Reddit App Install ads are here, along with new 3rd party attribution options, more tracking capabilities

Reddit announced on Wednesday its cost-per-click (CPC) ads now include an App Install campaign objective. The company has also added seven new attribution reporting providers to its list of available third-party integrations, along with updated tracking capabilities for its Conversion Pixel.

Reddit’s App Install ads. After introducing CPC ads less than a month ago, the ad product will now include App Install campaign objectives for mobile-first advertisers, helping drive more App Store visits.

According to Reddit, when an advertiser chooses App Install as the objective for CPC ads, Reddit will target the ads at its iOS and Android mobile app users via native mobile ads, and direct ad clicks to the app store URL. Advertisers can bid on a per-click basis, only paying for the ads that convert to an app store visit.

New third-party attribution reporting options. Along with App Install CPC ads, Reddit announced it is adding seven attribution tracking platforms to its list of available third-party integrations. Reddit advertisers now have the option to use any of the following attribution reporting providers:

• Adjust
• Tune
• Appsflyer
• Kochava
• Tenjin
• Singular
• Branch

“Now, advertisers can track and monitor impressions and click data directly in their attribution provider’s dashboard,” said Reddit in the announcement.

New Conversion Pixel reporting capabilities. Reddit’s Conversion Pixel — which previously only tracked one conversion event and combined view-through and click-through conversions as a single metric — now tracks eight different conversion events:

• Page Visit
• View Content
• Search
• Add to Cart
• Add to Wishlist
• Purchase
• Lead
• Signup

Reddit is also breaking out view-through and click-through conversions into two separate metrics, and adding a one-day, seven-day or 28-day filter for attribution measurement. The reporting interface now has a new tab that shows conversion data.

Why you should care. Reddit is pushing full-force ahead with its ad platform initiatives, giving advertisers who may have been apprehensive about the site more options to consider. The new App Install ads — and expanded list of third-party attribution tracking options — highlights the company’s focus on performance-driven advertising.

“We now offer five different campaign objectives — reach, video view, traffic, conversions and App Install––associated with a complete suite of bid types, including CPM, CPV and CPC,” wrote Reddit on its Upvoted blog, adding that it plans to continue to build out its performance ad offerings, with more advanced optimization and targeting capabilities planned for this year.

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Amy Gesenhues

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.