Google introduces advanced monitoring tools for iOS advertising campaigns
Google has unveiled a series of significant improvements to its iOS app campaigns on August 14, 2025. The updates aim to enhance user engagement, streamline measurement, and maintain strict privacy protections.
The updates include the introduction of expanded on-device conversion measurement using de-identified app event data. This move addresses iOS measurement limitations while ensuring compliance with privacy regulations. The new ad formats target broader iOS user engagement, providing advertisers with more opportunities to connect with their audience.
One of the key features is the support for co-branded partnership ad formats. This extension is made possible through YouTube's BrandConnect program, allowing brands to incorporate YouTube creator videos into their App campaign strategies. This collaboration offers a unique audience access, with 45% of Shorts viewers in the United States not using TikTok, while 65% avoid Instagram Reels.
The updates also bring new implementation options for playable ad formats, as end cards following video advertisements on select AdMob inventory. Interactive HTML5 and playable asset support expand across App campaign formats, offering advertisers more creative ways to engage users.
App campaigns now gain iOS-specific co-branded format support, while Performance Max campaigns maintain standard creator video integration without co-branded options.
Considerable changes have been made to the measurement landscape, as the platform shifts from traditional click-based billing to cost per engagement (CPE) models for HTML5 assets. Integrated Conversion Measurement (ICM) provides enhanced attribution accuracy within third-party App Attribution Partner reporting interfaces.
The updates also address the complexity of implementation across different measurement solutions. The bidding enhancement, part of broader AI integration across App campaign management, introduces Target ROAS bidding for iOS App campaigns. This feature utilises artificial intelligence to predict conversion values and adjust bids automatically to maximise return on advertising spend.
Assets must meet specific technical requirements, including responsive design and ZIP format limitations. File upload limitations restrict assets to ZIP format with a 5MB maximum size and 512 file count limits. For iOS implementations, Firebase SDK 11.14.0 becomes mandatory across most attribution partners.
The updates also cover server-to-server configurations, providing enterprise-level alternatives with distinct field requirements. SDK-based integrations require careful version management, with some partners demanding specific minimum versions while others maintain universal compatibility.
Engagements count when users interact with or click playable ads for the first time. Sound and video capabilities now function within HTML5 assets, but sound activation requires user interaction compliance.
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.
Conversions track app installations within 30-day windows following initial engagement events. The performance of these updates will be closely monitored to ensure they deliver the promised benefits to advertisers and users alike.
Although the specific individual or team lead for these updates is not explicitly named in the available search results, the Google team presented these improvements on August 14, 2025. The updates mark a significant step forward in Google's efforts to improve its iOS app campaign offerings and stay competitive in the rapidly evolving digital advertising landscape.
