About switching to the new third-party conversion analytics

The integration with third-party app analytics providers and the App Attribution Partner programprovide a much more seamless conversion tracking setup where you can link and import conversions to Google Ads.

This article explains why this change is happening and how it affects what you’ll see in your Google Ads account.

Why it’s changing

We’ve simplified this integration so you can focus on the measurement that you care about. Here’s what’s changed:

  • You can manage your conversions in your current analytics tool and simply “select and import” them into Google Ads.
  • We’re improving the data transfer between third-parties and Google Ads in the back end, so there’s no need for post back URLs anymore.
  • If you market your App in multiple Google Ads accounts, you can simply ‘link’ each of your Google Ads accounts and then import conversions. Or, if you use cross-account conversion tracking you can link to your manager account and import conversions there.

These changes help simplify the integration, reduce reporting discrepancies between Google Ads and third-party app analytics providers, and make it easier to import the data you want into Google Ads.

What’s changing in your Google Ads account

If you have an existing conversion tracking integration with a third-party app analytics provider that’s part of the new App Attribution Partners program, then your app conversion tracking setup will be automatically migrated to the new integration. You’ll notice the following changes in your account:

  1. Google Ads will automatically import new conversion actions for each of the events you track today with the old integration. The source for these new conversion actions will be “third-party app analytics”.
  2. Google Ads will compare the stats sent from your third-party app analytics via the new and old conversion actions. We’ll then update your conversion settings and any App campaigns that target in-app actions. At the same time, we’ll disable the old conversion types so you won’t see double counting in the “Conversions” column.
  3. The old conversion actions will be disabled.

How can I migrate my own account

If you track conversions with a third-party that’s not part of Google’s App Attribution Partners program, you’ll need to migrate your existing setup by working with your third-party provider. Once your third-party provider integrates with the new API, you’ll need to create a link with your provider and import conversions.

If you manage your own server-to-server connection, you can consult the developer page outlining the technical details of the new App conversion tracking API.

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