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Google Ads Overview

With Branch, you can integrate with Google Ads, improving conversion rates and letting you measure the impact of your campaigns right on the Branch dashboard.

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Enabling Required

Before you can leverage our integration with Google Ads, you must Enable the Google Ads integration in your Branch dashboard.

Our integration with Google Ads supports the following:

Universal App Campaigns (UAC)

  • Full attribution for:
    • App Installs only
  • No 3rd Party Links
  • No Deep Linking
  • Destinations:
    • App Stores only

Web-based Ads (non-UAC)

  • Includes Search, Display, Shopping and Video Ads Campaign types
  • Full attribution for:
    • App conversions (opens & in-app events)
    • Web (Mobile & Desktop) conversions
  • Deep Linking via Branch Links
  • Destinations:

Data Mapping between Google Ads & Branch

Branch maps the following data fields from Google Ads to Branch.

Google Data Branch Data Definition Possible Values
campaign_id ~campaign_id The numeric campaign ID of the campaign that produced the ad event. This value is guaranteed unique. Google Ads Campaign ID
campaign_name ~campaign The advertiser-defined campaign name of the campaign that produced the ad event. This value is not guaranteed unique. Google Ads Campaign Name
ad_type ~ad_format The type of ad that resulted in the ad event. This value can be used to distinguish between various types of inventory as follows. ClickToDownload
AppDeepLink
AppDeepLinkContinue
Unknown
network_type ~channel This field will identify the Google Ads advertising network the ad event occurred on. Search
Display
YouTube
network_subtype ~secondary_publisher This field will identify the “subtype” of the Google Ads advertising network the ad event occurred on. The possible values vary by primary network type. Google Search, Search Partners, mGDN, Google AdMob, YouTubeVideos, YouTubeSearch, VideoPartners; null when campaign_type is UAC and network_type is Display.
campaign_type ~tags This field will identify the type of campaign that produced the ad event. UAC, UACe,
Search, Display, Video, Shopping
ad_group_id ~ad_set_id The numeric ID of the ad group that produced with the ad event. Only provided when campaign_type is not UAC. Google Ads Ad Group ID
creative_id ~ad_id The numeric ID of the creative ad unit that produced the ad event. Only provided when campaign_type is not UAC. Google Ads Creative ID

Forwarding Events to Google Ads

Once you begin tracking events through the Branch SDK, you can select which events to import in Google Ads. Google Ads has pre-defined events that map to pre-defined Branch events, listed below. Reference this doc for more information.

Regardless of campaign type, Branch will forward in-app events to Google Ads for campaign optimization. In addition, Branch will receive attribution data for rich analysis in the Branch dashboard.

Google Event Branch Event
first_open install
session_start open
in_app_purchase purchase
view_item_list view_items
view_item view_item
view_search_results search
add_to_cart add_to_cart
ecommerce_purchase purchase
custom any custom event tracked through Branch

In order to track these events, please refer to this document for further information.

Cost Data

Branch provides the following cost metrics for this ad partner:

Analytics Tag Description Used for
Cost Total cost (spend) for those dimensions (analytics tags, user data, time range), regardless of cost model Understanding the total amount spent
eCPI cost / installs Normalizing spend per install, to understand the average price of an install across networks or over time
eCPC cost / clicks Normalizing spend per click, to understand the average price of an click across networks or over time
eCPM cost / (impressions / 1000) Normalizing spend per thousand impressions, to understand the average price of 1000 impressions across networks or over time
eCPA cost / purchases [includes web and app purchases] Normalizing spend per purchase, to understand the average price of a purchase across networks or over time
Return On Investment (ROI) (revenue-cost / cost) * 100 Deriving return on investment, to understand the percentage "profit" made on ad spend
Return On Ad Spend (ROAS) (revenue / cost) * 100 Deriving return on investment by understanding the percentage revenue multiple for a given unit of spend

Info

All cost data is ingested in local currency and then translated to USD on the dashboard using the exchange rate for that currency on the day the data is stored. In effect, this means the dashboard shows the amount that campaign cost converted to USD at the time it ran.