Measure 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 that 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

Instructions

Step 1: Measure conversions on your app

In your Google Ads account, click the Goals icon .
Click the Conversions drop-down in the section menu.
Click Summary.
In the Summary, click the + New conversion action
Click Conversions on an app and click Continue.
Click Set up.
Choose how you want to connect your app:
- Google Analytics
- Google Play
  - Note: Google Play measures downloads and in-app purchases only.
- Third-party app analytics.
Click Done. 'Conversions on an app' will show the product and conversion source that you’ve just created.

Step 2: Set up an app conversion

App conversions require a data source to create conversions in the next step.

Select a category for your app conversions.
- Note: If you want to create a Google Play conversion, make sure that you select App download.
If there are conversion suggestions for Google Analytics or third-party app analytics, you can accept the suggestion directly by clicking Accept suggestions.
- If you're given a placeholder conversion for your app, click Set up.
- If you aren't given an app conversion suggestions or placeholder, you can click + Add an event to this category.
Select your data source of Google Analytics or a third-party app analytics provider.
Select the event that you want to measure as a conversion and click Done.

Step 3: Next steps

View the conversion categories that you've created.
If you’ve turned on enhanced conversions for your account, click Agree and finish.

Web to App Connect

If you have both a website and a mobile app, you can set up app conversion measurement using Web to App Connect. Once you’ve used the Web to App Connect interface to set up conversion measurement 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 two 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 basket. 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 steps below:

Go to App advertising hubwithin the Tools menu.
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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