App Installs

App installs is the objective that optimizes for driving mobile app downloads from your ad.

It sits under app promotion, and you use it when the goal is to get Snapchatters to install and open your app. You connect the app and a measurement partner or the app SDK so Snapchat can read install and open events, then the system optimizes toward the people most likely to download.

Say you launched a food delivery app. You connect it, run the app installs objective with a video showing the checkout flow, and attach the store link. The report shows installs and cost per install, and because the app reports events back, you can later push the same setup toward people likely to place a first order.

Install optimization needs event tracking wired up first. Without a measurement partner or SDK feeding events back, Snapchat cannot optimize for installs and cannot report cost per install accurately. Buyers launch on this objective with no tracking connected and then cannot tell what they bought.

Connect the app and its events before you optimize for the download.