Google Ads Apps key terms

A Google Ads campaign type that promotes a mobile app across Search, Google Play, YouTube, and Discover, using automatically generated ads built from your text ideas, image assets, and video assets.

A setting inside an App campaign that tells Google where the app promotion should appear, such as app installs, in-app actions, or app pre-registration, each optimized for a different goal.

An App campaign goal focused on getting new users to download and install the app, bidding toward installs rather than toward actions taken after installation.

An App campaign goal that optimizes for valuable events users complete after installing, such as making a purchase, completing a level, or subscribing inside the app.

An App campaign subtype used before an app launches on Google Play, collecting users who register interest so the app is installed automatically or prompted at release.

The container inside an App campaign that holds the text ideas, images, videos, and targeting inputs used to build ad combinations; performance and reporting are organized at this level.

A short headline-like line of copy supplied to an App campaign; Google mixes and matches these ideas with visual assets to generate ad variations that match the placement.

An interactive creative built with web technology that can be uploaded to an App campaign, letting users preview or engage with the app experience inside the ad.

A rating that estimates how well an ad or asset group is set up to perform, based on the quantity, variety, and quality of the supplied assets and text ideas.

A Smart Bidding strategy that sets a desired average cost for each conversion action, letting Google adjust bids to reach that average across the campaign.

A Smart Bidding strategy that aims for a specified revenue-to-spend ratio, bidding more where predicted conversion value is high and less where it is low.

A bidding option in App campaigns that seeks to maximize the number of installs within the budget, usually used before enough conversion data exists for value-based bidding.

A measurable action a user completes inside the app after installing, such as a purchase, registration, or level completion, imported into Google Ads for optimization and reporting.

The setup that records which ad interactions lead to desired actions, linking clicks to installs and in-app events so bidding and reporting can attribute results correctly.

Google's mobile app development platform whose analytics and event logging connect to Google Ads, supplying install and in-app conversion data for App campaign optimization.

Measurement performed by an external mobile measurement partner that reports app installs and events back to Google Ads, used when advertisers rely on a vendor instead of Firebase.

The rule set deciding which ad interaction receives credit for a conversion, including the lookback window and whether clicks, views, or engaged views are counted.

A conversion credited to an ad impression that was not clicked, counted within the attribution window when the user later installs or completes an in-app event.

A video view counted after a user watches a set duration or interacts with the ad; engaged-view conversions can be attributed to the ad even without a click.

The monetary worth assigned to a conversion action, either a fixed amount or a value passed from the app, used by value-based bidding strategies to prioritize results.

A bidding approach that optimizes toward the total value of conversions rather than their count, so higher-value users or events receive more aggressive bids.

A URL that opens a specific screen inside an installed app rather than its home page, letting ads send users directly to a relevant product or content page.

How Google Ads distributes impressions across the ads or asset combinations in an asset group, typically favoring assets predicted to perform better.

A video file or YouTube link supplied to an App campaign, used on YouTube and other placements; Google may also generate videos from your other assets.

An optional audience hint such as a customer list or in-market segment that guides App campaign optimization without restricting where ads can be shown.

The geographic areas where an App campaign may serve ads, set at campaign level and used to focus spend on countries or regions where the app is available.

The languages of users an App campaign targets, chosen at campaign level so ads reach people whose device or content language matches the app's supported languages.

The average daily amount a campaign may spend; App campaigns use it as a signal for how many installs or in-app actions Google should try to deliver.

Google's Android app store, the destination for Android app installs and the storefront where pre-registration and store listing assets appear.

The store page containing the app's title, description, screenshots, and rating; its quality affects conversion rate once users arrive from an ad.

Releasing an app in a limited set of markets to test performance and stability before a wider rollout, often paired with small App campaign tests.

Revenue generated divided by ad spend, expressed as a ratio or percentage; it measures how efficiently App campaign spending converts into app revenue.

Total campaign spend divided by the number of attributed installs, a core efficiency metric for app install campaigns and a benchmark against other channels.

Spend divided by the number of tracked actions, such as in-app purchases or registrations, showing what the campaign pays on average for each desired outcome.

The share of installed users who still open the app after a given period, a quality signal that helps judge whether installs from a campaign are valuable.

A recommendation score that estimates how much a campaign's performance could improve by applying suggested actions such as adding assets or adjusting bidding.

Automated suggestions in the Google Ads interface that propose changes such as new assets, budget adjustments, or bidding updates based on account performance data.

A structured test that splits traffic between a control campaign and a variant to measure the incremental effect of a change on installs, actions, or value.