(Legacy) Getting Started with Google Adwords Campaigns

Last Updated: May 17, 2017 01:54PM PDT
This is article refers to the old integration based on Google conversion IDs and labels.   

If you are an Apsalar customer beginning on or after May 17th, 2017, this integration is no longer available for configuration.  Please use the new Google AdWords integration documented here.  

If you are an Apsalar customer prior to May 17th, 2017, and are using the legacy Google AdWords integration with conversion IDs and labels, your integration will be part of an auto-migration to ensure a seamless transition to the new system.  Google and/or your Apsalar account manager will be in touch with you about the migration timeline of your account.  Until the migration process, please continue to use conversion IDs and labels to track your Google campaigns.




The Google Adwords Platform

The Google Adwords platform is a powerful platform that you can use to promote your mobile app across all the Google networks. With a few steps, you can enable Apsalar to track the performance of different types of app promotion campaigns, across these networks.

The below tables summarize these different Google Adwords networks, options for how you want to promote your app in these networks, and how to enable Apsalar to track them.  To review how to enable Apsalar to track these campaigns for you, skip down to the set-up.
Google Networks
Network Description
Google Search These are text ads appearing in a mobile web browser.
Google Display These are image ads in a mobile applications and mobile web browsers that can link to your mobile website, mobile app, or app store. 
Google Adwords for Video (Youtube) These are video or text ads appearing in the Google YouTube iOS or Android apps.
Google Campaign Types
Type Description Apsalar Tracking
Universal App Campaign Universal App Campaigns is a one-stop-shop to promote your app to promote your app on all available networks.  These ads are auto-generated based on the creative text you enter. Available for both iOS and Android apps.  Installs
Mobile App Installs Google Mobile App Install campaigns increase app downloads for your app. These campaigns are available for Google Search, Display, Adwords for Video. Available for both iOS and Android apps. Installs
Mobile App Engagement Google Mobile App Engagement re-engages your existing users that deep-link to specific pages in your app. These campaigns are available for Google Search and Display only. Available for both iOS and Android apps. Installs, Re-engagement

  Google Conversion Pixels
Tracking Conversions/Attributions for these campaigns revolve around Google Conversion Pixels. Google Conversion Pixels exist per Adwords account and are what allows both Apsalar and Google to track conversions (attribution) for your Adwords campaigns. Apsalar tracking across multiple Adwords accounts is supported.  

Conversion Pixels for your mobile app can be created for both first-opens (installs), and in-app actions (events). Typically, only one conversion pixel is needed per unique Adwords account, application and app action.  If you would like to track first-opens and an in-app action ("Purchase") across 2 Adwords accounts for both your iOS and Android eCommerce app, you would create a total of 8 conversion pixels.  Note: If you're utilizing an MCC set-up, conversion pixels only need to be created in the master account.  
Conversion Pixel Description Mandatory?
First-open This pixel is used to track installs for your app.  This is required for any Google campaign to be tracked in Apsalar.  Yes
In-app This is required if you would like Apsalar to report an in-app event as a conversion goal in Google Adwords.  This is common for Google App Engagement campaigns when you want to drive users to come back to your app to perform an action in your app. No


Apsalar Integration Set-up

Apsalar utilizes the Google Conversion Pixel to track your Google Adwords campaigns by sending postbacks to Google. Creating a "First-Open" Conversion Pixel is mandatory for any Google Adwords campaign you run.  Perform the following steps to ensure Apsalar can track your Google Adwords campaigns. 
  1. Ensure your Google Adwords account has auto-tagging enabled.  See Google's documentation on enabling auto-tagging for your account.
  2. If you haven't already, create "first-open" conversion pixels for your app in your Google Adwords account, and the corresponding Apsalar to Google postback.  A "first-open" conversion pixel is mandatory for all Google Campaigns.  Review our guide
  3. Optionally, create "In-app" conversion pixels for your app in your Google Adwords account, and the corresponding Apsalar to Google postback.  This is not required for Apsalar to track your Google Adwords attributions.  This is only required if you would like to report an in-app event as a conversion goal for your Google Adwords campaign. Review our guide
  4. Continue setting up your desired Google Adwords campaign

    Google Universal App Campaigns.  Review our guide
    Google Mobile App Install Campaigns.  Review our guide
    Google Mobile App Engagement Campaigns.  Review our guide

Google Remarketing

Google app remarketing allows you to target users who already have your app installed with ads that can help drive additional usage.  These can be utilized in addition to your implemented Google Adwords tracking solution.  Google Remarketing is available for iOS and Android, and can be set-up in Apsalar via additional postbacks.  Review our guide here to get started with Google Remarketing.


Google Adwords - Reporting

"Google Adwords - Unknown" Attributions

The Apsalar and Google Adwords integration utilizes reporting segmentation features that aims to capture all your Google attributions in Apsalar.  In most cases, advanced segmentation of your Google attributions are organized according to your Apsalar campaign names, as well as Google campaign IDs and creatives.  In some cases, there may not be enough information for Apsalar to be able to segment a Google attribution to the Apsalar campaign or Google network.  For these scenarios, you will see attributions recorded where campaign name, group, and source are labelled as "Google Adwords - Unknown".

The most common reason for why you may see "Google Adwords - Unknown" attributions for any of your Google Adwords campaigns is due to ad misconfiguration.  For most Google network campaigns, tracking or final URLs must be placed in your Google ad.  These tracking or final URLs are what allows your Apsalar Traffic and Cohort Reports to report using your Apsalar campaign names and sources.  If attributions are recorded against a Google ad that is missing a tracking or final URL, the attribution will fall under the "Google Adwords - Unknown" category.  

While "Google Adwords - Unknown" attributions may exist, and should be kept to a minimum, this reporting feature allows your Apsalar reports to capture the complete performance of your Google campaigns.  Please reach out to your Apsalar account manager or our support team if you have any questions on tracking "Google Adwords - Unknown" attributions.


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