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Twitter Ads

Guide to mobile app advertising

Overview

This resource page is a quick-start guide to everything you need to know to set up and run a successful mobile app campaign on Twitter. Mobile app campaigns help you drive installs or traffic to your app. Use this page to search and find the information you need, and bookmark this page for future reference.

For more research and resources, visit our main app installs page. 

 

Setting up a campaign

 

Before set up

  1. Prior to launching your first app campaign, please make sure you’ve integrated with a MACT partner, SKAdNetwork, and have signed up for our Advanced Mobile Measurement Program.

  2. Log into your Twitter Ads account.

 

Campaign details

  1. Click "Create campaign" in the top right corner of your Ads Manager.
  2. Choose "App installs" or “App re-engagements” from the list of campaign objectives.

  3. You'll be brought to the "Details" tab in the campaign setup form. Here you will name your campaign, choose your funding source and set campaign dates and budget.

App installs campaign setup
 

Ad group delivery

  1. Next, you'll set up your first ad group. Name the ad group and choose the app you’d like to promote. You can also set the ad group start and end time.
  2. In the delivery section, select one of the two available Ad group goals:

    - App installs (recommended): Your ads will serve to users likely to install your app (within your targeting). If you choose this, you’ll only be charged when a user clicks into the app store.
    - App clicks: Your ads will serve to users likely to click on your app (within your targeting). If you choose this, you'll only be charged when a user clicks into the app store or directly into the app.
     

  3. Select the bid type you’d like to use in your ad group. If you choose App installs as your Ad group objective, we recommend:

    - Maximum bid: This bid type allows greater control over how much you pay per app click or install. In this bid type, you choose exactly how much you are willing to pay for either an app click or an install (your maximum bid), and your results will not be charged over this price. Maximum bid is helpful for experienced advertisers who know exactly how much they’re looking to pay per click or install at scale.
     

  4. If you choose App clicks as your Ad group objective, we recommend:

    - Target cost: You can name the bid you’d like to pay per app click or app install. Your campaign will then auto-optimize your bids to achieve a daily average cost per click or cost per install that meets or beats your target. You'll pay the actual average cost for all clicks during the day. If you change your bid over the course of a day, the bid will average between your new bid and the previous highest target cost set that day.
     

  5. With either Ad group goal, you are also able to select:

    - Automatic bid: Your bid will auto-optimize to get the best results at the lowest price (within your budget). Automatic bid is the easiest way to quickly get your campaigns live and serving impressions on the platform.
     

  6. For App install campaigns with the ‘Goal’ set to “App installs”, your ‘Pay by’ metric will default to “Impressions”. If your Goal is set to “App clicks”, your ‘Pay by’ metric will default to “App clicks”. Note: 'Pay by impressions' is still rolling out and may not be available to you at this time.

App installs bidding
 

Setting targeting and Tweets

  1. Select your target audience in the "Targeting" tab. Learn more about our targeting options.
  2. You can also customize the specific locations you'd like your Tweets to deliver across Twitter.
  3. Next, you can choose if you would like to extend your campaigns across Twitter Audience Platform and where.
  4. Choose the Tweets you'd like to use in your campaign. You can leverage Image, Video, and Carousel ads in your campaigns.
 

Review and launch

  1. Review your final campaign setup on the "Review & Complete" tab. If you'd like to add additional ad groups to your campaign, you can do so here.
  2. Launch your mobile app campaign!

 

Measurement and reporting

 

Overview

In order to bid in your app campaign, you must have a third-party Mobile Measurement Partner configured to your Twitter Ads account. The measurement capabilities of mobile app promotion allow you to view your mobile app engagement and conversion metrics, and optimize towards cost-efficiency and return on investment. 

Additionally, if you plan to run iOS app campaigns, you will also need to ensure you are set up with SKAdNetwork, also via one of our approved third-party Mobile Measurement Partners.

