This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Configure network settings for apps

Send conversions and measure performance on advertising networks

The Network Settings tab on the Conversions page has additional settings for app data streams. Skip this section if you have a web data stream.

Add a network

You can send conversions and measure performance on advertising networks. To add a network:

  1. In the Property column, click Conversions.
  2. Click Network Settings > New network.
  3. Select a network from the menu.
  4. Source is automatically the Network name. Some networks also offer metadata about Campaign medium and Campaign name, so no additional input is needed. For other networks, we’ve provided the Campaign medium and Campaign name fields to capture custom information. Use the generated URL as your referral link (copy and paste the URL).
    • CLICK: If you’re running a campaign to drive users to download the app, use the URL you generate here.
    • DEEP LINK: If you’re running a campaign to re-engage existing app users, use the DEEP LINK tab. In this section, enter the URL scheme and path information. The same parameters will be appended.
  5. (Optional) Turn on Configure Postback to send conversion information back to the network.
  6. Click Save.


A Postback sends your conversion data back to an ad network. Postbacks are optional. You may send first_open data in addition to other in-app conversion events. If you decide to set up a Postback, you also choose whether to send the network all conversions, or just the conversions that Analytics attributes to that particular network.

Postbacks help networks optimize the traffic they send you. For example, if a network knows that an app has been downloaded to a device, then it also knows not to serve that device any additional ads for that app.

If you send the network all conversion data, then that network is able to optimize its own traffic based on an awareness of conversions from all networks. When you send all conversion data to a network, the other networks involved in delivering conversions are obfuscated.

If any of 1) all property-level data, 2) individual events, or 3) specific event names or user properties have been excluded from ads personalization, then Analytics will append an additional signal (called npa) in Postbacks indicating that networks should not use the data for personalized advertising. Note that each network's treatment of the npa signal is determined by that network.

To configure a Postback:

  1. In the Property column, click Conversions.
  2. Click Network Settings.
  3. In the row for the network, click More > Configure postback.
  4. Select the conversions you want to send.
  5. Select Only conversions attributed to this network or All conversions.
  6. Enter the network parameters (e.g., Tracking ID, Advertiser Password). These vary by network.
  7. Click Save.

If you disable ads personalization per the instructions in Safeguarding your data and your user enables Postbacks, that information travels with the Postback.

Custom campaigns for Google Play apps

When you use a custom campaign for an app that you're distributing via Google Play, use the Google Play URL Builder to generate your custom URLs.

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