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Attribution

It’s important to know which marketing efforts are most effective at acquiring new users and keeping them engaged. The Attribution tab shows how many conversion events were driven by each source and ad network.

In this article:

Conversion Events tab

In Firebase, your most important events are called Conversions. The table lists the events defined as conversions, three of which are predefined by Firebase:

To enable or disable an event as a conversion, flip the switch in the Mark as conversion column in the row for that event.

Click an event in the table to see how many conversions are attributed to each source or network. When you're evaluating an event, choose an attribution model:

  • Cross-channel last click: Firebase looks at clicks from all sources and attributes the conversion to the last click.
  • Cross-channel last engagement: Firebase attributes the conversion to the last click, or to an ad impression if there is no recent click.
  • AdWords-preferred last click: Firebase attributes the conversion to AdWords whether or not there is a click from another source.
  • AdWords-preferred last engagement: Firebase attributes the conversion to AdWords whether or not there is a click or ad impression from another source.

To see AdWords-attributed Conversion Events in your AdWords attribution reports, link your Firebase project to AdWords, and then import the Firebase Conversion Events to AdWords (Tools → Conversions → Firebase).

To help you better understand your conversions, Google Analytics for Firebase features view-through attribution: If there is no click event associated with an app install, Google Analytics for Firebase examines if 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 AdWords iOS Search App Install campaigns are visible under direct in the Firebase Analytics attribution tab, and do not appear in the AdWords console.

Add a network

To add a network:

  1. In Google Analytics or Firebase, navigate to your app.
  2. Google Analytics: Click Attribution in the report navigation, then click Network Settings.
    Firebase: In Analytics, click Attribution, then click Network Settings.
  3. Click NEW NETWORK.
  4. Select a network from the menu.
  5. Source is automatically the Network name. Some networks also offer metadata about Medium and Campaign information, so no additional input is needed. For other networks, we’ve provided the Medium and Campaign fields to capture custom information. Use the generated URL as your referral link. (Copy and paste the URL.)
    • DOWNLOAD: 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.
  6. To send conversion information back to the network, turn on the Configure Postback switch. Otherwise, click Save.

Postbacks

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 Firebase 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 anonymized.

To configure a Postback:

  1. In Google Analytics or Firebase, navigate to your app.
  2. Google Analytics: Click Attribution in the report navigation, then click Network Settings.
    Firebase: In Analytics, click Attribution, then click Network Settings.
  3. In the row for the network, click Configure postback.
  4. Select the conversions you want to send, and select Only this network or All sources.
  5. Enter the network parameters (e.g., Tracking ID, Advertiser Password). Parameters vary by network.
  6. Click Save.

Custom campaigns for Google Play apps

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

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