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Google announces three iOS app campaign updates on August 14, including Target ROAS bidding and expanded on-device measurement capabilities.
Google released three major enhancements for iOS app campaigns on August 14, 2025, introducing new ad formats, AI-powered tools, and privacy-centric measurement capabilities. The updates address mounting challenges advertisers face with iOS user engagement, particularly as App Store consumer spending increased 24% year-over-year according to app intelligence firm Appfigures. The announcement emphasizes the growing importance of iOS user acquisition in mobile marketing strategies.
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The first update expands ad format options across YouTube platforms to capture additional iOS user segments. According to Google’s data, 83% of global consumers use Google and YouTube daily, creating substantial reach opportunities for app marketers. YouTube Shorts specifically presents unique audience access, with research showing 45% of Shorts viewers in the United States do not use TikTok, while 65% avoid Instagram Reels.
Co-branded partnership ad formats now extend to App campaigns through YouTube’s BrandConnect program. These advertisements combine brand messaging with YouTube creator content on in-feed and Shorts placements, offering what the company describes as “a more visually engaging and authentic ad experience.” The format leverages creator partnerships to improve campaign performance through authentic content integration.
Additionally, playable ad formats gain new implementation options as end cards following video advertisements on select AdMob inventory. This interactive format encourages viewer engagement through hands-on app experiences before installation decisions. The placement strategy aims to capture user attention during peak engagement moments following video content consumption.
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Target ROAS bidding becomes available for iOS App campaigns, marking a significant expansion of value-based optimization options. This bidding strategy utilizes artificial intelligence to predict conversion values and adjust bids automatically to maximize return on advertising spend. Early implementation results demonstrate measurable performance improvements, with Uatas, an Indonesia-based lending application, achieving a 7% ROAS increase compared to historical iOS campaign performance.
The bidding enhancement represents part of broader AI integration across App campaign management. Maximize conversion bidding strategies now support in-app action optimization and return on ad spend targets, enabling automated bid management to achieve maximum conversion volume within daily budget constraints. These strategies eliminate manual bid adjustment requirements while leveraging machine learning for real-time optimization.
Video enhancement capabilities utilize advanced AI models to automatically adapt existing creative assets for different screen sizes and ad placements. The system can intelligently extend videos beyond original frames or create orientation variations while preserving essential visual content. This automation eliminates the need for manual creative development across YouTube’s diverse ad format requirements.
The third major update introduces expanded on-device conversion measurement using de-identified app event data. This solution addresses iOS measurement limitations while maintaining strict privacy protections through local data processing that prevents user-identifying information from leaving individual devices.
The expanded measurement capability operates alongside existing first-party data solutions to provide comprehensive attribution options. Device signals and timestamps generate conversion insights without compromising user privacy, addressing regulatory requirements while enabling campaign optimization. According to the technical specifications, data processing occurs entirely on-device with no external disclosure, including to Google.
Integrated Conversion Measurement (ICM) provides enhanced attribution accuracy within third-party App Attribution Partner reporting interfaces. This protocol addresses long-standing discrepancies between Google Ads data and external measurement platforms through real-time, comprehensive conversion attribution. Codeway, an AI-powered consumer app publisher, reported 6X install increases and 80% lower cost per install in App Attribution Partner reporting after implementing ICM solutions.
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Each App Attribution Partner maintains distinct technical specifications for optimal integration. Adjust implementations require “Probabilistic Modeling” activation and 24-hour attribution windows instead of the default 6-hour setting. The system demands specific SDK versions, including iOS SDK 5.4.1 with Adjust ODM plugin functionality.
Airbridge configurations center on “Lookback Window for Probabilistic Modeling Matching” set to 24 hours or longer, maintaining the default setting. iOS compatibility requires SDK version 4.4.1 or higher, while Android maintains universal compatibility. Both platforms must implement either Firebase iOS SDK 11.14.0 or on-device conversion standalone SDK for full functionality.
AppsFlyer integrations necessitate enabling “Advanced Data Sharing” for Google Ads, which remains disabled by default. The platform requires iOS SDK 6.17.1 or later for compatibility while maintaining universal Android support. Similar to other partners, either Firebase iOS SDK 11.14.0 or standalone conversion SDK implementation becomes mandatory.
Branch configurations require “Integrated Conversion Measurement” activation, enabled by default, with Attribution Windows for Click To Install set to 24 hours minimum instead of the 7-day default. iOS compatibility demands SDK version 3.11.0 or higher, while Android maintains universal support.
European Economic Area user consent handling creates additional technical requirements across all App Attribution Partner implementations. Each platform must capture consent status before transmitting SDK data to ensure regulatory compliance.
Adjust implementations require “addGranularOption” activation for third-party sharing, with delayed data transmission until consent capture completion. Android requires Adjust.setOfflineMode method implementation, while iOS demands either setOfflineMode, requestTrackingAuthorizationWithCompletionHandler, or requestTrackingAuthorization methods.
