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`
'REINSTALL'	' reinstall_open'
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	是
Cost	是
Impressions（展示）	是
功能	是
渠道	是
Campaign	是
标记	否`*`
阶段	否
广告合作伙伴	是
操作系统	是
平台	是`**`
Secondary Publisher	是
广告集名称	是
Ad Name	否
广告名称	否
Keyword	否
Last Touch Type	是
Link ID	否
Country	是`**`

*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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