Measure app conversions with Google Play

Use conversion data from Google Play to view how effectively your ads lead to Android app installs and in-app activity.

This article explains how to track Android installs and in-app actions directly from Google Play, with a third-party analytics tool, or by adding code to your app. To track your conversions by importing them from Firebase, go through these instructions instead. Learn more About mobile app conversion tracking.

Changes to app conversions in made for kids apps

Starting on April 15, 2023, you won’t be able to apply Google Play conversions for installs or in-app purchases for Android apps that are only intended for children. Conversions in Google Play for child-focused content won’t be available when creating new conversions or new campaigns.

Before you begin

Here's what you'll need before you can set up Android app conversion measurement:

A Google Ads account: Don't have one yet? Sign up at Google Ads.
An Android app: This is the app for which you want to track installs or in-app actions.
Ability to set up conversion data: For app installs (first open) or in-app actions, either you or your app developer will need to be able to edit your app's code or use a 3rd-party analytics tool. This isn't required for app installs (from Google Play).
A Google Play account linked: For automatic in-app purchase conversions only, you need to link a Google Play developer account with your Google Ads account. If you use cross-account conversion tracking to track conversions with a manager account, you need to link Google Play to the manager account. If you don’t track conversions with a manager account, you need to link your individual account.

Step 1: Measure conversions on your app

Go to Summary within the Goals menu.
Select + Create conversion action.
Select Conversions on an app.
Select Set up.
Choose how you want to connect your app:
- Google Analytics
- Google Play
  - Note: Google Play measures downloads and in-app purchases only.
- Third party app analytics
Select Done. “Conversions on an app” will show the product and conversion source you’ve just created.

Step 2: Set up an app conversion

App conversions require a data source to create conversions in the next step.

Part 1: Choose the conversion category you want to measure

Choose the conversion category (or categories) you want to measure. Categories help you group multiple conversions together. The category should be the most closely related to the user action you are measuring. If you don’t find exactly what you are looking for, choose the next best category to sort your conversion.

Select a category from one of the top 4 categories recommended for you or select see all to view all category options.

If you have an existing conversion(s) already grouped into that category, we will let you know how many conversions already exist in that category.
Note: If you want to create a Google Play conversion, ensure to select App download.

Bulk set up conversions using your Google Analytics property

If you selected a Google Analytics account in the previous step, you will also find an option to Bulk create conversions from your existing Google Analytics property at the bottom of the page.
Select Select property and choose from one of your properties if more than one is linked.
Check the box next to an existing event that you want to use as a conversion in your Google Ads account.
After you select an event, ensure to assign which category to assign it to from the drop down.
- The category should be the most closely related to the user action you are measuring. If you don’t find exactly what you're looking for, choose the next best category to sort your conversion.
If you find the events you're looking for, select Select events.
If you don’t find the event you want to use, you can select + Create event to define a new one.
You can Name your event or leave the default event name.
Then select Create without code or Create with code:
1. To Create without code:
  1. Select the data stream you want to use for this new event from the drop down.
  2. Choose the trigger for your event (for example, do you want to define the event anytime a user lands on a specific page or when they complete a form submission).
  3. Add the URL that you want to use to measure when a user lands on that page or completes a form submission.
2. To Create with code:
  1. You will be given a code snippet in the Summary and next steps to add to your website or app.
  2. This method works well if you want to track a specific button click instead of a URL.
3. Select Save event.
Select Select events.

Part 2: Define your conversion

If a predefined conversion suggestion is available for Google Analytics or third-party app analytics, you can create a new conversion action from the recommended event by selecting Accept suggestions.
If no suggestions are available or you have a different conversion in mind, select + add conversion actions to select from your Google Analytics or a third-party app analytics provider data sources added in the first step.

Create conversions using your Google Analytics events

Method 1: Select from existing events

View a list of events available for use as conversions in Google Ads.
Check the box for the event(s) you can use as conversions for this category.
Select Select events.
Select Save and continue to create the conversion.

Method 2: Create a new conversion event with a URL

Select + Create event at the top of the table.
You can name your event or leave the default event name.
Select Create without code or Create with code:
1. To Create without code:
  1. Select the data stream you want to use for this new event from the drop down.
  2. Choose the trigger for your event (for example, do you want to define the event anytime a user lands on a specific page or when they complete a form submission).
  3. Add the URL that you want to use to measure when a user lands on that page or completes a form submission.
2. Select Save event.
3. Select Select events.
Select Save and continue to create the conversion.

