Dynamic remarketing for apps setup guide

2. Set up events with your data

Next: 3. Set up in-app conversion events

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:

New audience reporting
Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place. Click the Campaigns icon and open the “Audiences, keywords and content” tab and click Audiences. You can also easily manage your Audiences from this report page. Learn more About Audience reporting.
New terms
We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases.

Dynamic remarketing events for your app allow you to target users who already have your app installed, based on interactions with features in your app. Qualifying interactions include viewing a product page, selecting travel dates and airport codes, or adding a product to a shopping list. These events allow you to organize audiences based on those qualifying actions in order to tailor more relevant messages to them.

Example

When a user abandons a shopping cart, you can show product ads to remind them to complete their transaction.
When a user searches for hotels in Guam, you can show ads highlighting your hotel with deals on excursions.
When a user views a language learning deal in Rome, you can show ads offering discounts for that same deal.

In order for your app to send remarketing events to Google Ads, there are 3 configurations to consider:

Using Firebase
Through a third-party (3P) app analytics provider SDK, or
Using a server-to-server integration

Set up your data with Firebase

Firebase is Google's mobile platform, made to help you build better mobile apps and grow your business. To set up remarketing with Firebase:

Configure your mobile app with the Firebase SDK for Android or iOS.
Implement the recommended events for your business type.
Link your Firebase and Google Ads accounts.
- Note: You must share conversion event data from both Firebase and from Google Ads.
Configure how your app sends attribution data.

Set up your data with a third-party SDK

To help you make informed marketing decisions about your app, Google Ads works with some third-party app analytics providers to support the Google Dynamic remarketing for apps scheme. Together with Google Ads, our App Attribution Partners can give you a seamless understanding of your app’s campaign performance.

If you use one of these third-party app analytics providers, link your third-party app analytics provider to Google Ads to enable your data segment creation. Work with your third-party app analytics representative to set up their app’s SDK.

Set up your data with server-to-server

Google has announced an entirely new API for Google Ads app conversion tracking and for helping you make use of your data to expand your reach. The new API makes app analytics and attribution simpler for advertisers, and is more reliable for Google Ads attribution providers.

It’s recommended to use the new API because Google will eventually deprecate the legacy API. For detailed instructions on how to set up your data through server-to-server integration, refer to the Google Developer’s guide to App Conversion Tracking and Remarketing API. Below are example specifications for both the new API and the legacy API.

New API (examples only)

Android example:

Session_start notification to Google Ads (also known as Connector pings)

POST /pagead/conversion/app/1.0
?dev_token=MY_DEVELOPER_TOKEN
&link_id=MY_LINK_ID
&app_event_type=session_start
&rdid=MY_USER_ADID
&id_type=advertisingid
&lat=LAT_STATUS
&app_version=1.2.4
&os_version=8.0.0
&sdk_version=1.0.0
&timestamp=1432681913.123456
&gclid=GCLID_VALUE_FROM_REFERRER
Host: googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (Android 8.0; en_US; SM-G900F; Build/MMB29M; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

Android example:

Set up app events for those who viewed an item (Education, Jobs, Local deals, Real estate, and Custom only)

POST /pagead/conversion/app/1.0
?dev_token=MY_DEVELOPER_TOKEN
&link_id=MY_LINK_ID
&app_event_type=view_item
&rdid=MY_USER_ADID
&id_type=advertisingid
&lat=LAT_STATUS
&app_version=1.2.4
&os_version=8.0.0
&sdk_version=1.0.0
&timestamp=1432681913.123456
Host: googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (Android 8.0; en_US; SM-G900F; Build/MMB29M; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345"}}

Android example:

Set up app events for those who reached the conversion screen (Education, Jobs, Local deals, Real estate, and Custom only)

POST /pagead/conversion/app/1.0
?dev_token=MY_DEVELOPER_TOKEN
&link_id=MY_LINK_ID
&app_event_type=ecommerce_purchase
&rdid=MY_USER_ADID
&id_type=advertisingid
&lat=LAT_STATUS
&app_version=1.2.4
&os_version=8.0.0
&sdk_version=1.0.0
&timestamp=1432681913.123456
&value=99.99
&currency_code=USD
Host: googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (Android 8.0; en_US; SM-G900F; Build/MMB29M; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345", "value":99.99}}

Android example:

