App Install Campaign

Mapendo Team
August 3, 2022
App Install Campaign

The first goal with any app is to encourage people to download and use it right? The way to achieve this is through an app install campaign, i.e tailoring your strategy to get users to download your app.  


A more concise definition of app install campaigns is that they are user acquisition-focused and include any strategies that drive a large volume of downloads in a short period of time. These campaigns also aid in organic downloads in addition to sponsored method installs.

The ranking of your app in app stores rises as more users download it. When this happens, your app is more well known. This results in an increase in organic traffic and downloads after paid efforts, which is known as organic uplift.

Let's now examine exactly how to carry out app download campaigns:

App install campaign 5 key strategies 


You can typically pick between a CPI (Cost-Per-Install) model and a CPA (Cost-Per-Action) model when launching an app install campaign. The decision you make will depend on your main objective. A CPI campaign can help you get more installs, but a CPA campaign tries to get high-quality users who won't uninstall the app right away and instead engage with it and generate income. The latter is consequently substantially less hazardous for advertisers because they only pay when consumers create income. The initial choice, nevertheless, is not final and can be revised at any time in light of a performance assessment and preliminary findings.

Analyze And Optimize Your Performance

Many advertisers utilize DSPs (Demand Side Platforms) to manage their user acquisition efforts. DSPs use A.I. and machine learning algorithms to enhance their performances based on data they acquire from the start. In programmatic advertising, you may fine-tune your traffic acquisition based on a variety of variables that these algorithms evaluate. To mention a few, these variables include the operating system version, the internet connection, and the IP address. It is therefore possible to adjust the process after the initial phase in order to achieve any of your KPIs, including retention rate, ARPU (average revenue per user), ROI (return on investment), and so on. 

Choose the appropriate attribution

App Install Campaigns rely on multiple touch points in which users interact with their ads.  Although clicks on ads are frequently used to assess conversions, there are millions of impressions that result in conversions without necessarily resulting in a click. For instance, some people might view the advertisement but choose not to click on it; yet, after some time has passed, they still remember the advertisement and download the program. View-Through Attribution (VTA) ensures that these ads continue to receive credit for the install and provides a clear picture of the performance of the entire campaign. Adversaries can therefore better grasp the value of their ad spend by selecting the appropriate attribution options. 

Use Every Targeting Option You Have

The region in which you want to concentrate your acquisition efforts should be chosen before starting an app user acquisition campaign. In fact, a lot of data is gathered during the early phase, and you can use that data to decide whether to focus on certain areas or even cities that have superior click-to-install rates and performance. Additionally, you can continue experimenting with new geos or locations to acquire more information and help the algorithms hone their optimization skills. 

A/B Test Your Creatives

A/B testing the creatives and the adverts displayed to users is another technique to improve your mobile app install campaign. Different ad formats can be used by mobile DSPs to avoid being overly invasive or irrelevant for users. You may run A/B testing to see which of these formats performs better than others while rotating all of these formats, including videos, banners, GIFs, native advertisements, and many more. Additionally, depending on where you choose to display the advertising, alternative ones may even be displayed. For instance, because they are presented in a way that doesn't disrupt the user experience, in-app advertisements can be very captivating. Additionally, you can display various creatives depending on the post-install activity you want your users to participate in.


There are millions of players who compete every day to catch the attention of users, so launching an app install campaign is not enough, you need to monitor it and optimize it towards a positive ROAS. 

About us

Mapendo is a tech platform for app user acquisition. We are a fully managed DSP, which runs machine learning powered CPI/CPA app campaigns. We help mobile apps acquire high-quality users at scale with programmatic traffic. Our ads reach 300 million people in the US every day and generated 1 million conversions for our clients in the last quarter.