How Google AdWords works

The most common AdWords implementation is to configure a website to trigger conversions, or tag visitors for re-marketing. Each conversion or retargeting event requires a different code snippet to be created in AdWords and installed into your site. AdWords assumes conversions and retargeting tags are page views, so getting these AdWords events to fire based off an user event other than page load can be challenging.

For mobile, AdWords also offers mobile SDKs and an API to record mobile conversion events. Bundling the SDK, learning the AdWords SDK methods, and tagging your app with custom events is usually the quickest option, but still takes some time. If you don’t want to bundle another SDK in your app, you’ll need to manually grab the Advertising ID from your users’ devices and send an event to your own server when a conversion event happens in the app, then redirect that event to the AdWords API.

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