Set up mobile app conversion tracking

Use mobile app conversion tracking to understand how your ads are influencing app conversions such as app installs and in-app actions.

Learn more about mobile app conversion tracking.

On this page

• Get started
• Set up mobile app conversion tracking
  • Web to App Connect
  • View your mobile app conversions

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Get started

You’ll need the following to set up mobile app conversion tracking with Firebase:

• An app to market in Google Ads.
• Administrative access to a Google Ads account or a Google Ads manager account.
• Android users need Google Play Console account ownership. Learn more about Console Play access levels.
• A Firebase project.
• Optionally, if you have web analytics, you can set up Google Analytics 4 for your website and app.
• When linking in:
  • A Google Analytics 4 property: The Google Account needs to be an administrator or editor in the corresponding Google Analytics 4 property.
  • A Firebase project: The Google Account needs to be an owner of the Firebase project that you want to link.
  • Update to the latest APIs or SDKs.
    • You should also update to the latest SDK version, which will allow it to properly communicate consent signals to help respect user choices and enable comprehensive measurement and modelling. Learn more about resources to help you get ready for privacy and regulatory changes for traffic in the European Economic Area (EEA).

Third-party analytics

Here's what you'll need before you can import conversions from your third-party app analytics provider:

• A link set up with your third-party app analytics provider
• Events set up in your third-party account

Google Play

Here's what you'll need before you can set up Android app conversion tracking:

• A Google Ads account: Don't have one yet? Sign up at Google Ads.
• An Android app: This is the app for which you want to track installs or in-app actions.
• Ability to set up conversion data: For app installs (first open) or in-app actions, either you or your app developer will need to be able to edit your app's code or use a third-party analytics tool. This isn't required for app installs (from Google Play).
• A Google Play account linked: For automatic in-app purchase conversions only, you need to link a Google Play developer account with your Google Ads account. If you use cross-account conversion tracking to track conversions with a manager account, you need to link Google Play to the manager account. If you don’t track conversions with a manager account, you need to link your individual account.

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Set up mobile app conversion tracking

You can track mobile app conversion events such as first opens and in-app actions by importing events from Firebase, third-party app analytics providers and Google Play.

• Learn how to set up mobile app conversion tracking with Firebase.
• Learn how to track mobile app conversions with third-party analytics.
• Learn how to track app conversions with Google Play.

Web to App Connect

If you have both a website and a mobile app, you can set up app conversion tracking using Web to App Connect. After you’ve used the Web to App Connect interface to set up conversion tracking and deep linking (which allows you to link from your ads directly into your business app), you can provide a seamless web-to-app experience for your customers and drive on average 2 times higher conversion rates for ad clicks landing in your app compared to your mobile website.

With Web to App Connect, customers can easily complete their intended action, whether purchasing, signing up or adding items to their basket. Plus, from within the Web to App Connect interface, you can track these in-app conversion actions and get recommendations on how to improve your campaign.

To get started with Web to App Connect, follow the 3 steps below:

1. Go to App advertising hub within the Tools menu .
2. Scroll down to 'Conversion tracking setup'.
3. Select the type of conversion tracking you want to set up and select Get started on that card.

Learn more about converting better with the Web to App Connect interface.

View your mobile app conversions

'All conversions' and 'view-through conversions'

1. Go to Campaigns or Ad groups within the Campaigns menu .
2. Select the 'Columns' icon at the top right of the campaigns list.
3. Select Modify columns.
4. Select the down arrow for 'Conversions' to find all metric options from conversions.
5. Select the boxes beside 'View-through conv.' and 'All conv. (by conv. time)'.
6. Select Apply.
7. Now when you view campaigns or ad groups, you'll find all conversions and view-through conversions as metrics columns.

For select accounts: 'Engaged-view conversions', 'clicks' and 'engagements' (use these to measure conversions for video ads in your app campaigns)

1. Go to Campaigns or Ad groups within the Campaigns menu .
2. Select the Segment icon at the top right of the campaigns list.
3. Select Conversions.
4. From the 'Conversions' menu, select Ad event type.
5. You’ll be able to see the number of conversions that resulted from clicks, engaged views and engagements.