Google Ads launched VTC-optimized bidding for Android app campaigns, letting advertisers toggle bidding toward conversions that happen after an ad is viewed rather than clicked.
Previously, VTC worked as a hidden signal inside Google’s systems. Now, it’s a clear, explicit optimization option.
The shift. Google is shifting app advertising away from click-centric logic and toward incrementality and influence, especially for formats like YouTube and in-feed video. This update aligns bidding more closely with how users actually discover and install apps.
Why we care. You can now bid beyond clicks, improving measurement for video-led app campaigns and strengthening the case for upper-funnel activity.
Who benefits most. Video-first app advertisers and teams focused on awareness, engagement, and long-term growth – not just last-click installs.
What to watch
- Increased reliance on Google’s attribution model.
- Potential changes in CPA expectations.
- Greater emphasis on creative quality over click-driving tactics.
First seen. This update was first spotted by Senior Performance Marketing Executive Rakshit Shetty when he posted on LinkedIn.
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