Why are some of my iOS installs assigned to ad groups based on statistical models?
As part of our work for Apple’s App Tracking Transparency changes, we have integrated with SKAdNetwork (SKAN). Through SKAN, Apple will make only a limited number (100) of SK-campaign IDs (SKIDs) available for each advertised app. Twitter will reserve 30 of the 100 IDs to ensure we are able to continue developing and improving ad products. For example, we may leverage these reserved IDs to run A/B experiments to test a new product.
- The remaining 70 SKIDs are available for you to use per each advertised app. Read more about this limit in our iOS 14 Resource Center.
If one of those 30 SKIDs - being used for internal development and testing - drives an install, we aim to attribute it to the most applicable ad group based on statistical models.
As a result, up to 30% of reported iOS installs may come from these 30 SKIDs that Twitter leverages for internal development. This does not affect how the campaign is billed, as we do not bill based on installs.
What is the Learning Period?
When you launch a new campaign, for the first 3-5 days, our systems will explore to try to find the best users for your ads. We call this initial exploration phase the Learning Period.
During the Learning Period, we strongly advise you to avoid making changes to your campaign to allow our systems to learn and calibrate as efficiently as possible. During this phase, you will likely see fluctuations in performance. After the Learning Period, your campaign’s performance should stabilize. If you still are not seeing performance after the first 3-5 days, we suggest increasing your bids, widening your target audience, or refreshing your creative.
Why should I run an app installs campaign?
Most Twitter users view Twitter on mobile. Running app install campaigns is the perfect way to connect with mobile users who are likely to convert seamlessly from app to app store.
When should I run an app installs campaign?
If you have a new app to promote or you're looking to reach new users for your app, this is the campaign objective to run.
How much do app installs campaigns cost?
When you run an app installs campaign, you'll only be charged for impressions or app clicks.
The cost you pay depends on the budget and bid you set, as well as the targeting you select. You'll receive real-time bid guidance based on your targeting parameters during your campaign setup. More on Twitter Ads pricing.
When setting up your app installs campaign, you can select between automatic, maximum, or target cost as your bid type.
It's important to think carefully about the value each app click or app install brings to your business. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. However if your bid is not competitive relative to other advertisers, your campaign may not serve.
In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you are prompted to enter a total budget for the campaign and, optionally, a daily budget as well. When your overall budget is reached, your campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day.
What types of Tweets can I use in my app installs campaign?
For app installs campaigns, you can use Image Ads with App Buttons, Video Ads with App Buttons, and/or Carousel Ads. You'll need to set up an App Card to do this!