Why are my app ads getting taps but no installs?

Taps without installs usually mean a mismatch between the search term and your store listing, or budget leaking onto irrelevant queries. The fix is tighter keyword targeting, negation of junk terms, and an App Store page that delivers on the promise of the ad — which is where ASO and paid reinforce each other. Our PKEI scoring keeps spend on the terms that actually convert.