Google Ads integration for PC and Console

With Adjust's partnership with Google Ads, you can enable Adjust measurement for campaigns created through any of the following Google Ads partners:

Before you begin

Here's what you need to know before getting started.

Requirements

• Admin, Editor, or Custom Editor permissions in Adjust to create a link
• Access to the Google Ads platform

Create a link in Adjust

To create an Adjust link, follow these steps.

1. Select Campaign Lab.
2. Select + New Partner.
3. Search Google Ads and select your preferred Google Ads partner. See the list of available Google Ads partners at the top of the article.
4. Choose the app you want to create the link for.
5. Enter a name for your link.
6. Optional: Update the link's campaign structure parameters.
7. Optional: Define deep links, add redirects, and add fallbacks.
8. Make sure to Enable probabilistic modeling for clicks. Adjust uses probabilistic modeling to attribute PC and Console installs for Google Ads campaigns.
   1. Under Clicks, select Edit.
   2. Toggle on Enable probabilistic modeling.
   3. Optional: Customize the attribution window for your link.
9. Review your link settings and select Create link.

Enable Adjust measurement in Google Ads

Now you need to enable Adjust measurement in the Google Ads manager. To do this:

1. Log in to Google Ads account.
2. Select your campaign or create a new one.
3. Enter the requested campaign information:
   • Final URL. The destination URL reached by clicking on an ad.
   • Tracking template. Your Adjust link.

Optional: Google Ads Offline Conversions

You can use Google Ads Offline Conversions to import offline conversion data directly into your Google Ads account. If you want to learn more about it, see Set up Google Ads Offline Conversions campaigns.

Conversion environment in Server-to-Server integrations

Starting April 30, 2025, Google requires the inclusion of a conversionEnvironment parameter in all Offline Conversion Import (OCI) data. This ensures accurate attribution and enables Smart Bidding for your campaigns.

If you're using a Server-to-Server (S2S) setup — common for PC and Console clients — Adjust handles this parameter as follows:

• If your S2S request includes the google_oci_conv_env as a partner_parameter, Adjust will use it. Example:

curl -X 'POST' -d 's2s=1&app_token=a1234b2x3a4o&ip_address=0.0.0.0&created_at=2025-03-23T09:46:47.288Z-0400&sent_at=2025-03-23T09:46:47.288Z-0400&external_device_id=099aa0bc&partner_params=%7B%22google_oci_conv_env%22%3A%20%22app%22%7D' -H 'Authorization: Bearer ADD_YOUR_AUTH_TOKEN_HERE' -H 'User-Agent: Adjust Streaming Job (akka-http)' 'https://s2s.adjust.com/session'

• If you don’t specify it, Adjust will automatically default the value to UNSPECIFIED.

To ensure best performance and compliance, we recommend explicitly providing this parameter with one of the following values:

• app – For app-based environments (e.g., in-app console stores)
• web – For browser-based environments
• unspecified – Only used when the environment cannot be determined

For more information, see the Include the conversion environment.