Avoid optimising for low-value app installs: Rising installs without matching post-install action is a warning sign.; Set an event ladder: early action to later business outcome, such as first purchase.; Configure chosen app event via Firebase and verify it; don't trust unverified events.
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Avoiding optimisation toward low-value installs

An install-only optimisation target can reward ads that generate curiosity rather than useful app use.

Desk Mobile Measurement · · 2 min read

Install-only optimisation can reward ads that generate curiosity rather than useful app use. A warning sign is rising install volume without a comparable rise in a meaningful post-install action.

Set out an event ladder, from an early action to a later business outcome. Possible signals include completing onboarding, finishing a core task, starting a subscription or making a first purchase; onboarding completion may be too easy if users abandon before the core task, while a first purchase may be too rare early on.

Choose the deepest event that occurs often enough to guide delivery, and keep later outcomes for review. If the deeper event is too sparse, move one step earlier rather than setting an unsupported volume threshold.

In Google Analytics, distinguish automatically collected events from optional recommended or custom events, which require manual setup. Configure the chosen app event through Firebase and verify it; do not treat an unverified custom event as a reliable signal.

Check that the event fires once for the right user on both iOS and Android. Exclude test devices, and keep consent handling and attribution windows consistent.

In Meta, use the “Maximize value of conversions” performance goal when the chosen event has meaningful value, rather than optimising only for conversion count. Meta value optimisation can use revenue, profit margin or non-purchase event values, such as a subscription start; for margin-based optimisation, send profit data through Conversions API.

For Google App Campaigns, move from Target CPI, which is for install-focused campaigns, to Target CPA for engagement or a specific in-app action. Link Firebase to Google Ads so the campaign can use in-app conversion events.

Compare cohorts by creative and audience after the change. If an ad brings cheap installs but weak activation, narrow its promise or change its target; if activation improves but later value does not, revisit the value signal.

Build an event ladder from install to business outcome

  1. Completing onboardingEarly action; may be too easy if users abandon before the core task
  2. Finishing a core taskSignal of useful app use
  3. Starting a subscriptionLater value signal; can be used as a non-purchase event value
  4. Making a first purchaseDeep business outcome; may be too rare early on

Verify the chosen app event before optimising toward it

  • Distinguish automatically collected events from optional recommended or custom events
  • Configure the chosen app event through Firebase
  • Verify the event before treating it as a reliable signal
  • Check that the event fires once for the right user on both iOS and Android
  • Exclude test devices
  • Keep consent handling and attribution windows consistent

Campaign goal comparison: install volume vs value signals

Target CPI
Install-focused Google App Campaigns goal
Target CPA
Engagement or a specific in-app action in Google App Campaigns
Maximize value of conversions
Meta performance goal when the chosen event has meaningful value

Diagnose results after switching to value optimisation

  1. Compare cohorts by creative and audience after the change
  2. If an ad brings cheap installs but weak activationNarrow its promise or change its target
  3. If activation improves but later value does notRevisit the value signal

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