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Google Marketing Platform

Connect Branch and Google Marketing platform to unlock accurate mobile measurement data in Branch.

Overview

Branch connects to Google Marketing Platform (GMP) to surface ad-drive app conversions in the Branch Dashboard.

Google Marketing Platform includes the following products:

  • Display & Video 360 or DV360 (Formerly DoubleClick Bid Manager (DBM))
  • Campaign Manager 360 or CM360 (Formerly DoubleClick Campaign Manager (DCM))

Feature Support

FeatureSupported
View Through Attribution
Click Through Attribution
Local Currency Code

👍

Local Currency Code

Branch now supports revenue in local currency when reporting on cost for Google Marketing Platform. This results in a more accurate representation of performance.

Be sure to set your local currency in the Branch Dashboard.

How does it work?

  1. Branch connects with Google Marketing Platform (GMP) through an API Endpoint through account authentication in the Branch Dashboard through Link IDs set up in GMP.
    • If you are using GMP as a campaign manager, and a third party for the ad inventory, see the Attribution Claim Scenarios to get additional details.
  2. Events are configured to send from Branch to GMP.
  3. Once campaigns are launched, users see an ad to download the app.
  4. User installs the app and performs in-app events (ex. PURCHASE)
    • The Branch SDK captures the app install and downstream events.
  5. Branch communicates with GMP through the API Endpoint and sends GMP data about the conversion.
  6. GMP claims conversions by sending the click or impression campaign data that sourced it to Branch.
  7. The Branch Dashboard will update reports for you to be able to compare and measure ad campaigns across platforms, secondary publishers, etc.

Attribution Claim Scenarios

For customers that utilize GMP Ad-server and use trackers on 3rd party platforms (ex. DSPs like The Trade Desk) to get unified reporting in GMP, the attribution claim to Branch will depend on the setup in GMP.

ScenarioDetails
CM360 + Third-Party Media SourceDoubleClick Manager (DCM) parameters are included in the conversion response, and Branch ingests the DCM parameters.

Attribution conversion credit goes to the third-party media source.

Note: You will need to use Branch Ad Links with the &dclid=%edclid! macro added.
CM360 + DV360 Media SourceDoubleClick Bid Manager (DBM)+ DCM parameters are included in the conversion response, and Branch ingests the parameters.

Attribution conversion credit goes to the DV360 Media Source
DV360 Media SourceDBM + DCM parameters are included (since a CM360 account is created when a DV360 account is created) in the conversion response, and Branch ingests all parameters.

Attribution conversion credit goes to the DV360 Media Source.

Event Mappings

Branch Event NameGMP Conversion Type
INSTALLFIRST_OPEN
PURCHASEECOMMERCE_PURCHASE
INITIATE_PURCHASECUSTOM
ADD_TO_CARTADD_TO_CART
VIEW_ITEMVIEW_ITEM
VIEW_ITEMSVIEW_ITEM_LIST
ADD_PAYMENT_INFOCUSTOM
COMPLETE_REGISTRATIONCUSTOM
SEARCHVIEW_SEARCH_RESULTS
ACHIEVE_LEVELCUSTOM
OPENSESSION_START
REINSTALLREINSTALL_OPEN
COMPLETE_TUTORIALCUSTOM
ADD_TO_WISHLISTCUSTOM
UNLOCK_ACHIEVEMENTCUSTOM
SHARECUSTOM
SPEND_CREDITSCUSTOM
RATECUSTOM
UPDATECUSTOM
RESERVECUSTOM
LOGINCUSTOM
INVITECUSTOM