Track app conversions with third-party app analytics

If you use a third-party app analytics provider to track and measure your mobile app conversions, you can import app conversion data from your provider.

Note: This integration with third-party app analytics providers is replacing the old server-to-server connection which used postback URLs. All Google Ads accounts that have been using the old method to integrate with third-parties will be automatically migrated to the new setup. Learn more about tracking app conversions with third-party app analytics.

This article explains how to import your third-party app conversion data. Newly imported conversion actions will only begin reporting conversions from the time you import the event into Google Ads. This is the case for both Google Ads and your third-party app analytics provider.

Before you begin

Here's what you'll need before you can import conversions from your third-party app analytics provider:

  • A link set up with your third-party app analytics provider
  • Events set up in your third-party account


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.

An animated GIF that shows how to track third-party app conversions in Google Ads.

  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.
  5. Select App from the list of conversion types.
  6. Select Third-party app analytics, and click Continue.
  7. Check the box next to each event you’d like to import, and click Import and continue.
  8. Click Done.
  9. You’ll now see your third-party conversion event in the "Conversion actions" table. Click on the name of the event to see more details.
  10. Optionally you can edit the conversion settings such as default value or conversion window individually for each conversion action you imported.

Web to App Connect

If you have both a website and a mobile app, you can set up app conversion tracking using Web to App Connect. Once you’ve used the Web to App Connect interface to set up conversion tracking and deep linking (which allows you to link from your ads directly into your business app), you can provide a seamless web-to-app experience for your customers and drive on average 2 times higher conversion rates for ad clicks landing in your app compared to your mobile website.

With Web to App Connect, customers can easily complete their intended action, whether purchasing, signing up, or adding items to their cart. Plus, from within the Web to App Connect interface, you can track these in-app conversion actions and get recommendations on how to improve your campaign.

To get started with Web to App Connect, follow the 3 steps below:

  1. In your Google Ads account, click the Tools icon Tools Icon.
  2. Click the Planning drop down in the section menu.
  3. Click App advertising hub. This will take you to the Web to App Connect interface.

Learn more about converting better with the Web to App Connect interface.

Note: Any events that are not imported for conversions are still used to generate remarketing lists. If you would like to use an event for remarketing lists only then do not import it as a conversion.

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