Set up app events for those who viewed a product

{"app_event_data":{"item_id":"id12345"}}

Android example:

Set up app events for those who purchased multiple products

{"app_event_data":{"item_id":["id12345","id54321"], "value":99.99}}

iOS example:

Session_start notification to Google Ads (also known as Connector pings)

POST /pagead/conversion/app/1.0
?dev_token=MY_DEVELOPER_TOKEN
&link_id=MY_LINK_ID
&app_event_type=session_start
&rdid=MY_USER_IDFA
&id_type=idfa
&lat=LAT_STATUS
&app_version=1.2.4
&os_version=10.0.2
&sdk_version=1.0.0
&timestamp=1432681913.123456
&gclid=GCLID_VALUE_FROM_REFERRER
Host: googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

iOS example:

Set up app events for those who viewed an item (Jobs, Local deals, Real estate, and Custom only)

POST /pagead/conversion/app/1.0
?dev_token=MY_DEVELOPER_TOKEN
&link_id=MY_LINK_ID
&app_event_type=view_item
&rdid=MY_USER_IDFA
&id_type=idfa
&lat=LAT_STATUS
&app_version=1.2.4
&os_version=10.0.2
&sdk_version=1.0.0
&timestamp=1432681913.123456
Host: googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345"}}

iOS example:

Set up app events for those who reached the conversion screen (Jobs, Local deals, Real estate, and Custom only)

POST /pagead/conversion/app/1.0
?dev_token=MY_DEVELOPER_TOKEN
&link_id=MY_LINK_ID
&app_event_type=ecommerce_purchase
&rdid=MY_USER_IDFA
&id_type=idfa
&lat=0
&app_version=1.2.4
&os_version=10.0.2
&sdk_version=1.0.0
&timestamp=1432681913.123456
&value=99.99
&currency_code=USD
Host: googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8

{"app_event_data":{"item_id":"id12345", "value":99.99}}

iOS example:

Set up app events for those who viewed a product

{"app_event_data":{"item_id":"id12345"}}

iOS example:

Set up app events for those who purchased multiple products

POST /pagead/conversion/app/1.0
?dev_token=MY_DEVELOPER_TOKEN
&link_id=MY_LINK_ID
&app_event_type=ecommerce_purchase
&rdid=MY_USER_IDFA
&id_type=idfa
&lat=0
&app_version=1.2.4|
&os_version=10.0.2
&sdk_version=1.0.0
&timestamp=1432681913.123456
&value=99.99
&currency_code=USD
Host: googleadservices.com
User-Agent: MyAnalyticsCompany/1.0.0 (iOS 10.0.2; en_US; iPhone9,1; Build/13D15; Proxy)
X-Forwarded-For: 216.58.194.174
Content-Type: application/json; charset=utf-8
{"app_event_data":{"item_id":["id12345","id54321"], "value":99.99}}

Legacy API (examples only)

The legacy API will be deprecated soon

New advertisers should use the latest integration (refer to the new API specs in the section above) as Google will be deprecating the legacy API soon.

For legacy app conversion tracking and your data integration, read the Android and iOS specifications.

Android example:

Session_start notification to Google Ads (also known as Connector pings)

https://googleadservices.com/pagead/conversion/app/connect/MY_APP_ID/
?
app_event_type=deep_link&idtype=advertisingid&lat=LAT_STATUS&rdid=MY_USER_ADID&sdkversion=1.0.0&gclid=GCLID_VALUE_FROM_REFERRER

Android example:

Set up app events for those who viewed an item (Education, Jobs, Local deals, Real estate, and Custom only)

https://googleadservices.com/pagead/conversion/0123456789/?
bundleid=MY_APP_ID&rdid=MY_USER_ADID&idtype=advertisingid&lat=LAT_STATUS&appversion=1.2.3&osversion=6.0.1&usage_tracking_enabled=1&remarketing_only=1&data.app_event=view_item&data.item_id=id12345

Android example:

Set up app events for those who reached the conversion screen (Education, Jobs, Local deals, Real estate, and Custom only)

Android example:

Set up app events for those who viewed a product

Android example:

Set up app events for those who purchased multiple products

iOS example:

Session_start notification to Google Ads (also known as Connector pings)

https://googleadservices.com/pagead/conversion/app/connect/MY_APP_ID/
?
app_event_type=deep_link&idtype=idfa&lat=LAT_STATUS&rdid=MY_USER_IDFA&sdkversion=1.0.0&gclid=GCLID_VALUE_FROM_REFERRER

iOS example:

