Clarification on Setting "Marketing Objective" for App Engagement Campaign via Google Ads API

[Amit Tomar]

Hi Team,

While creating an App Engagement Campaign through the Google Ads UI, I see a section titled “Select a marketing objective for your app engagement campaign”, which offers multiple options such as:

• Re-engage lapsed users

• Re-engage lapsed purchasers

• Re-engage non-purchasers

• Re-engage unnotified users

• Re-engage all users

• Re-engage users who uninstalled your app, etc.

I’m currently working on automating campaign creation using the Google Ads API, but I couldn’t find a direct field in the API documentation or the Campaign resource that maps to this "marketing objective" selection.

Could you please confirm:

1. How are these marketing objectives represented or configured at the API level?

2. Is there a recommended way to replicate the same targeting and behavior using API (e.g., through ad group criteria, audience lists, or campaign settings)?

Attaching a screenshot of the UI section for reference.

Thanks in advance!

[Google Ads API Forum Advisor]

Hi,

Thank you for reaching out to the Google Ads API support team. 

Kindly note that setting marketing objectives for a campaign via the Google Ads API is not yet available. The setting for Marketing Objective can only be done manually through the UI. We have raised a request for this feature to be available in the Google Ads API and we do not have a specific time frame for the availability of this feature at the moment. However, please be assured that our team is actively working on it. We recommend you to follow our Release Notes and Blog Post to receive official announcements regarding updates to the Google Ads API.
​​​​​​​

Thanks,
 

Google Ads API Team

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[2025-04-10 13:10:14Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01pSRd8:ref" (ADR-00299401)

[Amit Tomar]

Hi Team,

Thanks for your response.

However, I believe there was a slight misunderstanding. I'm not referring to the high-level campaign objective like App promotion (highlighted in the blue rectangle in the attached screenshot). I’m fully aware that such objectives can’t be set via the API directly.

Instead, my question is about the “marketing objective” section specific to App Engagement campaigns, highlighted in the red rectangle in the attached screenshot. This section offers options like:

• Re-engage lapsed users

• Re-engage non-purchasers

• Re-engage unnotified users

• Re-engage users who uninstalled your app

• etc.

These seem to affect the targeting strategy used in the campaign. My goal is to understand how these specific selections map at the API level.

Could you please confirm:

1. Are these marketing objective options configurable via the Google Ads API?

2. If not directly, is there a way to replicate their behavior via audience targeting (e.g., user lists, app events, etc.) when creating App Engagement campaigns using the API?

I’ve reattached the screenshot and marked the section in red that I am specifically referring to.

Looking forward to your clarification!

[Amit Tomar]

Hi Team,

I hope you're doing well.

I wanted to kindly follow up on my previous query regarding the marketing objective options available in the App Engagement campaign flow (specifically the section highlighted in red in my shared screenshot). I understand that responses can take time, and I truly appreciate the effort your team puts into reviewing each case carefully.

If there’s any update or further clarification needed from my end to help move things forward, please feel free to let me know. I’d be happy to assist.

Looking forward to your response whenever possible.

[Amit Tomar]

any update?

[Google Ads API Forum Advisor]

Hi,

Please note that we do not have a specific time frame for the availability of the feature setting marketing objectives for a campaign via the Google Ads API at the moment. However, please be assured that our team is actively working on it. We would recommend you follow our release notes and blog post for future updates. Thank you for your understanding and patience.
 

Thanks,
 

Google Ads API Team

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How was our support today?

               

[2025-04-14 12:13:20Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01pSRd8:ref" (ADR-00299401)