Paid Ads: App Ads

Guides app advertising: app install campaigns, user acquisition (UA), and in-app promotion. Use when promoting mobile apps (iOS, Android); conversion = install or in-app action, not landing page.

When invoking

On

first use

, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On

subsequent use

or when the user asks to skip, go directly to the main output.

Key Platforms

Platform

Best for

Conversion

Google App Campaigns

Android + iOS; automated across Search, YouTube, Display, Play, Discover

Install, in-app event

Apple Search Ads (ASA)

iOS only; high-intent App Store search

Install

Meta App Install

Facebook/Instagram; demand gen for apps

Install, in-app event

TikTok App Install

Younger users; viral creative

Install

Google App Campaigns

Reach

Search, YouTube, Display, Google Play, Discover

Bidding

Maximize Conversions (automated) or Target CPI/CPA (30+ conversions/week)

Creative

Provide diverse assets (videos, images, text); algorithm tests combinations

iOS

SKAdNetwork; conversion value mapping; Firebase for in-app events

Bid–budget ratio

≥10× for CPI, ≥15× for CPA

Apple Search Ads

Placements

App Store search results, Today tab, Search tab, product pages

Modes

Basic (automated) or Advanced (keywords, audiences, bids)

Audience

High-intent users actively searching in App Store

ASO benefit

Can improve keyword rankings as secondary effect

Metrics

Metric

Use

CPI

Cost per install

CPA

Cost per acquisition (in-app action)

LTV

Lifetime value; iOS often higher than Android

Retention

D1, D7, D30; quality signal

iOS vs Android

iOS typically higher LTV, higher CPI; Android greater scale, lower CPI.

Tracking

Firebase

In-app events, audiences, value-based optimization (Google)

SKAdNetwork

iOS attribution; configure conversion value mapping

UTM

Use utm_medium=app or cpc with utm_source for app campaigns in GA4 Pre-Launch Checklist App Store / Play Store listing optimized (ASO) Firebase or equivalent connected; in-app events defined Creative assets (video, images, text) prepared Conversion events (install, signup, purchase) configured Bid–budget ratio meets minimum (10× CPI, 15× CPA)