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Google Ads Help's App campaign best practices page gives these ratios:",{"children":363,"direction":19,"format":15,"indent":13,"type":84,"version":18,"listType":85,"start":18,"tag":86},[364,368,372],{"children":365,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":18},[366],{"detail":13,"format":13,"mode":14,"style":15,"text":367,"type":17,"version":18},"For install campaigns on tCPI, and for pre-registration campaigns, budget should be at least 50 times the bid.",{"children":369,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":64},[370],{"detail":13,"format":13,"mode":14,"style":15,"text":371,"type":17,"version":18},"For install campaigns on tCPA, at least 10 times the bid.",{"children":373,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":69},[374],{"detail":13,"format":13,"mode":14,"style":15,"text":375,"type":17,"version":18},"For engagement campaigns on tCPA, at least 15 times the bid.",{"children":377,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[378],{"detail":13,"format":13,"mode":14,"style":15,"text":379,"type":17,"version":18},"Google Ads Help's page on Maximize conversions notes two further mechanics. Daily cost can be up to 2 times the average daily budget, although monthly charges stay within the limit. And for Maximize conversions (in-app actions) and Maximize conversion value, performance is governed by the budget rather than by a combination of target and budget.",{"children":381,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":18,"textStyle":15},[382,384],{"detail":13,"format":18,"mode":14,"style":15,"text":383,"type":17,"version":18},"Feed the system varied assets.",{"detail":13,"format":13,"mode":14,"style":15,"text":385,"type":17,"version":18}," App campaigns assemble ads from your assets, so variety gives the system more combinations to test across networks. Google Ads' App campaign specs page lists up to 5 headlines of 30 characters or fewer and up to 5 descriptions of 90 characters or fewer, along with:",{"children":387,"direction":19,"format":15,"indent":13,"type":84,"version":18,"listType":85,"start":18,"tag":86},[388,394,400],{"children":389,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":18},[390,392],{"detail":13,"format":18,"mode":14,"style":15,"text":391,"type":17,"version":18},"Images",{"detail":13,"format":13,"mode":14,"style":15,"text":393,"type":17,"version":18}," in .jpg or .png, up to 5MB, in landscape (1.91:1), portrait (4:5) and square (1:1) ratios",{"children":395,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":64},[396,398],{"detail":13,"format":18,"mode":14,"style":15,"text":397,"type":17,"version":18},"Videos",{"detail":13,"format":13,"mode":14,"style":15,"text":399,"type":17,"version":18}," uploaded to YouTube first, ideally in horizontal (16:9), vertical (9:16) and square (1:1) orientations so they fit YouTube, feeds and in-app placements",{"children":401,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":69},[402,404],{"detail":13,"format":18,"mode":14,"style":15,"text":403,"type":17,"version":18},"HTML5 assets",{"detail":13,"format":13,"mode":14,"style":15,"text":405,"type":17,"version":18},", where applicable, for example playable demos for games",{"children":407,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[408],{"detail":13,"format":13,"mode":14,"style":15,"text":409,"type":17,"version":18},"Google's setup guide suggests filling ad groups up to the asset limits (up to 20 images and 20 videos per ad group), writing text as standalone phrases of varied length, and avoiding logos laid over images. The best practices page also asks for Ad Strength of at least \"Good\". When an asset is rated low, Google's tips page advises adding more assets rather than removing \"Good\" or \"Low\" rated ones.",{"children":411,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":18,"textStyle":15},[412,414],{"detail":13,"format":18,"mode":14,"style":15,"text":413,"type":17,"version":18},"Get conversion tracking right: Firebase or an MMP.",{"detail":13,"format":13,"mode":14,"style":15,"text":415,"type":17,"version":18}," Bidding can only optimize toward what it can see. According to Google Ads Help, app conversions can come from:",{"children":417,"direction":19,"format":15,"indent":13,"type":84,"version":18,"listType":85,"start":18,"tag":86},[418,423,429],{"children":419,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":18},[420,421],{"detail":13,"format":18,"mode":14,"style":15,"text":61,"type":17,"version":18},{"detail":13,"format":13,"mode":14,"style":15,"text":422,"type":17,"version":18},", which tracks Android downloads, in-app purchases and pre-registrations automatically",{"children":424,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":64},[425,427],{"detail":13,"format":18,"mode":14,"style":15,"text":426,"type":17,"version":18},"Firebase / Google Analytics",{"detail":13,"format":13,"mode":14,"style":15,"text":428,"type":17,"version":18},", by linking your Firebase project or Google Analytics property to Google