Comprehensive Guide to Setting Up Google Ads Campaigns with Kochava

The following document defines the process for creating a Google Ads (UAC, Display, YouTube, etc.) campaign for iOS and Android.

Data Needed Before Beginning Process:

Google Ads Account
Link ID
Google Customer ID

NOTE: If you plan to leverage the Google Ads integration please contact your Account Management team.

NOTE: If you plan to use Search iOS or App extensions, utilize a SmartLink or VPPN. For more information, contact your Client Success Management team.

Important Note: Starting March 6, 2024, Google will enforce a revised EU user consent policy aligned with the Digital Markets Act (DMA).

Create a Link ID within Google Ads

The following procedure provides the steps for creating a Link ID within Google Ads. For further details, contact a Google account representative.

NOTE: Only one Link ID per app is required. Android and iOS versions of the same app require separate link IDs. The Link ID provides the connection for the install and all post-install events for the associated app.

NOTE: If conversions need to be tracked across multiple accounts for a single app, either use cross-account conversion tracking and create the Link ID in the manager (MCC) account, or create the Link ID and share it across accounts. Create the link in the account that will be the owner of the link. Only the owner of the link can grant access and share the link to other accounts.

NOTE: After creating a new Link ID you MUST Import Mapped Conversions in the Google UI. This process MUST be completed whether you are creating your first Link ID or updating with a new Link ID for an existing app.

Log in to Google Ads.
Click Tools & Settings > Linked accounts.

Select Third-party app analytics > Details.

Click Create Link ID for the initial link in the account, or click “+” to add an additional link.
Select App analytics provider > Kochava.
Select your mobile app’s platform:
- Android
- iOS
Locate the desired app.
Click Create Link ID.

Copy and Retain the Link ID.

BEST PRACTICES: Do not close the Google Ads UI. After the setup process has been completed within Kochava, mapped conversion events must be imported using the Google Ads UI.

Install Setup Process

NOTE: Kochava does not award install credit to a campaign type that is not a UA campaign.

BEST PRACTICES: It is HIGHLY recommended that a Tracker ID be appended to the partner campaign name e.g., the campaign name within the Google Ads UI. The Tracker ID can be easily located within Kochava’s Campaign Manager, expand the section below for instructions on locating the ID.

Locate Tracker ID:

Once a tracker has been created, navigate to Campaign Manager.
Locate and click on the desired Campaign.
Located the desired Segment, and click on the expand arrow.
Locate the desired Tracker, and click on the expand arrow.
Locate and copy the Tracker ID.

Create an Install Tracker:

Log in to Kochava.
Select the desired Account and App.
Create a new Tracker. For more information about Creating Trackers, click here.
Enter a unique Tracker Name.
Select the Tracker Type > Acquisition.
Select Media Partner > Google Ads.
Select an Agency Partner. (optional)
Check Share with Publisher. (optional)
Select Default Tracker:

On
Off (default)

NOTE: Selecting On will allow SAN network traffic to funnel to the default tracker when no tracker ID is present. If a default tracker is not set up and the tracker ID is not appended to the partner campaign name, that data will be bucketed in the most recently set up tracker for that network.

Select the Destination URL Type>Custom. (default selection)
Enter a Deep Link. (optional)
Enter any Custom Parameters. (optional)

NOTE: The final URL is not required for tracking a Google campaign through Kochava, and should not be used.

Click Save if no additional trackers need to be created.
Click Save & Add Another Tracker if additional trackers need to be created.
Click Save & Create Postback. (To navigate directly to the Partner Configuration page).

A. Campaign and Segment selection/creation section.

Create an Install Postback:

Select Apps & Assets > Partner Configuration.

Click Add a Configuration.
Select Network Partner > Google Ads.
Click Go.
Click Install>Postback Tools (⋮) > Create.
Enter the Link ID. (generated/obtained in the Google UI)
Select App Event Type > First Open. (default setting)

NOTE: The customer IDs that Google generates contains dashes, however the Google Ads API does not accept the customer ID with dashes. Remove the dashes from the customer ID when entering it into the relevant field in Kochava.

Enter the Kenshoo Customer ID. (optional)
Enter the Septini iOS Customer ID. (optional)
Enter the Sprinklr Customer ID. (optional)
Enter the Cyberagent Customer ID. (optional)
Enter the Cognant Customer ID. (optional)
Enter the Marin Software Customer ID. (optional)
Enter the AI Media Group Customer ID. (optional)
Enter the Bidalgo Customer ID. (optional)
Enter the Yahoo! Japan Customer ID. (optional)
Enter the Wisebirds Customer ID. (optional)
Enter the Adquant Customer ID. (optional)
Check Send GCLID Only. (optional)

NOTE: When checked, Kochava will send the GCLID when there are no other device IDs available. If this is not checked, then Kochava will not send Google a claim request unless there is a device ID to include.

