How to track mobile app conversions in Campaign Manager

These are the methods available for tracking an app install / conversion campaign in Campaign Manager:

Google Play Store install tracking

  • Good starting point for advertisers new to app install campaigns.
  • Track installs of your Android app from the Google Play Store without any code.
  • Play Store install tracking doesn't require special tags and supports cross device tracking.

More about Google Play Store install tracking

Firebase integration

  • Good for advertisers who prefer Google's easy to use app development and tracking platform. 
  • Track first-opens and post install interactions of your Android & iOS app.
  • After setup, changes to your app's code aren't necessary.

More about linking Campaign Manager with Firebase
More about Firebase (overview)

Floodlight GET/S2S request

  • Good for advertisers who already manage a lot of data or don't want third-party code in their apps.
  • Also good for when advertisers already have a server setup that processes GET requests.
  • Supports Android and iOS apps.
  • Setup requires writing code to build your own custom app tracking solution.

More about Floodlight GET requests (see "Fire Floodlight tags when tracking app installs or activities" section)

Third-party trackers

  • Good for advertisers that already integrate with a third-party solution like Tune or Adjust.
  • Track first-opens and post install interactions of your Android or iOS app.
  • Third-party trackers support many different tags, remarketing lists, and cross device tracking.
  • Requires third-party tracker to Campaign Manager endpoint integration.

More about third-party app tracking

Compare app conversion tracking methods
  Play Store Install Tracking Firebase Floodlight GET/S2S Third-party
Supported apps Android Android & iOS Android & iOS Android & iOS 
Marketer benefits Get started quickly Good tracking coverage App changes unnecessary  May already have third-party setup
Developer benefits Minimal setup Code changes are unnecessary after setup No third-party code in your app Easier for those who already use third-party trackers
app Install tracking At install At first-open At first-open At first-open
Post-install events support No Yes Yes Yes
Custom vars support No Yes Yes Yes
Remarketing lists support Yes Yes Yes Yes
App code change required? No Yes, one time setup Yes, one time setup No, if using third-party
App conversion tracking terminology
Install (Google Play) - an install is counted when a user downloads an app from the Google Play store and it is installed on their device.

First-open - A first open is counted when the user opens the app for the first time on their device.

Post-Install - Any event that takes place within an app after it has been opened.  Examples include in-app purchases, user registration, and user login. 

SDK - Software development kit.

S2S - Server to server.
 

 

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