App Campaign Subtypes

The distinct goal-based variants of a Google App campaign, each optimizing toward a different app outcome.

When you build an App campaign you pick a subtype up front, and that choice locks the optimization target and the eligible inventory. Installs drives first-time downloads and bids toward install volume or install-then-action. Engagement re-targets people who already have the app installed and pushes them back in toward a specific in-app event. Pre-registration (Android) collects sign-ups on Google Play before the app is live. Each subtype feeds Google's automation a different signal, so they are not interchangeable settings on one campaign.

Say you launch a fitness app. You run an Installs campaign bidding for install-plus-signup to fill the top of the funnel, then two months later spin up a separate Engagement campaign aimed at lapsed users, optimizing toward the "started a workout" event to pull dormant installs back into the habit loop.

Do not treat Engagement as a cheaper install channel. It only reaches devices that already have your app, so it cannot grow your base, and the deep links have to resolve to a working in-app destination or the whole campaign stalls. People pick Engagement expecting new users and get nothing but re-activation.

Pick the subtype for the outcome, not the label.