About HTML5/Playable ads for App campaigns

HTML5/Playable assets capture the attention of app users in a unique way by being interactive and entertaining. This article describes where HTML5/Playable assets can appear and the sizes and formats you can upload for your App campaign, and how we measure interactions and conversions.

Note: AMPHTML assets aren't supported in App Campaigns.

Where and how your ads may appear

Your HTML5/Playable assets may be paired with other assets such as your app icon, app description, or description text when they are displayed on the Google Display Network. App campaigns respect your account settings regarding any exclusions you’ve set for webpages and apps. Learn more about how to Exclude placements at the account level.

HTML5/Playable sizes and formats

Before you create an App campaign, consider the following tips for creating your HTML5 assets:

  • Currently accepted attributes for HTML5:
    • Orientation tags (your assets will appear as full screen ads on the majority of devices)
      Orientation Orientation specified in HTML

      Recommended: <meta name="ad.orientation" content="portrait">

      Also acceptable: <meta name="ad.size" content="width=320,height=480">


      Recommended: <meta name="ad.orientation" content="landscape">

      Also acceptable: <meta name="ad.size" content="width=480,height=320">

      Portrait and Landscape <meta name="ad.orientation" content="portrait,landscape">
  • To validate your HTML5 assets before uploading, run your .ZIP file through the Google Ads HTML5 Validator tool.
  • Upload your asset as a .ZIP file with a maximum size of 5MB and no more than 512 files within the .ZIP.
  • You can upload up to 20 .ZIP files for each ad group.
  • UTF-8 must be used for non-ASCII characters.
  • The HTML5 asset should have a responsive design because it will render in a range of full-screen display sizes.
  • Sound and video are now supported for HTML5 ads for App campaigns.
    • Note: Sound should not be enabled before the user interacts with a Playable ad.

If you're having problems with uploading assets, learn more about how to fix issues with HTML5 assets for App campaigns.

How your ads are measured

HTML5/Playable App campaign ads provide an immersive experience for your current and potential app users that allows for app interaction before downloading the app. Because users may interact with the HTML5/Playable ads but take action later, it’s important to accurately measure interactions and their impact on conversions.


  • What they are: An engagement is counted when a user interacts for the first time with or clicks on your HTML5/Playable ad.
  • How they’re billed for App ads: HTML5/Playable ads are charged on a cost per engagement (CPE) basis. You’ll be billed for an Engagement, which is recorded when a user interacts for the first time with or clicks on your HTML5/Playable ad.
  • How conversions are measured: For HTML5/Playable ads, conversions are counted when a user installs your app within 30 days of an Engagement. Learn more about mobile app conversion windows.


  • Greater accuracy when measuring performance of your HTML5/Playable app install ads.
  • Improved and more accurate conversion data to optimize conversions.

If you don't use Google Web Designer

HTML requirements

HTML5 assets must include:

  • <!DOCTYPE html> declaration
  • <html> tag
  • <body>tag
  • Ad format orientation meta tag within the <head> tag. For example: <meta name="ad.orientation" content="portrait">

Explicit end tags (inline ending tags will not be accepted):

  • Example of valid end tags: <path></path>
  • Example of what not to do: <path> or <path />

These requirements may require moving inline SVGs into separate files within the .ZIP bundle.

Upload requirements

All code and assets must be referenced using a relative path to resources included in the .ZIP file.

No external references are allowed except references to:

Clickable buttons

If you want to make sure users can click on your call to action button (for example, “Download”), follow these instructions to include the exitapi.js script. If you don't include the exitapi.js script, Google Ads will add a call to action (“Install”) button for you.


  1. Include the following script in your HTML <head> tag: <script type="text/javascript" src="https://tpc.googlesyndication.com/pagead/gadgets/html5/api/exitapi.js"> </script>
  2. Then make the following JavaScript call to enable your final URL: ExitApi.exit()
    • For example, send a consumer to the final URL, using a standard anchor:
      • <a onclick="ExitApi.exit()">Learn more</a>

If you use Google Web Designer

Ad environment When you create an asset in Google Web Designer, you must specify the “Google Ads” environment.
Supported components
  • Swipeable Gallery
  • Carousel Gallery
  • 360° Gallery
  • Gallery Navigation
  • Image Button
  • Spritesheet
Publishing for Google Ads In Google Web Designer:
  1. Click Publish.
  2. Select Publish locally.
  3. Upload the resulting .ZIP file to Google Ads.
  • Expandable ads aren't supported.
  • All images used in HTML5 ads must be local images, not referenced images, and should be part of the assets that comprise the ZIP file.
  • Only Google web fonts are supported. Other web fonts aren't supported.
  • For environment target actions, timer and multiple exits aren't supported.
  • Local storage methods can't be used in HTML5 ads.

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