Ads",{"children":430,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":69},[431,433],{"detail":13,"format":18,"mode":14,"style":15,"text":432,"type":17,"version":18},"A third-party App Attribution Partner",{"detail":13,"format":13,"mode":14,"style":15,"text":434,"type":17,"version":18},", which Google Ads can connect through SDK or server-to-server integration",{"children":436,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[437,439,446],{"detail":13,"format":13,"mode":14,"style":15,"text":438,"type":17,"version":18},"If you already use a ",{"children":440,"direction":19,"format":15,"indent":13,"type":204,"version":69,"fields":443,"id":445},[441],{"detail":13,"format":13,"mode":14,"style":15,"text":442,"type":17,"version":18},"mobile measurement partner (MMP)",{"linkType":206,"newTab":207,"url":444},"https://deepclick.com/resources/blog/mobile-measurement-partner/","6aa3a9747931f100c872aed1",{"detail":13,"format":13,"mode":14,"style":15,"text":447,"type":17,"version":18},", link it rather than running two sources of truth, and decide which events Google Ads should import and bid on. For iOS, Google Ads Help notes that Apple's privacy changes affect conversion tracking, and that the Firebase SDK integrates with SKAdNetwork. For Target ROAS, the best practices page advises conversion windows under 30 days.",{"children":449,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":18,"textStyle":15},[450,452],{"detail":13,"format":18,"mode":14,"style":15,"text":451,"type":17,"version":18},"Respect the learning period.",{"detail":13,"format":13,"mode":14,"style":15,"text":453,"type":17,"version":18}," Newly launched or significantly changed campaigns need time to learn. Google Ads Help's best practices page warns that changes before the first 100 conversions \"may disrupt learning\", including changes to conversion settings, optimization goals, geo-targeting and high-performing assets, plus repeated bid swings. Google's tips page adds two guardrails: avoid changing the budget by more than 20%, and avoid changing your target CPI by more than 20%. It also notes that costs can look inflated in the first days or weeks while the campaign gathers data, so judge early results with that delay in mind.",{"children":455,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":26},[456],{"detail":13,"format":13,"mode":14,"style":15,"text":457,"type":17,"version":18},"App engagement campaigns for existing users",{"children":459,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[460],{"detail":13,"format":13,"mode":14,"style":15,"text":461,"type":17,"version":18},"App campaigns for engagement target people who already have your app, for example lapsed users you want to bring back to a specific screen or action. According to Google Ads Help, requirements include:",{"children":463,"direction":19,"format":15,"indent":13,"type":84,"version":18,"listType":85,"start":18,"tag":86},[464,468,472,476],{"children":465,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":18},[466],{"detail":13,"format":13,"mode":14,"style":15,"text":467,"type":17,"version":18},"An app with a minimum of 50,000 installs",{"children":469,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":64},[470],{"detail":13,"format":13,"mode":14,"style":15,"text":471,"type":17,"version":18},"Mobile app conversion tracking through Firebase or a supported App Attribution Partner",{"children":473,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":69},[474],{"detail":13,"format":13,"mode":14,"style":15,"text":475,"type":17,"version":18},"An audience list of app users, such as Customer Match or Firebase lists",{"children":477,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":76},[478],{"detail":13,"format":13,"mode":14,"style":15,"text":479,"type":17,"version":18},"A Universal Link (iOS), App Link (Android) or custom scheme",{"children":481,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[482,484,491],{"detail":13,"format":13,"mode":14,"style":15,"text":483,"type":17,"version":18},"Deep links let the ad open the relevant screen instead of the home screen. In late 2021, Google added an Android-only option to run engagement campaigns without deep links, sending users to the app homepage. Our ",{"children":485,"direction":19,"format":15,"indent":13,"type":204,"version":69,"fields":488,"id":490},[486],{"detail":13,"format":13,"mode":14,"style":15,"text":487,"type":17,"version":18},"mobile deep linking guide",{"linkType":206,"newTab":207,"url":489},"https://deepclick.com/resources/blog/mobile-deep-linking-guide/","6aa3a9747931f100c872aed2",{"detail":13,"format":13,"mode":14,"style":15,"text":492,"type":17,"version":18}," explains how links behave when the app is or is not installed.",{"children":494,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[495],{"detail":13,"format":13,"mode":14,"style":15,"text":496,"type":17,"version":18},"Bid on an in-app action that reflects re-engagement and set the target in line with that action's value.",{"children":498,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":26},[499],{"detail":13,"format":13,"mode":14,"style":15,"text":500,"type":17,"version":18},"Common