Google Ads

Unlock the most accurate data available and best-in-class reporting for your campaigns with the Branch and Google Ads integration.

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Google Ads 资源

概述

As a certified Google App Attribution Partner, Branch offers advanced ad attribution insights with integration for Google Ads. By combining Google's self-attribution network (SAN) data with Branch's exclusive cross-channel Link Graph, you will uncover the true drivers of user activity across every ad network and channel to make informed marketing decisions like improving conversion rates and allowing you to measure the impact of your campaigns right on the Branch Dashboard.

它是如何工作的?

Branch integrates with Google Ads differently based on attribution methodology and campaign type:

Attribution via API

  1. Branch connects with Google through a Mobile Measurement Partner (MMP) API Endpoint through account authentication in the Branch Dashboard.
  2. Events are configured to send from Branch to Google.
  3. Once campaigns are launched, users see an ad to download the app.
  4. User installs the app and performs in-app events (ex. PURCHASE)
    • The Branch SDK captures the app install and downstream events.
  5. Branch communicates with Google through the MMP API Endpoint and sends Google data about the conversion.
  6. Google claims conversions by sending the click or impression campaign data that sourced it to Branch.
  7. The Branch Dashboard will update reports for you to be able to compare and measure ad campaigns across platforms, ad set name, ad partner, etc.

Attribution via Branch Link

  1. Branch connects to Google using a Branch Ad Link. The Branch Ad Link is used in web engagement campaigns.
  2. User sees a web-based ad and:
    • If the app is not installed, get routed to the web
    • if the app is installed, get deep linked into the app
  3. The Branch SDK captures conversion.
  4. Google sends data to Branch through the use of the Branch Ad Link in the Tracking Template field.
  5. The Branch Dashboard will update reports for you to be able to compare and measure ad campaigns across platforms, ad set name, ad partner, etc.

Campaign 支持

广告活动类型

Attribution Type

Conversion Support

Deep Linking Support

Destinations

App Installs (UAC)

via MMP API

Installs

  • SAN Deferred Deep Linking (DDL)
  • App Stores Only

App Engagement (UACe)

via MMP API

应用内活动

  • Universal Links(通用链接)
  • App Links
  • URI Scheme
  • 应用内体验

展示

via Branch Link

Opens & In-app Events

  • Universal Links(通用链接)
  • App Links
  • SAN DDL
  • Web
  • 应用内体验

搜索

via Branch Link

Opens & In-app Events

  • Universal Links(通用链接)
  • App Links
  • SAN DDL
  • Web
  • 应用内体验

Discovery

via Branch Link

Opens & In-app Events

  • Universal Links(通用链接)
  • App Links
  • SAN DDL
  • Web
  • 应用内体验

Video

via Branch Link

Opens & In-app Events

  • Universal Links(通用链接)
  • App Links
  • SAN DDL
  • Web
  • 应用内体验

购物

via Branch Link

Opens & In-app Events

  • Universal Links(通用链接)
  • App Links
  • SAN DDL
  • Web
  • 应用内体验

局限性

iOS Attribution

广告类型 安装的 App 发行商 广告主 SKAN
选择加入 选择退出
Web-Based 不适用 PREM Attribution
不适用 PREM Attribution
UAC 选择加入 IDFA Attribution
选择退出
UACe 不适用 不适用 不适用
不适用 不适用 不适用

Due to changes in iOS policies, Google does not send iOS install attributions resulting from the following to any MMP:

  • Google Search channel/inventory
  • YouTube channel/inventory
    While you can still view these attributions in your Google Ads account, you cannot view them in the Branch Dashboard as these modeled conversions will not be shared with Branch.

For additional information on iOS 14 Impact on Google, visit the iOS 14 FAQs

For additional information on SKAdNetwork, visit our Google SKADNetwork guide.

深度链接 API

Deep linking support varies based on Campaign Type.

For App Install Campaigns, Branch Links are not supported, and the only way to support deep linking is through Branch's SAN Deferred Deep Linking feature.

For App Engagement Campaigns, Branch Links are not supported, so your developers are required to set up iOS Universal Links, Android App Links, and/or custom URI Scheme to enable deep linking to in-app experiences.

For Web-based Ads, in order to enable deep linking, iOS Universal Links and Android App Links need to be enabled for your domain (the same domain entered into the campaign's Final URL field).


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