Measure the performance of your app

Connect Google Ads with third-party companies to understand and optimise your app’s performance

Measure the performance of your app with certified third-party app attribution providers, and get detailed insights to make sure you’re getting the results you want. To track and measure your mobile app conversions, you can import conversion events from your third-party account by linking it to your Google Ads account. Find out how.

Third-party app attribution providers can offer a number of benefits as you grow your business. From measuring app engagement to understanding your marketing return on investment, to connecting app installs to specific marketing campaigns, you can gain access to insights that will help you gauge and improve your app’s performance.

Types of mobile app conversions you can track

You can track a variety of conversions for both Android and iOS apps:

  • App installs: Conversion tracking can measure how effectively your ads are leading people to install your mobile apps. There are a couple of different ways to track this:

    • Downloads from Google Play: For Android apps, you can track when someone who clicked your ad downloads your app from the Google Play store. Conversions are tracked automatically from Google Play, and you don't need to add tracking code to your app.

    • First opens: For both Android and iOS apps, you can track the first time someone who clicked your ad opens your app after installing it. You can use this option if you use Firebase, or if you use a third-party app analytics provider.

Firebase is Google's next generation mobile app development platform. It is a Backend-as-Service that helps developers to develop high quality mobile applications.

  • In-app actions, such as purchases: If you're using Google Ads to drive purchases or other actions within your app, use conversion tracking to measure your campaigns' effectiveness. You can automatically track in-app purchases for Android apps that use in-app billing, or you can track custom in-app actions through Firebase, by adding code to your app, or by using a third-party app analytics provider.

Link a third-party app attribution provider and Google Ads

If you use a third-party app analytics provider to track and measure your mobile app conversions, you can import event conversion data from your provider. Once you’ve linked Google Ads to your third party attribution provider , you can import conversions to understand how your Google Ads campaigns are driving installs and in-app actions for your Android or iOS apps.

To establish this link you’ll generate a link ID, which you'll enter directly into your third-party account. You’ll need to create a different link ID for each app you track with a third-party provider. Once you've generated the link ID and implemented it into your third-party provider you'll be able to import conversion events into Google Ads. To find out how to link your accounts, head over to the ‘Measure Results’ tab in the Google Ads Help Centre. Cross-account tracking

If you manage campaigns for the same app in multiple Google Ads accounts, we recommend using cross-account conversion tracking and setting up a link ID with your third-party app analytics provider in your manager account. This will allow all accounts using the manager's conversion tracking to track app conversions through the manager account’s link ID.

However, if you cannot use cross-account conversion tracking (for example if you work with multiple agency partners), then you can share a single link ID with another Google Ads account. The account you share from will be the “owner” of the link ID. Only the “owner” of the link ID can share their link ID with other accounts. Any account that has accepted the owner's invite will be able to import conversions from the corresponding third-party app analytics provider for the app associated with the shared link ID.

Extra tips to manage your accounts

If you work with an agency or multiple agency partners, we recommend that you are the owner of all your apps' link IDs. This will allow you to share link IDs with other accounts, or remove links from other accounts as necessary. For example, if you want to transfer your Google Ads data from one agency to another, all you’d have to do is remove the link from that agency’s account.

Even if you don't actively manage your own accounts, we recommend creating the link ID within an account you have administrative access to, and share link IDs with any other accounts that need it for the purposes of conversion tracking or remarketing.