AppsFlyer configurations must implement delayed SDK initialization or data transmission through the start method on Android, or either start or waitForATTUserAuthorization methods on iOS. Branch requires expectDelayedSessionInitialization() for Android and didFinishLaunchingWithOptions for iOS implementations.
Server-to-server integration options provide alternative implementation paths for each attribution partner. Adjust offers S2S API integration while requiring SDK configuration for session_start conversion events. Airbridge, AppsFlyer, Branch, Kochava, Singular, and Tenjin each maintain distinct S2S API requirements with specific field implementations for proper attribution functionality.
The measurement updates coincide with expanded bidding strategy options for App campaigns. Target ROAS bidding becomes available for iOS campaigns, joining existing Target CPA and Maximize conversions strategies. The documentation outlines specific implementation requirements for each bidding approach.
Target cost per install (tCPI) implementations require specific user targeting selections. Advertisers can choose between “All users” for maximum install volume or “Users likely to perform an in-app action” for higher-value installs. The latter option demands bids “20% higher than baseline tCPI bids” while iOS campaigns require “1.5 times higher than Android” across all targeting approaches.
Target cost per action (tCPA) configurations focus on users most likely to complete in-app actions after installation. The system recommends against selecting multiple actions to avoid creating “blended targets” for different value events. iOS implementations maintain the 1.5x multiplier requirement compared to Android campaigns.
Maximize conversions options split between install-focused and in-app action-focused strategies. The install variant prioritizes maximum conversion volume within daily budget constraints, while the in-app action variant targets users most likely to complete valuable post-install actions.
New video enhancement features automatically generate multiple video versions from original creative assets. The system creates square and vertical versions from horizontal videos while preserving original content through artificial intelligence processing.
Two distinct models handle video transformation. Model 1 intelligently flips or extends videos into new aspect ratios, while Model 2 utilizes generative AI to extend original videos beyond their initial boundaries. Both models undergo quality review processes before automatic deployment in campaigns.
Campaign type availability varies significantly. App campaigns support both models but lack shorter version generation. Performance Max campaigns offer different orientations and shorter versions through campaign-level controls. Video action campaigns provide campaign-level orientation options without shorter versions.
Demand Gen campaigns support both models with ad-level controls for orientation and length modifications. Video views and Video reach campaigns maintain ad-level controls for orientation changes without shorter version capabilities.
Interactive HTML5 and playable asset support expands across App campaign formats to capture user attention through interactive experiences. These assets must meet specific technical requirements including responsive design for full-screen display across various device sizes.
File upload limitations restrict assets to ZIP format with 5MB maximum size and 512 file count limits. Each ad group supports up to 20 ZIP files with UTF-8 encoding requirements for non-ASCII characters. Sound and video capabilities now function within HTML5 assets, though sound activation requires user interaction compliance.
Measurement methodology shifts for HTML5 assets from traditional click-based billing to cost per engagement (CPE) models. Engagements count when users interact with or click playable ads for the first time. Conversions track app installations within 30-day windows following initial engagement events.
Google Web Designer integration provides additional creation options for advertisers preferring structured development environments. The platform supports specific components including Swipeable Gallery, Carousel Gallery, 360-degree Gallery, Gallery Navigation, Image Button, and Spritesheet functionality while maintaining Google Ads environment compatibility.
BrandConnect-powered partnership advertising allows brands to incorporate YouTube creator videos into App campaign strategies. The system enables organic creator video usage across all Google Ads campaign types while providing access to organic viewership data for audience optimization.
Co-branded partnership ad formats become available for Demand Gen campaigns on In-Feed and Shorts placements. App campaigns gain iOS-specific co-branded format support, while Performance Max campaigns maintain standard creator video integration without co-branded options.
Feature availability charts demonstrate varying capabilities across campaign types. Video action, Demand Gen, Video reach, and Video view campaigns support organic creator videos with co-branded formatting options. App and Performance Max campaigns maintain organic video support with different feature sets and targeting capabilities.
The system requires explicit creator video linking to Google Ads accounts before campaign integration. This process enables video usage in advertisements, provides audience data access, and delivers organic viewership metrics for optimization purposes. Advertisers maintain responsibility for securing sufficient usage rights through separate creator agreements.
Implementation complexity varies substantially across different measurement solutions. SDK-based integrations require careful version management, with some partners demanding specific minimum versions while others maintain universal compatibility.
For iOS implementations, Firebase SDK 11.14.0 becomes mandatory across most attribution partners, except where on-device conversion standalone SDK provides alternative integration paths. Android implementations generally maintain broader compatibility with fewer version restrictions.
Consent management implementations demand platform-specific approaches. Android solutions typically involve SDK offline mode activation until consent capture completion, while iOS requires tracking authorization method implementations that vary by attribution partner.
Server-to-server configurations provide enterprise-level alternatives with distinct field requirements. Android implementations must pass install_referrer_extras for install attribution, while engagement tracking requires android_app_link_url field passage. iOS engagement tracking demands universal_link_url field implementation for proper attribution functionality.
