[GA4] How app conversions are attributed

The conversions in event reports are attributed according to the reporting attribution model, which Editors can set at the property level.

To help you better understand your app conversions, Analytics features view-through attribution: If there is no click event associated with an app install, then Analytics examines whether an app-install ad was viewed within a given time range, and attributes the conversion to the app-install ad viewed most recently before the installation.

iOS installation metrics and in-app event-attribution data for Google Ads iOS Search App Install campaigns have the source direct in Analytics Conversions, and do not appear in the Google Ads console.

Dynamic links (mobile apps)

When you add dynamic links to your app, the following events are recorded when users click those links:

• dynamic_link_first_open
• dynamic_link_app_open
• dynamic_link_app_update

You can view Analytics data for these events in the Events report.

If you enable these events as conversions, you can see attribution data in the Acquisition topic.

Learn more about dynamic links.

Universal links (web)

You can configure universal links to include utm parameters (utm_source, utm_medium, utm_campaign), and see the related data in your Acquisition topic.

Universal Link example:

http://my.app.link?utm_campaign=myappcampaign&utm_source=google&utm_medium=cpc

When a user clicks the link, Analytics logs a firebase_campaign event with those parameters, and you see the following data for campaign-related events:

• Campaign: myappcampaign
• Source: google
• Medium: cpc

Android app links

You can configure Android App Links to include utm parameters (utm_source, utm_medium, utm_campaign), and see the related data in your Acquisition topic.

Android App Link example:

http://example.com/gizmos?utm_campaign=myappcampaign&utm_source=google&utm_medium=cpc

When a user clicks the link, Analytics logs a firebase_campaign event with those parameters, and you see the following data for campaign-related events:

• Campaign: myappcampaign
• Source: google
• Medium: cpc

Play Store install referrals

Install referrals from Google Play Store appear as follows:

• Source = google-play: indicates one of two things:
  • The user was deep linked to Play Store listing via a link that specified a referrer (e.g., play.google.com/store/apps/details?id=com.foo.bar&referrer=R)
  • The user searched Play Store and discovered the app organically
• Source = (direct): indicates:
  • The user was deep linked to Play Store via a link that didn't specify a referrer

Re-engagement campaigns

A conversion from a re-engagement campaign gets attributed twice:

• To the campaign that got credit for the first_open event. LTV accrues with that campaign. (Events other than first_open add to LTV if they include revenue details, e.g., the in_app_purchase event or any of the events for online sales.)
• To the re-engagement campaign. No LTV accrues with that campaign.

Campaign and re-engagement-campaign conversions are attributed as follows:

• Click-through: the conversion is attributed to the last campaign ad that was clicked, irrespective of how many different campaigns are running.
• View-through: the conversion is attributed to the last campaign ad that was viewed if there was no click between viewing the ad and converting, irrespective of how many different campaigns are running.

Apple Search Ads

If an app is installed as the result of a click on an Apple Search Ad, then Analytics logs a firebase_campaign event with those parameters, and you see the following data for campaign-related events:

• Source = Apple
• Medium = search
• Term = <keywordId from AdServices>

You must add the AdServices framework to the Xcode project file for your app in order to track Apple Search Ads.

Dimension value (not set)

The dimension value (not set) appears when there is missing information for either source, medium, campaign, ad-network type, or creative.

 

The lookback window determines how far back in time a touchpoint is eligible for attribution credit. For example, a 30-day lookback window will result in January 30th conversions being attributed only to touchpoints occurring from January 1-30.

The lookback window applies to all attribution models and all conversion types. Changes to the lookback window apply going forward and will be reflected in all reports within your Analytics property.

For Acquisition conversion events (first_open and first_visit), the default lookback window is 30 days. You can switch to 7 days if you have different attribution needs.

For all other conversion events, the default lookback window is 90 days. You can also choose 30 days or 60 days.