What are the two main marketer objectives for app promotion?

When promoting an app, marketers focus on two fundamental goals that cover the entire user lifecycle.

Analysis of Correct Answer(s)

The two main objectives for app promotion are Discovery and Engagement. These goals represent the primary phases of a user's journey with an app.

• Discovery: This objective focuses on acquiring new users. The goal is to get your app in front of potential users who are likely to install it. In Google App campaigns, this often translates to optimizing for installs (tCPI - target cost per install). It's about building your user base.

• Engagement: This objective is about driving valuable actions from users who have already installed the app. The goal is to re-engage users and encourage them to perform specific in-app events, such as making a purchase, completing a level, or subscribing. This aligns with campaign goals focused on in-app actions (tCPA - target cost per action) or value (tROAS - target return on ad spend).

Analysis of Incorrect Options

• Global expansion: This is a broader business strategy, not a direct marketer objective within the campaign framework. While app campaigns can support global expansion, it is not a core objective itself.
• In-store sales and Website growth: These are objectives related to other business channels (physical stores or websites). While an app can influence them, they are not the primary goals of an app promotion campaign itself. The focus of an app campaign is on actions related to the app.