Google Ads Overview
Google Ads Resources
Google Ads + Branch Use Cases¶
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.
Google Ads Campaign Support¶
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:
- Full attribution for:
- App Installs only
- No 3rd Party Links
- No Deep Linking
- App Stores only
- 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
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
|network_type||~channel||This field will identify the Google Ads advertising network the ad event occurred on.||Search
|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;
|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|
|custom||any custom event tracked through Branch|
In order to track these events, please refer to this document for further information.
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|
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.