Set up app events for those who viewed a product

https://googleadservices.com/pagead/conversion/0123456789/?
bundleid=MY_APP_ID&rdid=MY_USER_IDFA&idtype=idfa&lat=LAT_STATUS&appversion=1.2.3&osversion=6.0.1&usage_tracking_enabled=1&remarketing_only=1&data.app_event=view_item&data.item_id=id12345

iOS example:

Set up app events for those who purchased multiple products

Event scheme

Different business types require different feeds and app events. Choosing the right scheme for your business ensures that your products or services are accurately represented. Some business types use the same required (or recommended) event scheme. Find your business type listed below:

Travel, Flights, Hotels and rentals

Important

For Flight and Travel vertical implementations you must pass the "destination" parameters and values.
For Hotels and rentals you must pass the item_id parameter and values.
Make sure that the item_id, origin, and destination values match respectively with the item_id, origin, and destination values in your business data feed. The consistency will allow the creatives to display the most relevant items for users.

Event scheme definitions:

Event name	Requirement	Event Definition
session_start	Required	This event tracks the start of a session in the app. Call this event when the user opens the app or resumes using the app.
view_search_results	Optional	This event tracks search activity in the app. Call this event when search results are populated.
view_item_list	Optional	This event tracks user-viewed items such as items in a category, favorite items, and so on. Call this event with item IDs when items are populated.
view_item	Required	This event tracks how the user views detailed item information. Call this event with the relevant product id when the user views an item’s detailed view.
add_to_cart	Strongly recommended	This event tracks shopping cart activity. Call this event with item IDs when a user adds items to the shopping cart.
ecommerce_purchase	Strongly recommended	This event tracks transactions in the app. Call this event with item IDs and values when a user purchases items.

Travel scheme:

Event name	Required parameters	Optional parameters
app_event = session_start
app_event = view_search_results		destination: ID of the destination city and item_id: An array of IDs from items seen by the user on an app screen (for example: hotel, car) origin: ID from the origin city start_date: end_date: search_term: Search string google_business_vertical: String used to differentiate use cases
app_event = view_item_list	destination: ID of the destination city and item_id: An array of IDs from the items seen by the user on an app screen (for example: hotel, car)	origin: ID from the origin city start_date: end_date: search_term: Search string google_business_vertical: String used to differentiate use cases
app_event = view_item	destination: ID of the destination city and item_id: ID of an item seen by user on an app screen (for example: hotel, car)	origin: ID from the origin city start_date: end_date: google_business_vertical: String used to differentiate use cases
app_event = add_to_cart	destination: ID of the destination city and item_id: IDs from an item seen by the user on an app screen (for example: hotel, car)	origin: ID of the origin city start_date: end_date: google_business_vertical: String used to differentiate use cases
app_event = ecommerce_purchase	destination: ID of the destination city and item_id: An array of IDs from the items seen by the user on an app screen (for example: hotel, car)	origin: ID from the origin city start_date: end_date: value: google_business_vertical: String used to differentiate use cases

Hotels and rentals scheme:

Event name	Required parameters	Optional parameters
app_event = session_start
app_event = view_search_results		destination: ID of the destination city and item_id: An array of IDs from items seen by the user on an app screen (for example: hotel, car) origin: ID from origin city start_date: end_date: search_term: Search string google_business_vertical: String used to differentiate use cases
app_event = view_item_list	destination: ID of the destination city and item_id: An array of IDs from the items seen by the user on an app screen (for example: hotel, car)	origin: ID from origin city start_date: end_date: search_term: Search string google_business_vertical: String used to differentiate use cases
app_event = view_item	destination: ID of the destination city and item_id: ID of an item seen by the user on an app screen (for example: hotel, car)	origin: ID from the origin city start_date: end_date: google_business_vertical: String used to differentiate use cases
app_event = add_to_cart	destination: ID of the destination city and item_id: IDs from an item seen by the user on an app screen (for example: hotel, car)	origin: ID of the origin city start_date: end_date: google_business_vertical: String used to differentiate use cases
app_event = ecommerce_purchase	destination: ID of the destination city and item_id: An array Array of IDs from items seen by the user on an app screen (for example: hotel, car)	origin: ID from the origin city start_date: end_date: value: google_business_vertical: String used to differentiate use cases

Education, Jobs, Local deals, Real estate, and Custom

Important

Make sure that the item_id values match with the primary key values in your business data feed. If you use item_location_id, the values also need to match with the Location ID values in your feed. Matching the code with the feed will allow the creatives to display the most relevant items for users.

