Name: app-ads
Author: kostja94

When the user wants to run app install ads, user acquisition (UA), or promote mobile apps. Also use when the user mentions "app ads," "app install ads," "UA," "user acquisition," "Google App Campaigns," "Apple Search Ads," "ASA," "UAC," "App Store ads," "Play Store ads," "CPI," or "app promotion." F

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) Related Skills paid ads strategy : Ad formats by medium; when to use app vs web analytics tracking : In app events; conversion setup traffic analysis : UTM for app campaigns; attribution