Search
Clear search
Close search
Google apps
Main menu

Dynamic remarketing for apps setup guide

Dynamic remarketing for apps helps you reach people who previously engaged with your app and tailor your messages and creatives specifically for them. This article provides instructions for how to set up Dynamic remarketing for your app. 

If you’re looking to set up Dynamic remarketing for your site, read the Dynamic remarketing for web setup guide.

In this article:

Before you begin:

If you’ve previously set up Dynamic remarketing for web, it’s good to know the differences between implementing Dynamic remarketing for apps and Dynamic remarketing for web:

  • Conversion tracking: In-app conversion tracking should be set up to run Dynamic remarketing for apps. Conversion tracking for Dynamic remarketing for apps isn’t compatible with app install conversions.
  • Remarketing tagging: Configuring your app to send remarketing events is required to run Dynamic remarketing for apps.
  • Feed: When using custom schemes, the same feed used for your Dynamic remarketing for web should be used, with an additional column for Android/iOS deep linking.
  • Tracking: When a user clicks on an Android or iOS deep link, AdWords uses the App URI and ignores the tracking_template. If you need tracking parameters to track deep links, you’ll need to append these parameters to the App URI in your feed. ValueTrack parameters are supported with deep linking. Learn more about ValueTrack parameters.
  • Creatives:  Display responsive ads are recommended.
  • Targeting (remarketing lists): Either create lists based on app_event or simply use the automatically created remarketing lists (which include both app and web users). 

 


Step 1: Add feed attributes

With Dynamic remarketing, you'll create a feed of all your products or services along with attributes like unique IDs, images, and prices. When ads are shown to people who visited your website or app, details about the items they viewed are pulled from your feed into these ads.

There are different types of feeds for different business types. For example, an airline might create a flights feed. People who visited the airline's website or app might then see ads tailored with information about the flights they searched for, viewed, or started to book. To learn more about feeds, read how to Create a feed for your dynamic display ads.

How to upload your feed:

  1. Sign in to your AdWords account.
  2. Click the tool icon in the upper right corner of your account and click on Business data under Setup.

How to direct users to your app's landing page via deep links:

  1. Custom Schemes: add the additional feed attributes to provide Android and iOS app deep links (1 for Android, 2 for iOS), or use
  2. Android app links and iOS universal links: modify your app to support these Android and iOS deep link types where the device OS will decide whether the user should be directed to the mobile web page or the app deep link.

Custom Schemes

Additional feed column (Android landing screens)

Add “Android app link” as a column to your business data feed. These columns are added under "Business Data >  Settings > Attributes". You can use this new attribute (android_app_link) to deep link users to your Android app. Learn more about Handling Android app links.

App URI format

android-app://{package_id}/{scheme}/{host_path}

  • package_id: application ID as specified in the Google Play Store.
  • scheme: used to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

Android App URI examples

  • Deep link: example: //gizmos?1234
    • App URI: android-app://com.example.android/example/gizmos?1234
  • Deep link: example: //gizmos/1234
    • App URI: android-app://com.example.android/example/gizmos/1234
  • Deep link: example: //gizmos/toys/1234
    • App URI: android-app://com.example.android/example/gizmos/toys/1234

If your example app package_id is “com.example.android” and supports deep linking, the App URI for the "android app link" attribute would be expected to have a similar format to the example below: 

Example: android-app://com.example.android/example/gizmos/toys/1234?campaign={campaign}&placement={placement}&custom_params=ABCD12345

Note 

 

When a user clicks on an Android deep link, AdWords uses the App URI and ignores the tracking_template. So if you need tracking parameters to track deep links, you must add these parameters to the App URI in your feed. ValueTrack parameters are supported with deep linking.

Additional feed column (iOS landing screens)

Add the following two columns in your Business Data feed if you want to send users to the iOS app from your creatives when the app is installed.These columns are added under "Business Data >  Settings > Attributes".  

  1. “iOS app link” - Mobile iOS app landing page URI
  2. “iOS App store ID” - Mobile iOS App store ID
For example:
 
iOS app link iOS app store ID
example: //gizmos/toys/1245 123456789
example: //gizmos/toys/5678 123456789

 

App URI Format (to be included in mobile_ios_app_link column)

{scheme}://{host}/{path}

Where:

  • scheme: Indicates to iOS which app to open
  • host: Host to be opened within the app
  • path: Additional information regarding the location within the app to open

iOS App URI examples:

  • example: //gizmos/1234
  • example: //gizmos/toys/1234

Mobile iOS App Store ID

Advertisers should provide the App Store ID to identify the app and determine if it’s installed on each user’s device.

