Track app conversions with Google Play

Use conversion data from Google Play to view how effectively your ads lead to Android app installs and in-app activity.

This article explains how to track Android installs and in-app actions directly from Google Play, with a third-party analytics tool, or by adding code to your app. To track your conversions by importing them from Firebase, go through these instructions instead. Learn more About mobile app conversion tracking.

Changes to app conversions in made for kids apps

Starting on April 15, 2023, you won’t be able to apply Google Play conversions for installs or in-app purchases for Android apps that are only intended for children. Conversions in Google Play for child-focused content won’t be available when creating new conversions or new campaigns.


Before you begin

Here's what you'll need before you can set up Android app conversion tracking:

  • A Google Ads account: Don't have one yet? Sign up at Google Ads.
  • An Android app: This is the app for which you want to track installs or in-app actions.
  • Ability to set up conversion data: For app installs (first open) or in-app actions, either you or your app developer will need to be able to edit your app's code or use a 3rd-party analytics tool. This isn't required for app installs (from Google Play).
  • A Google Play account linked: For automatic in-app purchase conversions only, you need to link a Google Play developer account with your Google Ads account. If you use cross-account conversion tracking to track conversions with a manager account, you need to link Google Play to the manager account. If you don’t track conversions with a manager account, you need to link your individual account.

Instructions

How to track Android app installs (from Google Play)

  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Click + New conversion action button.
  5. Select App from the listed conversion types options.
  6. Select Google Play.
  7. Select Installs, and click Continue.
  8. Enter the name of the Android app install you'd like to track. This will help you recognize this action later when it shows up in conversion reports.
  9. Lookup the name of your app, and select your app from the drop-down.
  10. Enter a value for each install (usually the price of the app), or select "Don't use a value" if you'd prefer not to count one.
  11. (Optional) Set the “Click-through conversion window” to record conversions within the selected length of time.
  12. (Optional) Set the “Engaged-view conversion window” to record conversions that happened within the selected length of time.
  13. Lookup the name of your app, and select your app from the drop-down.
  14. In the "Conversion goal and action optimization" section, select either Primary or Secondary. This will determine whether the action is used for bidding optimization and reporting, or just for observation. Learn more about primary and secondary conversion actions.
  15. Click Create and continue.
  16. Click Done.

Note: Tracking app installs from stores other than Google Play

To track app installs from stores other than Google Play, create an Android app installs (first open) conversion action. For these conversions we recommend tracking with Firebase.

Previously, conversions from 3rd-party stores were also tracked through Android app download conversion actions, now called Android app installs (from Google Play). If you already installed tracking code for one of these conversion actions, your code will continue to count conversions, but you can no longer install new tracking code. We recommend creating a new Android app install (first open) conversion action to track these conversions. This is because app installs from 3rd-party stores are recorded on the first open, while installs from Google Play are recorded on the download. Separating these two types will help keep your conversion data consistent.

Opt out of automatic conversion tracking

Google Ads will automatically track app installs from the Google Play store as conversions. If you'd prefer not to automatically count these conversions, you can opt out:

  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Scroll down to the “Download” table.
  5. Check the box besides the conversion action you want to remove.
  6. Click Remove on the blue ribbon that appeared.

How to track Android in-app purchases automatically from Google Play

For Android apps that use in-app billing, you can automatically track when someone who clicked your ad makes an in-app purchase. You don’t need to add code to your app. The value of the purchase will automatically be reported as the conversion value.

If you’re using conversion tracking for apps with in-app subscriptions, only the first purchase will be recorded as a conversion, and only the first payment value will be recorded.

  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Click + New conversion action button.
  5. Select App from the listed conversion types options.
  6. Select Google Play.
  7. Select In-app purchases, and click Continue.
  8. Enter the name of the in-app conversion you'd like to track. This will help you recognize this action later when it shows up in conversion reports.
  9. Lookup the name of your app, and select your app from the drop-down.
  10. Select whether to count “Every” or “One” conversion per ad click. "Every" is usually best for in-app purchases, because every purchase likely adds value for your business.
  11. Click Conversion window. Select how long to track conversions after someone clicks an ad. The window can be as short as one week or as long as 90 days. 90 days is recommended for in-app purchases, because this window allows you to best approximate the lifetime value of a customer, and each purchase adds value for your business. Learn more About conversion windows.
  12. (Optional) Set the “Click-through conversion window” to record conversions within the selected length of time.
  13. (Optional) Set the “Engaged-view conversion window” to record conversions that happened within the selected length of time.
  14. In the "Conversion goal and action optimization" section, select either Primary or Secondary. This will determine whether the action is used for bidding optimization and reporting, or just for observation. Learn more about primary and secondary conversion actions.
  15. Click Create and continue.
  16. Click Done.

How to track Android pre-registrations automatically from Google Play

For Android apps and games that are made available for pre-registration in your Google Play Console, you can create an App campaign for pre-registration to run ads that build excitement and awareness for your apps and games before they release on Google Play. Learn more About App campaigns for pre-registration.

When you create these campaigns, people that click on your ads and pre-register for your app or game from the Play store will be automatically tracked in Google Ads. You don’t need to add code to your app.

  • Before you can run an App campaign for pre-registration, you need to set up your app or game for pre-registration in Google Play Console. Learn how to Build awareness for your apps with pre-registration.
  • After you create your App campaign for pre-registration, the pre-registration conversion action is auto-added to campaigns as soon as the first user pre-registers.
  • Conversion actions for pre-registration campaigns can’t be edited or removed.

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