Skip to main content

Documentation Index

Fetch the complete documentation index at: https://docs.linkrunner.io/llms.txt

Use this file to discover all available pages before exploring further.

Google Ads and Linkrunner will rarely show identical numbers. Most of the gap is expected — this page explains what’s normal, what’s fixable, and how to compare the two dashboards correctly. For setup instructions, see the Google Ads integration guide.
Google publishes its own explanation of the unavoidable differences: Discrepancies in App Conversion Attribution.
Walk through this checklist.
1

Confirm the Google Ads integration is active in Linkrunner

Open Settings → Google Ads integration and verify the Link ID is saved for the correct platform (Android or iOS).
2

Import first_open in Google Ads

On the Google Ads Conversions summary page, confirm the first_open conversion event is imported. If it was previously deleted, follow Re-enabling Previously Deleted Events. Full setup: Importing Events for Conversion Actions Setup.
3

Check MCC vs. sub-account responsibility

If you run from an MCC (manager account) with sub-accounts, either:
  • The MCC imports first_open on behalf of all linked sub-accounts, or
  • The MCC shares the Link ID with the sub-account, and the sub-account imports first_open itself.
4

Wait for activation

After creating or updating a Link ID, allow up to 12 hours for Google to start attributing events.
You most likely haven’t imported first_open as a conversion action. Follow Importing Events for Conversion Actions Setup.
1

Verify events reach Linkrunner

Trigger the event in your app (on iOS, allow tracking so the IDFA is available) and confirm it appears in your Linkrunner dashboard.
2

Verify postbacks to Google Ads are enabled

In the Linkrunner Google Ads integration tab, confirm the event is mapped and postbacks are enabled.
3

Import the event in Google Ads

From Google Ads, go to Tools → Conversions and import the event. See Importing Events for Conversion Actions Setup.
Conversions can take up to 6 hours to appear in Google Ads after the event is performed.
It depends on the campaign type.
  • User acquisition campaigns: Not mandatory.
  • Re-engagement campaigns: Recommended. Import session_start to measure engagements.
Linkrunner works with a single Link ID per platform. Generate one Link ID in Google Ads and share it across the relevant accounts. See Google’s documentation on sharing Link IDs.
Google is a Self-Reporting Network (SRN), so Google Ads reports its own attributed installs and events back to Linkrunner through its API.
  • Android: Requires GAID collection. The Linkrunner SDK captures GAID automatically when the user has not opted out.
  • iOS: Measurement happens via SKAdNetwork (SKAN). Google Ads sends SKAN postbacks to Linkrunner, and installs with did_win=TRUE are counted. Deterministic SDK attribution only works when the user grants ATT and the IDFA is available. See SKAdNetwork integration and iOS Campaign Data Limitations.
See the Google Ads integration guide for full setup on each platform.

​
What causes discrepancies

The differences fall into three groups.

Timing

Google Ads dates conversions to the ad click. Linkrunner dates them to the first app open (or the event itself). A Jan 5 conversion in Linkrunner can show on Jan 1 in Google Ads if the click happened then.

Counting

As an SRN, Google attributes every install that follows any Google Ads engagement within its window. Linkrunner uses last-click attribution, deduplicates across networks, and counts one install per user.

iOS (SKAN)

On iOS, Linkrunner counts only SKAN postbacks with did_win=TRUE. Google Ads treats all SKAN events the same, so its dashboard typically reports more iOS installs.

​
Row-by-row comparison

AreaGoogle AdsLinkrunner
Install record timeClick timeFirst app open (Android) or SKAN postback time (iOS)
In-app event record timeClick timeDashboard views: install time. Raw data: actual event time
Attribution window30 days for installs, 90 days for in-app eventsUses Google’s API defaults; configurable per project
Time zonesAccount local timeProject time zone
View-through conversionsShown in All conversions column, not Conversions column by defaultClick-through and view-through surfaced separately when Google provides them
Assisted installsEvery install following any engagement within the window is creditedLast-click attribution; earlier engagements are assists
ReinstallsReported as session_start conversionsSurfaced as re-attributions in the remarketing view
Count setting”Every” conversion countedOne install per user; multiple occurrences of the same in-app event
Processing delayUp to 24 hoursNear real time
DeduplicationReports all claims, including overlap with other networksCredits a single source per user
SKAN installs (iOS)Counts postbacks with did_win=TRUE and did_win=NULL togetherCounts only did_win=TRUE
Web-to-App is a Linkrunner-specific case. When a Google Ads click originates from a web page that carries gad_campaignid in its referrer URL, Linkrunner attributes the resulting install to the original SEARCH campaign from the referrer rather than the App Campaign returned by Google’s API. This keeps the real source intact across the web → install handoff. Google Ads will still report the install under the App Campaign, which produces a predictable per-campaign discrepancy.

​
Troubleshooting checklist

If the gap is much bigger than expected:
  • Event is imported in the correct Google Ads account.
  • Event is mapped and enabled in the Linkrunner → Google Ads integration.
  • The correct Link ID is saved in Linkrunner and shared with the right MCC sub-account.
  • iOS: SKAdNetwork is configured and you’re running App Campaigns. See SKAdNetwork integration.
  • Android: cross-check the re-install rate in the Google Play Developer Console to rule out measurement-model differences.
For any questions or assistance, please contact us at support@linkrunner.io.