Google Ads adds VTC bidding for App campaigns

Google Ads introduced View-Through Conversion (VTC)–optimised bidding for Android App campaigns, giving advertisers a visible toggle to optimise toward conversions that happen after an ad is viewed, not clicked.

Previously, VTC existed only as a hidden signal within Google’s systems. Now, it’s an explicit optimisation option.

The shift. Google is continuing to move 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. Advertisers 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

Bottom line. Google is making view-based impact first-class data for App campaigns—another step toward an AI-led, funnel-agnostic approach to performance marketing.

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