App Install Ads across Windows and mobile
App Install campaigns drive direct application downloads across the Windows Store, desktop search results, and mobile partner networks.
Windows desktop and mobile distribution channels#
Microsoft Advertising provides a unique distribution channel for software developers through direct integration with the Windows Store on Windows 10 and 11, reaching hundreds of millions of desktop workstations.
Campaigns simultaneously promote iOS and Android mobile apps across Bing mobile search results and Microsoft partner networks as detailed in Microsoft App Campaign Help, 2026.
Mobile measurement partners and conversion tracking#
Tracking app downloads and in-app events requires linking your Microsoft Advertising account with a certified Mobile Measurement Partner (MMP) such as AppsFlyer, Adjust, Kochava, or Singular.
For Windows desktop apps, UET tags and Windows Store developer analytics provide native download verification.
Automated app store metadata ingestion#
When you provide your App Store URL or Package ID, Microsoft pulls the app icon and ratings directly into ad layouts, as described in Microsoft App Promotion Overview, 2026.
Apps with 4+ star ratings and over 1,000 store reviews see up to 35% higher download rates from search ads.
Target Cost Per Install (CPI) bidding#
Use Maximise Conversions or Target CPI bidding strategies to optimise auction bids automatically towards users with the highest statistical likelihood of completing an installation.
Visit our Microsoft Ads Hub for platform-wide bidding comparisons.
App campaign launch checklist#
Verify these essential prerequisites before launching an App Install campaign.
- Live Store Listing: App must be active and approved on Windows Store, App Store, or Google Play.
- MMP Server Postback: Configure postback URLs for install and first-open events.
- Device OS Version Targeting: Target minimum supported operating system versions.
- High-Impact Copy: Draft action-oriented headlines emphasising key software benefits.
Frequently asked questions#
Can I promote desktop Windows software using Microsoft App Install Ads?
Yes, Microsoft Advertising promotes Windows Store desktop applications directly within Windows Search and the Windows Store app.
Which Mobile Measurement Partners (MMPs) integrate with Microsoft Ads?
Microsoft Advertising integrates with major certified MMPs including AppsFlyer, Adjust, Kochava, Singular, and Branch.
Does Microsoft Ads pull app store ratings automatically?
Yes, Microsoft dynamically ingests your app icon, star rating, review count, and pricing from the app store listing.
What bid strategies work best for app campaigns?
Target Cost Per Install (Target CPI) and Maximise Conversions are the recommended automated bidding strategies for driving installation volume.
Can I target specific mobile operating system versions?
Yes, you can target specific iOS, Android, and Windows OS version thresholds under device targeting settings.
Read more on this topic#
The Microsoft Ads Hub
Free tools, campaign guides and live news for every Microsoft Ads format.
Open the hubThe Microsoft Ads campaign types inventory in 2026
A practical breakdown of all ten Microsoft Advertising campaign types and where each belongs in a modern account structure.
Read the entryCampaign level settings and what each one controls
A thorough guide to Microsoft Advertising campaign settings, network distribution options, and location targeting rules.
Read the entryWhich campaign wins when two enter the same Microsoft auction
How Microsoft Advertising resolves internal auction competition between ad groups, match types, and Performance Max assets.
Read the entryReady to scale application downloads cost-effectively?
folkfox designs and manages high-yield app promotion campaigns across Windows desktop and mobile search.