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App install ads allow people to discover and download iOS and Android apps directly from an ad. These ads will show an app icon as well as an install button. They can tap the button to download the app right to their iOS or Android device.

App install ads provide exposure and distribution of your app to your audience on Pinterest.  We can help you track install performance through our direct integrations with Mobile App Measurement Partners (MMPs). The MMPs we support are: Adjust, Branch, AppsFlyer, Kochava, Singular and Tune.

Create app install ads campaigns

To get started with app install ads, first create a standard ad or video ad that leads to the iTunes or Android app store. The URL link must be a valid iTunes or Android app store URL to be promoted in an app install ad campaign. For example:

In the Pin selection step, you will see all your creative, both video and standard, that links to the app store. Make sure the Pin you're looking for uses the direct app store URL.

Just like any ad, the Pin must be on a public board. If you're creating a video app install ad, make sure you upload a video file directly to Pinterest as we don't accept YouTube or Vimeo videos. Read this article on video ads for more information on specs and creative best practices. Next, go to the terms page and accept Pinterest’s Mobile App Measurement Programme terms.

Once you've created Pins as described above, you can create app install campaigns and ads. To create ads with Bulk Editor, read this article. To create ads with Ads Manager, read this article and select App install for your campaign objective. Then follow the instructions provided by our respective Mobile App Measurement Partners: Adjust, Branch, AppsFlyer, Kochava, Singular and Tune.


You can choose between two optimisation tactics for app install ads – 'Completed installs of your app' or 'Traffic to the download page.' Both options charge per click (CPC). Bear in mind that you can't modify your bid optimisation choice once a campaign has been created. To choose another bid optimisation, you'll need to create a new campaign.

Optimize for installs
(‘App Install’ objective): Our algorithm automatically adjusts bids daily based on your provided target CPI and our predicted likelihood of install. Set the bid at your target CPI and your CPC bids will automatically adjust accordingly. You will pay the CPC cost when users click through to your app store page.

To implement this, choose to optimize your campaign for: “Completed app installs” in Ads Manager. In Bulk Editor, enter “App Install” as your campaign objective and input your target CPI in the max bid field.

Optimise for consideration
(‘Download page consideration’ objective): Ads run like a normal CPC campaign, optimising for Pin click traffic. You adjust bids manually to meet install goals.

To implement this, choose to optimise your campaign for: 'Consideration to your download page' in Ads Manager. Enter 'App install consideration' as the campaign objective in Bulk Editor.

For recommendations on creatives for your app install ads, read this guide.

View metrics

When viewing app install campaigns in your reporting dashboard, 'Cost per result' and 'App installs – number of conversions' will be displayed by default to show your cost per install and the number of installs for your campaign. You can see further metrics about the app install campaigns by adding columns under 'App install conversions' to your reporting view in Ads Manager. 

Learn how to customise your reporting table.

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