At Google I/O some updates were announced for mobile app campaigns.

  • Improvements to our Universal App Campaigns: expanding beyond Android into iOS and optimizing beyond CPI for user value and in app conversions, and
  • A new analytics platform called Firebase Analytics that can help you to understand and optimize for lifetime value.

To help prepare for these updates, we’ve updated two of our best practices guides that will help you use AdWords for driving more app downloads and increasing user engagement.

Great stuff to get your apps on more phones and keep your users more engaged.

Source: Inside AdWords: Driving Mobile App Downloads and Engagement – Google Best Practices