app. You can feed your remarketing campaigns with data from Adjust, and then track performance via deep link reattribution.

The first step to enabling Adwords remarketing campaigns is to set up a remarketing list in Adwords, which will be fed with data from Adjust. As long as you have activated the Adjust module, your Adwords campaigns will be automatically seeded with data for your Adwords remarketing campaigns.

In order to track Adwords remarketing campaigns, you will need to set up deep link reattributions. This requires that your app implements the necessary handlers to the Adjust SDK, as well as adding a few parameters onto your deep link. Please check out the instructions in the retargeting guide.

6Tracking Youtube campaigns

Youtube campaigns do not use tracking links in the same way as e.g. in-app display. Instead, conversions from Youtube will be reported to Adjust via an API, and will be attributed in the background. Youtube campaigns do not have URL editing so as long as you have activated the Adjust module and set the postback URL in Adwords, your Youtube campaigns will be automatically tracked.

7Tracking UAC campaigns

Universal App Campaigns (UAC) campaigns do not use tracking links in the same way as e.g. in-app display. Instead, conversions from UAC campaigns will be reported to Adjust via an API, and will be attributed in the background. UAC campaigns do not have URL editing so a As long as you have activated the Adjust module and set the postback URL in Adwords, your UAC campaigns will be automatically tracked.

The tracker names for the UAC campaigns for the display inventory are as follows:

Google Universal App Campaigns::Display::campaignid

The tracker names for the UAC campaigns for the search inventory are as follows:

Google Universal App Campaigns::Search::campaignid

8Tracking Youtube - UAC campaigns

Youtube - UAC campaigns do not use tracking links in the same way as e.g. in-app display. Instead, conversions from Youtube - UAC campaigns will be reported to Adjust via an API, and will be attributed in the background. As long as you have activated the Adjust module and set the postback URL in Adwords, your Youtube - UAC campaigns will be automatically tracked.

Part of this automated tracking includes creating trackers concurrently with your campaigns. The tracker names for the YouTube inventory within the UAC campaigns are as follows:

Google Universal App Campaigns::Youtube Search Network::campaignid::videoid

Google Universal App Campaigns::Youtube Videos Network::campaignid::videoid

Google Universal App Campaigns::Youtube Video Partners::campaignid::videoid

As reattributions are automatically generated, you have the possibility to have them blocked via the Track Reattribution switch if you are not running any reattribution campaigns.

Google allows users to download apps directly from a mobile Google search. After searching for a keyword, icons for related apps will appear for users to click on, directing them straight into the Google Play Store.

You will be able to view the search terms under the network level tracker named Google Organic Search which will be displayed automatically. Underneath, campaign level trackers will be created with the search terms as the titles. There will be a limit of 100,000 trackers per app of this sort.

For this to function, the Adjust sdk must be set up to always send the referrer to Adjust, this requires the Adjust sdk 4.7 or higher. Information for this can be found in the Android SDK README

The {search_term} placeholder can be added to your install and reattribution callbacks. This placeholder will be filled with the search query used by the device immediately before clicking on the download link.

This feature is available to clients on the Business package or higher. These attributions will not be counted towards your plan’s included attributions.

10Troubleshooting discrepancies

Discrepancies between the numbers reported by Adjust and by Google can vary, as the tracking implementations are different.

Generally, these discrepancies can be caused by one of two things:

  1. Conflicting attribution windows, which will cause disparate reporting; or
  2. Incorrect parameter setup in the Google Adwords dashboard, which will cause activity to be shifted to a Google (Unknown) network-level tracker.

10.1Conflicting attribution windows

In particular, many discrepancies are explained by a difference in attribution window. The attribution window specifies the amount of time that can pass between a click and an attributed install.

Adjust consistently uses a 7-day click-based attribution window. This means that a user may only be attributed to a tracker if a user clicked on it within the last seven days.

Google uses a 30-day window, which means that some users may be attributed to Adwords campaigns according to Google attribution, but be attributed as organic within Adjust.

10.2Activity on unknown Google trackers

In the case of an incorrect Adwords setup, i.e. When you have appended the incorrect parameters in your AdWords dashboard, Adjust will be unable to correctly attribute associated install activity. In these cases, we instead attribute installs to the following network level tracker names:

Android Search:

Google AdWords Search::network::campaignId

All other Inventories:

Google (Unknown)

If you suspect activity is being attributed to either of these trackers, you can find it in the following two places:

  1. In your app’s Statistics page; and
  2. In your CSV reports with the corresponding tracker names above.

To rectify these imprecise attributions we recommend reviewing your Adwords campaigns to ensure your setup is fully functional. For further assistance, you can contact support@adjust.com.

11Additional considerations for Android

For all Android campaigns, in addition to the instructions above, you need to:

  • make sure that your Adjust SDK is implemented to capture the install broadcast;
  • and enable auto-tagging in your Google Adwords account.

There are some considerations depending on what type of campaign you are running:

  • In-app display, mobile web (mGDN) and Youtube campaigns are fully supported by the above API. Using the above instructions, you will be able to track and analyze conversion data in both Adjust and Adwords dashboards.

  • Search campaigns are fully supported in your Adjust dashboard, but in addition to the instructions below, you need to add the tracking template in your final URL, as the search campaigns do not support redirects. Please follow the instructions in the next section.

For Android search campaigns, the tracking template is not used, as the search campaigns always link directly to the app store pages, rather than directing clicks via Adjust.

Please check out our detailed page, with a URL generator tool, here.

11.2Setting up your Adwords account

Having integrated the broadcast receiver, you should now set your Google campaigns up in your Google Adwords dashboard.

  • Enable auto tagging. Auto tagging is a configuration where Google Adwords will automatically add click IDs to the URL parameters of your tracking links, allowing us to pull in additional data we require for the attribution.

Once you’ve configured the Adwords account, Google will transmit the necessary data over to Adjust for attribution.

11.3Configuring your SDK

In order to attribute installs from your Adwords campaigns, you need to make sure that your app has an install broadcast receiver set up. You can find instructions for the implementation in our SDK readme.

Make sure that your app only has one broadcast receiver. If you have multiple broadcast receivers, Google will only send broadcasts to the first receiver - meaning you may not be transmitting data to Adjust.

12Additional considerations for iOS

There are some considerations depending on what type of campaign you are running:

  • In-app display and Youtube campaigns are fully supported by the above API. Using the above instructions, you will be able to track and analyze conversion data in both Adjust and Adwords dashboards.

  • Search and mobile web (mGDN) campaigns are fully supported in your Adjust dashboard using the above instructions. At this time, campaigns running in those inventories will not be tracked on the Adwords dashboard.

13Google AdWords Privacy Policy

We ask that you please be aware of the Google Adwords Privacy Policy for advertising based on interests and location.