The mobile iOS App Store ID can be found in the iOS App Store. When viewing the detail page of your app, the URL will contain the App Store ID. 

Example

 
The iOS App Store URLfor Google calendar App is as follows (ID in red):

https://itunes.apple.com/us/app/google-calendar-make-the-most-of-every-day/id909319292

Android app links and iOS universal links: Link tracking implementation

Android app links and iOS universal links look like standard web URLs, such as https://example.com, but are configured so that the device OS will make a decision of whether to open a browser or an app (based on whether the user has the relevant app installed).

When Android app links and iOS universal links are used, tracking templates will work regularly, as they do with a standard web URL, so you don’t need to modify your feed. 


Step 2: Set up remarketing events

App remarketing events allow you to target users who already have your app installed based on interactions with features in your app, like selecting travel dates and airport codes, or adding a product to a shopping list. Remarketing events allow you to segment audiences based on these actions in order to tailor more relevant messages to them. 

Example

 

  • When a user abandons a shopping cart, you can show product ads to remind them to complete their transaction.
  • When a user searches for hotels in Guam, you can show ads highlighting your hotel with deals on excursions. 
  • When a user viewed a language learning deal in Rome, you can show ads offering discounts for that same deal.

In order your app to send remarketing events to AdWords, there are 3 configurations to consider:

  1. Through a third-party (3P) app analytics provider SDK
  2. Using Firebase
  3. Using a server-to-server integration

Set up remarketing with Firebase

Firebase is Google's mobile platform, built to help you build better mobile apps and grow your business. To set up remarketing with Firebase:

  1. Configure your mobile app with the Firebase SDK for Android or iOS.
  2. Implement the recommended events for your business type.
  3. Link your Firebase and AdWords accounts.
    1. Note: you must share conversion event data from both Firebase and from AdWords.
  4. Configure how your app sends attribution data.

Set up remarketing with a third-party SDK

To help you make informed marketing decisions about your app, AdWords works with many third-party app analytics providers to support the Google Dynamic remarketing for apps scheme. Together with AdWords, the following third-party app analytics providers can give you a seamless understanding of your app’s campaign performance: Adjust, Adways, Appsflyer, Apsalar, CyberZ, Kochava, and TUNE. Learn more about Google’s third-party app analytics program.

If you use one of these third-party app analytics providers, link your third-party app analytics provider to AdWords to enable remarketing list creation and work with your third-party app analytics representative to set up their SDK.

Set up remarketing with server-to-server

Google has announced an entirely new API for AdWords app conversion tracking and remarketing. The new API makes app analytics and attribution simpler for advertisers, and is more reliable for AdWords attribution providers

It’s recommended to use the new API because Google will eventually deprecate the legacy API. For detailed instructions on how to set up remarketing through server-to-server integration, refer to the Google Developer’s guide to App Conversion Tracking and Remarketing API. Below are example specifications for both the new API and the legacy API.

New API (examples only)

Android example:

Session_start notification to AdWords (a.k.a. Connector pings)

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=session_start
       &rdid=MY_USER_ADID
       &id_type=advertisingid
       &lat=LAT_STATUS
       &app_version=1.2.4
       &os_version=8.0.0
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
       &gclid=GCLID_VALUE_FROM_REFERRER
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (Android 8.0; en_US; SM-G900F; Build/MMB29M; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

Android example:

Remarket to those who viewed an item (Education, Jobs, Local deals, Real estate, and Custom only)

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=view_item
       &rdid=MY_USER_ADID
       &id_type=advertisingid
       &lat=LAT_STATUS
       &app_version=1.2.4
       &os_version=8.0.0
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (Android 8.0; en_US; SM-G900F; Build/MMB29M; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345"}}

Android example:

Remarket to those who reached conversion screen (Education, Jobs, Local deals, Real estate, and Custom only)

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=ecommerce_purchase
       &rdid=MY_USER_ADID
       &id_type=advertisingid
       &lat=LAT_STATUS
       &app_version=1.2.4
       &os_version=8.0.0
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
       &value=99.99
       &currency_code=USD
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (Android 8.0; en_US; SM-G900F; Build/MMB29M; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345", "value":99.99}}

