App Promotion

App Promotion is the conversion objective for getting people to install your app and take actions inside it, cost effectively.

You use it when your product is the app itself, whether the aim is fresh installs or deeper events like a sign-up or first purchase in-app. TikTok optimizes toward those actions using data from your measurement partner, so it can chase installers or, better, people likely to actually use the app. A food delivery app might run this to win first orders, telling TikTok to optimize not for any install but for users who complete a purchase after downloading.

Installs are the easy number and the misleading one. Optimizing for raw installs is cheap but fills your app with people who open it once and vanish, so unless you optimize toward in-app events that signal real use, you can celebrate a low cost per install while your retention and revenue stay flat.

An install you never see again cost you money and taught you nothing.