Can you advertise any website or app here?

These offerings promote eligible App Store apps. Check that your app is available in the store you want to advertise in and that your advertiser location is eligible. Confirm the App Store Connect role needed to link the account. A web app without an App Store listing needs a different route.

What is the difference between paying for a tap and an install?

For the App Store options here, Apple lists cost per install for Basic and cost per tap for Advanced. A tap can cost money even if nobody installs. Check the available placements, budget and charging model for the option you choose.

What should you check after you see installations?

Install reports tell you about downloads attributed by the ad product. Decide what useful action you need inside the app and read that from an approved app measurement source. Advanced Insights can download reports as spreadsheets. Save the dates and campaign settings with them.

Does a fictional install tell you someone used the app?

Sketch a fictional App Store app with an ad tap, an install and a completed first lesson as three separate records.

Match the charge to the option
Mark which record would correspond to Basic install charging and Advanced tap charging.
Choose a useful app outcome
Keep the completed lesson as a separate measure. Do the comparison on paper with fictional amounts.