Adapty UA’s Google Ads integration is bidirectional: Adapty pulls ad performance metrics from Google and sends conversion events back, so Google’s smart bidding has real revenue data to optimize against.

How it works

When you connect your Google account, Adapty syncs your account hierarchy, campaigns, and ad groups. After that:

• Metrics flow in: Adapty pulls spend, impressions, clicks, and conversions from Google every 2 hours and makes them available in your UA analytics.
• Events flow out: when a user installs your app or makes a purchase, Adapty sends that event to Google using the App Link ID you configure. Google uses these events for attribution and smart bidding optimization.

The App Link ID is a unique identifier Google generates for your app when you add Adapty as a conversion measurement partner. You enter it in Adapty to establish the connection.

Step 1. Connect your Google account

1. In Adapty UA, go to Integrations > Google Ads in the left sidebar and click Continue with Google.

2. Sign in with your Google account and grant the requested permissions.

After that, Adapty syncs all ad accounts accessible from your Google account, including manager account (MCC) hierarchies.

Step 2. Get your App Link IDs from Google Ads

You need to generate a link ID for each platform (iOS and Android) in Google Ads. The link ID is what Adapty uses to send conversion events to the right app.

1. In Google Ads, click the Tools icon and select Data manager.
2. Click + Connect Product, select Third-party app analytics, and click Continue.
3. Click Create link ID.
4. Select Other provider from the provider list and paste Provider ID from the integration setup page in Adapty UA.
5. Select iOS as the platform and find your app using the Look up your app field.
6. Click Create link ID and copy the generated link ID — this is your iOS App Link ID.
7. Repeat steps 3–6 for Android to get your Android App Link ID.

Step 3. Create an app campaign in Adapty UA

1. In Adapty UA, go to Integrations > Google Ads > App campaigns.
2. Click Create app campaign. Adapty automatically creates the campaign for your current app.

3. On the campaign settings page, paste the iOS App Link ID and Android App Link ID you copied from Google Ads.

4. Click Save.

Step 4. Map events

In the Events names section, toggle on the events you want to send to Google. For each enabled event, enter or confirm the corresponding Google event name.

Adapty sends these events to Google using the App Conversion API — installs, trial starts, purchases, renewals, and more.

Click Save.

Additional configuration

Revenue override

If you track trial events and want Google to attribute revenue to them, use the Revenue override section. It appears when the Trial started event is enabled.

For each trial event target, set the percentage of the subscription price to report as revenue. For example, at 30%, Adapty sends 30% of the subscription price as the conversion value for trial events.

To add an override:

1. Enable Trial started in the Events names section.
2. In Revenue override, click Add override.
3. Select the target event and enter a revenue percentage (0–100).
4. Click Save.

Test the integration

To verify the setup before your campaigns go live, click Send test event on the campaign settings page and select the event type. Adapty sends a test conversion event to Google using the App Link IDs you configured and shows the result.