Google Ads reporting
Here you can find details about how Adjust reports aggregated Google Ads campaign data in Datascape and common reasons for data mismatch between Adjust and Google Ads.
Report structure
The campaign information that Adjust reports varies depending on the Google Ads inventory in use.
| Adjust link level | Google ads term |
|---|---|
| Network | Google Ads [campaign type] |
| Campaign | campaign_name (campaign_id)
|
| Adgroup | Depends on the inventory |
| Creative | Depends on the inventory |
campaign_type parameter or with the parameter populated with an unknown value. When this happens, we attribute the engagement to Google Ads (unknown).
ACI, ACPRE, and ACE
| Adjust link level | Google Ads term |
|---|---|
| Network | For ACI: Google Ads ACI For ACE: Google Ads ACE For ACPRE: Google Ads Pre-registration |
| Campaign | campaign_name (campaign_id)Example: iOS Google App campaigns test (12345678) |
| Adgroup | adgroup_name (adgroup_id) |
| Creative | network_type network_subtype |
Shopping
| Adjust link level | Google Ads term |
|---|---|
| Network | Google Ads Shopping |
| Campaign | campaign_name (campaign_id) |
| Adgroup | adgroup_id |
| Creative | network_type network_subtype |
Search
| Adjust link level | Google Ads term |
|---|---|
| Network | Google Ads Search |
| Campaign | campaign_name (campaign_id) |
| Adgroup | adgroup_id |
| Creative | keyword_matchtype, e.g., hotel_Broad |
Display (GDN, Admob)
| Adjust link level | Google Ads term |
|---|---|
| Network | Google Ads Display |
| Campaign | campaign_name (campaign_id) |
| Adgroup | adgroup_id |
| Creative | Placement, Example: mobile_app - 1 |
Video (Youtube, Admob)
| Adjust link level | Google Ads term |
|---|---|
| Network | Google Ads Video |
| Campaign | campaign_name (campaign_id) |
| Adgroup | adgroup_id |
| Creative | video_id, Example: 98765456784 |
Google Ads Hotel and Google Ads Performance Max
| Adjust link level | Google Ads term |
|---|---|
| Network | For Hotel: Google Ads Hotel For Performance Max: Google Ads Performance Max |
| Campaign | campaign_name (campaign_id) |
| Adgroup | adgroup_id |
| Creative | network_type network_subtype |
adgroup_name or adgroup_id parameter for Google Ads Performance Max campaigns. Therefore the adgroup-level link of Google Ads Performance Max campaigns report as unknown in Adjust. This is an expected response.
Google Ads Local, Smart, and Discovery
| Adjust link level | Google Ads term |
|---|---|
| Network | Google Ads Local, Smart & Discovery |
| Campaign | campaign_name (campaign_id) |
| Adgroup | adgroup_id |
| Creative | network_type network_subtype |
Data mismatch
It is quite common to see a mismatch between Google Ads and Adjust-reported installs. This does not mean that either source reports incorrectly. It is usually related to different attribution logic, settings, or availability of data. In the case of a reported install discrepancy, we recommended that you consider the following.
Acquisition strategy
If you are advertising on multiple channels, it is possible that a reported Google Ads user is attributed elsewhere in Adjust.
Adjust's Google Ads API integration sends all recorded installs to Google Ads. As a self-attributing network, Google Ads responds to Adjust with click data. If Google Ads has a click timestamp record from a user's earlier ad engagement, they report this as an install on the Google Ads dashboard.
However, as a third-party attribution partner, Adjust considers all sources and only attributes the user to Google Ads if it is the most recent source of ad engagement (within the applicable attribution window). Therefore, it is possible that a Google Ads-reported user may be attributed elsewhere within Adjust.
Attribution logic
The following metrics represent installs in Adjust:
- Installs - Installs attributed by Adjust based on your attribution settings. Adjust attributes installs to a single partner that had the last and most relevant engagement.
- Installs (Network) - Installs reported on Google Ads' side. Adjust pulls this data through the API.
- (iOS only) SKAN conversions (total conversions) - Installs and reinstalls reported by SKADNetwork. Apple performs attribution, and Adjust collects data via postbacks from Google Ads.
| Metric | iOS | Android |
|---|---|---|
| Installs | Adjust can only perform deterministic attribution in real time for Google campaigns due to limitations from Apple.
| Android devices can support deterministic matching without advertising IDs.
|
| Installs (Network) | Google Ads uses modeled conversions in which they predict how many installs a particular campaign should have generated. | Google Ads claim all installs for which they have engagements. They do not have information about other engagements. |
| SKAN conversions (total conversions) | Apple performs last-click attribution and sends postbacks to winning partners. You might need to wait for 48 hours before the data is displayed in the dashboard.
| - |
Attribution window
If the attribution windows on both platforms are different, you can edit your Adjust attribution windows to match Google Ads 30 day attribution window.
Time zone
Confirm that the time zones on both platforms are the same.
Conversion date
Google Ads reports conversion events as the day of click, while Adjust reports conversions on the day of install (i.e., first app open).