A brand wants to send more people to the App Store to download its app. Which campaign objective is most relevant?

The objective of the campaign that is most relevant for encouraging users to download an app is focused on driving actual installations. In this case, "App Installs" is directly geared towards increasing the number of downloads from the App Store, which aligns perfectly with the brand's goal. This objective is designed specifically to create interest and prompt action from potential users, resulting in higher installation rates.

While other objectives like "App Conversions," "App Lead Generation," and "App Traffic" may serve different purposes, they do not directly target the download aspect. For instance, "App Conversions" may focus on users completing specific in-app actions post-download, while "App Lead Generation" centers on capturing user information for marketing purposes rather than fostering installations. "App Traffic" could imply bringing users to a website or landing page related to the app but does not necessarily translate to an actual download. Therefore, "App Installs" stands out as the most appropriate choice for achieving the goal of increasing downloads from the App Store.