What happens after a customer clicks on your app install ad or app extension? When you create a conversion goal to track mobile app installs you’ll discover:
With mobile app install goals, you'll use the app-specific URL that is provided by a Microsoft Advertising-certified partner. Universal Event Tracking (UET) tags are not required or supported for mobile app installs. One conversion goal is required per app platform for each app, per manager account. Keep in mind that Microsoft Advertising treats both app URL and measurement URL the same way, so even if you don’t manually set up a conversion goal, your app install ad or app extension will still be tracked.
Microsoft Advertising partners with third-party companies to help you create tracking/measurement URLs. Each partner has a template of exactly what Microsoft Advertising expects the tracking/measurement URL to look like, and the only mandatory parameter required is the MSCLKID.
You’ll need one measurement URL for each respective app in the app store. Visit one of the following sites to create an app-specific measurement URL to track installs from app extensions and app install ads as conversions:
Now that you have your measurement URL and other tracking details prepared, you can create a mobile app install goal.
When you include app installs as conversions, it will create a goal for you. If you decide to not include app installs as conversions later, keep in mind the goal must be disabled through Tools > Conversions > Edit conversion goal, and then uncheck Include in Conversions. If you decide not to report app installs, enter the app URL from the Windows Store, the Windows Phone Store, the Apple App Store, or Google Play.