Google Adwords Overview¶
With Branch, you can put deep links in every type of Google AdWords campaign, improving conversion rates and letting you measure the impact of your campaigns on mobile.
The Google AdWords interface can be confusing so we've created a guide to help you find the right documentation. The new AdWords interface still follows roughly the same campaign creation flow. We'll update this page as needed if the campaign creation flow is updated, or new ad types are supported.
Once you have completed set up below, follow each guide to track campaigns.
Setting up Adwords conversion events with Branch allows Branch to get direct confirmation from Google for which conversion events were driven by an Adwords advertisement and allows Adwords to collect accurate conversion data for your app.
Latest Method (OAuth method)¶
If you are on the new AdWords integration through Branch, read these instructions. Do not follow the steps of the legacy instructions. If you would like to try the latest method, send an email to firstname.lastname@example.org. Benefits of the new integration include tracking all Universal App Campaigns automatically (no links required), and sending all conversion events back to AdWords for optimized spend.
Start by logging into your AdWords account that has the highest level of access. You will have the ability to connect all your AdWords accounts with Branch. You will generate a Link ID for your mobile apps.
Start by going to Linked Accounts in AdWords, and select Third Party App Analytics. Once on the Third Party App Analytics page, hit the plus sign.
From here, you will add a new provider. Select "other" in the drop down. Input the following ID:
3404357870. Select iOS or Android. Create Link IDs for all platforms you run campaigns on.
Navigate to the partner management tab and click
Connect with Google. Choose the email address that is tied to the AdWords accounts you want to connect.
Select all the necessary accounts, and continue.
Finally, paste the Link IDs from earlier.
All that remains is importing Branch events into AdWords. After you have set this up, wait ~ 20 minutes, and go back to the AdWords dashboard. Go to conversions -> Add -> App -> Third Party App Analytics, and import Branch specific events.
Once they are imported, go back to the conversions page, and edit the conversion event. Be sure to mark "Include In Conversions" as a YES. This will let your Branch conversions appear in your tracked campaigns.
That's it! All of your campaigns with mobile conversions will be tracked in Branch's dashboard.
Legacy (no OAuth option)¶
If you do not have the option in your Branch dashboard to connect via oauth, you are on the old style of AdWords. If you'd like to use the new option, please see above.
If you do not have the ability to connect to AdWords through OAuth, please follow the instructions below.
Start by going to the Partner Management tab, and search for Google AdWords. Hit enable.
Start by going to your AdWords dashboard, and clicking
Conversions, which is usually found in the top right nav of AdWords.
+ Add a Conversion button, and select
First opens and in-app actions. Select the appropriate platform (iOS or Android). Select
App installs (first-open) or
In-app actions. Please note that iOS actions are only available for ads that show on the Display Network.
You will then fill out information about the conversion.
- Give it a name like
Branch Android/iOS Conversion
Valueassign a value (or select “Don’t assign a value to this install”)
Mobile appinput your application details
Include in "Conversions"to have the conversion events appear in your Adwords columns
From here, you will select the option to have a server report conversions:
Set up a server-to-server conversion feed....
Make reference of the
Conversion ID &
Conversion label as shown in the screenshot below.
Now navigate back to the Branch dashboard, specifically the AdWords Settings.
From here, you'll paste in the
Conversion ID and
Conversion label from your Adwords dashboard into the appropriate fields for either iOS or Android. If you plan on using custom events, please add the conversion ID for your account into the
Purchase or Custom Event Conversion ID field. Make sure to hit save.
Purchase and custom event¶
To add Purchase and other custom event conversions in Google, first enable the conversions in AdWords.
Under the Account Settings tab, ensure you have pasted in the Conversion ID you generated earlier for the purchase or other event, into the
Purchase or Custom Event Conversion IDfield.
Then, navigate to the Postback Config tab and add your Conversion Label into the Goal ID field.
You're all setup to confirm app install conversions between Branch and Adwords!
Adwords has a default 30 day conversion window for app install actions which can't be changed. To minimize discrepancies between Branch and Adwords conversion values, we recommend setting your Branch attribution window to the same value.
Link Settings >
Attribution Windows and set the Click to conversion event to 30 days.
By default, the window is set to 30 days in the Branch dashboard.
Now that you've completed set up, you can create links for these type of campaigns. NOTE if you've completed the new style of set up, you do not create links for Universal App Campaigns below.
|Google Campaign||Campaign Type/Objective||Branch Documentation Link||Branch Ad Format|
|Search Network||Mobile app engagement||link||App Only: Engagement|
|Search Network||Standard||link||Cross-platform Search|
|Search Network||Dynamic Search Ads||link||Cross-platform Search|
|Display Network||Engage with your mobile app||link||App Only: Engagement|
|Display Network||Others (Visit your website, Influence, etc.)||link||Cross-platform Display|
|Video||Mobile App Installs||link||App Only: Install|
|Universal App Campaigns||Universal App Campaigns||link||App Only: Install|
Q: I'm getting discrepancy between conversion counts in Branch and Google Adwords
A: While we should always expect around a 5% discrepancy due to time zone differences and the like, if you are seeing significant discrepancies, it could be an indication of a broader problem.
The first thing to do is to make sure your attribution window in Branch lines up with Google. Go to Link Settings, and navigate down to the Attribution Windows section. Here, you should set the attribution window for
click to install,
click to session start, and
click to conversion event to be 30, 90, and 90 days respectively. This aligns with Google's default attribution windows, but if you'd like to make them shorter, feel free.
Another source of discrepancies is the fact that attribution is based upon click time in AdWords, whereas it is based upon install time in the Branch dashboard. This isn't a discrepancy per se, but will sometimes show different numbers in the two dashboards.
Finally, AdWords can delay reporting up to 24 hours. It's best to measure campaigns in a trailing manner.
Q: My campaign is reporting a number of conversions much higher than the number of conversions shown in the conversion table in Adwords
A: When viewing a campaign, it shows the sum of all conversion events that apply to it. To view by conversion, navigate to
Conversion name, in order to clearly see the breakdown of your campaign's conversions.