Google Ads Data & Reporting

Manage your Google Ads integration data through events, exports, and reports.

Overview

After connecting Google Ads to Branch, data will seamlessly flow between the two to measure your campaigns' performance. It is helpful to know what kinds of data are passed to each platform to properly compare campaigns and optimize future campaigns. The Branch Dashboard will also populate with helpful reports for campaign measurement.

Mapping Between Google Ads & Branch

Campaign Data Mapping

Branch Data

Google Data

Definition

Possible Values

~campaign_id

campaign_id

The numeric campaign ID of the campaign that produced the ad event. This value is guaranteed unique.

Google Ads Campaign ID

~campaign

campaign_name

The advertiser-defined campaign name of the campaign that produced the ad event. This value is not guaranteed unique.

Google Ads Campaign Name

~ad_format

ad_type

The type of ad that resulted in the ad event. This value can be used to distinguish between various types of inventory as follows.

ClickToDownload
AppDeepLink
AppDeepLinkContinue
Unknown

~channel

network_type

This field will identify the Google Ads advertising network the ad event occurred on.

Search
Display
YouTube

~secondary_publisher

network_subtype

This field will identify the “subtype” of the Google Ads advertising network the ad event occurred on. The possible values vary by primary network type.

Google Search, Search Partners, mGDN, Google AdMob, YouTubeVideos, YouTubeSearch, VideoPartners; null when campaign_type is UAC and network_type is Display.

~tags

campaign_type

This field will identify the type of campaign that produced the ad event.

UAC, UACe, Search, Display, Video, Shopping

~ad_set_name

ad_group_name

The advertiser-defined ad group name that produced the ad event.

Google Ads Ad Group Name

~ad_set_id

ad_group_id

The numeric ID of the ad group that produced with the ad event.

Google Ads Ad Group ID

~ad_id

creative_id

The numeric ID of the creative ad unit that produced the ad event. Only provided when campaign_type is not UAC.

Google Ads Creative ID

~keyword

keyword

The search keyword associated with the ad event. Only provided when network_type is Search and campaign_type is not UAC.

Google Ads Keyword

Event Mapping

Once you begin tracking events through the Branch SDK, you can select which events to import in Google Ads. Google Ads has pre-defined events that map to pre-defined Branch events, listed below.

Regardless of campaign type, Branch will forward in-app events to Google Ads for campaign optimization. In addition, Branch will receive attribution data for rich analysis in the Branch Dashboard.

Branch Event

Google Event

INSTALL

first_open

OPEN

session_start

PURCHASE

in_app_purchase

VIEW_ITEM

view_item

VIEW_ITEMS

view_item_list

SEARCH

view_search_results

ADD_TO_CART

add_to_cart

PURCHASE

ecommerce_purchase

custom

custom

Event Metadata Mapping

Branch Metadata

Google Ads Metadata

Description

content_items[].$sku

item_id

The ID of the item being referenced in an app event. Represented as it's SKU number; e,g, SKU_12345

custom_data.end_date

end_date

The date when the event ended. The value should be in YYYY-MM-DD format.

custom_data.google_business_vertical

google_business_vertical

The vertical ID associated with the Google's list of verticals used for targeting or excluding categories of placements.

custom_data.item_location_id

item_location_id

The location associated with the event. If possible, set to the Google Place ID that corresponds to the associated item; e.g. L_12345 . Can also be overridden to a custom location ID string.

custom_data.origin

origin

The origin of the feed; possible values:

  • UNSPECIFIED
  • UNKNOWN
  • USER
  • GOOGLE

custom_data.search_term

search_term

The term that was searched for; e.g. t-shirts

custom_data.start_date

start_date

The date when the event started. The value should be in YYYY-MM-DD format.

event_data_currency

currency_code

The three-character ISO 4217 code; e.g. USD for United States Dollar.

revenue

value

The monetary value of the conversion event in float format.

Branch Dashboard Reports

Available Dimensions to Compare by for UAC

Dimension

Supported?

Clicks

:white-check-mark: Yes

Cost

:white-check-mark: Yes

Impressions

:white-check-mark: Yes

Feature

:white-check-mark: Yes

Channel

:white-check-mark: Yes

Campaign

:white-check-mark: Yes

Tags

:x: No*

Stage

:x: No

Ad Partner

:white-check-mark: Yes

OS

:white-check-mark: Yes

Platform

:white-check-mark: Yes**

Secondary Publisher

:white-check-mark: Yes

Ad Set Name

:white-check-mark: Yes

Ad Name

:x: No

Creative Name

:x: No

Keyword

:x: No

Last Touch Type

:white-check-mark: Yes

Link ID

:x: No

Country

:white-check-mark: Yes**

*Used to identify the type of campaign, but not customizable. Ex. ACI/ACE
**Not available on clicks or impressions, but available on attributed activity.

Cost Metrics Data

Analytics Tag

Description

Used For

Cost

Total cost (spend)

Understanding the total amount spent for dimensions (analytics tags, user data, time range)

eCPI

cost / installs

Normalizing spend per install, to understand the average price of an install across networks or over time

eCPC

cost / clicks

Normalizing spend per click, to understand the average price of an click across networks or over tim

eCPM

cost / (impressions / 1000)

Normalizing spend per thousand impressions, to understand the average price of 1000 impressions across networks or over time

eCPA

cost / purchases [web and app]

Normalizing spend per purchase, to understand the average price of a purchase across networks or over time

Return On Investment (ROI)

(revenue-cost / cost) * 100

Deriving return on investment, to understand the percentage "profit" made on ad spend

Return On Ad Spend (ROAS)

(revenue / cost) * 100

Deriving return on investment by understanding the percentage revenue multiple for a given unit of spend


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