Google announced today that it has launched the ability to track iOS downloads that were driven by in-app display ad campaigns in AdWords. You could already track Android app downloads within AdWords, but this will make for a more complete experience for app marketers.
"Apps are a powerful way to keep your most loyal users engaged, and can also be a real driver of revenue for marketers big and small," says Google product manager Morgan Hallmon. "When advertising apps, the key is to know what’s working and what’s not."
"To set up iOS conversion tracking, advertisers need to create a single code snippet in their AdWords account and install it in their app," explains Hallmon. "This snippet is accessible in the AdWords interface in the same place where advertisers have been able to codelessly track Android downloads. With iOS conversion tracking, marketers can better understand which campaigns are most effective at driving app downloads. These enhanced insights help marketers iterate on app promotion strategies to reach their return on investment goals, with the help of features like the Conversion Optimizer for apps."
Hallmon also points to the following webinar about understanding app users with Google Analytics, which you may find helpful if you have 45 minutes:
Unfortunately there's no transcript of the video available on YouTube, so you'll need to actually watch it to absorb the content within.