App Conversion Tracking and Remarketing API

For legacy app conversion tracking and remarketing integration, see Android and iOS specifications. Please note that new users should use the latest integration as we will be deprecating the legacy API soon.


Google recently announced an entirely new API for AdWords app conversion tracking and remarketing. The primary drivers for developing this new API are to make app analytics and attribution simpler for advertisers and more reliable for AdWords attribution partners.

The new API will completely replace the legacy API , and we will be working with consumers of the legacy API to smooth the migration to the new API. We plan to eventually deprecate the legacy API.

From here on out, we'll simply refer to the new API for app conversion tracking and remarketing as "the API".

New concepts

The API will introduce several new concepts for those who are familiar with the legacy API.

App events

Where the legacy conversion tracking API is concerned with "conversion IDs" and "conversion labels," the API is concerned with "app events" in a generic sense. In the legacy API integration, the syntactic mapping between app events and AdWords app conversion events is handled in the third-party analytics systems via their respective configuration panels. The legacy integration hence requires the generation of said "conversion IDs" and "conversion labels" in AdWords followed by a mapping in the third-party system.

The API, however, allows consumers to forward app events by name, atomically, to AdWords. With this, advertisers can begin tracking conversions externally without additional required setup in AdWords.

Developer token

All consumers of the API will need to generate a developer token. The purpose of the developer token is to restrict and control access to the API, and this token will function as a static shared secret. A consumer of the API will always use the same developer token to sign all app conversion tracking and remarketing requests, regardless of which app they are creating a request on behalf of. When filling out your application for a token, please make sure that you indicate the token will be used for the "App conversions and remarketing API". Note that you need to complete the developer token application process by clicking on "Apply for Basic Access". You can check your current access level in the AdWords API center within AdWords. Also, if you use the AdWords API for other reporting or campaign management functionalities, you'll need to create a separate Manager account and developer token for use with this API.

Note: if your third-party analytics provider is an App Attribution Partner, you do not need to generate a separate developer token from the one being used by your analytics provider for this integration.

A link ID is a unique identifier for binding a specific app to a specific developer token. Here, a "specific app" refers to a single app on a single platform (for example, App123 on iOS). Link IDs can be generated and shared between AdWords accounts regardless of AdWords account management hierarchy, and completely eliminate the need to manage multiple tracking identifiers for the same app.

To create a link ID associated with your unique developer token, select “Other provider” from the “app analytics provider” dropdown. In the input box labeled “Enter your provider’s ID” enter the external customer ID associated with the AdWords manager account where you applied for your developer token. Enter the ID without dashes (ex. 1234567890 for an account ID shown as 123-456-7890 in the AdWords UI).

Cross-network attribution

Cross-network deduplication is a core feature of many products in the app attribution space. The API brings the concept of cross-network de-duplication to AdWords by requiring API consumers to send an additional "cross-network attribution" request after receiving a conversion confirmation from AdWords. The purpose of the cross-network request is to notify AdWords whether or not the conversion confirmation was counted as a conversion by the API consumer who received it.

You can find more details on the app conversion tracking and remarketing specifications here.

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Mobile Apps Conversion Tracking and Remarketing
Mobile Apps Conversion Tracking and Remarketing