App Install Campaign Strategy: 3 Best Practices For Your App Campaign Optimization

Carlotta Pasqualini
February 2, 2022
App Install Campaign Strategy: 3 Best Practices For Your App Campaign Optimization

Achieving excellent results in app install campaigns is not an easy task today, given both the fierce competition and the recent privacy-centric regulations that came with the release of Apple’s iOS14. That’s why it is necessary to put in place an effective app install campaign strategy. There are many aspects to take into account when developing an app install campaign strategy, such as the type of campaign, the geographic location, the pricing model, the creatives and many more. Here we take a look at three actions that can help your app campaign optimization and boost your app install campaign ROAS.

Target The Ideal Audience For Your App

First of all, you need to know who your target audience is in order to effectively reach it with your creatives and user acquisition efforts. Every successful app install campaign strategy starts with the definition of who your ideal customers are and this decision affects some targeting options. For example, if you want to acquire high-quality users, who engage with the app and generate as many post-install events as possible, it is important to identify the geos and the operating system where you can find high-LTV users. Users who usually have high LTV for apps have iOS devices, therefore you can target them in order to generate more in-app revenues and, as a consequence, increase your app install campaign ROAS.

Know Your KPIs And Metrics

Moving forward in the app install campaign strategy, you need to define your most relevant metrics and KPIs to monitor in order to improve your performance through an effective app campaign optimization. There are a whole myriad of metrics to look at when running an app campaign, but you have to closely monitor the ones which are most aligned with your business KPIs. For instance, LTV (LifeTime Value) and ARPU (Average Revenue Per User) are two useful metrics to keep track of in order to assess the quality of your users and how much money they are spending in-app by carrying out post-install events. Once you have measured these two metrics you can focus your app campaign optimization towards the increase of these two values. And the same logic applies to your app install campaign ROAS, which stands for Return On Ad Spend and it should be included in your app install campaign strategy because it is one of the main indicators for your performance. By computing the revenue your campaign is generating from new users and the budget you are spending in order to acquire them, you will be able to compute your app install campaign ROAS and use it as a parameter for your app campaign optimization.

Optimize Your App Campaign Towards Relevant Post-Install Events

Last but not least, your app campaign optimization should be focused on acquiring those users, who carry out relevant post-install events for your business. By setting the correct integration with MMP (Mobile Measurement partners) and DSPs (Demand Side Platforms) you will be able to keep track of every post-install event generated by new users, but you should pay attention to the ones which are aligned with your main KPIs. Some examples of these post-install events are registration, in-app purchase, first deposit, first ride and so on according to the different businesses and apps. All you need to do is choose the most relevant ones and direct your app campaign optimization towards them.

These are three effective actions you can take and implement into your app install campaign strategy but we want to give you one extra tip: indeed, you can assess your performance also through creative A/B testing and see which are your top performing ads. As a consequence, you will be able to avoid spending money on underperforming creatives and, by doing so, to increase your app campaign ROAS!