In this guide
Ads are how many free apps pay for themselves, and reviewers know it. They still write when ads get in their way. The best reply does not defend the ads. It shows you read the complaint.
Check your setup first
Before replying, look at what the reviewer actually saw:
- Where do ads appear? Mid-task, on launch, right after a tap, or only between sessions?
- How often? Count the ads in a normal first session.
- Can they be closed? Test the close button on small and old devices.
- Did anything change? A new ad placement or network in the last release often explains a burst of ad complaints.
- Is there a way out? If you have an ad-free option, it should be easy to find.
If the complaint is fair, fix the placement. A changed placement is a better answer than any text.
Reply structure
- Thank them and name the problem in their words.
- Say what you know or have changed, or that you will look.
- Mention an option only if it exists and is described accurately.
- Invite private feedback.
Examples
All examples are made up.
Example 1: fair complaint
You are right that the ad after every level was too much. We are reducing how often it appears in the next update. Thanks for telling us, [Name].
Example 2: ads are part of the free version
Thanks for the honest feedback. The free version is supported by ads, so we cannot remove them there. We are checking that they never cover buttons or interrupt an action. If you saw that happen, please tell us where at [support address].
Example 3: ad blocks the screen
That should not happen. An ad should never block the app. Which screen and which device? [support address] reaches us directly, and we will look at it.
Avoid
- "Ads keep the app free." Alone, it reads as a lecture.
- Promising "fewer ads" without a change planned.
- Describing an ad-free option you do not offer.
- Blaming the ad network publicly.
Rules for ads in apps are set by each store and ad provider. Check the current store and ad-provider policies before changing placement.
Back to the ratings and reviews guide. Related: reply to a review about price, reply to a review about login problems.
Start free to ask testers what they think of your ad placement before launch.
Examples only; adapt to your app.