ReferenceGoogle Ads disapproval
Unrecognized app
Google cannot recognize the app your ad links to. Its policy lists three cases: a malformed App ID, incomplete or malformed store information, and an app deleted or suspended in the store. Check the App ID as typed in the ad, then confirm the listing is live and complete. Correct the ad to match the live listing, then save it.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved under this policy.
- What stops
- The flagged ad stops serving until the app is recognized and the ad is reviewed again.
- How serious
- Low on its own. Google warns at least 7 days before any account suspension, but repeated violations can lead to one.
- How long
- Google says re-review typically takes 24 to 48 hours after an edit.
What it means
Google matches an app ad to the store listing the ad names. When it cannot match the app, the ad is disapproved as Unrecognized app. The policy is about recognition, not about whether the app is allowed.
Google's examples all concern the record in the store, so the first place to look is the App ID and the listing, not the wording of the ad. Google's policy page does not mention package names or landing page URLs for this message, so check the listing before assuming either is the cause.
What actually triggers it
A malformed App ID
The App ID in the ad is typed in the wrong format, so Google cannot find the listing it points to. Compare it character by character with the ID in the store listing.
A listing that is incomplete or malformed
The store listing is missing information or is malformed, so Google cannot read the app's record. Check the listing for missing fields.
An app removed or suspended in the store
The app was deleted or suspended in the store after the ad was set up, so the ad points at a record that no longer exists. Open the store to see whether the listing is live.
Fix it in this order
- In Google Ads, go to Campaigns, then Ads, and open the disapproved ad to read the App ID it uses.
- Open the app's listing in its store and check that it is live and complete. If the app has been removed or suspended, the ad cannot run until the app is back.
- Correct the App ID or the link in the ad so it matches the live listing.
- Hover over the ad or asset, select Edit, correct the issue, then select Save.
When to appeal
Appeal from the account only when the listing is live and complete, the App ID matches it, and the ad still shows Unrecognized app. Google's page says an appeal is possible when you believe the decision is wrong.
Often confused with
App or web store policy violation
The store has judged the app, and the ad's destination breaks its rules. Google can recognize the app in that case, so a corrected App ID does not clear it.