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Track app conversions with the AdWords SDK or a server-to-server connection

On 03/31/2018, Google Analytics for Firebase will replace AdWords SDK as the primary way to track conversions using an SDK. If you’re using AdWords SDK and you need to switch to Firebase, replace the SDK in your app with the Firebase SDK and release the updated version of your app before 03/31/2018.
 
If you’re setting up conversion tracking for the first time, follow the instructions to track conversions with Firebase.

Use conversion tracking to help you see how effectively your ad clicks lead to app installs and in-app activity.

This article explains how to track installs and in-app actions with a third-party analytics tool or by adding code to your app using the AdWords SDK. To track your conversions by importing them from Firebase, see these instructions instead. For more about mobile app conversion tracking in general, see About mobile app conversion tracking.

Before you begin

Here's what you'll need before you can set up iOS app conversion tracking:

  • An AdWords account: Don't have one yet? Sign up at http://adwords.google.com.
  • An iOS Display Network only, Mobile app installs, or iOS Universal App campaign: iOS app conversion tracking is available for mobile app install and mobile app engagement campaigns on the Display Network and Universal App campaigns. For other types of Display Network campaigns, you can also see cross-device conversions for conversions that happen between the web and in-app ad clicks or in-app conversions. These conversions will be reported in your Cross-device conversions and All conversions columns.
  • An iOS app: This is the app for which you want to track downloads or in-app activity.
  • Ability to set up conversion data: Either you or your app developer will need to be able to edit your app's code or use a 3rd-party analytics tool.

Instructions

How to track iOS app installs (first open)

  1. Sign in to your AdWords account.
  2. Click the Tools tab, and select Conversions from the drop-down menu.
    Select "Conversions" from the menu
  3. Click the + Conversion button.
    New conversion action
  4. Select the "App" option.
    New app conversion action
  5. Select First opens and in-app actions.
  6. Select iOS, then select App installs (first open). Click Continue.
  7. Click Name. Enter the name of the iOS app for which you'd like to track downloads. This will help you recognize this action later when it shows up in conversion reports. Click Done.
  8. Click Value. Enter a value for each install (usually the price of the app), or select "Don't assign a value" if you'd prefer not to count one. Click Done.
  9. Click Mobile app. Enter the name, publisher, or 9- or 10-digit Apple ID for your app and click Find app. Select your app from the drop-down. (Learn more under About the "Mobile app" setting below.) Click Done.
  10. (Advanced) Click Include in “Conversions.” Opting into this setting—selected by default—will include data for this conversion action in your “Conversions” reporting column. If you uncheck this setting, data will still be included in the “All conversions” column.

    Data in the “Conversions” column is used by automated bid strategies like Target return on ad spend, Enhanced cost-per-click, or Target CPA. So, if you use an automated bid strategy to optimize for conversions, and you don’t want to include this particular conversion action in your bid strategy, you can uncheck this setting.

    Unchecking “Include in ‘Conversions’” will cause cost-per-install bidding to stop working properly. We recommend leaving it checked. Click Done.
  11. (Advanced) To send instant confirmation of iOS installs to your app analytics provider, click Postback URL. Enter a postback URL that your app analytics provider has given you for this ad—see our app install developer guide for more detailed information. Click Done.
  12. Click Save and continue.
  13. Review your settings. If you need to make any changes, click Edit settings.
  14. Select one of the two options under "Set up your tracking method."
    • Put tracking code into the app: Select this option if you want to use the Google conversion tracking SDK to add conversion tracking code to your app.
    • Set up a server-to-server conversion feed from an app analytics package to AdWords: Select this option if you use a 3rd-party app analytics server and want to use it to track app install conversions.
  15. Select whether to download the code yourself or email it to your developer.
  16. Click Done.
  17. Follow the instructions in our developer guide for mobile app conversion tracking. There are instructions for both tracking options mentioned above. Be sure to choose the instructions for iOS apps.

How to track iOS in-app conversions

  1. Sign in to your AdWords account.
  2. Click the Tools tab, and select Conversions from the drop-down menu.
    Select "Conversions" from the menu
  3. Click the + Conversion button.
    New conversion action
  4. Select the "App" option.
    New app conversion action
  5. Select First opens and in-app actions.
  6. Select iOS, then select In-app actions. Click Continue.
  7. Click Name. Enter the name of the in-app conversion you'd like to track. This will help you recognize this action later when it shows up in conversion reports. Examples might be "[Name of app] upgrade" or "[Name of app] in-app purchase." Click Done.
  8. Click Value. Select whether each conversion has the same value, varying values, or select "Don't assign a value" if you'd prefer not to count one. If you choose varying values, you'll need to follow these instructions to track transaction-specific values. Click Done.
  9. Click Mobile app. Enter the name, 9- or 10-digit Apple ID, or publisher of your app and click Find app. Select your app from the drop-down. (Learn more under About the "Mobile app" setting below.) Click Done.
  10. Click Count. Select whether to count every or one conversion per ad click. "Every" is best for sales; "one" is best for leads. Click Done.
  11. Click Category. Select the category that best applies to your conversion. If you're tracking newsletter signups, you'll pick "Sign-up." For purchases, you'll pick "Purchase/Sale." If your conversion doesn't fall into a listed category, select "Other." Your choice here won't impact the way your conversions are recorded. Click Done.
  12. (Advanced) Click Include in “Conversions.” Opting into this setting—selected by default—will include data for this conversion action in your “Conversions” reporting column. If you uncheck this setting, data will still be included in the “All conversions” column.

