Universal App Campaigns: Google goes beyond the install

Sridhar Ramaswamy, Senior Vice President, Ads and Commerce at Google, announced today at dmexco that Adwords will start to measure valuable actions within the apps, like do a purchase.

The Universal App Campaigns, via Adwords, on Google Search, Youtube and Google Display Network are now able to find the users that matter to advertisers.

Google gave an example with the Trivago, that when using Firebase Analytics, was able to integrate Adwords, and define a cost per install. After the installs happen, Adwords is able to read the events and identify the valuable users for Trivago : “example, we may learn that the users who tap into the most hotel deals are those who watch travel vlogs on YouTube. So, we’ll show more of your ads on those types of YouTube channels.”