Google Ads Customization and Edge Cases

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Google Ads Resources

Overview

Whereas Universal App Campaigns are focused solely on the single conversion type of app download, you can leverage other Google Ads campaign types - Search, Display, Shopping, Video - to expand your marketing efforts that enable both app and web conversions.

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Note

As long as you have Enabled the Google Ads integration in your Branch dashboard, Branch will automatically attribute trackable app conversions. The below solutions are only necessary if you want to deeplink users from web campaigns using Branch, attribute non-trackable inventory such as iOS Search, or attribute web SDK/mobile web events.

Requirements

Web + App Routing Prerequisites

If you are running any Web-based (non-UAC) Google Ads campaigns and want to enable deep linking into apps and attribute those app conversions to the web-based campaign**, please make sure you also complete the following:

[x] Branch SDK integrated into your app.
[x] Track all necessary events through the SDKs.
[x] Have admin access to your Google Ads account; required for generating Link IDs in Google Ads.
[x] Branch Web SDK v2.48.0+
[x] Measurement of relevant v2 events
[x] App links (Android) and/or Universal Links (iOS) enabled on the web url entered into the campaign's Final URL
[x] Branch Ad link in the campaign's Tracking Template.

Setup

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Enabling Required

Before you can leverage our integration with Google Ads, you must Enable the Google Ads integration in your Branch dashboard.

Create a Branch Ad Link

  1. Create a Branch Ad link from the Partner Management page's Create Google Ads Link button under the Google Ads Partner and select Create Search/Display Link depending on the type of Google Ads campaign you are running.
  2. Under the Define Section, pick a Link Name for later reference.
  3. Configure the link with the Ad Format set to Search or Display and the Ad Partner set to Google Ads.
    Create Ad LinkCreate Ad Link
  4. Under the Configure Options tab, navigate to the Redirects sub section and ensure that the Web redirect is set to the desired final website promoted by the ad campaign.
  5. Under the Analytics Tags sub section additional tags can be set. It is recommended to fill in these fields as they can be used as filters in Branch's Ads Analytics view. To best connect your ad link with your Adwords Campaign:
    1. Set the Channel field to Google Ads
    2. Set the Campaign field to the same ad campaign name used in Google Ads
    3. Add a new tag - ~campaign_id - to the same campaign ID in Google Ads

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Analytics Tags

In order to line up impressions, clicks and cost with all downstream events, analytics tags must be present on the link and the values must exactly match the values in the Ad Network's dashboard.

Create Your Campaign

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Campaign Types Supported

Please refer to the Appendix for all of the web-based campaign types supported.

Please follow Google Ads help documentation on how to create a new Google Ads campaign.

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Branch links for Tracking Template field ONLY

Because the Final URL for your campaigns must match your display URL and not contain any cross-domain redirects, you cannot put a Branch link directly in that box.

For additional information on Google Ads campaigns, please see Create ads and campaigns.

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Setting Attribution Windows

You can specify the attribution windows for your links either at an overall account or per link level. Use these windows to accurately measure attribution data for your Branch links. Refer to Changing attribution windows for instructions.

Viewing Your Data

The Ads Analytics Page on the Branch dashboard provides an interactive time series graph and table to view the performance of your Ad campaigns:

  • Easily interact with your Analytics data breakdown and compare aspects of your Ad campaigns' performance by using the Compare by button to add a parameter to split the data displayed data by.
  • You can also use the Add Filter + button to refine the data displayed to gain deeper insight into the performance of your Ad campaigns.

The TRENDS table shows the chart and breakdown of last 7 days data on the campaign performance by ad partner.

Example Ads Analytics GraphExample Ads Analytics Graph

The EVENTS table shows summary data on the performance of each Ad campaign.

Example Ads TableExample Ads Table

On the top right side of the table you can find a download button to retrieve the chart's content as a CSV file. For more info about Ads Analytics refer here.

