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Running App Campaigns on AppLovin with Swaarm MMP

Drive app installs from AppLovin web or app campaigns and send in-app events back to AppLovin for optimization. This guide covers setting up your landing page, connecting AppLovin to Swaarm MMP, mapping your app events, creating the offer and launching the campaign.

⚠️ You need an AppLovin web account. This setup runs through AppLovin's web campaigns, so it requires an AppLovin account for websites. An account for app campaigns won't work for it. If you only have an app account, set up a web account with AppLovin first.

ℹ️ Swaarm sends your app events (installs and in-app events) to AppLovin through the AppLovin Conversion API. AppLovin uses them to attribute conversions to its campaigns and optimize delivery.

Step 1: Set up your landing page

AppLovin requires the AppLovin Pixel to be installed on your landing page before you can run any campaign.

  1. In AppLovin Ads Manager, open Get ready for your first campaign and select Install AppLovin Pixel.

  2. Select the platform your landing page is hosted on. For a custom page, select Others and follow the Install via Google Tag Manager guide.

  3. Under Verify Pixel, enter your landing page domain and click Verify.

  4. Set the download button on the landing page to your Swaarm link. You create the link in Step 4.

💡 Install the AppLovin Pixel Helper Chrome extension to check that your Pixel fires correctly.

Step 2: Connect AppLovin in Swaarm MMP

Copy your keys from AppLovin

In AppLovin Ads Manager, click your account name in the top right corner and go to Keys. Copy:

Key

Used for

Event Key (also called Pixel ID)

Tells AppLovin which Pixel the events belong to.

Conversion API Key

Authorizes Swaarm to send events to AppLovin.

Reporting Key

Lets Swaarm read your campaign data from AppLovin.

Add them in Swaarm

  1. In Swaarm, go to Marketplace › Partners, find AppLovin and connect your account with the Conversion API Key.

  2. Go to Store App page › Edit › Integrations › SAN Attribution › AppLovin.

  3. Paste the Event Key into the Pixel ID field.

  4. Click Save.

ℹ️ After you connect, AppLovin is created automatically under your Partners tab.

Step 3: Map events

AppLovin web campaigns optimize on standard website events. Map each of your app events to one of them.

  1. In Swaarm, go to Store App page › Edit › Integrations › SAN Attribution › SAN Event Mapping.

  2. Select AppLovin on the left-hand side.

  3. For each event, select your app event on the left and the AppLovin event on the right.

  4. Click Save.

⚠️ Map events before you create the campaign. Only events mapped here are forwarded to AppLovin. Events that are not mapped can't be used for optimization.

Suggested mapping:

Swaarm event

AppLovin event

Install

view_item

Registration / Trial start

add_to_cart

Checkout / Paywall view

begin_checkout

In-app purchase

purchase (with revenue)

💡 AppLovin requires five events before you can launch a campaign: Page view, View item, Add to cart, Begin checkout and Purchase. You can check their status in AppLovin under Events › Event details. The Count by source column shows whether each event came from the Pixel or the Conversion API.

Step 4: Create the SAN offer in Swaarm

  1. Open the Store App page for your app.

  2. Scroll down to the Offers section.

  3. Select AppLovin and click Create.

  4. Copy the link on the next screen and add it to the download button on your landing page (Step 1).

ℹ️ Once Swaarm receives data from AppLovin, stats are recorded under this offer.

Step 5: Create the campaign in AppLovin

  1. In AppLovin Ads Manager, create a new campaign and set your budget and optimization goal (for example, Purchase).

  2. Under Campaign URL, enter your landing page in Destination URL (without https://).

  3. You can click Edit to add AppLovin macros for campaign, creative set and other values.

  4. Check the Final URL, add your creatives and launch the campaign.

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