Mobile Advertising assessment study guide

About mobile app conversion tracking

If you use Google Ads to promote Android or iOS mobile apps, you can use conversion tracking to help you see how effectively your ad clicks lead to app installs and in-app activity. This article explains the different types of mobile conversions and how to track them.

Types of mobile app conversions you can track

You can track a variety of conversions for both Android and iOS apps:

  • App installs: Conversion tracking can measure how effectively your ads are leading people to install your mobile apps. There are a couple of different ways to track this:
    • Downloads from Google Play: For Android apps, you can track when someone who clicked your ad downloads your app from the Google Play store. Conversions are tracked automatically from Google Play, and you don't need to add tracking code to your app.

    • First opens: For both Android and iOS apps, you can track the first time someone who clicked your ad opens your app after installing it. You can use this option if you use Firebase, or if you use a third-party app analytics provider.

  • In-app actions, such as purchases: If you're using Google Ads to drive purchases or other actions within your app, use conversion tracking to measure your campaigns' effectiveness. You can automatically track in-app purchases for Android apps that use in-app billing, or you can track custom in-app actions through Firebase, by adding code to your app, or by using a third-party app analytics provider.

App campaigns on iOS

To offer a more complete report of app campaign conversions on iOS, we use models based on aggregated and anonymous data from users who have previously signed into Google services; these models predict iOS app conversions that we are unable to observe directly. This allows us to provide reporting on iOS app campaign behavior that combines observed and modeled conversions, without compromising user privacy. 

Note: Due to these changes, you may see in uptick in conversions for your iOS App campaigns and reporting for App ads served to iOS users on will be available only within Google Ads


How to set up mobile app conversion tracking

Here are a few different ways you can track mobile app conversions:

Where to see reports

You can see the results of your app install ads on the Campaigns page. If you’re using conversion tracking to count app installs, you can customize the columns to see the number of downloads resulting from your ads.

Target CPA bidding for apps

Because these campaigns are optimized to count app downloads, there isn’t a waiting period for Target CPA. As soon as you've set up conversion tracking, you can use Target CPA bidding to help get more installs at your cost-per-install goal.

Video ad conversion tracking for apps

Conversion tracking is unique for video ads. A video engagement is counted when someone watches at least 10 seconds of your video ad on YouTube or the Display Network. App download conversions are counted only if the install happens within two days of the engagement. For people who click on your ad, conversions are counted if they install your app within 30 days.

Billing for your video ad will vary depending on where it’s shown. If it’s on YouTube, you’ll be billed for each impression. If it’s on the Display Network, you’ll be billed for each engagement.

Security and privacy for website tracking

Google's security standards are strict. Only pages containing the Google conversion tag are tracked through this program. We use data encryption and secure servers.

Please ensure you're providing users with clear and comprehensive information about the data you collect on your websites, and getting consent for that collection where legally required.


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