Optimize the number of installations
Posted: Sat Feb 22, 2025 7:07 am
If you've selected the "Installs" option to optimize your campaign , you can let Google target either all users or just those who are more likely to take an action in your app.
If you optimize your campaign for users who are likely to take action in your app, you will get fewer visitors and installs from Google because Google will only target people who are likely to mexico phone number data go through the entire marketing funnel to the final conversion.
If you optimize only for install volume and don't want Google to target only users who are likely to take an action in your app, you will have higher install volume but lower conversion quality.
Marketing funnel
In-app conversion optimization
Optimizing for in-app conversions will reduce the volume of installs but increase the quality of conversions. It's a good idea to choose one of the conversion actions that follows directly after an install.
In-app conversion optimization allows you to test and optimize not only for different in-app actions, but also for multiple actions at once. However, if you want to optimize for multiple in-app actions at once, it's better to create multiple copies of your campaign and test only one action in each.
4) Measuring performance in the application
Since Universal App Campaigns only allows you to optimize for installs or in-app actions, looking at your performance metrics will help you determine if you've selected the right goal. The KPIs that are most useful can be divided into two segments: impression metrics and cost metrics.
Display metrics
What can these metrics tell you? They tell you how many people saw your PPC ad for your app. Impressions are a good indicator of whether targeting installs is an effective strategy. If you have a high number of impressions but low number of installs, you may need to change your strategy to target more in-app action.
If you optimize your campaign for users who are likely to take action in your app, you will get fewer visitors and installs from Google because Google will only target people who are likely to mexico phone number data go through the entire marketing funnel to the final conversion.
If you optimize only for install volume and don't want Google to target only users who are likely to take an action in your app, you will have higher install volume but lower conversion quality.
Marketing funnel
In-app conversion optimization
Optimizing for in-app conversions will reduce the volume of installs but increase the quality of conversions. It's a good idea to choose one of the conversion actions that follows directly after an install.
In-app conversion optimization allows you to test and optimize not only for different in-app actions, but also for multiple actions at once. However, if you want to optimize for multiple in-app actions at once, it's better to create multiple copies of your campaign and test only one action in each.
4) Measuring performance in the application
Since Universal App Campaigns only allows you to optimize for installs or in-app actions, looking at your performance metrics will help you determine if you've selected the right goal. The KPIs that are most useful can be divided into two segments: impression metrics and cost metrics.
Display metrics
What can these metrics tell you? They tell you how many people saw your PPC ad for your app. Impressions are a good indicator of whether targeting installs is an effective strategy. If you have a high number of impressions but low number of installs, you may need to change your strategy to target more in-app action.