App install ads are an ideal solution if you want to manage and drive downloads of your apps, rather than website traffic. Because these ads automaticall detect a customer's mobile device and operating system, they provide direct links to your app, sending customers directly to the applicable store to download the application.
You only pay for app installs, and you can track conversions when you set up a measurement URL with a conversion tracking partner such as AppsFlyer, Kochava, Tune, Singular, Adjust, or Branch.
An app install ad is similar to an ad with an associated app extension. They both use third-party measurement URLs to track conversion goals. Both include app icons and send users to the app store as appropriate for the device they are using. Here are some key differences:
|Feature||App install ads||App extensions|
|Final URL||No display URL: All clicks head to the appropriate app store.||Pairs with search ads; serves based on ad extension settings.|
|Tracking||Uses measurement URL and optional, third-party tracking template. You can add URL suffixes and custom parameters for expanded tracking.||Uses measurement URL and optional, third-party tracking template|
|Extensions||Will not appear with any ad extensions||Up to one app extension can be associated with an account, campaign, or ad group that uses other ad extension types|
|Call-to-action||Install button included by default for all devices||Customizable action button on desktop|
|Position||Anywhere in the search results||Mainline and sidebar|
|Devices supported||iOS and Android mobile phones||Most smartphones and tablets|
|What you pay for||When someone downloads the app||When someone clicks on the ad|
When you create an app install ad, you’ll want basic information on hand: mobile operating system, app ID/package name, link text, and link URL.
Consider if you’d like to report app installs as a conversion goal. If you do, you’ll want to sign up with a Microsoft Advertising-certified partner to view app installs as conversions within the Microsoft Advertising report. Check out tracking conversions for help setting up those goals.
Whether or not your ad shows on mobile devices only depends on several things, including your ad group device preferences and if you have other ads in your ad group. App install ads will serve on mobile and tablet devices, but if you prefer that your ads appear on mobile devices, be sure to select Prefer mobile devices. Selecting this preference doesn't mean that your ads will be excluded from tablets.
Your App ID can be found in the URL of the app from the respective app store.