Appendix

Search Ads Specifics

This documentation supports the following Google Campaign types:

Google CampaignCampaign Type/ObjectiveBranch Ad Format
Search NetworkSalesCross-platform Search
Search NetworkLeadsCross-platform Search
Search NetworkWebsite TrafficCross-platform Search

For Search App Extensions, the Google Conversion API that Branch relies on for app event attribution will confirm Android conversions, with limited support for iOS search/web attributions. You can use a Branch link within the tracking template for iOS App Extensions, but this will result in attributions counted in Branch that are not counted as conversions in Google.

OS Support and Major Differences

Operating SystemSupported by Google Ads Search Network Ads?
WebYes
iOSYes
AndroidYes

Display Ads Specifics

This documentation supports the following Google Campaign types:

Google CampaignCampaign Type/ObjectiveBranch Ad Format
Display NetworkSalesCross-platform Display
Display NetworkLeadsCross-platform Display
Display NetworkWebsite TrafficCross-platform Display
Display NetworkProduct and Brand ConsiderationCross-platform Display
Display NetworkBrand Awareness and ReachCross-platform Display

OS Support and Major Differences

Operating SystemSupported by Google Ads Display Network Ads?
WebYes
iOSYes
AndroidYes

Dynamic Remarketing Campaigns for Apps

App Engagement Campaigns do not include dynamic remarketing campaigns for apps. If you want to set up dynamic remarketing campaigns for people who have previously engaged with your app, you must create a Web-based Ad using the Display Network.

Please follow Google Ads help documentation on how to create a new Dynamic Remarketing Campaign for Apps.

Data Mapping
Google DataBranch DataDefinition
currency_codeevent_data_currencyoptional (should be in the URL string as query param)
valuerevenueoptional (should be in the URL string as query param AND in the body if available)
origincustom_data.originoptional
start_datecustom_data.start_dateoptional
end_datecustom_data.end_dateoptional
search_termcustom_data.search_termoptional
google_business_verticalcustom_data.google_business_verticaloptional
item_location_idcustom_data.item_location_idoptional
item_idcontent_items[].$skurequired

Shopping Ads Specifics

This documentation supports the following Google Campaign types:

Google CampaignCampaign Type/ObjectiveBranch Ad Format
ShoppingWeb and App PurchasesCross Platform

OS Support and Major Differences

Operating SystemSupported by Google Ads Shopping Ads?
iOSYes
AndroidYes
WebYes

Using Your Feed

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Prerequisites

  • Be sure you have both a Google Adwords account, and a Google Merchant Center account, and that the two accounts are linked.
Uploading to Google Merchant Center
  1. In Google Merchant Center, navigate to Products then Feeds.
    imagesimages
  2. Click the large blue plus button to add a new feed.
  3. Follow the prompts to name your feed, select feed language, and upload or connect your feed.
  4. Once your feed has been created, Merchant Center will take a few minutes to process it. Once that has finished, you're feed is ready to be used in your Adwords campaigns.
Using your Merchant Center Feed in Adwords
  1. In your Adwords dashboard, navigate to the All Campaigns page.
    imageimage
  2. Click the red campaign button, and create a new Shopping Campaign.
  3. On the Shopping Ads Setup page, make sure the correct Merchant Identifier is selected (this should match the value in your Merchant Center Dashboard).
    imageimage
  4. Complete the ad configuration and name your ad group.
  5. You should see your new Campaign and Ad Group.

Adwords will automatically pull products from your Primary Feeds defined in Google Merchant Center for these Shopping campaigns.

Video Ads Specifics

This documentation supports the following Google Campaign types:

Google CampaignCampaign Type/ObjectiveBranch Ad Format
VideoStandard - InstreamCross-platform Search
VideoStandard - BumperCross-platform Search
VideoMobile App Install - InstreamApp Only: Install

OS Support and Major Differences

Operating SystemSupported by Adwords Video Ads?
WebYes
iOSYes
AndroidYes

Updated about a month ago


Google Ads Customization and Edge Cases


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