About max cost per install campaigns (Beta)

Note: This feature is currently in beta release for Android apps only.

Max cost per install campaigns help increase the effectiveness of cross-promoting your apps. With this campaign goal type, you set a maximum amount you want to spend for app installs. This helps ensure that campaign ads are only served when it’s best for your user acquisition and monetization strategy.

Max cost per install campaigns work together with your mediation setup and help you set better goals for your house ad campaigns.

How it works

First, you input the max cost per install, which is the maximum amount it will cost in potential ad revenue to acquire a new user for your app. Then, AdMob optimizes your campaign so that the average estimated cost per install is lower than the max cost per install you set.

Understanding estimated cost

Estimated cost is the estimated revenue you may miss out on by serving a campaign ad instead of an ad that earns revenue. Campaign ads are ads that are from your house ad or direct sold campaigns, while ads that earn revenue are from mediation and bidding.

AdMob campaigns are always free, but serving a campaign ad means you aren’t serving an ad that would have earned revenue. You can also interpret estimated cost as how much ad revenue is forgone to get conversions through campaign ads.

Conversion tracking

To accurately track your app installs, you must enable conversions in your associated Google Ads account.

Then, you can use one of the following methods to track conversions:

1. Google Play (Android only)
   1. Follow the instructions for tracking app conversions with Google Play.
   2. Select Don’t use a value when asked for the install value.
   3. Add this conversion for each of the apps you are promoting.
2. Firebase
   1. In Firebase, you must create an app conversion event and import it into Google Ads. Then, follow the instructions for measuring app conversions from Google Analytics 4 properties. 
   2. Select Don’t use a value when asked for the install value.
   3. Add this conversion for each of the apps you are promoting.
3. Third-party app attribution partner (AAP) 
   1. In your third-party AAP, you must create an app conversion event and import it into Google Ads. Then, follow the instructions for tracking app conversions with third-party app analytics.
   2. Select Don’t use a value when asked for the install value.
   3. Add this conversion for each of the apps you are promoting.

Note: If you notice differences in data between the Campaign section of your AdMob account and your Cohort report, learn how to troubleshoot these discrepancies with Google Ads and Firebase.