Due to differences in cookie and device ID settings, advertisers may see fluctuations in delivery and performance when cookies or device ID are unavailable. In some situations, Campaign Manager 360, Display & Video 360, and the new Search Ads 360 use machine learning and historical data to model conversions.
Tracking app installs and in-app activities can be useful for attribution, audience list creation, and bid optimization. These are the methods available for tracking an app install/conversion campaign in Display & Video 360:
Firebase integration
- Good for advertisers who prefer Google's easy-to-use app development and tracking platform (Firebase).
- Track first-opens of and post-install interactions with your Android & iOS app.
- After setup, changes to your app's code aren't necessary.
More about linking Display & Video 360 with Firebase and 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
Third-party trackers
- Good for advertisers who already integrate with a third-party solution.
- Track first-opens of and post-install interactions with your Android or iOS app.
- Third-party trackers support many different tags, remarketing lists, and cross-device tracking.
- Requires third-party tracker to Display & Video 360 endpoint integration.
More about third-party app tracking: Legacy mobile app conversion tracking with third-party tools and Mobile app conversion tracking with third-party tools