Attribution Debugger
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Zero Google Ads installs in the MMP

Zero Google installs in your MMP almost always means a missing link or conversion import. Check the account link, iOS SDK, EEA consent and auto-tagging in turn.

Run the google installs troubleshooter →
SymptomGoogle Ads campaigns are spending and driving installs, but your MMP credits close to zero installs to Google.
Most likely causeThe Google Ads account is not linked to the MMP or its app conversion actions were never imported.
First checkOpen the Google Ads integration in your MMP and confirm the link is active and the conversion actions are imported.

Short answer: zero is a set-up problem, not a discrepancy. Google only shares conversions with a measurement partner once the Google Ads account is linked and the app conversion actions are imported. Check the link first, then iOS SDK requirements and EEA consent.

Why Google installs go missing completely

App Attribution Partner (AAP): a measurement partner that Google lets pass app conversions into Google Ads for campaign attribution and optimisation, through an SDK or server-to-server integration.

Google's help centre says Google Ads only reports conversions where there were Google Ads interactions from the same account. If the link between the account and your MMP is missing, the MMP has no way to receive Google's claims.

Is it a link problem or a platform problem?

Split the data by platform. Zero on both iOS and Android points to the account link or conversion import; zero on iOS only points to iOS SDK requirements; low numbers only for EEA users point to consent.

Likely causes

  • No link, or conversion actions not imported. Google's help centre lists missing or pre-filtered third-party pings as a cause of undercounting.
  • iOS SDK requirements not met. Google says most AAPs need Firebase iOS SDK 11.14.0 or later, or the on-device conversion standalone SDK, and server-to-server partners pass an ODM info string.
  • EEA consent not passed. Google requires consent status to be captured before app conversions are sent to the AAP for EEA users.
  • Auto-tagging off or referrer parameters dropped. Google's older troubleshooting page lists both as reasons third-party tools miss installs.
  • The data is too new. After linking, Google suggests allowing 24 to 48 hours for changes to propagate.

How to confirm it

  1. Open the Google Ads integration in your MMP and check the link ID is active.
  2. In Google Ads, open the app conversion actions and check they come from your MMP and show recent activity.
  3. Split the missing installs by iOS and Android.
  4. For iOS, check the Firebase or on-device conversion SDK version in your current release.
  5. For EEA traffic, confirm that the consent result reaches the MMP SDK before it sends anything.
  6. Confirm auto-tagging is switched on in the Google Ads account.

MMPs such as Linkrunner, Tenjin or Kochava publish their own Google Ads linking steps; follow your MMP's guide exactly, because the import step is easy to miss.

How to fix it

  1. Relink the Google Ads account through your MMP and import the first_open and in-app conversion actions.
  2. Update the iOS SDK and pass the ODM info string if your MMP requires it.
  3. Capture consent before sending conversions and pass it to the MMP.
  4. Turn on auto-tagging and make sure redirects keep the Play referrer.
  5. Wait 24 to 48 hours, then compare a full day of data.
PatternLikely cause
Zero on every platformLink or conversion import
Zero on iOS onlySDK version or ODM info
Low for EEA users onlyConsent not passed
Zero only on new linksPropagation delay

If Google shows installs but simply more than your MMP, see Google Ads shows more installs than the MMP. The Google installs troubleshooter runs these checks step by step, and the self-attributing networks guide explains how Google's claims reach an MMP.

Related

Related symptoms

GoogleGA4 or Firebase installs differ from the MMPGA4 and Firebase use different lookback windows, count reinstalls and only credit Google paid channels for app conversions.→GoogleGoogle Ads shows more installs than the MMPGoogle Play conversions count downloads and reinstalls, while the MMP counts first opens and applies its own windows.→
FAQ

Common questions

Why does my MMP show no installs from Google Ads?

Usually because the account is not linked to the MMP or the conversion actions were not imported into Google Ads. Without that link, Google does not share its conversions with the MMP.

Which MMPs can link with Google Ads?

Google's App Attribution Partner list includes Adjust, Airbridge, AppsFlyer, Branch, Kochava, Singular and Tenjin. Check Google's help centre for the current list and ask your MMP how it connects.

Does Google need anything special for iOS?

Yes. Google says most partners need Firebase iOS SDK 11.14.0 or later, or the standalone on-device conversion SDK. Without user-level consent, Google may use gbraid for non-user-level measurement.

How long after linking will installs appear?

Google suggests allowing 24 to 48 hours after linking or marking key events. Compare complete days after that window rather than same-day data.

What is mobile attribution?

Mobile attribution is the process of crediting each app install or in-app event to the ad, link or channel that drove it. A mobile measurement partner (MMP) does this across all your channels so each install is counted once.

Why do ad networks report more installs than my MMP?

Each network counts every install it touched within its own windows, including views, while an MMP gives each install to a single source. Adding the networks' numbers together therefore overstates real installs.