 

Mobile measurement partners

To measure app installs or post-install results, advertisers must integrate with one of Twitter’s chosen Mobile Measurement Partners. Mobile Measurement Partners do this through their support and integration of Mobile App Conversion Tracking and SKAdNetwork. 

App measurement is typically done via a tracking SDK, which is a code package that's installed in your mobile app. The tracking SDK enables you to measure events related to app installs.

Our Mobile Measurement Partners are:

Note: We currently do not offer support for other Mobile Measurement Partners other than those listed above. We also do not currently offer direct integrations via our Ads API. 

Mobile measurement partners
 

Mobile app conversion tracking

Mobile App Conversion Tracking (otherwise known as self-attributed data), enables measurement of the number of people, based on device ID, that perform a desired action after viewing or engaging with your Twitter Ads. To enable Mobile App Conversion Tracking, you must be set up with a Mobile Measurement Partner.

After you've selected your third-party Mobile Measurement Partner, you'll set up your app to track app installs and events to send to Twitter's system. For information on how to do this, consult your Mobile Measurement Partner’s support documentation. Once this is complete, the SDK in your app will send the Twitter Ads system conversion events through to your Twitter Ads account.

The Twitter Ads system completes attribution on your conversions based on the attribution window you set. Both post-engagement and post-view attribution are available on Twitter. You can select attribution windows for each (i.e. 1, 7, 14, 30 days). To ensure matching conversions, make sure to configure your mobile measurement partner dashboard to the same attribution windows you set in your Twitter conversion events.

 

SKAdNetwork

SKAdNetwork is Apple’s privacy preserved ad network for iOS app campaigns. With Apple’s App Tracking Transparency live as of April 2021, and subsequently a reduction in attributable device IDs, SKAdNetwork is the primary method of attributing install and post-install app results on iOS. 

With that, in order to reach audiences that do not have a device ID, you will need to work with one of our approved Mobile Measurement Partners (MMP) to leverage SKAdNetwork on Twitter.

Keep in mind that Mobile App Conversion Tracking attributes and measures device-ID based results across both iOS and Android, while SKAdNetwork attributes and measures non-device-ID based results on iOS. 

Note: All of our approved Mobile Measurement Partners support both Mobile App Conversion Tracking and SKAdNetwork.

 

Advanced mobile measurement program

Through the Advanced Mobile Measurement Program, advertisers may receive expanded device-level data, where device-level data is available, after granting Twitter the right to perform an audit to ensure that Twitter data is being used exclusively for measurement purposes. This is consistent with common practices throughout the industry. More information is available here.

 

Managing your conversion events

After you created your mobile app events in your Mobile Measurement Partner’s dashboard, input your Twitter Ads account ID to configure the events. This will send the data to Twitter, and you'll see your mobile app conversion events automatically appear in your Tools > Conversion tracking tab in your Twitter Ads Manager. 

If they're successfully sending information from your tracking partner, your event will show as "tracking". If your event is showing as "dormant", contact your tracking partner to troubleshoot. 

You can customize the attribution window you want to view your mobile conversions on by clicking "Edit" under each event in the "Event Status" column.

Mobile event conversion tracking

You can set the following attribution windows:

  • Post-engage: Choose the time window for crediting Twitter with conversions that happen after someone engages with your ads. You can change this setting at any time and your conversion data will retroactively update.

  • Post-view: Choose the time window for crediting Twitter with conversions that happen after someone views (but does not engage with) your ads. You can change this setting at any time and your conversion data will retroactively update.

To ensure the conversions in your Twitter Ads account match those in your Mobile Measurement Partner’s dashboard, set the attribution windows the same for each event.

MAP results
 

Viewing results

Navigate to your Ads Manager to see your results. Filter the date range in the top right corner to see key metrics such as total spend, results, cost per result, and result rate. Your "result" will be either app clicks or installs, depending on what was chosen at campaign setup.

An app click is the total number of clicks to install your app. An install is when someone installs your app from the app store.

