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Google App Campaign Types and Sub-types Explained

Google offers three app campaign sub-types: App Installs (maximise downloads at target CPI), App Engagement (re-engage lapsed users with in-app actions), and App Pre-Registration (drive sign-ups before launch). Each serves a different stage of the app lifecycle. Most advertisers start with App Insta

App Campaignsgoogle app campaign types

Quick Summary

Google offers three app campaign sub-types: App Installs (maximise downloads at target CPI), App Engagement (re-engage lapsed users with in-app actions), and App Pre-Registration (drive sign-ups before launch). Each serves a different stage of the app lifecycle. Most advertisers start with App Installs and add App Engagement once they have a user base.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 4 steps to complete this guide

1

App Installs Campaigns

The most common app campaign type. Google optimises to drive new users to install your app at or below your target cost per install (CPI). Ads appear across Search, Play Store, YouTube, Display, and Discover.
2

App Engagement Campaigns

Target users who already have your app installed but are inactive. Show them ads that deep-link to specific in-app content to re-engage them. Requires deep link support in your app.
3

App Pre-Registration Campaigns

Android only. Drive pre-registrations for apps listed on Google Play before their official launch date. Users who pre-register are notified when the app becomes available.
4

Choosing the Right Type

New app: Start with App Installs, transition to App Engagement after building a user base. Established app: Run both simultaneously — Installs for growth, Engagement for retention. Pre-launch: Use Pre-Registration to build anticipation.

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