Beginning March 2021, we’re introducing a new process for reviewing and approving apps that are newly linked to an app store.
To help us understand the source of apps, all new apps linked to supported app stores after May 2021 will need to be reviewed and approved. Ad serving will be limited until review is completed and the app is approved.
Note that new apps must be listed and linked to a supported store in order to be approved and remove the ad serving limit. New apps not listed to any supported stores won't be able to be reviewed. To have an app reviewed and eligible for approval, list and link the app to a supported store.
This new process will be rolled out gradually during 2021.
All monetizing apps will eventually need to be listed and linked to a supported app store. We recommend linking your apps as soon as they're listed and then submitting for review to avoid interruptions in monetization.
About the review process
This is part of the standard review process for new AdMob apps. During the review, apps will experience limited ad serving. Reviews will typically take 24-48 hours, but may take longer in certain cases.
You will be notified via email once the review is completed regardless of whether your app is approved or not. You can also check your app’s review status in the All Apps section by clicking Apps in the sidebar and then View All Apps.
If an app is approved, the ad serving limit will be lifted. If an app hasn't been approved, it will not be able to fully serve ads, but can be resubmitted for review after resolving issues highlighted in the Policy center. If you don’t want to address an app that hasn't been approved, you can hide the app in the All Apps section.
Learn more about how to set up an app in AdMob or link an existing app to an app store.