The measurement landscape continues expanding as privacy regulations increase attribution complexity. These enhanced tools provide marketers with sophisticated tracking capabilities while maintaining compliance with evolving privacy frameworks that govern digital advertising measurement.
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App Attribution Partners (AAP): Third-party mobile measurement companies certified by Google to provide analytics for app campaigns. These partners include Adjust, Airbridge, AppsFlyer, Branch, Kochava, Singular, and Tenjin, each offering specialized tracking capabilities for iOS and Android applications. The partnership program ensures access to standardized measurement tools while reducing reporting discrepancies between Google Ads and external analytics platforms.
SDK (Software Development Kit): Programming libraries that developers integrate into mobile applications to enable tracking and measurement functionality. Each App Attribution Partner requires specific SDK versions for compatibility, with requirements varying between iOS and Android platforms. SDK implementation determines the technical foundation for conversion tracking, user consent management, and attribution accuracy across different mobile operating systems.
iOS: Apple’s mobile operating system that presents unique measurement challenges due to privacy-focused policies introduced with iOS 14.5. The platform requires specialized tracking approaches including gbraid parameters, App Tracking Transparency compliance, and on-device measurement solutions. iOS campaigns typically demand higher bid multipliers compared to Android due to measurement limitations and user acquisition costs in Apple’s ecosystem.
Conversion Measurement: The technical process of attributing valuable user actions back to specific advertising interactions across digital touchpoints. This encompasses app installations, in-app purchases, user registrations, and other business-critical events that marketers use to evaluate campaign effectiveness. Modern conversion measurement must balance attribution accuracy with privacy compliance requirements imposed by platform policies and regulatory frameworks.
Attribution: The methodology for determining which advertising interactions receive credit for driving conversions throughout complex user journeys. Attribution models assign value to different touchpoints, with approaches ranging from last-click attribution that credits final interactions to more sophisticated models that distribute credit across multiple campaign exposures. Accurate attribution enables optimized budget allocation and campaign performance assessment.
Firebase SDK: Google’s comprehensive mobile development platform that provides analytics, measurement, and app development tools. Version 11.14.0, released in June 2025, introduced enhanced on-device conversion measurement capabilities for iOS applications. Firebase integration serves as the technical foundation for Google’s app measurement solutions, enabling real-time data processing while maintaining user privacy protections.
Target ROAS (Return on Ad Spend): An automated bidding strategy that optimizes campaign bids to achieve specific revenue targets relative to advertising costs. The strategy analyzes conversion values and adjusts maximum cost-per-click bids to maximize conversion value while maintaining predetermined return thresholds. Target ROAS bidding requires sufficient conversion history and accurate value tracking to function effectively across campaign optimization cycles.
Integrated Conversion Measurement (ICM): A new protocol that provides enhanced attribution accuracy within third-party App Attribution Partner reporting interfaces. The system addresses discrepancies between Google Ads data and external measurement platforms by offering real-time, comprehensive conversion attribution across iOS and Android devices. ICM implementation improves decision-making capabilities through more accurate performance visibility and cross-platform attribution consistency.
On-device Measurement: Privacy-preserving technology that processes conversion data locally on user devices without transmitting identifiable information to external parties. The system utilizes device signals and timestamps to improve campaign optimization while ensuring user-identifying data never leaves individual devices. This approach addresses iOS privacy requirements while providing marketers with actionable performance insights for campaign optimization.
European Economic Area (EEA): The regulatory region encompassing European Union member states plus Iceland, Liechtenstein, and Norway, where enhanced privacy protections affect digital advertising measurement. EEA users require explicit consent for data processing, creating additional technical implementation requirements for App Attribution Partners. The region’s privacy framework influences SDK implementation approaches and excludes certain on-device measurement features from activation.
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Who: Google Ads product team led by Kamal Janardhan, targeting mobile app advertisers and marketing professionals using iOS campaigns with App Attribution Partners including Adjust, Airbridge, AppsFlyer, Branch, Kochava, Singular, and Tenjin.
What: Four major measurement enhancements including streamlined App Attribution Partner integrations, expanded on-device conversion measurement using de-identified event data, Integrated Conversion Measurement for third-party reporting accuracy, and enhanced video creative optimization tools.
When: Announced May 2, 2025, with gradual rollout beginning immediately and continuing through 2025, including Google Analytics for Firebase SDK 11.14.0 availability in June 2025 and API dual identifier support launching October 3, 2025.
Where: Global implementation across Google Ads platform affecting iOS app campaigns, with European Economic Area, United Kingdom, and Switzerland excluded from on-device measurement features due to regulatory compliance requirements.
Why: Platform and regulatory changes have complicated App campaign performance measurement, creating attribution gaps between Google Ads and third-party reporting platforms that hindered optimization efforts and return on ad spend calculations for mobile app advertisers.