> ## 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 FAQ and Discrepancies

> Troubleshoot common issues and understand expected discrepancies between Google Ads and Linkrunner

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](/ad-networks/google-ads).

<Note>
  Google publishes its own explanation of the unavoidable differences: [Discrepancies in App Conversion Attribution](https://developers.google.com/app-conversion-tracking/api/discrepancies).
</Note>

## Google Ads FAQ

<AccordionGroup>
  <Accordion title="Installs aren't showing up in Google Ads">
    Walk through this checklist.

    <Steps>
      <Step title="Confirm the Google Ads integration is active in Linkrunner">
        Open [Integrations → Google Ads](https://dashboard.linkrunner.io/dashboard/integrations/google-ads?p_id=89), open the three-dot menu on the Google Ads row, and verify the link ID is saved for the correct platform (Android or iOS).
      </Step>

      <Step title="Import first_open in Google Ads">
        On the Google Ads [Conversions summary](https://ads.google.com/aw/conversions) page, confirm the `first_open` conversion event is imported. If it was previously deleted, follow [Re-enabling Previously Deleted Events](/ad-networks/google-ads#re-enabling-previously-deleted-events). Full setup: [Importing Events for Conversion Actions Setup](/ad-networks/google-ads#4-importing-events-for-conversion-actions-setup).
      </Step>

      <Step title="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.
      </Step>

      <Step title="Wait for activation">
        After creating or updating a Link ID, allow up to **12 hours** for Google to start attributing events.
      </Step>
    </Steps>
  </Accordion>

  <Accordion title="first_open conversions are missing in Google Ads">
    You most likely haven't imported `first_open` as a conversion action. Follow [Importing Events for Conversion Actions Setup](/ad-networks/google-ads#4-importing-events-for-conversion-actions-setup).
  </Accordion>

  <Accordion title="In-app events aren't appearing in the Google Ads dashboard">
    <Steps>
      <Step title="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.
      </Step>

      <Step title="Verify postbacks to Google Ads are enabled">
        In the Linkrunner Google Ads integration tab, confirm the event is mapped and postbacks are enabled.
      </Step>

      <Step title="Import the event in Google Ads">
        From Google Ads, go to **Tools → Conversions** and import the event. See [Importing Events for Conversion Actions Setup](/ad-networks/google-ads#4-importing-events-for-conversion-actions-setup).
      </Step>
    </Steps>

    <Note>
      Conversions can take up to **6 hours** to appear in Google Ads after the event is performed.
    </Note>
  </Accordion>

  <Accordion title="Do I need to import session_start?">
    It depends on the campaign type.

    * **User acquisition campaigns:** Not mandatory.
    * **Re-engagement campaigns:** Recommended. Import `session_start` to measure engagements.
  </Accordion>

  <Accordion title="Using multiple Google Ads accounts">
    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](https://support.google.com/google-ads/answer/3030657).
  </Accordion>

  <Accordion title="MCC-level vs. account-level Link IDs">
    Both are supported. Work with your Google Ads representative to confirm the account structure, especially if multiple teams or agencies manage the same ad accounts.
  </Accordion>

  <Accordion title="How Android and iOS attribution differs">
    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](/features/skadnetwork-integration) and [iOS Campaign Data Limitations](/features/ios-campaign-data-limitations).
    * **iOS without ATT consent:** [Integrated Conversion Measurement](/sdk/ios#google-integrated-conversion-measurement-optional) can attribute installs even when ATT is denied and no IDFA is available. It complements SKAN rather than replacing it, and needs setup in your iOS app. Google keeps it inactive for users in the EEA, the UK, and Switzerland.

    See the [Google Ads integration guide](/ad-networks/google-ads) for full setup on each platform.
  </Accordion>
</AccordionGroup>

## What causes discrepancies

The differences fall into three groups.

<CardGroup cols={3}>
  <Card title="Timing" icon="clock">
    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.
  </Card>

  <Card title="Counting" icon="calculator">
    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.
  </Card>

  <Card title="iOS (SKAN)" icon="apple">
    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. [Integrated Conversion Measurement](/sdk/ios#google-integrated-conversion-measurement-optional) narrows this gap for users who declined ATT.
  </Card>
</CardGroup>

### Row-by-row comparison

| Area                     | Google Ads                                                                 | Linkrunner                                                                   |
| ------------------------ | -------------------------------------------------------------------------- | ---------------------------------------------------------------------------- |
| Install record time      | Click time                                                                 | First app open (Android) or SKAN postback time (iOS)                         |
| In-app event record time | Click time                                                                 | Dashboard views: install time. Raw data: actual event time                   |
| Attribution window       | 30 days for installs, 90 days for in-app events                            | Uses Google's API defaults; configurable per project                         |
| Time zones               | Account local time                                                         | Project time zone                                                            |
| View-through conversions | Shown in **All conversions** column, not **Conversions** column by default | Click-through and view-through surfaced separately when Google provides them |
| Assisted installs        | Every install following any engagement within the window is credited       | Last-click attribution; earlier engagements are assists                      |
| Reinstalls               | Reported as `session_start` conversions                                    | Surfaced as re-attributions in the remarketing view                          |
| Count setting            | "Every" conversion counted                                                 | One install per user; multiple occurrences of the same in-app event          |
| Processing delay         | Up to 24 hours                                                             | Near real time                                                               |
| Deduplication            | Reports all claims, including overlap with other networks                  | Credits a single source per user                                             |
| SKAN installs (iOS)      | Counts postbacks with `did_win=TRUE` and `did_win=NULL` together           | Counts only `did_win=TRUE`                                                   |

<Note>
  **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.
</Note>

## 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](/features/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](mailto:support@linkrunner.io).