Android example:

Remarket to those who viewed a product

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=view_item
       &rdid=MY_USER_ADID
       &id_type=advertisingid
       &lat=LAT_STATUS
       &app_version=1.2.4
       &os_version=8.0.0
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (Android 8.0; en_US; SM-G900F; Build/MMB29M; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345"}}

Android example:

Remarket to those who purchased multiple products

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=ecommerce_purchase
       &rdid=MY_USER_ADID
       &id_type=advertisingid
       &lat=LAT_STATUS
       &app_version=1.2.4
       &os_version=8.0.0
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
       &value=99.99
       &currency_code=USD
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (Android 8.0; en_US; SM-G900F; Build/MMB29M; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":["id12345","id54321"], "value":99.99}}

iOS example:

Session_start notification to AdWords (a.k.a. Connector pings)

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=session_start
       &rdid=MY_USER_IDFA
       &id_type=idfa
       &lat=LAT_STATUS
       &app_version=1.2.4
       &os_version=10.0.2
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
       &gclid=GCLID_VALUE_FROM_REFERRER
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

iOS example:

Remarket to those who viewed an item ( Jobs, Local deals, Real estate, and Custom only)

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=view_item
       &rdid=MY_USER_IDFA
       &id_type=idfa
       &lat=LAT_STATUS
       &app_version=1.2.4
       &os_version=10.0.2
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345"}}

iOS example:

Remarket to those who reached conversion screen ( Jobs, Local deals, Real estate, and Custom only)

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=ecommerce_purchase
       &rdid=MY_USER_IDFA
       &id_type=idfa
       &lat=0
       &app_version=1.2.4
       &os_version=10.0.2
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
       &value=99.99
       &currency_code=USD
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345", "value":99.99}}

iOS example:

Remarket to those who viewed a product

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=view_item
       &rdid=MY_USER_IDFA
       &id_type=idfa
       &lat=LAT_STATUS
       &app_version=1.2.4
       &os_version=10.0.2
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345"}}

iOS example:

Remarket to those who purchased multiple products

POST /pagead/conversion/app/1.0
       ?dev_token=MY_DEVELOPER_TOKEN
       &link_id=MY_LINK_ID
       &app_event_type=ecommerce_purchase
       &rdid=MY_USER_IDFA
       &id_type=idfa
       &lat=0
       &app_version=1.2.4
       &os_version=10.0.2
       &sdk_version=1.0.0
       &timestamp=1432681913.123456
       &value=99.99
       &currency_code=USD
Host: www.googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":["id12345","id54321"], "value":99.99}}

Legacy API (examples only)

For legacy app conversion tracking and remarketing integration, see the Android and iOS specifications.

The legacy API will be deprecated soon

New advertisers should use the latest integration (refer to the new API specs in the section above) as Google will be deprecating the legacy API soon.

Android example:

Session_start notification to AdWords (a.k.a. Connector pings)

https://www.googleadservices.com/pagead/conversion/app/connect/MY_APP_ID/
?app_event_type=deep_link&idtype=advertisingid&lat=LAT_STATUS&rdid=MY_USER_ADID&sdkversion=1.0.0&gclid=GCLID_VALUE_FROM_REFERRER

Android example:

Remarket to those who viewed an item (Education, Jobs, Local deals, Real estate, and Custom only)

https://www.googleadservices.com/pagead/conversion/0123456789/?bundleid=MY_APP_ID&rdid=MY_USER_ADID&idtype=advertisingid&lat=LAT_STATUS&appversion=1.2.3&osversion=6.0.1&usage_tracking_enabled=1&remarketing_only=1&data.app_event=view_item&data.item_id=id12345

Android example:

Remarket to those who reached conversion screen (Education, Jobs, Local deals, Real estate, and Custom only)

https://www.googleadservices.com/pagead/conversion/0123456789/?bundleid=MY_APP_ID&rdid=MY_USER_ADID&idtype=advertisingid&lat=LAT_STATUS&appversion=1.2.3&osversion=6.0.1&usage_tracking_enabled=1&remarketing_only=1&data.app_event=ecommernce_purchase&data.item_id=id12345&data.value=99.99

Android example:

Remarket to those who viewed a product

https://www.googleadservices.com/pagead/conversion/0123456789/?bundleid=MY_APP_ID&rdid=MY_USER_ADID&idtype=advertisingid&lat=LAT_STATUS&appversion=1.2.3&osversion=6.0.1&usage_tracking_enabled=1&remarketing_only=1&data.app_event=view_item&data.item_id=id12345