mistakes to avoid",{"children":502,"direction":19,"format":15,"indent":13,"type":84,"version":18,"listType":85,"start":18,"tag":86},[503,509,515,521,527,533],{"children":504,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":18},[505,507],{"detail":13,"format":18,"mode":14,"style":15,"text":506,"type":17,"version":18},"Launching without tracking",{"detail":13,"format":13,"mode":14,"style":15,"text":508,"type":17,"version":18},", which leaves the model nothing reliable to learn from.",{"children":510,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":64},[511,513],{"detail":13,"format":18,"mode":14,"style":15,"text":512,"type":17,"version":18},"Optimizing for a rare event",{"detail":13,"format":13,"mode":14,"style":15,"text":514,"type":17,"version":18}," instead of installs or a frequent early action.",{"children":516,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":69},[517,519],{"detail":13,"format":18,"mode":14,"style":15,"text":518,"type":17,"version":18},"Starving the budget",{"detail":13,"format":13,"mode":14,"style":15,"text":520,"type":17,"version":18}," relative to the target.",{"children":522,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":76},[523,525],{"detail":13,"format":18,"mode":14,"style":15,"text":524,"type":17,"version":18},"Constant large changes",{"detail":13,"format":13,"mode":14,"style":15,"text":526,"type":17,"version":18}," that keep resetting learning.",{"children":528,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":83},[529,531],{"detail":13,"format":18,"mode":14,"style":15,"text":530,"type":17,"version":18},"Thin creative",{"detail":13,"format":13,"mode":14,"style":15,"text":532,"type":17,"version":18}," that limits where and how ads can show.",{"children":534,"direction":19,"format":15,"indent":13,"type":57,"version":18,"value":242},[535,537],{"detail":13,"format":18,"mode":14,"style":15,"text":536,"type":17,"version":18},"Treating old UAC advice as current",{"detail":13,"format":13,"mode":14,"style":15,"text":538,"type":17,"version":18}," without checking today's Help pages.",{"children":540,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[541],{"detail":13,"format":13,"mode":14,"style":15,"text":542,"type":17,"version":18},"For professionals, Google also offers a Google Ads Apps certification on Skillshop that covers the fundamentals of App campaigns.",{"children":544,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":26},[545],{"detail":13,"format":13,"mode":14,"style":15,"text":546,"type":17,"version":18},"FAQ",{"children":548,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":551},[549],{"detail":13,"format":13,"mode":14,"style":15,"text":550,"type":17,"version":18},"Are Universal App Campaigns and Google App Campaigns the same thing?","h3",{"children":553,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[554],{"detail":13,"format":13,"mode":14,"style":15,"text":555,"type":17,"version":18},"Yes. Google renamed Universal App campaigns to App campaigns in February 2019 and said features and functionality were not affected. UAC is the old name for the same campaign type.",{"children":557,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":551},[558],{"detail":13,"format":13,"mode":14,"style":15,"text":559,"type":17,"version":18},"Can I choose where my App campaign ads show?",{"children":561,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[562],{"detail":13,"format":13,"mode":14,"style":15,"text":563,"type":17,"version":18},"Not at the placement level. Google distributes App campaign ads across Search, Google Play, YouTube, Discover and the Display Network based on your goal, assets and conversion data.",{"children":565,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":551},[566],{"detail":13,"format":13,"mode":14,"style":15,"text":567,"type":17,"version":18},"How long should I wait before changing an App campaign?",{"children":569,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[570],{"detail":13,"format":13,"mode":14,"style":15,"text":571,"type":17,"version":18},"Google Ads Help advises against making changes before the first 100 conversions and against changing budget or target CPI by more than 20% at a time.",{"children":573,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":551},[574],{"detail":13,"format":13,"mode":14,"style":15,"text":575,"type":17,"version":18},"Do I need Firebase to run App campaigns?",{"children":577,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[578],{"detail":13,"format":13,"mode":14,"style":15,"text":579,"type":17,"version":18},"Not for every setup. Conversions can come from Google Play, Firebase or a supported third-party attribution partner, but Google Ads Help lists the Firebase SDK, or Google Play codeless conversions on Android, as the source for Target ROAS events.",{"children":581,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[582],{"detail":13,"format":13,"mode":14,"style":15,"text":583,"type":17,"version":18},"DeepClick focuses on what happens after the click, including deep links and re-engagement flows for