Google App campaigns
Plan acquisition and measurement from app installation through the first valuable in-app action.
Choose between installs and in-app outcomes
Acquiring new users and getting existing users to complete an action require different measures. Define events such as installation, registration, a first order or a subscription separately. Check the selected event is measured correctly and consistently before making it a campaign objective.
Keep the creative and store page aligned
Show what the app helps people do using short copy, screenshots or video. Make sure the feature shown in the ad is easy to find on the store page. Review differences across operating systems and languages.
Assess quality after installation
Read cost per install alongside meaningful actions that occur afterwards. If registrations or purchases stay low despite many cheap installs, review the store message, the first-use flow and event measurement before changing the objective or budget.