Google introduces advanced measurement tools for iOS app advertising campaigns

Google Ads has recently unveiled a series of significant measurement enhancements for mobile app advertisers using iOS campaigns with App Attribution Partners. The announcements, made by the Google Ads product team led by Kamal Janardhan, aim to improve the accuracy of reporting, expand on-device conversion measurement, and enhance video creative optimization tools.

One of the key changes is the shift in measurement methodology for HTML5 assets. Instead of traditional click-based billing, costs will now be calculated based on cost per engagement (CPE) models. This change is expected to take effect on October 3, 2025.

BrandConnect-powered partnership advertising is another notable enhancement. This feature allows brands to incorporate YouTube creator videos into App campaign strategies, providing a more engaging and personalised user experience.

The system now supports interactive HTML5 assets, but with specific technical requirements. Each ad group can accommodate up to 20 ZIP files, with UTF-8 encoding for non-ASCII characters. File upload limitations are set to ZIP format with a maximum size of 5MB and a file count limit of 512.

Enhanced dual identifier support becomes active in Google Ads API on the same date, October 3, 2025. This means the API will now enable dual gclid and gbraid field support, improving the accuracy of tracking and reporting.

Engagements are now counted when users interact with or click playable ads for the first time. Conversions are tracked within a 30-day window following initial engagement events, allowing advertisers to measure the effectiveness of their campaigns more accurately.

The enhancements also include streamlined App Attribution Partner integrations, expanded on-device conversion measurement using de-identified event data, Integrated Conversion Measurement for third-party reporting accuracy, and enhanced video creative optimization tools.

However, it's worth noting that there are no search results providing information about which companies Google announced as officially certified Google Ads App Attribution Partners at its conference on May 2, 2025.

The global implementation affects iOS app campaigns, with the European Economic Area, United Kingdom, and Switzerland excluded from on-device measurement features due to regulatory compliance requirements.

Advertisers must also maintain responsibility for securing sufficient usage rights through separate creator agreements.

Google Analytics for Firebase SDK version 11.14.0 became available with event data support in June 2025, and enhanced server-side tagging and app measurement tools were announced for broader platform support in May 2025.

Finally, sound and video capabilities now function within HTML5 assets, though sound activation requires user interaction compliance. Co-branded partnership ad formats become available for Demand Gen campaigns on In-Feed and Shorts placements.

Brand guidelines move from asset group to campaign level in Performance Max campaigns in July 2025, providing advertisers with more flexibility and control over their campaigns.

These enhancements are part of Google's ongoing commitment to improving the performance and effectiveness of mobile app advertising for its users.