Track app conversions with Google Play

How to track Android app installs (from Google Play)

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu.
3. Click Summary.
4. Click + New conversion action button.
5. Select App from the listed conversion types options.
6. Select Google Play.
7. Select Installs, and click Continue.
8. Enter the name of the Android app install that you'd like to track. This will help you to recognise the action later when it shows up in conversion reports.
9. Look up the name of your app, and select your app from the drop-down.
10. Enter a value for each install (usually the price of the app), or select 'Don't use a value' if you'd prefer not to count one.
11. (Optional) Set the 'Click-through conversion window' to record conversions within the selected length of time.
12. (Optional) Set the 'Engaged-view conversion window' to record conversions that happened within the selected length of time.
13. Look up the name of your app, and select your app from the drop-down.
14. In the 'Conversion goal and action optimisation' section, select either Primary or Secondary. This will determine whether the action is used for bidding optimisation and reporting, or just for observation. Learn more about primary and secondary conversion actions.
15. Click Create and continue.
16. Click Done.

Opt out of automatic conversion tracking

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

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu.
3. Click Summary.
4. Scroll down to the 'Download' table.
5. Tick the box next to the conversion action that you want to remove.
6. 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 tracking 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.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu.
3. Click Summary.
4. Click + New conversion action button.
5. Select App from the listed conversion types options.
6. Select Google Play.
7. Select In-app purchases, and click Continue.
8. Enter the name of the in-app conversion that you'd like to track. This will help you to recognise the action later when it shows up in conversion reports.
9. Look up the name of your app, and select your app from the drop-down.
10. 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.
11. Click Conversion window. Select how long to track conversions for after someone clicks on 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.
12. (Optional) Set the 'Click-through conversion window' to record conversions within the selected length of time.
13. (Optional) Set the 'Engaged-view conversion window' to record conversions that happened within the selected length of time.
14. In the 'Conversion goal and action optimisation' section, select either Primary or Secondary. This will determine whether the action is used for bidding optimisation and reporting, or just for observation. Learn more about primary and secondary conversion actions.
15. Click Create and continue.
16. Click Done.