Select a Delivery Delay.
Select the number of Retry Attempts.
Click Save.

Post-Install Event Setup Process

NOTE: For Google to receive post-install event information, a re-engagement tracker must be created for the events you wish to pass to Google.

BEST PRACTICES: Google strongly suggests that marketers enable any and all post-install events that are being tracked by Kochava. Any event that is configured will send ‘All’ occurrences of the event to Google.

BEST PRACTICES: Google strongly suggests the instrumentation of post-install events to track sessions as well as Deep Link events.

BEST PRACTICES: If the Event Name field is left empty, the original event name received from the app will be used. The Custom Event may then be used for any post-install events that do not correspond to one of Google’s pre-defined App Event Types.

Post-install events sent to Google must be designated with the corresponding Google App Event Type using the drop-down menu within the Partner Configuration UI. Google has eight event types to select:

Custom
Session Start
In_App Purchase
View Item List
View Item
View Search Results
Add to Cart
eCommerce Purchase

NOTE: The Custom event may be used for any post-install events that do not correspond to one of Google’s pre-defined App Event Types.

Select Apps & Assets > Partner Configuration.

Using the Live Search locate the Google Ads postback configuration.
Select Google Ads > Network Tools (⋮) > Postbacks.

Locate the desired post-install event.
Click Postback Tools (⋮) > Create.

Enter the Link ID.
Select the App Event Type.
If using the Custom Event Type, Enter an Event Name.

Enter the Kenshoo Customer ID. (optional)
Enter the Septini iOS Customer ID. (optional)
Enter the Sprinklr Customer ID. (optional)
Enter the Cyberagent Customer ID. (optional)
Enter the Cognant Customer ID. (optional)
Enter the Marin Software Customer ID. (optional)
Enter the AI Media Group Customer ID. (optional)
Enter the Bidalgo Customer ID. (optional)
Enter the Yahoo! Japan Customer ID. (optional)
Enter the Wisebirds Customer ID. (optional)
Enter the Adquant Customer ID. (optional)
Check Send GCLID Only. (optional)

Select a Delivery Delay.
Select the number of Retry Attempts.
Select the Delivery Method.

NOTE: The default setting for Delivery Method is set to All and cannot be modified.

Click Save.

SKAD Credentials

Select Apps & Assets > Partner Configuration.

Using the Live Search locate the Google Ads postback configuration.
Select Google Ads > Network Tools (⋮) > Credentials.
Enter the Login Customer ID(s) (Manager Account) for SKAdNetwork.
Enter the Customer ID(s) for SKAdNetwork.

NOTE: If multiple IDs are used, they should be comma-separated.

NOTE: The Client Customer ID, SKAD Customer ID and Login Customer ID are located in the Google Ads Manager UI. The IDs that should be used are associated with the user who initially “logged in with Google” in the Kochava UI. For more information about locating the Google IDs, refer to Google’s Find your Google Ads customer ID support document.

Click Save.

NOTE: Kochava pulls the aggregated SKAdNetwork performance data every 24 hours and collects all the SKAdNetwork performance data associated with that Customer ID.

Important Note:
The Customer ID for SKAdNetwork and Login Customer ID are located in the Google Ads Manager UI. The IDs that should be used are associated with the user who initially “logged in with Google” in the Kochava UI. The Login Customer ID(s) are the customer IDs of the Google Ads Manager Account(s) that have direct access to the provided Client and SKAD Customer IDs, but the Login Customer ID may not be required, depending on your Google Ads setup. For more information about locating the Google IDs, refer to Google’s Find your Google Ads customer ID support document and their Login Customer ID documentation.

SKAd Conversion Model Upload

Add a SKAd Conversion Model.
Add Install and event postbacks with a valid Google Ads Link ID.
Add Google Ads SKAd Credentials.

Existing Conversion Models:

Existing conversion models will be uploaded the first time Google SKAd credentials are added as long as an install event postback is in place with a valid Google Ads Link ID.

Updated Conversion Models:

Updated conversion models will be automatically sent for advertisers who have added SKAD credentials and have install or event postbacks in place with a valid Google Ads Link ID.

Import Mapped Conversion Events

Click Tools, billing, and setting > Measurement>Conversions.

Click the plus button.

Click Conversion Type > App.

Select Third-party app analytics.
Click Continue.
Check the box next to each event to be imported.
Click Import and continue.

Google Ads