Best TikTok Optimization Goals for App Installs (2025)

Most advertisers start TikTok app campaigns optimizing for installs. That's usually correct.

But as volume scales, install optimization often delivers diminishing returns. You get more installs, but user quality degrades—higher uninstall rates, lower retention, fewer purchases.

The fix is optimizing for downstream events through App Event Optimization (AEO). But making the switch too early can tank performance. Here's when to use each optimization goal.

Understanding TikTok's Optimization Options

TikTok offers three primary optimization approaches for app campaigns:

1. App Install Optimization

TikTok delivers ads to users most likely to install your app based on their historical app download behavior.

2. App Event Optimization (AEO)

TikTok optimizes for specific in-app actions: registration, add-to-cart, purchase, level completion, etc. The algorithm targets users likely to complete these events, not just install.

3. Value-Based Optimization (VBO)

TikTok optimizes for revenue, prioritizing users who are likely to spend more. Instead of treating all purchases equally, VBO targets high-value converters.

Each serves a different purpose depending on your stage and goals.

When to Use App Install Optimization

Best for:

• New campaigns with no historical data
• Apps with low install volume (under 50 installs/week)
• Apps with high install-to-value conversion rates (most installers convert)
• Testing new audiences or creatives

Why it works:

Install optimization gives TikTok the broadest signal. The algorithm has extensive data on which users download apps frequently, making it the most reliable starting point.

Limitations:

Install optimization doesn't distinguish between users who install and immediately delete versus users who become active, engaged customers. As your volume scales, this becomes a problem.

When to move on:

Once you're consistently hitting 50+ installs per week, you have enough data to start evaluating user quality. If your install-to-registration rate is under 10%, or your day-7 retention is poor, it's time to consider AEO.

When to Use App Event Optimization (AEO)

Best for:

• Apps with at least 50 installs/week
• Clear in-app conversion events (registration, purchase, subscription)
• Install-to-event conversion rates above 10-15%
• Campaigns focused on user quality over raw volume

How it works:

You select a specific in-app event (registration, purchase, add-to-cart, etc.) as your optimization goal. TikTok's algorithm targets users who are likely to complete that action based on their behavior patterns.

Example:

Your fitness app gets 200 installs/week, but only 15% complete registration. By switching to AEO with "Complete Registration" as the optimization event, TikTok shifts delivery toward users more likely to register.

Your install volume may drop to 120/week, but registration rate increases to 30%. Net result: more registered users (36 vs. 30) at potentially lower cost per registration.

Requirements:

You need at least 50 conversions per week of your target event for AEO to work effectively. Below this threshold, the algorithm doesn't have enough signal to optimize.

Common AEO events for apps:

• Complete Registration: Users finish account creation
• Add to Cart: Users add items (e-commerce apps)
• Complete Tutorial: Users finish onboarding
• Achieve Level: Users reach a milestone (gaming apps)
• Purchase: Users complete a transaction
• Subscribe: Users start a paid subscription

Choosing the right event:

Pick an event that balances frequency and value. "Purchase" might be too rare if you only get 5 purchases/week. "Add to Cart" might be too common if 80% of installers do it anyway.

The sweet spot is an event that 10-30% of installers complete—meaningful enough to matter, frequent enough to give the algorithm data.

When to Use Value-Based Optimization (VBO)

Best for:

• E-commerce or monetization-focused apps
• Apps with at least 50 purchase events per week
• Variable transaction values (not all purchases are equal)
• Campaigns optimizing for ROAS, not just conversion volume

How it works:

Instead of optimizing for conversion count, VBO optimizes for total revenue. The algorithm targets users likely to make high-value purchases, not just any purchase.

Example:

Your app sells subscriptions ranging from $5 to $50/month. Standard AEO treats all subscriptions equally. VBO prioritizes users more likely to buy the $50 plan.

You might see fewer total conversions, but average order value (AOV) increases, improving overall ROAS.

Requirements:

You need consistent purchase volume—at least 50 purchase events per week. VBO also requires passing transaction values through the TikTok SDK so the algorithm can learn which users generate the most revenue.

