When customers view or click your ads in a "Mobile app installs" campaign or your app extensions, Google Ads reports impressions, clicks, and cost, just like any ad or extension. You can view the engine metrics in Google Ads or Search Ads 360 without any additional steps.
To track activity that occurs after a click, you need to set up conversion reporting. The steps you take depend on the operating system of your app (Android or iOS), the type of store, and the type of conversion you want to track.
"Mobile app installs" campaigns are no longer supported by Google Ads and you can no longer create or edit "mobile app installs" campaigns in Search Ads 360.
As of April 1, 2018, Search Ads 360 can no longer track new conversions promoted by existing app installs campaigns (neither for Android apps nor for iOS apps), but you can still access these campaigns to see conversions that were recorded while Google Ads still supported the campaigns.
Instead of "mobile app installs" campaigns, use App campaigns, which are more streamlined than "mobile app installs" campaigns.
Installation terminology: "Pure download" and "First open"
Before reviewing reporting options, it's important to clarify that "installing" a mobile app can be measured in two different ways:
- Downloading an app onto a device (called "pure download")
- Opening and interacting with the app for the first time (called "first open")
If your intent is to show advertising ROI, downloading an app from the app store isn't particularly meaningful from an engagement point of view. Instead, focusing on first open conversions is a better reflection of value than pure download.
Options for conversion reporting
For each type of mobile app conversion, the following tables show which conversion-tracking systems are available for each operating system. Click the links for details.
"Mobile app installs" campaigns
| Conversion type | iOS | Android |
|---|---|---|
|
Pure download |
Not available |
None |
|
First open |
Floodlight or third-party trackers |
None |
|
In-app activity |
Floodlight or third-party trackers |
None |
App extensions
| Conversion type | iOS | Android |
|---|---|---|
|
Pure download |
Not available |
|
|
First open |
Google Ads conversion tracking
|
|
|
In-app activity |
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