After you set up an app uplift experiment, you can monitor its performance in Google Ads and find out if adding video assets improves the performance of your app campaign. Based on the experiment results, you can make an informed decision on creatives and their development.
This article explains how to monitor and understand the performance of an app uplift experiment.
Instructions
View the performance of your app asset experiment
- In your Google Ads account, click the campaigns icon
.
- Click the Campaigns drop-down in the section menu.
- Click Experiments.
- Click Experiments from the 'Experiments' menu.
- Find and click the app experiment that you want to check performance for.
- Now, the 'App asset experiment summary' table and a scorecard is displayed.
- You can choose to either 'Apply experiment' or 'End experiment'.
What the scorecard shows
App asset comparison shows the dates for which your app asset experiment's performance is being compared to the original campaign's performance. Only full days that fall between your app asset experiment's start and end dates and the date range you've selected for the table below will show. If there is no overlap, the full days between the start and end dates of your app asset experiment will be used for performance comparison.
By default, you’ll have performance data for clicks, CTR, impressions, cost and all conversions, but you can select the performance metrics that you want to view by clicking the down arrow next to the metric name. You’ll be able to choose from the following:
- Click-through rate (CTR)
- Click
- Impressions
- Conversion value/cost
- Cost
- Installs
- In-app actions
- Cost per install
- Cost per action
Interpreting your results
- We recommend excluding the first 5–10 days of the experiment from the results by using the date selector to avoid having the campaign learning period influence the metrics.
- You have the option to monitor experiment results using the 3 confidence levels (80%, 85%, 95%).
- If you added multiple video assets in the trial campaign, you can view the performance of an individual video asset in Google Ads reporting.
Tips
- Make faster decisions: If your experiment reaches a statistically significant result before it ends, you can finish the experiment early.
- Pick the winner with directional results: If you added multiple video assets in a trial campaign, you can pick the best-performing video asset using Google Ads reporting if you are comfortable with directional results.
- Take action on your results: If your experiment results are statistically significant or directionally positive, you can promote the video assets in your trial campaign to your base campaign to maximise performance.
- Build on the learnings and impact: If you find out through experiments that adding certain video assets improves your app campaign performance, consider promoting these assets to the rest of your relevant app campaigns and use this to inform the development of future video assets.
- Investigate inconclusive results: If there are issues preventing the tested video assets from getting enough traffic (for example, flagged as 'budget limited' when the experiment is created), consider fixing those issues and experiment again.