When not to use VBO:

If all your transactions have similar value (like a $4.99 fixed-price app), VBO offers no advantage over standard AEO. Stick with purchase optimization.

Optimization Goal Migration Path

Here's the typical progression as app campaigns scale:

Stage 1: Launch (0-50 installs/week)

Optimize for installs. Focus on finding any signal that the campaign can drive volume.

Stage 2: Volume (50-200 installs/week)

Continue install optimization if user quality is acceptable (good retention, reasonable LTV). If quality is poor, test AEO with registration or a light in-app event.

Stage 3: Quality (200+ installs/week)

Switch to AEO for a meaningful conversion event. You have enough volume to optimize for quality without sacrificing scale.

Stage 4: Revenue (50+ purchases/week)

Implement VBO to maximize revenue per user, especially if transaction values vary significantly.

Testing Optimization Goals

Don't just switch your entire account to a new optimization goal. Test it.

How to test:

1. Duplicate your best-performing campaign
2. Change only the optimization event
3. Run both campaigns side-by-side for 14 days
4. Compare cost per target event, user quality metrics (retention, LTV)

If AEO delivers better economics (lower cost per valuable user), migrate budget gradually.

Common Mistakes with Optimization Goals

1. Switching to AEO too early

If you only get 20 installs/week and switch to AEO for purchases (2 purchases/week), the algorithm has no data to work with. Stay on install optimization until you hit volume thresholds.

2. Optimizing for events too far down the funnel

If only 1% of installers make a purchase, optimizing for purchase will severely limit your scale. Instead, optimize for a mid-funnel event like "add to cart" or "complete tutorial."

3. Not tracking events properly

AEO only works if the TikTok SDK is correctly firing events. Misconfigured tracking means the algorithm optimizes blindly. Validate that events are appearing in TikTok's Event Manager before switching optimization goals.

4. Changing optimization goals too frequently

Every time you change optimization goals, the campaign re-enters the learning phase. Don't flip between installs and AEO weekly. Pick one, let it stabilize, then evaluate.

Optimization Goal Benchmarks (2025)

Optimization Type	Minimum Weekly Volume	Best Use Case
App Install	Any	New campaigns, testing, low volume
AEO (Registration)	50+ installs/week	Apps requiring account creation
AEO (Purchase)	50+ purchase events/week	Transactional apps, e-commerce
AEO (Tutorial Complete)	50+ installs/week	Apps with onboarding flows
VBO (Revenue)	50+ purchase events/week	Variable transaction values

Optimization Goal Checklist

When choosing your optimization goal:

• Do you have at least 50 conversions/week of your target event?
• Is the TikTok SDK correctly tracking in-app events?
• Does optimizing for this event align with your actual business goals?
• Have you tested the new optimization goal before migrating all budget?
• Is your target event frequent enough for the algorithm to learn (at least 10-15% of installers)?

FAQs

Should I optimize for installs or in-app events?

Start with installs until you achieve at least 50 installs per week. Once you have sufficient volume and your install-to-event conversion rate is above 10-15%, switch to App Event Optimization (AEO) for downstream events like registration or purchase.

What is App Event Optimization (AEO)?

AEO allows you to optimize for actions that happen after the install, such as registration, add-to-cart, or purchase. TikTok delivers ads to users most likely to complete these events, improving user quality beyond just installs.

When should I use Value-Based Optimization (VBO)?

Use VBO when you have consistent purchase volume (50+ purchase events per week) and want to optimize for revenue rather than just conversion count. VBO prioritizes high-value users, improving ROAS for monetization-focused apps.

Can I change optimization goals without resetting the learning phase?

No. Changing your optimization goal resets the learning phase because TikTok needs to re-learn which users are likely to complete the new target event. Make optimization changes deliberately and infrequently.

What if my AEO campaign drives fewer installs?

That's expected. AEO optimizes for quality, not volume. Fewer installs with higher conversion rates often yield better economics. Compare cost per target event (like cost per registration), not just CPI, to evaluate AEO performance.

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Optimization goals determine who TikTok shows your ads to. Start broad with install optimization, then tighten targeting to in-app events as you scale. The right progression maximizes both volume and user quality.