About App Installs
App install ads enable you to promote your mobile app on Reddit and drive new user installs and post-install conversions.
This campaign objective requires separate ad groups for Android and iOS users.
Set Up MMP Postbacks
Set up MMP postbacks to track app installs and optimize performance across Android and iOS campaigns. Learn how to configure, verify, and exclude existing users.
Set Up SKAdNetwork
Set up SKAdNetwork (SKAN) to track iOS app installs with Reddit Ads. Learn how to configure, manage SKAN IDs, and optimize for accurate attribution.
App Event Optimization (Beta)
App event optimization (AEO) helps improve CPA performance and optimizes ad delivery for the key in-app conversions you care about most
Measurement and reporting
Reddit uses postbacks to attribute and report an install or in-app event to a Reddit app install objective campaign. You can set up postbacks using one of the following methods:
- Mobile measurement partner (MMP): A third-party platform that provides attribution and measurement solutions that help manage and optimize your mobile marketing efforts. MMP postbacks are supported and recommended for both iOS and Android campaigns. Learn about MMP postback benefits.
- SKAdNetwork (SKAN): SKAN is Apple's proprietary attribution and measurement solution for mobile apps. SKAN is supported for iOS campaigns only.
Metrics for your app install campaigns can be easily viewed on the dashboard table. We recommend using an app install preset, but you can also customize your view.
Supported events
- Install
- Reinstall
- App Launches
- App Searches
- View Content
- Add Payment Info*
- Add to Cart*
- Sign Ups*
- Purchase*
- Completed Tutorial
- Level Achieved*
- Spend Credits
- Ad Click
- Ad View
- Add to Wishlist
- Unlock Achievement
- Login
- Rate
- Checkout
- Start Trial*
- Subscribe*
- Onboard Started
- Onboard Completed
- First Time Purchase*
* indicates event can be optimized with app event optimization.
Supported reporting metrics
There are two categories under app install metrics:
- MMP reporting: Displays conversions attributed by MMP only
- SKAN reporting: Displays conversions attributed by SKAN only
| Category | Description |
|---|---|
| Total | The total number for a given metric, both individually and combined. |
| Cost (eCPI or eCPA) | The effective cost per conversion. Calculated as (total spend)/(total number of conversions). Available for each conversion event individually. |
| Conversion Rate (eCVR) | Calculated as (total number of conversions)/(total clicks). Available for each conversion event individually. |
| Revenue | Total revenue from all app conversions. Only available for Purchase and First Time Purchase MMP events. |
| Return on Ad Spend (ROAS) | Return on ad spend. Calculated as (total revenue from all app conversions)/(campaigns spend). Only available for Purchase and First Time Purchase MMP events. |
| Total conversions | The total number of new installs and redownloads. |