app users, alongside campaigns like these.","root",{"id":586,"alt":587,"updatedAt":588,"createdAt":588,"url":589,"thumbnailURL":19,"filename":590,"mimeType":591,"filesize":592,"width":19,"height":19},1098,"Flat illustration of a smartphone app grid linked to ad formats and bidding gauges for Google App Campaigns","2026-09-11T07:10:04.129Z","https://cms-r2.deepclick.com/cover-0c980d297b04.jpg","cover-0c980d297b04.jpg","application/octet-stream",82537,{"title":594,"description":595,"image":596},"Google App Campaigns Guide: Setup, UAC and Optimization","Google App Campaigns (formerly UAC) explained: where ads show, setup steps, and how to optimize bids, budgets, assets, tracking and learning.",{"id":586,"alt":587,"updatedAt":588,"createdAt":588,"url":589,"thumbnailURL":19,"filename":590,"mimeType":591,"filesize":592,"width":19,"height":19},{"id":18,"key":598,"name":599,"prodHost":600,"testHost":601,"blogPath":602,"docPath":603,"zhPrefix":604,"deployHookTest":605,"deployHookProd":606,"brandAuthor":607,"brandKit":611,"enabled":615,"updatedAt":616,"createdAt":617},"deepclick","DeepClick","https://deepclick.com","https://www-test-deepclick.qiliangjia.one","/resources/blog/{slug}","/docs/{slug}","/zh-CN","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/60a9adef-153b-4c89-8d07-7118e91e9522","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/05323321-f694-4ce8-a5af-173c507b8bae",{"id":64,"name":599,"avatar":608,"updatedAt":609,"createdAt":610},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":19,"logoDark":19,"primaryColor":612,"accentColor":613,"tagline":614,"wechatName":19,"xhsHandle":19,"wechatQr":19},"#1a73e8","#ff6600","一次点击，多重价值",true,"2026-08-25T06:40:57.663Z","2026-07-14T06:26:38.962Z","published","google-app-campaigns-guide",{"id":249,"name":621,"avatar":622,"updatedAt":629,"createdAt":629},"Kenji Watanabe",{"id":623,"alt":624,"updatedAt":625,"createdAt":625,"url":626,"thumbnailURL":19,"filename":627,"mimeType":591,"filesize":628,"width":19,"height":19},925,"Kenji Watanabe — PWA & mobile tech writer","2026-07-27T07:17:29.038Z","https://cms-r2.deepclick.com/gpt_1785136568500_0-0d300e3b401a.png","gpt_1785136568500_0-0d300e3b401a.png",2032193,"2026-07-27T07:17:30.604Z",{"id":249,"site":631,"titleZh":633,"titleEn":634,"slug":635,"order":83,"updatedAt":636,"createdAt":637},{"id":18,"key":598,"name":599,"prodHost":600,"testHost":601,"blogPath":602,"docPath":603,"zhPrefix":604,"deployHookTest":605,"deployHookProd":606,"brandAuthor":64,"brandKit":632,"enabled":615,"updatedAt":616,"createdAt":617},{"logoLight":19,"logoDark":19,"primaryColor":612,"accentColor":613,"tagline":614,"wechatName":19,"xhsHandle":19,"wechatQr":19},"技术导航","Tech Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-09-11T07:11:06.162Z","2026-09-11T07:11:06.919Z","2026-09-11T07:10:45.005Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>Google App Campaigns are Google Ads' automated campaign type for promoting mobile apps. You supply text, images, videos, a budget, a bid goal and targeting, and Google assembles ads and serves them across Search, Google Play, YouTube, Discover and the Display Network. Universal App Campaigns (UAC) is simply the product's former name.\u003C/p>\u003Ch2>What Google App Campaigns are (and why people still say UAC)\u003C/h2>\u003Cp>Unlike a classic Search campaign, you do not pick keywords, write individual ads or choose placements. You give Google Ads a set of inputs and its models decide which assets to show, to whom and where.\u003C/p>\u003Cp>According to Google Ads Help, you provide "a few lines of text, a bid, some assets" plus languages and locations, and the system tests different asset combinations using your text ideas, images, videos and assets pulled from your app store listing.\u003C/p>\u003Cp>\u003Cstrong>About the UAC name.\u003C/strong> If you search for "Universal App Campaign optimization" you will find plenty of older material. That is the same product. In an announcement on Google's official blog dated February 20, 2019, Google said it was simplifying the name from "Universal App campaigns" to "App campaigns", and that the change would not affect campaign features or functionality. Old UAC tutorials describe the same campaign type, but many settings and requirements have changed since.\u003C/p>\u003Ch2>Where App campaign ads appear\u003C/h2>\u003Cp>Google Ads Help lists these properties for App campaigns:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>Google Search\u003C/strong>, including search partners\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>Google Play\u003C/strong>, such as search results and recommendation sections like "You might also like"\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>YouTube\u003C/strong>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>Discover\u003C/strong> on Google Search\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>Google Display Network\u003C/strong>, including other apps and mobile websites; Google's network distribution page also names AdMob and other publishers that host app ads\u003C/li>\u003C/ul>\u003Cp>You cannot hand-pick individual placements. Delivery is driven by your goal, your assets and the signals the system learns from conversions, which is why input quality matters.