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.

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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.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: December 15, 2025