Android example:

Remarket to those who purchased multiple products

https://www.googleadservices.com/pagead/conversion/0123456789/?bundleid=MY_APP_ID&rdid=MY_USER_ADID&idtype=advertisingid&lat=LAT_STATUS&appversion=1.2.3&osversion=6.0.1&usage_tracking_enabled=1&remarketing_only=1&data.app_event=ecommernce_purchase&data.item_id=id12345&data.item_id=id54321&data.value=99.99

iOS example:

Session_start notification to AdWords (a.k.a. Connector pings)

https://www.googleadservices.com/pagead/conversion/app/connect/MY_APP_ID/
?app_event_type=deep_link&idtype=idfa&lat=LAT_STATUS&rdid=MY_USER_IDFA&sdkversion=1.0.0&gclid=GCLID_VALUE_FROM_REFERRER

iOS example:

Remarket to those who viewed a product

https://www.googleadservices.com/pagead/conversion/0123456789/?bundleid=MY_APP_ID&rdid=MY_USER_IDFA&idtype=idfa&lat=LAT_STATUS&appversion=1.2.3&osversion=6.0.1&usage_tracking_enabled=1&remarketing_only=1&data.app_event=view_item&data.item_id=id12345

iOS example:

Remarket to those who purchased multiple products

https://www.googleadservices.com/pagead/conversion/0123456789/?bundleid=MY_APP_ID&rdid=MY_USER_IDFA&idtype=idfa&lat=LAT_STATUS&appversion=1.2.3&osversion=6.0.1&usage_tracking_enabled=1&remarketing_only=1&data.app_event=ecommerce_purchase&data.item_id=id12345&data.item_id=id54321&data.value=99.99

Event scheme

Different business types require different feeds and app remarketing events. Choosing the right scheme for your business ensures that your products or services are accurately represented. Some business types use the same required, or recommended, event scheme. Find your business type listed below:

Travel, Flights, Hotels and rentals

Important 

  • For Flight and Travel vertical implementations you must pass "destination" parameters and values.
  • For Hotels and rentals you must pass item_id parameter and values.
  • Make sure that item_id, origin, and destination values match respectively with item_id, origin, and destination values in your business data feed. That’ll allow the creatives to display the most relevant items for users.

Event scheme definitions:

Event name Requirement Event Definition
session_start Required This event tracks a session start in app. Call this when the user opens the app or resumes using the app.
view_search_results Optional This event tracks search activity in app. Call this when search results are populated.
view_item_list Optional
This event tracks user viewed items such as items in a category, favorite items, and so on. Call this with item IDs when items are populated.
view_item Required This event tracks user views of detailed item information. Call this with the relevant product id when the user views an item’s detailed view.
add_to_cart Strongly recommended This event tracks shopping cart activity. Call this with item IDs when a user adds items to the shopping cart.
ecommerce_purchase Strongly recommended This event tracks transactions in app. Call this with item IDs and values when a user purchases items.


Travel scheme:

Event name Required parameters Optional parameters
app_event = session_start    
app_event = view_search_results   destination: ID of destination city
and/or
item_id: Array of IDs from items seen by user on an app screen (e.g. hotel, car)
origin: ID from origin city
start_date:
end_date:
search_term: Search string
_google_business_vertical: String used to differentiate travel use cases
app_event = view_item_list destination: ID of destination city
and/or
item_id: Array of IDs from items seen by user on an app screen (e.g. hotel, car)
origin: ID from origin city
start_date:
end_date:
search_term: Search string
_google_business_vertical: String used to differentiate travel use cases
app_event = view_item destination: ID of destination city
and/or
item_id: ID of item seen by user on an app screen (e.g. hotel, car)
origin: ID from origin city
start_date:
end_date:
_google_business_vertical: String used to differentiate travel use cases
app_event = add_to_cart destination: ID of destination city
and/or
item_id: IDs from item seen by user on an app screen (e.g. hotel, car)
origin: ID of origin city
start_date:
end_date:
_google_business_vertical: String used to differentiate travel use cases
app_event = ecommerce_purchase destination: ID of destination city
and/or
item_id: Array of IDs from items seen by user on an app screen (e.g. hotel, car)
origin: ID from origin city
start_date:
end_date:
value:
_google_business_vertical: String used to differentiate travel use cases


