Installs (View-Through)

Installs (View-Through) refer to the number of new app downloads and re-downloads from users who viewed an ad without interacting with it (tapping, clicking, or converting), but then went on to install the app within a 24-hour window. This metric helps measure the impact of brand awareness and indirect influence of mobile app installs, beyond just direct clicks and taps. By analyzing view-through installs, marketers can better evaluate the halo effect of their advertising campaigns and optimize their strategies accordingly.

Key Points:

• Counts both new app downloads and re-downloads
• Measures installs from users who viewed the ad but did not directly interact with it
• Looks at a 1-day (24-hour) window after ad impression
• Indicates the indirect influence of advertising on app installations
• Crucial for understanding the broader impact of advertising and marketing campaigns
• Helps evaluate the impact of brand awareness on app downloads

This metric is important for mobile app marketers to track, as it provides insights into the indirect influence of advertising and the role of brand awareness in driving app installs on Apple Search Ads campaigns.