Measuring Conversions for Video Ads in App Campaigns
Measuring conversions for video ads in app campaigns allows you to assess how effectively your ads drive specific actions, such as app installs, in-app purchases, or user engagement. Here’s a step-by-step guide to measure conversions for video ads in your app campaigns:
- Define Conversion Goals
Decide what actions you want to track, such as:
App Installs: New users downloading the app.
In-App Events: Actions like making a purchase, signing up, or completing a level.
Retention: Measuring if users return to the app after installation.
- Set Up Conversion Tracking
For Google App Campaigns:
Link Google Ads to Firebase (if applicable):
Go to Firebase Console to Project Settings to Integrations.
Link your Firebase project to your Google Ads account.
Ensure events like first_open, in app purchase, or custom conversions are set up in Firebase.
Enable Conversion Tracking in Google Ads:
Navigate to Tools and Settings to Measurement to Conversions.
Click New Conversion Action then App then Google Play or Third-Party App Analytics.
Select the conversion events you want to track, such as app installs or in-app purchases.
Use Google Ads SDK or Google Play Integration:
Ensure your app integrates with Google Play or uses the Google Ads SDK to pass event data back to Google Ads.
For Meta App Campaigns (Facebook and Instagram):
Set Up Facebook SDK:
Install the Facebook SDK in your app to track app installs and events.
Define events like purchases, registrations, or level completions.
Define App Events:
Go to Events Manager in Facebook Ads Manager.
Create custom app events to track specific actions within your app.
Optimize Ad Delivery:
In Ads Manager, choose App Installs or Conversions as your campaign objective.
Select specific conversion events as optimization goals.
- Use Post-Backs to Capture Data
If you use a mobile measurement partner (MMP) like Adjust, AppsFlyer, or Branch:
Ensure your MMP is integrated with your app and ad platforms.
Enable post-back reporting to automatically send conversion data from your MMP to Google Ads, Facebook, or other platforms.
- Analyze Video Ad Performance
Once tracking is set up, evaluate performance metrics in your advertising dashboard:
Key Metrics to Monitor:
Install Volume: Number of app installs driven by video ads.
Cost per Install (CPI): Cost efficiency for each install.
In-App Event Conversions: Actions users take after installing the app (e.g., purchases).
Retention Rate: Percentage of users returning to the app over time.
Attribution Insights:
Use tools like Firebase Attribution or your MMP to understand which ads (video or otherwise) are driving conversions.
Compare performance across different video formats (skippable, non-skippable, rewarded).
- Optimize for Better Conversions
Creative Optimization:
Test different video creatives to see which perform best in driving installs or events.
Use engaging content tailored to your audience.
Bid Optimization:
Adjust bids to maximize ROI for installs or in-app events.
Audience Segmentation:
Refine targeting to focus on high-value users likely to perform in-app actions.
Tools for Measuring App Conversions:
Google Analytics for Firebase:
Best for tracking Android and iOS app events.
AppsFlyer or Adjust:
Popular MMPs for detailed user attribution and tracking.
Facebook Ads Manager:
Provides insights into conversions from Meta’s ad platforms.