A new era of app performance for advertisers on Reddit

Hundreds of millions of people come to Reddit to discover, compare, and decide what to invest their time and money in, making Reddit the #1 platform to inform a brand or product decision.¹ Over the last year, app advertisers on Reddit have scaled their campaigns and grown installs, with install volume up 129% in the past year alone.² Third-party research points to the same trend, showing Reddit-driven users tend to be higher quality, spend more time in-app, and deliver stronger retention and LTV over time.³

Today, we're building upon that momentum with a new set of updates for app advertisers that make Reddit a stronger and more transparent performance partner. We're expanding availability of Max campaigns for App Ads to beta, bringing App Event Optimization to GA, and beginning beta testing for Dual Attribution, our new first-party attribution and measurement solution. For app marketers, this means more visibility into performance, more automation where it matters, and more confidence in how to grow investment on Reddit.

Better performance with less manual work

We're expanding the tools available to app advertisers to better automate the work that drives growth so they can stay focused on the outcomes that matter most to them.

• Max campaigns, now available in beta for app campaigns, are Reddit's automated campaign type, built to optimize campaign settings for every impression. Across early split tests, Max app campaigns delivered an average 15% reduction in CPA and a 28% increase in results volume.⁴ That momentum is already showing up in advertiser results, with DocMorris seeing a 20% lower cost per install and a 73% lower purchase CPA.⁵
  

"Max campaigns drive stronger performance with less manual work for app advertisers," said Jyoti Vaidee, Reddit's VP of Ads Product. "Powered by AI and Community Intelligence™, they improve efficiency through features like automated targeting, smart creative asset rotation, and Top Audience Personas reporting, giving marketers more ways to optimize every impression."

• App Event Optimization helps advertisers move beyond installs and optimize toward the in-app conversions that matter most to their business, whether that is a sign-up, trial start, or purchase. By using machine learning on app event signals, it allows advertisers to reach users who are more likely to go beyond just installing the app. Now in GA, App Event Optimization has driven an average 22% improvement in CPA, proving it can lower costs while driving more meaningful business outcomes.⁶ AllTrails is a strong example, seeing a 28% lower Start Trial CPA and a 39% increase in Start Trial conversions.

Dual attribution provides a clearer view of app performance

As the app ecosystem continues to grow, measurement has become more fragmented. The traditional last-touch attribution model doesn't fully reflect how people decide what to download today, especially on Reddit, where people often take time to validate a decision before installing. Advertisers need a clearer view of the full journey, not just the last touch.

That is why we're introducing Reddit first-party attribution reporting to give app advertisers added visibility into the role Reddit plays throughout the user decision journey that standard last-touch attribution models may not fully capture. As part of the beta, we're testing an industry-first approach that brings first-party and third-party attributed reporting together side by side in Ads Manager, allowing advertisers to view Reddit first-party attribution alongside MMP and SKAN last-touch reporting in one place. We believe bringing these measurement perspectives together will provide advertisers with a clearer, more complete understanding of performance, and we look forward to learning and iterating alongside our partners throughout the beta.

A new chapter for app growth on Reddit

Together, these updates reflect a more holistic approach to growth and measurement on Reddit, built for how people actually discover, evaluate, and decide today. They also point to a more complete, transparent, and effective future for app advertising on Reddit.

Talk to your Reddit rep about enabling Dual Attribution, Max campaigns for App Ads, and best practices for App Event Optimization so you can drive high-quality users to your app and get a more complete, transparent view of Reddit's performance impact. If you already run app campaigns on Reddit, review your current setup with your team and map a test plan that adds Dual Attribution reporting and moves more budget into RMAX and AEO where you see stronger performance.

1. Source: Reddit, US/UK/CA/AU, "Let's talk about your purchases & Social Media", custom survey via Attest, n=30,000 monthly social media users 18-65, January 2025.

2. From Q1 2025 to Q1 2026
3. Adjust Research Data. Data collected during the following period: Jan 2024 - Dec 2024. Data limited to North America advertisers.
4. Results based on 16 split tests between January and April 2026 comparing advertisers' business-as-usual campaign to a Max campaign with similar targeting and creative.
   
5. DocMorris case study, Reddit/DocMorris. Adjust MMP, results for iOS.
   
6. Results are averages from our beta phase and may vary by campaign.
   

7. AllTrails case study, Reddit/AllTrails internal data.