> Quick answer: Select "App Promotion" in TikTok Ads Manager. Choose "App Install" as your promotion type. Use Install optimization for most campaigns. Connect tracking through Event Manager first. iOS 14.5+ AEO campaigns require SKAdNetwork and at least 90 daily installs.
What Is the App Promotion Objective?
TikTok uses one objective for all app install campaigns. Per TikTok's Business Help Center, app installs and app conversions are consolidated under a single "App Promotion" objective. You no longer pick separate objectives for installs vs. post-install conversions. One objective covers both.
Why TikTok uses 'App Promotion' instead of separate objectives
Older TikTok campaign structures split installs and conversions into different campaign types. App Promotion unifies them. It handles new user acquisition and retargeting of existing users from the same place. Fewer campaigns to manage. Less room for structural errors.
How it differs from other campaign objectives
Traffic sends users to a URL. Conversions targets on-site actions. App Promotion sends users directly to your Google Play or Apple App Store listing. The destination is different. The algorithm signal is different. The bidding logic is different too.
Choosing the Right Optimization Option for App Installs
Per TikTok Ads Manager documentation, App Promotion offers four optimization paths. Pick based on where you are in your app's growth.
Click optimization: Best for volume and early-stage testing
Optimizes for ad clicks, not downloads. Best when your app has little to no install history. Prioritizes reach over actual installs. Use this to gather early data, then graduate to Install optimization.
Install optimization: Direct app store installs (recommended for most)
Optimizes for actual app downloads. TikTok's algorithm finds users most likely to install. This is the right starting point for the majority of app campaigns. Run here first before testing other options.
In-app event (AEO) optimization: When you want post-install actions
Optimizes for a specific in-app action after the download, like a purchase, registration, or level completion. Requires solid install volume before the algorithm can learn. Don't start here with a brand-new campaign.
Value optimization: Prioritizing high-value users over volume
Optimizes for the highest-value users, not just the most users. Best for apps where user spend varies significantly, like gaming or subscription apps. Expect lower install volume and higher user quality.
Step-by-Step Setup in TikTok Ads Manager
Navigate to Campaigns and select App Promotion objective
Open TikTok Ads Manager. Click "Create" to start a new campaign. Select "App Promotion" as your objective. This unlocks all the app-specific settings at the ad group level.
Choose your app and promotion type (App Install)
At the ad group level, select your app from the app dropdown. Set the promotion type to "App Install." Only choose "App Retargeting" if you're re-engaging users who already have the app installed.
Select optimization event and tracking method
Choose your optimization goal from the four options above. Install is the default and the safest starting point for most campaigns. Connect your app tracking through TikTok Event Manager before moving forward. Tracking is required for any optimization beyond click.
Set audience, budget, and creative
Define your target audience. Set a daily or lifetime budget. Upload your ad creative. TikTok recommends vertical video formats for App Promotion placements, but static image ads also run in-feed.
Key Considerations and Compliance
iOS 14.5+ Privacy Threshold requirements (SKAdNetwork, 90+ daily installs)
iOS 14.5+ changed mobile attribution. Per TikTok Ads Manager guidance, AEO campaigns on iOS must use SKAdNetwork for tracking. Each AEO campaign also requires a minimum of 90 daily app installs to meet Apple's Privacy Threshold. Fall below that threshold and campaign performance degrades. Plan your budget accordingly before switching to AEO.
Setting up app tracking via Event Manager
Configure tracking before you launch anything. Go to Event Manager in TikTok Ads Manager and add your app. Connect a third-party mobile measurement partner (MMP) for proper install attribution. Without this step, TikTok cannot optimize for installs, and your reporting will be incomplete.
Best practices for creative and targeting
Hook viewers in the first three seconds. Show the app interface in action. Open with a clear value prop, not a slow brand intro. Start with broad audience targeting so TikTok's algorithm can find your best users before you narrow down.
Speed Up App Install Creative Production with Coinis
Why great creative matters for app installs
App install campaigns live and die on creative quality. High-engagement ads earn lower CPMs and reach more users at the same budget. The creative is your biggest performance lever, and testing more of them is almost always worth it.
Using Image Ads to auto-generate app install creatives
Coinis Image Ads builds ad creatives from a product URL. Paste your App Store or Google Play URL and the AI generates multiple on-brand static ad images. Export them and upload directly to TikTok Ads Manager. No design skills needed. No back-and-forth with a designer.
Coinis generates the assets. You deploy them wherever you run ads today.
Scaling variations with Coinis Revise for fast A/B testing
Once you find a winning concept, Coinis Revise creates new variations fast. Variate shifts the visual style while keeping your core message intact. Smart Resize adjusts dimensions for different TikTok ad placements. Both run in one click.
More creative variations mean faster learning. Faster learning means cheaper installs.
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Frequently Asked Questions
Which TikTok campaign objective do I use for app installs?
Select 'App Promotion' as your campaign objective. At the ad group level, set the promotion type to 'App Install.' TikTok consolidated both app installs and app conversions under this single objective.
What is the difference between Install optimization and AEO on TikTok?
Install optimization targets users most likely to download your app. AEO (in-app event optimization) targets users most likely to complete a specific action inside the app after downloading, like making a purchase or registering. Start with Install optimization and move to AEO once you have enough install volume.
Do I need SKAdNetwork for all TikTok app install campaigns?
SKAdNetwork is required for AEO campaigns targeting iOS 14.5+ users. Each such campaign also needs at least 90 daily app installs to meet Apple's Privacy Threshold. Click and Install optimization campaigns on iOS also benefit from SKAdNetwork setup for accurate attribution.
Can I use Coinis to create creatives for TikTok app install ads?
Yes. Coinis Image Ads generates on-brand ad images from your App Store or Google Play URL. Export the creatives and upload them to TikTok Ads Manager manually. Coinis handles creative production; you deploy to TikTok through Ads Manager as normal.