Mobile Advertising assessment study guide

Track app conversions with Firebase

Once you’ve linked your Google Ads and Firebase accounts, you can import conversions from Firebase to see how your ad campaigns drive app installs and in-app actions for your Android or iOS apps. 

This article will tell you what you need to do before importing conversions from Firebase, and then explain the setup instructions.

Before you begin

Before you can import your conversions from Firebase, a variety of different items are required to set up tracking, including the following:

  • A Firebase project: The Google Account you use for Google Ads needs to be an owner on a Firebase project. Learn more about getting started with Firebase.
  • Firebase SDK installed in your apps: Learn how to use the Firebase SDK with your apps.
  • Link Firebase and Google AdsYou’ll need at least one Firebase project linked to your Google Ads account.
  • Conversion events set up in Firebase: You can import any event set up as a conversion event in Firebase. First opens, in-app purchases and e-commerce events are automatically enabled as conversion events. To track other events as conversions, you’ll need to enable these events as conversions in Firebase. You can have a maximum of 15 conversion events per app in Firebase.
  • An app store ID entered for iOS apps in Firebase: If you haven’t entered the Apple app store ID for your iOS projects, you won’t see conversion events for those projects in Google Ads. To add an app store ID, open Firebase, find your iOS app in the “Overview” screen and select “Manage” from the 3-dot menu.

If you use cross-account conversion tracking to track conversions in a manager account, you’ll need to link Firebase with the manager account and import conversions there.

Instructions

  1. Sign into your Google Ads account.
  2. Click the tools icon  in the upper right-hand corner of your account.
  3. Under the section labelled 'Measurement', click Conversions.
  4. Click the plus button .
  5. Select App from the list of conversion types.
  6. Click the button for Firebase, and click Continue.
  7. Select the box next to each event that you’d like to import, and click Import and continue.
  8. Click Done.
  9. You’ll now see your Firebase conversion event in the Conversion actions table. Click on the name of the event to see more details and to edit conversion action settings.
 

Settings for first opens

  • Name: Enter a name for the conversion action that you'd like to track. This will help you recognise this conversion action later in conversion reports. 

  • Value: Enter a value for each install, or select "Don't assign a value" if you'd prefer not to track one. Learn more about conversion values.

  • Include in "Conversions": Deselect this setting (selected by default for iOS, not selected by default for Android) if you don’t want to include data for this conversion action in your "Conversions" reporting column (or automated bid strategies that use that column). You can deselect this setting if you use an automated bid strategy to optimise for conversions, and want to choose which conversion actions to include in that bid strategy. You should only include one conversion action per event per app, to avoid counting duplicate conversions. Learn more about "Include in 'Conversions".

Note: The first open event should be the one conversion event per app that you set to yes.

Settings for automatically tracked in-app purchases

  • Name: Enter a name for the conversion action that you'd like to track. This will help you recognise this conversion action later in conversion reports.
  • Count: Select whether to count every or one conversion per ad click. Learn more about counting conversions.
  • Conversion window: Select how long to track conversions after someone clicks an ad. Learn more about conversion windows.
  • Include in “Conversions”: Deselect this setting (selected by default) if you don’t want to include data for this conversion action in your "Conversions" reporting column. You might want to deselect this setting if you use an automated bid strategy to optimise for conversions, and you don't want to include this particular conversion action in your bid strategy. Learn more about "Include in 'Conversions".

Note: Automatically tracked in-app purchases are tracked by default in Firebase. All other conversion actions can be tracked according to your settings, but this requires manual implementation.

Settings for all other conversion actions (including e-commerce events)

  • Name: Enter a name for the conversion action that you'd like to track. This will help you recognise this conversion action later in conversion reports.
  • Value: The value of each conversion event is tracked in Firebase and will be automatically imported into Google Ads. You can also set a default value in Google Ads. Keep in mind that in Firebase you need to send the value as a number to report conversions in Google Ads. Learn more about conversion values.
  • Count: Select whether to count every or one conversion per ad click. "Every" is best for sales; "One" is best for leads. Learn more about counting conversions.
  • Conversion window: Select how long to track conversions after someone clicks an ad. Learn more about conversion windows.
  • Category: Select the category that best describes your conversion. You can use this category to segment your conversion reports.
  • Include in “Conversions”: Deselect this setting (selected by default) if you don’t want to include data for this conversion action in your "Conversions" reporting column. You might want to deselect this setting if you use an automated bid strategy to optimise for conversions, and you don't want to include this particular conversion action in your bid strategy. Learn more about "Include in 'Conversions".

About duplicate conversions

If you have multiple app conversion actions that appear to be tracking app installs for the same app, then you’ll see a warning in the “Include in ‘Conversions’” setting for your conversion actions. If these are tracking the same version of your app, it’s recommended that you deselect “Include in ‘Conversions’” for all but one of the conversion actions. That way, Google Ads will only count one conversion per app install in the “Conversions” column. This is especially important if you use an automated bid strategy to optimise for conversions: it will help you avoid bidding for 2 conversions for the same app install.

If the code for the 2 conversion actions is installed in different versions of your app, you don’t need to remove one from the “Conversions” column. If you’re transitioning from using the Google Ads SDK to Firebase, see the note below.

Note: Due to limited visibility, you won’t see conversions reported in Google Ads for iOS Search campaigns.

Note: Transition from the Google Ads SDK to Firebase

If you’re currently using the Google Ads SDK, it’s recommended that you switch to using Firebase, because this is Google's recommended solution for conversion tracking. Here’s how to go about installing the new conversion code:

As we mention above, add the Firebase SDK and remove the Google Ads SDK from a new version of your app. You can include both the Firebase and the Google Ads SDK conversion actions in the “Conversions” column. Your older conversion action will continue to count conversions for the previous version of your app, while the Firebase conversion action will count conversions for the new version of your app.

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