# App Conversion Tracking and Remarketing API

## Introduction

Google recently announced an entirely new API for Google Ads 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 Google Ads attribution partners**.

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

## Concepts

The API introduces 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 Google Ads 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
Google Ads followed by a mapping in the third-party system.

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

> [!NOTE]
> **Note:** To help you reach the full value of your campaigns, you can provide Google with additional conversion data using the App Conversion Tracking and Remarketing API. Google will use this information to improve the overall performance of your campaigns. In some instances, this data may not be directly attributed to a specific Google ad interaction.

### Developer token

All consumers of the API will need to generate a [developer
token](https://support.google.com/adspolicy/contact/new_token_application). 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 Google Ads API center within Google Ads. Also, if you use the
[Google Ads API](https://developers.google.com/google-ads/api/docs/start)
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]
> **Note:** if your third-party analytics provider is an [App Attribution Partner](https://ads.google.com/lp/appcampaigns/attribution/), you do not need to generate a separate developer token from the one being used by your analytics provider for this integration.

If you are a third-party provider, all requests on behalf of advertisers using
your service should be sent with your developer token. **Do not ask each client
to apply for their own developer token** . Instead, each client should create a
Link ID using your Provider ID ([see section below](https://developers.google.com/app-conversion-tracking/api#link_id)) and then provide
you their Link ID.

### Link ID

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](https://support.google.com/google-ads/answer/7365001)
between Google Ads accounts regardless of
[Google Ads account management hierarchy](https://ads.google.com/home/tools/manager-accounts/),
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
Google Ads 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
Google Ads 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 Google Ads by requiring API consumers to send an additional
"cross-network attribution" request after receiving a conversion confirmation
from Google Ads. The purpose of the cross-network request is to notify Google Ads
whether or not the conversion confirmation was counted as a conversion by the
API consumer who received it.

> [!NOTE]
> **Note:** You can find more details in the [Request and
> Response Specifications](https://developers.google.com/app-conversion-tracking/api/request-response-specs) section. Additionally, please follow our [Privacy
> Compliant App Attribution](https://developers.google.com/app-conversion-tracking/api/privacy-compliant-guide) guide to ensure clicks from users that opt out of ad tracking or ads personalization are only attributed using privacy compliant workflows.