Method 3: Create a new conversion event with code

Select + Create event at the top of the table.
You can Name your event or leave the default event name.
Select Create without code or Create with code.
1. To Create with code:
  - You'll be given a code snippet in the Summary and next steps to add to your website or app.
  - This method works well if you want to track a specific button click instead of a URL.
2. Select Save event.
Select Select events.
Select Save and continue to create the conversion.

Create conversions using your third-party app analytics provider

Select + Conversion actions.
Select your third-party app analytics provider from the app data sources added in Step 1.
Check the box on all events you want to use to create conversions.
Select Done.
Select Save and continue.

Step 3: Next steps

Now that you’ve created your conversions, review the finish setting up your conversions next steps to ensure your conversions can be measured correctly.

View the conversion categories you have created.
If you’ve turned on enhanced conversions for your account, click Agree and finish.

Note: Tracking app installs from stores other than Google Play

To track app installs from stores other than Google Play, create an Android app installs (first open) conversion action. For these conversions we recommend tracking with Firebase.

Previously, conversions from 3rd-party stores were also tracked through Android app download conversion actions, now called Android app installs (from Google Play). If you already installed tracking code for one of these conversion actions, your code will continue to count conversions, but you can no longer install new tracking code. We recommend creating a new Android app install (first open) conversion action to track these conversions. This is because app installs from 3rd-party stores are recorded on the first open, while installs from Google Play are recorded on the download. Separating these two types will help keep your conversion data consistent.

Opt out of automatic conversion measurement

Google Ads will automatically track app installs from the Google Play store as conversions. If you'd prefer not to automatically count these conversions, you can opt out:

Go to Summary within the Goals menu.
Scroll down to the “Download” table.
Check the box besides the conversion action you want to remove.
Click Remove on the blue ribbon that appeared.

How to track Android in-app purchases automatically from Google Play

For Android apps that use in-app billing, you can automatically track when someone who clicked your ad makes an in-app purchase. You don’t need to add code to your app. The value of the purchase will automatically be reported as the conversion value.

If you’re using conversion measurement for apps with in-app subscriptions, only the first purchase will be recorded as a conversion, and only the first payment value will be recorded.

Go to Summary within the Goals menu.
Select + Create conversion action.
Select App from the listed conversion types options.
Select Google Play.
Select In-app purchases, and click Continue.
Enter the name of the in-app conversion you'd like to track. This will help you recognize this action later when it shows up in conversion reports.
Lookup the name of your app, and select your app from the drop-down.
Select whether to count “Every” or “One” conversion per ad click. "Every" is usually best for in-app purchases, because every purchase likely adds value for your business.
Click Conversion window. Select how long to track conversions after someone clicks an ad. The window can be as short as one week or as long as 90 days. 90 days is recommended for in-app purchases, because this window allows you to best approximate the lifetime value of a customer, and each purchase adds value for your business. Learn more About conversion windows.
(Optional) Set the “Click-through conversion window” to record conversions within the selected length of time.
(Optional) Set the “Engaged-view conversion window” to record conversions that happened within the selected length of time.
In the "Conversion goal and action optimization" section, select either Primary or Secondary. This will determine whether the action is used for bidding optimization and reporting, or just for observation. Learn more about primary and secondary conversion actions.
Click Create and continue.
Click Done.

How to track Android pre-registrations automatically from Google Play

For Android apps and games that are made available for pre-registration in your Google Play Console, you can create an App campaign for pre-registration to run ads that build excitement and awareness for your apps and games before they release on Google Play. Learn more About App campaigns for pre-registration.

When you create these campaigns, people that click on your ads and pre-register for your app or game from the Play store will be automatically tracked in Google Ads. You don’t need to add code to your app.

Before you can run an App campaign for pre-registration, you need to set up your app or game for pre-registration in Google Play Console. Learn how to Build awareness for your apps with pre-registration.
After you create your App campaign for pre-registration, the pre-registration conversion action is auto-added to campaigns as soon as the first user pre-registers.
Conversion actions for pre-registration campaigns can’t be edited or removed.

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