\u003C/p>\u003Ch2>The three App campaign subtypes\u003C/h2>\u003Cdiv class=\"lexical-table-container\">\n        \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n          \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n        \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Subtype \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Who it targets \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Typical goal \u003C/p>\n      \u003C/th>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> App campaigns for installs \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> People who do not have your app yet \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Installs, or new users who complete a valuable in-app action \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> App campaigns for engagement \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> People who already installed your app \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Bringing users back to take a specific action \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> App campaigns for pre-registration \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Android users before launch \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Pre-registrations on Google Play \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>Most advertisers start with installs and add engagement once there is an installed base to re-activate.\u003C/p>\u003Ch2>How to set up a Google App campaign\u003C/h2>\u003Cp>The basic flow in Google Ads looks like this:\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>Prepare the account.\u003C/strong> Billing, time zone and currency should be settled first, because some of these cannot be changed later. Our \u003Ca href=\"https://deepclick.com/resources/blog/google-ads-account-setup-guide/\">Google Ads account setup guide\u003C/a> walks through those choices.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>Set up conversion tracking.\u003C/strong> Link Google Play, Firebase (Google Analytics) or a third-party app attribution partner so Google Ads can see installs and in-app events. Do this before launch, not after.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>Create the campaign.\u003C/strong> Choose the App promotion objective, pick the subtype, select your app, then set locations and languages.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>Choose what to optimize for and set a bid.\u003C/strong> Install volume, in-app actions or in-app action value (details below).\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>Set a daily budget\u003C/strong> in proportion to your target.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >\u003Cstrong>Add assets\u003C/strong> to the ad group: headlines, descriptions, images, videos and, where applicable, HTML5.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"7\"\n        >\u003Cstrong>Launch and leave it alone\u003C/strong> long enough for the system to learn.\u003C/li>\u003C/ol>\u003Ch2>Universal App campaign optimization: the levers that matter\u003C/h2>\u003Cp>Because targeting and placement are automated, optimization means giving the system the right goal, enough budget, varied creative and clean conversion data.\u003C/p>\u003Cp>\u003Cstrong>Pick the right bidding goal.\u003C/strong> According to Google Ads Help's page on choosing a bid strategy for App campaigns, the main options are:\u003C/p>\u003Cdiv class=\"lexical-table-container\">\n        \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n          \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n        \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Goal \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Bid strategy \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> What it optimizes for \u003C/p>\n      \u003C/th>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Install volume \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Target cost per install (tCPI) or Maximize conversions (installs) \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> As many installs as possible at your target, or within your budget \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> In-app actions \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Target cost per action (tCPA) or Maximize conversions (in-app actions) \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Users likely to complete a chosen event, such as a purchase or sign-up \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> In-app action value \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Target ROAS or Maximize conversion value \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Users likely to generate more value, based on the revenue you pass back \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>A practical sequence is to start with a simpler goal and move to deeper ones as data builds up. Google Ads Help recommends running a target CPA campaign before a target ROAS campaign so you understand your baseline ROAS before setting a target. It also notes that some Maximize conversions variants are in beta with limited access, and that Target ROAS for App campaigns relies on events from the Google Analytics for Firebase SDK, or Google Play codeless conversions on Android, that pass a dynamic revenue value.