Installs (Total)

Installs (Total) is a comprehensive metric that encompasses both tap-through and view-through new downloads and redownloads. This metric provides a holistic view of all app installations driven by a mobile advertising campaign, regardless of whether the user directly interacted with the ad (tapped or clicked) or simply viewed the ad without taking any action.

Key Points:

• Combines new downloads and redownloads from both direct taps/clicks and indirect views
• Gives a complete picture of the total app installations driven by the advertising
• Includes both first-time downloads and re-downloads
• Measures the overall impact of the advertising campaign on driving app installs
• Allows for better evaluation of the campaign’s effectiveness in user acquisition and re-engagement
• Provides a more accurate representation of the advertising’s true impact on app installations

By tracking Installs (Total), mobile app marketers can gain a complete understanding of the full scope of their advertising’s influence on app downloads and re-downloads. This metric is crucial for understanding the overall return on investment (ROI) of their advertising campaigns and making informed decisions about future strategies on Apple Search Ads.