Google Ads Data & Reporting

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

概述

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 数据

谷歌数据

定义

可能的值

~campaign_id

campaign_id

产生广告事件的 Campaign 的数字 Campaign ID。此值保证是唯一的。

Google Ads广告系列ID

~campaign

campaign_name

产生广告事件的 Campaign 的广告主定义的 Campaign 名称。此值不能保证是唯一的。

Google Ads广告系列名称

~ad_format

ad_type

产生广告事件的广告类型。该值可用于区分以下各种类型的清单。

ClickToDownload
AppDeepLink
AppDeepLink继续
未知

~channel

network_type

此字段将标识发生广告事件的 Google Ads 广告平台。

搜索
显示
YouTube

~secondary_publisher

network_subtype

此字段将标识发生广告事件的 Google Ads 广告平台的“子类型”。可能的值因主要平台类型而异。

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

~tags

campaign_type

此字段将标识产生广告事件的 Campaign 的类型。

UAC,UACe,搜索,显示,视频,购物

~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

与广告事件一起产生的广告组的数字 ID。

Google Ads广告组ID

~ad_id

creative_id

产生广告事件的广告素材广告单元的数字 ID。仅在 campaign_type 非 UAC 时提供。

Google Ads广告素材ID

~keyword

keyword

与广告事件相关联的搜索关键字。仅在 network_type 为 Search 且 campaign_type 不是 UAC 时提供。

Google Ads关键字

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 事件

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 Ad metadata

描述

content_items[].$sku

item_id

应用事件中引用的商品 ID。表示为 SKU 编号;例如, SKU_12345

custom_data.end_date

end_date

事件结束的时间戳。该值应为 YYYY-MM-DD 格式。

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

Feed 来源;可能的值:

  • 不确定
  • 未知
  • 用户
  • 谷歌

custom_data.search_term

search_term

搜索到的术语;例如 t-shirts

custom_data.start_date

start_date

事件开始的日期。该值应为 YYYY-MM-DD 格式。

event_data_currency

currency_code

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

revenue

value

转化事件的货币值,采用浮点格式。

Branch Dashboard Reports

Available Dimensions to Compare by for UAC

维度

Supported?

Clicks

:白色复选标记:

Cost

:白色复选标记:

Impressions(展示)

:白色复选标记:

功能

:白色复选标记:

渠道

:白色复选标记:

Campaign

:白色复选标记:

标记

:X:*

阶段

:X:

广告合作伙伴

:白色复选标记:

操作系统

:白色复选标记:

平台

:白色复选标记:**

Secondary Publisher

:白色复选标记:

广告集名称

:白色复选标记:

Ad Name

:X:

广告名称

:X:

Keyword

:X:

Last Touch Type

:白色复选标记:

Link ID

:X:

Country

:白色复选标记:**

*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

分析标签

描述

Used For

Cost

Total cost (spend)

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

eCPI

成本/安装

标准化每次安装的支出,以了解整个网络或一段时间内安装的平均价格

eCPC

cost / clicks

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

eCPM

cost / (impressions / 1000)

标准化每千次展示的支出,以了解整个网络或一段时间内1000次展示的平均价格

eCPA

cost / purchases [web and app]

标准化每次购买的支出,以了解跨平台或一段时间内购买的平均价格

Return On Investment (ROI)

(revenue-cost / cost) * 100

得出投资回报率,了解广告支出产生的百分比"利润"

Return On Ad Spend (ROAS)

(revenue / cost) * 100

通过了解给定支出单位的收入倍数百分比得出投资回报率


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