Hotels and rentals scheme:

Event name Required parameters Optional parameters
app_event = session_start    
app_event = view_search_results   destination: ID of destination city
and/or
item_id: Array of IDs from items seen by user on an app screen (e.g. hotel, car)
origin: ID from origin city
start_date:
end_date:
search_term: Search string
_google_business_vertical: String used to differentiate travel use cases
app_event = view_item_list   destination: ID of destination city
and/or
item_id: Array of IDs from items seen by user on an app screen (e.g. hotel, car)
origin: ID from origin city
start_date:
end_date:
search_term: Search string
_google_business_vertical: String used to differentiate travel use cases
app_event = view_item destination: ID of destination city
and/or
item_id: ID of item seen by user on an app screen (e.g. hotel, car)

origin: ID from origin city
start_date:
end_date:
_google_business_vertical: String used to differentiate travel use cases
app_event = add_to_cart destination: ID of destination city
and/or
item_id: IDs from item seen by user on an app screen (e.g. hotel, car)

origin: ID of origin city
start_date:
end_date:
_google_business_vertical: String used to differentiate travel use cases
app_event = ecommerce_purchase destination: ID of destination city
and/or
item_id: Array of IDs from items seen by user on an app screen (e.g. hotel, car)
origin: ID from origin city
start_date:
end_date:
value:
_google_business_vertical: String used to differentiate travel use cases

 

Tip

 

If your app advertises multiple travel use cases

 
If you advertise multiple travel use cases (e.g. flights, cars, trains, etc.) in the same app, use the “_google_business_vertical ” parameter with your events.
 
For an app offering rental cars and hotels: 
 
  • If a user only views rental cars, create a remarketing list to specifically target rental car viewers
  • This list should be applied to the rental cars campaign (i.e. the campaign with the linked rental car feed), so that the user sees rental cars (and not hotels)
This additional parameter is only needed when you advertise two or more use cases sharing the “origin”/”destination” or “item_id” parameter. For example, if you advertise hotels and flights “_google_business_vertical ” is not needed as each use case will use different parameters (“item_id” for hotels and “origin”/”destination” for flights).
 

How to set up the “_google_business_vertical ” parameter

 
Fire the additional “_google_business_vertical” parameter when a user views a specific product (i.e. rental cars or hotels) to create remarketing lists targeting specific users in order to ensure they see relevant products for each campaign.
 
For example:
 
  • Use _google_business_vertical  = "ecomm" for Retail
  • Use _google_business_vertical  = "edu" for Education
  • Use _google_business_vertical  = "flight" for Flights
  • Use _google_business_vertical  = "rental" for Hotels and rentals
  • Use _google_business_vertical  = "job" for Jobs
  • Use _google_business_vertical  = "local" for Local
  • Use _google_business_vertical  = "travel" for Travel
Education, Jobs, Local deals, Real estate, and Custom

Important

Make sure that item_id values match with primary key values in your business data feed. If you use item_location_id, the values also need to match with Location ID values in your feed. That will allow the creatives to display the most relevant items for users.

Event scheme definitions:

Event name Requirement Event Definition
session_start Required This event tracks a session start in app. Call this when the user opens the app or resumes using the app.
view_search_results Optional This event tracks search activity in app. Call this when search results are populated.
view_item_list Optional This event tracks user viewed items such as items in a category, favorite items, and so on. Call this with product ids when items are populated.
view_item Required This event tracks user views of detailed item information. Call this with the relevant item id when the user views an item’s detailed view.
add_to_cart Strongly recommended This event tracks cart/basket/checkout activity. Call this with item ID(s) when a user intends to convert.
ecommerce_purchase Strongly recommended This event tracks transactions in app. Call this with item ID(s) and value(s) when a user converts (ex: a “Thank you” page).


Custom scheme:

Event name Required parameters Optional parameters
session_start    
view_search_results   app_event:  view_search_results
item_id: Array of item IDs seen by user on an app screen
search_term: Search string
item_location_id: Array of Item location ID (job/education verticals)
view_item_list   app_event: view_item_list
item_id: Array of item IDs seen by user on an app screen
item_location_id: Array of Item location ID (job/education verticals)
view_item item_id: item IDs of item seen by user on an app screen item_location_id: Array of Item location ID (job/education verticals)
add_to_cart item_id: Array of item IDs added to the cart item_location_id: Array of Item location ID (job/education verticals)
ecommerce_purchase item_id: Array of item IDs purchased item_location_id: Array of Item location ID (job/education verticals)
value: Total value of purchased items
Retail

Important

  • For retailers, upload your product feed to the Google Merchant Center.
  • Make sure that item_id values match with id values in your Google Merchant Center feed. That will allow the creatives to display the most relevant items for users.

