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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.

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
  • 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

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
CategoryDescription
TotalThe 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.
RevenueTotal 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 conversionsThe total number of new installs and redownloads.