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Track app conversions with Google Play

Use conversion data from Google Play to see how effectively your ads lead to Android app installs and in-app activity.

This article explains how to track Android installs and in-app actions directly from Google Play, with a third-party analytics tool, or by adding code to your app. 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 Android app conversion tracking:

  • An AdWords account: Don't have one yet? Sign up at https://adwords.google.com.
  • An Android app: This is the app for which you want to track installs or in-app actions.
  • Ability to set up conversion data: For app installs (first open) or in-app actions, either you or your app developer will need to be able to edit your app's code or use a 3rd-party analytics tool. This is not required for app installs (from Google Play).
  • A Google Play account linked: For automatic in-app purchase conversions only, you need to have linked a Google Play developer account with your AdWords account. (If you use cross-account conversion tracking to track conversions with a manager account, you need to link Google Play to the manager account. If you don’t track conversions with a manager account, link your individual account.)

Instructions

Choose the AdWords experience you're using. Learn more

How to track Android app installs (from Google Play)

If you’re not already tracking install conversions for an Android app install campaign, AdWords will automatically report installs under a conversion action named “Android app installs (other)”.

To see install conversions for an individual app, follow these instructions to create an install conversion action from Google Play.

  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 Google Play.
  6. Select Installs. Click Continue.
  7. Click Name. Enter the name of the Android app install you'd like to track. 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, 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. (Advanced) Click Include in "Conversions." Opting into this setting—usually selected by default—will include data for this conversion action in your "Conversions" reporting 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 the box. Otherwise, leave the default setting. 

    Unchecking "Include in 'Conversions'" for all your app install conversion actions will cause cost-per-install bidding to stop working properly. We recommend leaving it checked for one install conversion action per app. Click Done.
  11. Click Save and continue.
  12. Click Done. You're all set!

Note: Tracking app installs from stores other than Google Play

To track app installs from stores other than Google Play, create an Android app installs (first open) conversion action. For these conversions we recommend tracking with Firebase.

Previously, conversions from 3rd-party stores were also tracked through Android app download conversion actions, now called Android app installs (from Google Play). If you already installed tracking code for one of these conversion actions, your code will continue to count conversions, but you can no longer install new tracking code. Either way, we recommend creating a new Android app install (first open) conversion action to track these conversions. This is because app installs from 3rd-party stores are recorded on the first open, while installs from Google Play are recorded on the download. Separating these two types will help keep your conversion data consistent.

Opt out of automatic conversion tracking

AdWords will automatically track app installs from the Google Play store as conversions reported with a conversion action named “Android app installs (other)”. If you'd prefer not to automatically count these conversions, you can opt out:

  1. Go to the Tools tab, and click Conversions.
  2. Click the green dot icon on the row of the "Android app installs (other)" conversion action, and select Removed from the drop-down.

How to track Android 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 Android, then select App installs (first open). Click Continue.
  7. Click Name. Enter the name of the Android app install you'd like to track. 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, 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. (Advanced) Click Include in "Conversions." Opting into this setting 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 the box.

    If you've also created a conversion action for tracking Android app installs (from Google Play) for the same app, we recommend enabling optimization for only one of your Android app install conversion actions. Opting into optimization for both will result in counting--and potentially bidding for--two conversions for a single app install. Click Done.
  11. (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 install confirmation 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 AdWords install conversions. Select whether to save the information or email it to your developer.
  15. Follow the instructions in our developer guide for mobile app conversion tracking. Be sure to choose the instructions for Android apps.
  16. Click Done.

How to track Android in-app purchases automatically from Google Play

For Android apps that use in-app billing, you can automatically track when someone who clicked your ad makes an in-app purchase. You don’t need to add code to your app. The value of the purchase will automatically be reported as the conversion value. 

If you’re using conversion tracking for apps with in-app subscriptions, only the first purchase will be recorded as a conversion, and only the first payment value will be recorded. 

  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 Google Play.
  6. Select In-app purchases. 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. Click Done.
  8. 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.
  9. Click Count. Select whether to count every or one conversion per ad click. "Every" is usually best for in-app purchases, because every purchase likely adds value for your business. Click Done.
  10. Click Conversion window. Select how long to track conversions after someone clicks an ad. The window can be as short as one week or as long as 90 days. Ninety days is recommended for in-app purchases, because this window allows you to best approximate the lifetime value of a customer, and because each purchase adds value for your business. Learn more about conversion windows. Click Done.
  11. (Optional) 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.

  12. Click Save and continue.
  13. Review your settings. If you need to make any changes, click Edit conversion settings.
  14. Click Done. You’re all set!

About the "Mobile app" setting

The “Mobile app” setting links your conversion action to a particular app. This lets AdWords alert you if you have multiple conversion actions tracking app installs for the same app, so that you can avoid counting two conversions––and potentially bidding for two conversions––for a single app install.

To use this setting, simply look up your mobile app by name, package name, or publisher.

Only apps published on Google Play will appear when you search. If your app isn’t published yet, but you want to set up conversion tracking, you can enter the package name in the field and click Done. To find the package name of your app, look up the app on Google Play. The package name appears in the URL:

https://play.google.com/store/apps/details?id=<package_name>

It’s best to use the conversion action to track only the app that you’ve set in “Mobile app.” If you want to track conversions for multiple apps, create separate conversion actions for each.

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