About comparing app conversions in Google Ads

This article outlines the reasons there may be discrepancies between app conversions in Google Ads. However, this article doesn’t address app conversion discrepancies between App Attribution Partner dashboards and Google Ads or app conversion discrepancies between Google Ads and any other platforms. Learn more about tracking app conversions with an App Attribution Partner

App conversions can be tracked from any of the following three sources:

• Google Analytics 4 Property (or Firebase)
• Google Play
• Third-party app analytics

It’s common for one app to measure the same user event (for example, install) as different conversions across these sources in Google Ads. Such conversions can have discrepancies based on a number of factors. The most common sources to compare are Firebase and third-party app analytics.

How to compare two conversions in Google Ads

Comparing two app conversion actions in Google Ads is performed by analysing the number of conversions received from each. Additionally, when comparing two app conversions in Google Ads, it’s important to first check whether the settings match between the conversions and then compare relevant conversion actions. Check the conversion counts and settings by following the steps below:

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the search bar in the top navigation panel of Google Ads to find the page you’re searching for.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu.
3. Click Summary.

4. Click View all conversion actions in the top right.

5. Click Columns to add columns to your view that can cause discrepancies.
6. Add the columns that have a blue tick mark on the view below including:

• Count
• Click-through conversion window
• View-through conversion window
• Engaged-view conversion window

7. Compare the columns that you added in the previous step to ensure they’re consistent. Differences in conversion settings can cause discrepancies.

8. After confirming the settings match, compare any of the following columns for discrepancies:

• All conv.
• All conv. (by conv. time)

How to reduce discrepancies between app conversions in Google Ads

Common discrepancies between Firebase and third parties

Below are some common reasons why discrepancies occur and ways to reduce the likelihood of such occurrences.

Conversion action not imported to Google Ads

Confirm the event has been imported to the relevant Google Ads account. To find a list of imported events, follow the steps below:

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the search bar in the top navigation panel of Google Ads to find the page you’re searching for.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu.
3. Click Summary.
4. Click View all conversion actions in the top right.
5. In the subpage menu, change the 'Status' to All.

If the conversion action you’re checking for isn’t listed here, it’s not imported in Google Ads. To find a list of events that haven’t imported to Google Ads, follow the steps below:

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu.
3. Click Summaryand then + New conversion action.
4. Select App and how to track your app conversions.
5. Click Continue.

Events that haven’t been imported to Google Ads are listed on the next page.

Inconsistent conversion settings

1. Open each conversion action in a new browser tab and compare the settings below:
   • Mobile platform
   • Mobile app
   • Value (Learn more about setting conversion settings)
   • Count (Learn more about conversion counting options)
   • All conversion windows (Learn more about conversion windows for App campaigns)
     
     
     
     

If conversion settings don’t match, this could be the reason for discrepancies. Consider matching them and then check back later to determine whether the discrepancies have been reduced.

Discrepancies in first_opens

By default, reinstalls are counted as installs for app conversions from Firebase. However, in many cases, third-party app analytics providers may use a reattribution window by default that only counts reinstalls as installs if the reattribution window is passed.

Note: If you find discrepancies in first_opens, confirm with your Google rep whether a reinstall window was applied to your Firebase events matching the reinstall window you set in your third-party analytics.

Discrepancies in session_starts

The minimum required time between user’s app sessions to be counted as session_start can differ between Firebase and third-party conversions. For example, if the time is set for 30 minutes and a user opens an app every 5 minutes over an hour-long period, this will be counted as one session because there wasn’t a long enough break between any of the active periods to register as a new session. Session time-out for Firebase conversions is set to 30 minutes by default, but it can be customised. Learn more about Firebase analytics

Check your third-party configurations to ensure they match with your Firebase settings.

Conversion values and missing currency codes

When comparing conversion values, make sure events are sent with the same currency type and currency codes in the pings sent to Google Ads. It’s recommended to compare conversion numbers instead of conversion value when comparing conversions.

For example, if there was an in-app conversion event with a value of 100, and a single conversion is missing in either of the 2 conversions, the value will be different by 100, causing it to appear more discrepant. As such, reconciling based on values is highly discouraged. Instead, conversion numbers should be the main factor for reconciliation.

Missing conversion pings from third-party app analytics

Third-party app analytics providers should send all conversion pings to Google Ads to minimise discrepancies. If third-party conversion pings are missing for any reason, then third-party conversions will be undercounted and this could cause discrepancies. Common reasons include pre-attribution logic regarding which conversions should be eligible for Google attribution (check your App Attribution Partner’s documentation for more details), the third-party conversions being pre-filtered or aggregated (common when sending server-to-server), resulting in measuring slightly different events or general problems with third-party tracking implementation.

Common discrepancies with Google Play

Google Play installs

Avoid comparing Google Play installs with first_opens. Google Play installs are tracked when someone who interacted with your ad downloads your app from the Google Play Store. With first_opens, you can track the first time someone who interacted with your ad opens your app after installing it. There may be different reasons (for example, app file size or user behaviour) why some users may not instantly open the app after installing it.

Google Play in-app purchases

Google Play tracks in-app purchases, but it’s important to note that Google Play doesn’t include failed purchases. However, third-party analytics may track purchases when a user clicks on a purchase button without checking whether the transaction was successful or failed.