Event scheme definitions:

Event name	Requirement	Event Definition
session_start	Required	This event tracks a session start in the app. Call this event when the user opens the app or resumes using the app.
view_search_results	Optional	This event tracks search activity in the app. Call this event when search results are populated.
view_item_list	Optional	This event tracks user-viewed items such as items in a category, favorite items, and so on. Call this event with product ids when items are populated.
view_item	Required	This event tracks user views of detailed item information. Call this event with the relevant item id when the user views an item’s detailed view.
add_to_cart	Strongly recommended	This event tracks cart/basket/checkout activity. Call this event with item IDs when a user intends to make a purchase.
ecommerce_purchase	Strongly recommended	This event tracks transactions in the app. Call this event with item IDs and values when a user makes a purchase (for example: a “Thank you” page).

Custom scheme:

Event name	Required parameters	Optional parameters
session_start
view_search_results		item_id: An array of item IDs seen by the user on an app screen search_term: Search string item_location_id: Array of Item location ID (job or education verticals) google_business_vertical: String used to differentiate use cases
view_item_list	item_id: item IDs of item seen by user on an app screen	app_event: view_item_list item_id: An array of item IDs seen by the user on an app screen item_location_id: Array of Item location ID (job or education verticals) google_business_vertical: String used to differentiate use cases
view_item	item_id: item IDs of item seen by user on an app screen	item_location_id: An array of Item location ID (job or education verticals) google_business_vertical: String used to differentiate use cases
add_to_cart	item_id: Array of item IDs added to the cart	item_location_id: An array of Item location ID (job or education verticals) google_business_vertical: String used to differentiate use cases
ecommerce_purchase	item_id: Array of item IDs purchased	item_location_id: An array of Item location ID (job or education verticals) value: The total value of purchased items google_business_vertical: String used to differentiate use cases

Retail

Important

For retailers, upload your product feed to the Google Merchant Center.
Make sure that item_id values match with id values in your Google Merchant Center feed. Matching these values will allow the creatives to display the most relevant items for users.

Event scheme definitions:

Event name	Requirement	Event Definition
session_start	Required	This event tracks a session start in the app. Call this event when the user opens the app or resumes using the app.
view_search_results	Optional	This event tracks search activity in the app. Call this event when search results are populated.
view_item_list	Optional	This event tracks user-viewed items such as items in a category, favorite items, and others. Call this event with product IDs when items are populated.
view_item	Required	This event tracks user views of detailed item information. Call this event with the relevant product ID when the user views an item’s detailed view.
add_to_cart	Strongly recommended	This event tracks shopping cart activity. Call this event with product IDs when a user adds items to the shopping cart.
ecommerce_purchase	Strongly recommended	This event tracks transactions in the app. Call this event with product IDs and values when a user purchases items.

Standard scheme:

Event name	Required parameters	Optional parameters
session_start
view_search_results		app_event: view_search_results item_id: An array of product IDs seen by the user on an app screen search_term: Search string google_business_vertical: String used to differentiate use cases
view_item_list	item_id: Array of product IDs displayed	app_event: view_item_list item_id: An array of product IDs seen by the user on an app screen google_business_vertical: String used to differentiate use cases
view_item	item_id: the product IDs of items seen by the user on an app screen	google_business_vertical: String used to differentiate use cases
add_to_cart	item_id: An array of product IDs added to the cart	google_business_vertical: String used to differentiate use cases
ecommerce_purchase	item_id: An array of product IDs purchased	value: Total value of purchased items google_business_vertical: String used to differentiate use cases

App advertisers using multiple use cases

Choose a section to give feedback on

Was this helpful?

How can we improve it?

Dynamic remarketing for apps setup guide

2. Set up events with your data

Example

Set up your data with Firebase

Set up your data with a third-party SDK

Set up your data with server-to-server

New API (examples only)

Legacy API (examples only)

Travel, Flights, Hotels and rentals

Education, Jobs, Local deals, Real estate, and Custom

Retail

App advertisers using multiple use cases

Was this helpful?

Need more help?

Try these next steps: