Google has rolled out major updates to iOS App Install campaigns, giving advertisers new ad formats, smarter bidding options, and privacy-focused measurement tools. These updates are designed to help marketers navigate Apple’s evolving privacy environment while still driving growth on iOS. You can read Google’s official update here.
New ad formats bring more creative opportunities
Google has introduced fresh creative formats that make app ads more engaging and interactive.
- Co-branded YouTube ads: Advertisers can now use creator-driven content in placements such as YouTube Shorts and in-feed ads. These authentic styles of creative often outperform traditional branded ads.
- Playable end cards: Available across select AdMob inventory, this feature allows users to try a lightweight demo of the app after watching an ad. By previewing the experience before downloading, users are more likely to commit to installs that have lasting value.
Both of these updates move app advertising away from static placements and towards interactive formats that match user expectations. For marketers, this creates stronger alignment between ad messaging and in-app experiences.
Target ROAS bidding now available on iOS
One of the most impactful updates is the rollout of Target ROAS (tROAS) bidding for iOS.
tROAS allows campaigns to optimise for return on ad spend rather than raw install numbers. This is particularly important for apps with varied monetisation models such as subscriptions or in-app purchases.
In addition to tROAS, Google has expanded the “Maximise Conversions” strategy for iOS, which enables campaigns to optimise for deeper in-app actions beyond installs. By using Google’s AI-driven modelling, budgets can now be allocated more effectively to maximise long-term results.
The emphasis has shifted: volume still matters, but value matters more.
Measurement that balances privacy and clarity
Apple’s App Tracking Transparency framework limited the signals available for campaign optimisation. Google’s new measurement tools are designed to provide clarity without sacrificing user trust.
- On-device conversion measurement: Performance data is processed directly on the device rather than sent back to servers, protecting privacy while improving reporting speed.
- Integrated conversion measurement (ICM): Through app attribution partners, advertisers gain access to cleaner, near real-time data on installs and post-install actions.
These innovations show that advertisers can access the insights they need while still respecting user privacy.
How app marketers can take advantage
These changes provide an opportunity for advertisers to test and adapt their iOS campaigns.
- Experiment with new ad formats. Test co-branded YouTube ads and playable end cards alongside existing creative to see how engagement and conversion quality improve.
- Assess tROAS for your business model. If user value differs significantly across your audience, value-based bidding may unlock greater efficiency.
- Upgrade measurement frameworks. Work with developers and attribution partners to implement on-device conversion tracking or ICM for stronger data signals.
While these updates will not transform results overnight, they represent a significant step forward. Success will come from patient testing, consistent optimisation, and focusing on week-over-week performance trends.
