Google Ads Data & Reporting

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`
'REINSTALL'	' reinstall_open'
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	✅ Yes
Cost	✅ Yes
Impressions	✅ Yes
Feature	✅ Yes
Channel	✅ Yes
Campaign	✅ Yes
Tags	❌ No`*`
Stage	❌ No
Ad Partner	✅ Yes
OS	✅ Yes
Platform	✅ Yes`**`
Secondary Publisher	✅ Yes
Ad Set Name	✅ Yes
Ad Name	❌ No
Creative Name	❌ No
Keyword	❌ No
Last Touch Type	✅ Yes
Link ID	❌ No
Country	✅ 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

Engagement Metrics

You can view data for click-through engagement (Engaged View) conversion metrics for Google Adwords through Dashboard Reports or exports:

Report/Export	Parameter	Value
Dashboard Report	`touch subtype`	`engaged_view`
Dashboard Custom Exports	Column	Touch Subtype
Custom Exports API	`fields`	`last_attributed_touch_data_tilde_touch_subtype`