\u003C/p>\u003Cp>When you optimize for an in-app action, choose one that happens often enough. Google's App campaign setup best practices guide recommends picking an in-app action completed by at least 10 different users per day. Optimizing for a rare, very deep event starves the model of signal.\u003C/p>\u003Cp>\u003Cstrong>Set budget in proportion to your target.\u003C/strong> Budget and target work together. A small budget with a demanding target leaves the system too few chances to find conversions. Google Ads Help's App campaign best practices page gives these ratios:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >For install campaigns on tCPI, and for pre-registration campaigns, budget should be at least 50 times the bid.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >For install campaigns on tCPA, at least 10 times the bid.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >For engagement campaigns on tCPA, at least 15 times the bid.\u003C/li>\u003C/ul>\u003Cp>Google Ads Help's page on Maximize conversions notes two further mechanics. Daily cost can be up to 2 times the average daily budget, although monthly charges stay within the limit. And for Maximize conversions (in-app actions) and Maximize conversion value, performance is governed by the budget rather than by a combination of target and budget.\u003C/p>\u003Cp>\u003Cstrong>Feed the system varied assets.\u003C/strong> App campaigns assemble ads from your assets, so variety gives the system more combinations to test across networks. Google Ads' App campaign specs page lists up to 5 headlines of 30 characters or fewer and up to 5 descriptions of 90 characters or fewer, along with:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>Images\u003C/strong> in .jpg or .png, up to 5MB, in landscape (1.91:1), portrait (4:5) and square (1:1) ratios\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>Videos\u003C/strong> uploaded to YouTube first, ideally in horizontal (16:9), vertical (9:16) and square (1:1) orientations so they fit YouTube, feeds and in-app placements\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>HTML5 assets\u003C/strong>, where applicable, for example playable demos for games\u003C/li>\u003C/ul>\u003Cp>Google's setup guide suggests filling ad groups up to the asset limits (up to 20 images and 20 videos per ad group), writing text as standalone phrases of varied length, and avoiding logos laid over images. The best practices page also asks for Ad Strength of at least "Good". When an asset is rated low, Google's tips page advises adding more assets rather than removing "Good" or "Low" rated ones.\u003C/p>\u003Cp>\u003Cstrong>Get conversion tracking right: Firebase or an MMP.\u003C/strong> Bidding can only optimize toward what it can see. According to Google Ads Help, app conversions can come from:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>Google Play\u003C/strong>, which tracks Android downloads, in-app purchases and pre-registrations automatically\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>Firebase / Google Analytics\u003C/strong>, by linking your Firebase project or Google Analytics property to Google Ads\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>A third-party App Attribution Partner\u003C/strong>, which Google Ads can connect through SDK or server-to-server integration\u003C/li>\u003C/ul>\u003Cp>If you already use a \u003Ca href=\"https://deepclick.com/resources/blog/mobile-measurement-partner/\">mobile measurement partner (MMP)\u003C/a>, link it rather than running two sources of truth, and decide which events Google Ads should import and bid on. For iOS, Google Ads Help notes that Apple's privacy changes affect conversion tracking, and that the Firebase SDK integrates with SKAdNetwork. For Target ROAS, the best practices page advises conversion windows under 30 days.\u003C/p>\u003Cp>\u003Cstrong>Respect the learning period.\u003C/strong> Newly launched or significantly changed campaigns need time to learn. Google Ads Help's best practices page warns that changes before the first 100 conversions "may disrupt learning", including changes to conversion settings, optimization goals, geo-targeting and high-performing assets, plus repeated bid swings. Google's tips page adds two guardrails: avoid changing the budget by more than 20%, and avoid changing your target CPI by more than 20%. It also notes that costs can look inflated in the first days or weeks while the campaign gathers data, so judge early results with that delay in mind.