Ensuring Mobile App Ad Campaigns Are Measurable

The following article will help you ensure that your campaigns running on mobile apps through an ad platform like MoPub will be reportable and measurable in the same way as your desktop ads. You can follow the same process for mobile app ads as you do for all other campaign types.

By tracking conversions for the campaigns you run in mobile apps, you can learn more about what actions users take after they interact with your ads, just like you do with website campaigns. This will make it easier for you to determine the effectiveness of your mobile app campaigns.


There are no special tag types for mobile devices, mobile sites, or mobile apps. Google’s Campaign360 allows you to track conversions and view reporting for mobile app campaigns in the same way as other campaign types.

As with all of your other campaigns, you will want to set up placement tags with the correct macros. Macros are special strings in creative code. For mobile app advertising, there are 3 important macros that are necessary to ensure accurate reporting.

Campaign 360: Placement and Floodlight parameters
dc_rdid=: User resettable device identifiers in the form of IDFA for iOS or advertising ID (AdID) for Android. This parameter is required.
tag_for_child_directed_treatment=: Accepts a value of 0 or 1. A value of 1 indicates that this particular request may come from a user under the age of 13, under COPPA compliance.
dc_lat=: Accepts a value of 0 or 1. A value of 1 means that the user has enabled the “Limit Ad Tracking” option for IDFA or AdID in order to opt out of interest-based ads and remarketing. If “Limit Ad Tracking” is off, the value is 0.



Before you can attribute app installs or activities back to ad impressions and clicks in apps, you will want to ensure that device identifiers and other values are passed to both Floodlight tags and the placement tags running in apps. You can set up Floodlight tags to get insight into the actions that users take after they view or click on ads. These tags are especially important for ads that serve inside a mobile app, and then direct users to a mobile web landing page.

The Floodlight tag should be placed on the landing page where the user is brought post-click or within the mobile app upon install or other action has occurred. The same 3 parameters should be included in your Floodlight tags. Campaign Manager 360 uses these identifiers to uniquely identify a user and attribute app activities back to the in-app ads they viewed or clicked on.

Summarizing the flow of information:

  • As people use mobile apps, information like resettable device identifiers are collected from the user’s device by ad platform’s like MoPub.
  • When there is an ad opportunity, that information is then passed to buying partners through industry standard bid requests.
  • Ads are served to users as they use mobile apps. Users will be able to click on ads served inside mobile apps.
  • Upon click, if they are taken to a mobile web landing page, the ad’s creative macro will populate the 3 parameters mentioned above (and any other relevant information) into the creative tag.
  • That information is then populated in the click URL, which allows it to be reportable by Google.

Other mobile measurement providers

If you use another mobile measurement provider like Adjust, Branch, AppsFlyer, or others, those providers will give you detailed instructions on their tracking tags and how to deploy them.

Last updated August 28, 2021

TWITTER, MOPUB, and the Bird logo are trademarks of Twitter, Inc. or its affiliates. All third party logos and trademarks included are the property of their respective owners.

© 2021 MoPub (a division of Twitter, Inc.)