This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[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.

Learn more about attribution windows.

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 Attribution report.

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 Attribution report.

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 Attribution report.

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

Attribution window

The attribution window is 90 days.

User acquired campaigns

Once a first_open conversion event is attributed to a campaign, then all other conversion events for that user for the given site/app are attributed to that same campaign for up to 1 year. This 1 year window is renewed with each subsequent conversion that occurs before expiration.

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 Retail/Ecommerce events.)
  • 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
  • Campaign = <iad campaign name>

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

(not set)

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

Discrepancies between Analytics and Google Ads conversion data

Circumstance Description
Campaign conversions in Analytics but not in Google Ads (or vice versa) If you see conversion data for a campaign in Analytics but not in Google Ads, then you have not completed one or both of the following:
If you have linked your Analytics and Google Ads accounts and you are seeing conversion data in Google Ads but not in Analytics, check whether you are sending conversion data directly to Google Ads from an analytics provider other than Analytics.
The number of conversions attributed to the same campaign is different in Google Ads and in Analytics during the same period This is expected. Google Ads registers a conversion based upon click date (the date when a user clicked an ad that led to a conversion). Analytics registers the conversion on the conversion date (the date when the user actually converted). If the click and the conversion didn't both occur during the time period you are using, then the number of conversions will be different in each reporting environment.
Campaign clicks in Analytics and Google Ads, but no conversions If you target a campaign for an iOS app to the Google Search Network, conversion tracking is not supported. Clicks are recorded, but conversions are not, so you will see click data for those campaigns in both Analytics and Google Ads, but there will be no conversion data.
Campaign clicks but no conversions in Google Ads, no Google Ads-attributed conversions in Analytics

If you have linked an Google Ads manager account to Analytics, but have imported conversions from one of the child accounts, those conversions will not appear in either Google Ads or Analytics.


To correct the problem, you need to import Analytics conversion events from the Google Ads manager account.

Different numbers of conversions in Analytics and Google Ads If your time-zone settings are different in Analytics and Google Ads, then you might see different numbers of conversions in each context. For example, if conversions are timestamped such that they fall within the date range you're using for reports in Analytics but outside the date range you're using in Google Ads, then you'll see fewer of those same conversions accounted for in the Google Ads reports.

A difference between attribution windows in Analytics and conversion windows in Google Ads can account for different numbers of conversions. For example, the attribution window in Analytics for the first_open event/conversion is 30 days. If in Google Ads you set the conversion window to 7 days for the same event/conversion, then Analytics is likely to account for a lot more first_open conversions than Google Ads.
More conversions for iOS-related campaigns in Google Ads than in Analytics Conversions for iOS App campaigns and reporting for App ads served to iOS users on Google.com are available only in Google Ads. Learn more
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