\u003C/p>\u003Ch2>App engagement campaigns for existing users\u003C/h2>\u003Cp>App campaigns for engagement target people who already have your app, for example lapsed users you want to bring back to a specific screen or action. According to Google Ads Help, requirements include:\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >An app with a minimum of 50,000 installs\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >Mobile app conversion tracking through Firebase or a supported App Attribution Partner\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >An audience list of app users, such as Customer Match or Firebase lists\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >A Universal Link (iOS), App Link (Android) or custom scheme\u003C/li>\u003C/ul>\u003Cp>Deep links let the ad open the relevant screen instead of the home screen. In late 2021, Google added an Android-only option to run engagement campaigns without deep links, sending users to the app homepage. Our \u003Ca href=\"https://deepclick.com/resources/blog/mobile-deep-linking-guide/\">mobile deep linking guide\u003C/a> explains how links behave when the app is or is not installed.\u003C/p>\u003Cp>Bid on an in-app action that reflects re-engagement and set the target in line with that action's value.\u003C/p>\u003Ch2>Common mistakes to avoid\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>Launching without tracking\u003C/strong>, which leaves the model nothing reliable to learn from.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>Optimizing for a rare event\u003C/strong> instead of installs or a frequent early action.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>Starving the budget\u003C/strong> relative to the target.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>Constant large changes\u003C/strong> that keep resetting learning.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>Thin creative\u003C/strong> that limits where and how ads can show.\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >\u003Cstrong>Treating old UAC advice as current\u003C/strong> without checking today's Help pages.\u003C/li>\u003C/ul>\u003Cp>For professionals, Google also offers a Google Ads Apps certification on Skillshop that covers the fundamentals of App campaigns.\u003C/p>\u003Ch2>FAQ\u003C/h2>\u003Ch3>Are Universal App Campaigns and Google App Campaigns the same thing?\u003C/h3>\u003Cp>Yes. Google renamed Universal App campaigns to App campaigns in February 2019 and said features and functionality were not affected. UAC is the old name for the same campaign type.\u003C/p>\u003Ch3>Can I choose where my App campaign ads show?\u003C/h3>\u003Cp>Not at the placement level. Google distributes App campaign ads across Search, Google Play, YouTube, Discover and the Display Network based on your goal, assets and conversion data.\u003C/p>\u003Ch3>How long should I wait before changing an App campaign?\u003C/h3>\u003Cp>Google Ads Help advises against making changes before the first 100 conversions and against changing budget or target CPI by more than 20% at a time.\u003C/p>\u003Ch3>Do I need Firebase to run App campaigns?\u003C/h3>\u003Cp>Not for every setup. Conversions can come from Google Play, Firebase or a supported third-party attribution partner, but Google Ads Help lists the Firebase SDK, or Google Play codeless conversions on Android, as the source for Target ROAS events.\u003C/p>\u003Cp>DeepClick focuses on what happens after the click, including deep links and re-engagement flows for app users, alongside campaigns like these.\u003C/p>\u003C/div>","https://deepclick.com/resources/blog/google-app-campaigns-guide",{"zh-CN":619,"en":619},[645],{"id":69,"title":646,"site":647,"image":649,"mobileImage":659,"targetUrl":667,"enabled":615,"postDateFrom":668,"postDateTo":669,"updatedAt":670,"createdAt":671},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":598,"name":599,"prodHost":600,"testHost":601,"blogPath":602,"docPath":603,"zhPrefix":604,"deployHookTest":605,"deployHookProd":606,"brandAuthor":64,"brandKit":648,"enabled":615,"updatedAt":616,"createdAt":617},{"logoLight":19,"logoDark":19,"primaryColor":612,"accentColor":613,"tagline":614,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":650,"alt":651,"updatedAt":652,"createdAt":652,"url":653,"thumbnailURL":19,"filename":654,"mimeType":655,"filesize":656,"width":657,"height":658},1068,"TrafficTalking Jakarta summit 2026.10.20 (en)","2026-09-04T10:44:12.868Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-en-9f7ee22f6562.png","traffictalking-jakarta-banner-en-9f7ee22f6562.png","image/png",1565832,2000,400,{"id":660,"alt":661,"updatedAt":662,"createdAt":662,"url":663,"thumbnailURL":19,"filename":664,"mimeType":655,"filesize":665,"width":666,"height":658},1070,"TrafficTalking Jakarta summit 2026.10.20 (mobile-en)","2026-09-04T10:44:23.791Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-mobile-en-3ef8e652bbac.png","traffictalking-jakarta-banner-mobile-en-3ef8e652bbac.png",580158,1200,"https://t.me/rrrun_r","2026-09-03T00:00:00.000Z","2026-10-04T00:00:00.000Z","2026-09-04T10:45:05.578Z","2026-09-04T10:45:03.031Z",1789110990686]