Event scheme definitions:

Event name Requirement Event Definition
session_start Required This event tracks a session start in app. Call this when the user opens the app or resumes using the app.
view_search_results Optional This event tracks search activity in app. Call this when search results are populated.
view_item_list Optional This event tracks user viewed items such as items in a category, favorite items, etc. Call this with product IDs when items are populated.
view_item Required This event tracks user views of detailed item information. Call this with the relevant product ID when the user views an item’s detailed view.
add_to_cart Strongly recommended This event tracks shopping cart activity. Call this with product IDs when a user adds items to the shopping cart.
ecommerce_purchase Strongly recommended This event tracks transactions in app. Call this with product IDs and values when a user purchases items.

Standard scheme:

Event name Required parameters Optional parameters
session_start    
view_search_results   app_event:  view_search_results
item_id: Array of product IDs seen by user on an app screen
search_term: Search string

view_item_list
  app_event: view_item_list
item_id: Array of product IDs seen by user on an app screen
view_item item_id: product IDs of item seen by user on an app screen  
add_to_cart item_id: Array of product IDs added to the cart  
ecommerce_purchase item_id: Array of product IDs purchased value: Total value of purchased items

Step 3: Set up in-app conversion events 

In-app conversion events are used to track actions, such as completing a lead generation form or completing an in-app purchase.  

If you’re tracking events beyond downloads in your analytics tools, it's helpful to feed those events back into AdWords as "conversions."  If a user carries out one of these conversions after clicking an ad, in-app conversion events allow AdWords to gather more data, better optimize your campaign, and display the conversion events in your AdWords account. 

AdWords app conversion tracking supports tracking conversion value. Ensure that your app conversion tracking implementation is set up to pass conversion values to AdWords. This will enable AdWords automated bidding methods (like AdWords Smart Bidding) to maximize campaign performance based on conversion value.

Conversion tracking with a third-party SDK

AdWords works with the following third-party app analytics providers to support in-app conversion tracking integration with AdWords: Adjust, Adways, Appsflyer, Apsalar, CyberZ, Kochava, and TUNE.

If you use one of these third-party app analytics providers to track and measure your app conversions, work with your third-party app analytics representative to set up their SDK.

Conversion tracking with server-to-server

Refer to the Google Developer’s guide to App Conversion Tracking and Remarketing API.

Step 4: Create your campaign structure

Dynamic remarketing with AdWords brings the reach of both web and app audiences into a single campaign. Furthermore, existing Dynamic remarketing for web campaigns may also be used to reach your app users by simply adding an app users remarketing list to your existing campaign. If you haven’t yet set up a Dynamic remarketing campaign, follow the steps below to get started:

  1. Create a standard Dynamic remarketing campaign following the steps outlined in the article Create a Dynamic remarketing campaign.
    1. Follow the best practices outlined in Reach Past Visitors with Display Remarketing: Google Best Practices.
  2. Create a remarketing list audience for your campaign to target, or apply these lists to your existing campaigns.
    • AdWords will automatically create remarketing lists for you based on the tagging parameters you’ve implemented and will include a list for your app users. 
    • Alternatively, you can manually create remarketing lists based on the “app_event” parameters you send to Google. 
    • Follow the Segment your audiences best practices to create the most effective audience lists.
  3. Use an automated bidding strategy that matches your goal to reach the most qualified users.

Step 5: Enable auto-tagging

The Google Click ID (GCLID) is required to identify AdWords attribution for both AdWords and third-party app analytics tools. Ensure that your account has Auto-tagging enabled so that AdWords attaches the GCLID to your URL. Note: Auto-tagging is not compatible with 3PAS ads.

Nice work!

Now that you've set everything up, you’re ready to reach your existing users with ads to re-engage them with your app, and drive more conversions.

Was this article helpful?
How can we improve it?
Sign in to AdWords

Get account-specific help and tips by signing in with your AdWords account email address, or learn how to get started with AdWords.