    Data in the “Conversions” column is used by automated bid strategies like Target return on ad spend (ROAS), Enhanced cost-per-click (ECPC), or Target CPA. So, if you use an automated bid strategy to optimize for conversions, and you don’t want to include this particular conversion action in your bid strategy, you can uncheck this setting. Otherwise, leave it checked. Click Done.
  13. (Advanced) To send instant confirmation of iOS installs to your app analytics provider, click Postback URL. Enter a postback URL that your app analytics provider has given you for this ad—see our app conversion confirmation developer guide for more detailed information. Click Done.
  14. Click Save and continue.
  15. Review your settings. If you need to make any changes, click Edit settings.
  16. Select one of the two options under "Set up your tracking method."
    • Put tracking code into the app: Select this option if you want to use our SDK to add conversion tracking code to your app.
    • Set up a server-to-server conversion feed from an app analytics package to AdWords: Select this option if you use a 3rd-party app analytics server and want to use it to track AdWords app conversions.
    Select whether to download the code yourself or email it to your developer.
  17. Click Done.
  18. Follow the instructions in our developer guide for mobile app conversion tracking. There are instructions for both tracking options mentioned above. Be sure to choose the instructions for iOS apps.

How to track Android in-app conversions

  1. Sign in to your AdWords account.
  2. Click the Tools tab, and select Conversions from the drop-down menu.
    Select "Conversions" from the menu
  3. Click the + Conversion button.
    New conversion action
  4. Select the "App" option.
    New app conversion action
  5. Select First opens and in-app actions.
  6. Select Android, then select In-app actions. Click Continue.
  7. Click Name. Enter the name of the in-app conversion you'd like to track. This will help you recognize this action later when it shows up in conversion reports. Examples might be "[Name of app] upgrade" or "[Name of app] in-app purchase." Click Done.
  8. Click Value. Select whether each conversion has the same value, varying values, or select "Don't assign a value" if you'd prefer not to count one. If you choose varying values, you'll need to follow these instructions to track transaction-specific values. Click Done.
  9. Click Mobile app. Enter the name, package name, or publisher of your app and click Find app. Select your app from the drop-down. (Learn more under “About the ‘Mobile app’ setting” below.) Click Done.
  10. Click Count. Select whether to count every or one conversion per ad click. "Every" is best for sales; "one" is best for leads. Click Done.
  11. Click Category. Select the category that best applies to your conversion. If you're tracking newsletter signups, you'll pick "Sign-up." For purchases, you'll pick "Purchase/Sale." If your conversion doesn't fall into a listed category, select "Other." Your choice here won't impact the way your conversions are recorded. Click Done.
  12. (Advanced) Click Include in "Conversions." Opting into this setting—selected by default—will include data for this conversion action in your "Conversions" reporting column. If you uncheck this setting, data will still be included in the "All conversions" column.

    Data in the “Conversions” column is used by automated bid strategies like Target return on ad spend, Enhanced cost-per-click, or Target CPA. So, if you use an automated bid strategy to optimize for conversions, and you don’t want to include this particular conversion action in your bid strategy, you can uncheck this setting. Otherwise, leave it checked. Click Done.
  13. (Advanced) Click Postback URL. This option allows you to send conversions information back to your Android app analytics package. Enter the postback URL that your app analytics provider has given you. See our app conversion confirmation developer guide for more detailed information. Click Done.
  14. Click Save and continue.
  15. Review your settings. If you need to make any changes, click Edit conversion settings.
  16. Select one of the two options under "Set up your tracking method."
    • Put tracking code into the app: Select this option if you want to use our SDK to add conversion tracking code to your app.
    • Set up a server-to-server conversion feed from an app analytics package to AdWords: Select this option if you use a 3rd-party app analytics server and want to use it to track AdWords in-app conversions.
  17. Select whether to save the code and instructions or email it to your developer.
  18. Click Done.
  19. Follow the instructions in our developer guide for mobile app conversion tracking. There are instructions for both tracking options mentioned above. Be sure to choose the instructions for Android apps.
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