Note that up to 30% of reported iOS installs for your app may be assigned to campaigns and ad groups based on statistical models. This does not affect how many total installs you received for your app or how you are billed. This is related to Apple’s SKAdNetwork campaign ID limitations and how we receive information for devices where we do not have access to their IDFA. Read more in the FAQs below.

Viewing post-install results
We currently do not display post-install conversions driven by Twitter on Twitter Ads Manager. To view these results, leverage your Mobile Measurement Partner’s dashboard.

 

Bidding and delivery

 

Goal

We offer different types of bidding for app campaigns to help you achieve the highest possible ROI. Please note, you cannot switch the goal after the campaign is created or saved as draft.

App clicks

  • Bid on app clicks, pay for app clicks.

  • Mobile App Conversion Tracking (MACT) is not required to enable this bidding option.

How does it work? App clicks are clicks that lead to the app store or directly into the app and you are only charged when someone takes that specific action. With this goal option, our platform will optimize to drive as many high-value app clicks as possible. 

Which advertisers should use App clicks? This option is ideal for advertisers seeking to achieve scale quickly. Use app clicks with campaigns that are narrowly targeted, such as your core audience targeted with very specific @handles or keywords. If performance starts to decline, you may want to expand to the other bid type.

App installs (recommended) - not available for App re-engagement objective

  • Bid on installs, pay for impressions or app clicks. 

  • Mobile App Conversion Tracking (MACT) is required to enable this bidding option. 

How does it work? The app installs goal allows you to bid on the install rather than the app click. With this goal option, our platform will optimize to drive as many app installs as possible. 

While you’re only charged on an app click, your max bid value represents approximately what you are willing to pay for an install. With this option, you should not pay significantly more than your bid, but may be charged less or slightly more. Since app install campaigns rely on predicted installs, max bid is never exact.

Which advertisers should use this goal? If your KPI involves installs, we recommend leveraging this goal option. This option is ideal for refining campaign performance, as you experiment with what creative formats and targeting options drive the highest ROI. Use this for campaigns that are broadly targeted, like those that are only relying on geo-targeting or a broad array of interest categories.

 

Bidding

We have three bid types available with an app campaign; keep in mind that bid types vary depending on what goal (App clicks or App installs) you have selected.

We provide real-time suggestions on what other advertisers are bidding during your campaign setup, so you’ll always be able to set a competitive bid (if you're using maximum or target bid type). You will not need to set your bid if you choose the automatic bid type.

Automatic bid (or Autobid) - available for both goals
Automatic bid type is designed to auto-optimize your bid to maximize results at the lowest price (within your budget). We recommend this bid type for new advertisers. Instead of having to set your bid yourself, your bid will be chosen on your behalf to ensure competitive serve within the auction. Automatic bid is the easiest way to quickly get your campaigns live and serving impressions on the platform.

Maximum bid - available for the app installs goal
Maximum bid type allows greater control over how much you pay per billable action. In this bid type, you choose exactly how much you're willing to pay for a billable action (your maximum bid), and your results will not be charged over this price. This bid type is helpful for experienced advertisers who know exactly how much they’re looking to pay per billable engagement at scale.

Target bid - available for the app clicks goal
Target bid type is an option where you can name the bid you’d like to pay per billable action. Your campaign will then auto-optimize your bids to achieve a daily average cost that meets or beats your target. You will pay the actual average cost for all link clicks in a day. If you change your bid over the course of a day, it will average to the highest cost you set.

 

Learning Period

For the first 3-5 days after you launch a new app campaign, our systems will test and 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.

 

Ad placements

In your app campaigns, you can fully customize the locations on Twitter you want your ads to appear via the "Placements" section during campaign setup. Tweets in app campaigns can serve in a number of locations:

  • Home timelines (optional): Tweets in your campaigns may be visible within someone's timeline if an advertiser has promoted a Tweet that is relevant to that person.

  • Profiles and Tweet detail pages (optional): When someone you targeted visits a Twitter profile or Tweet detail pages, they may be eligible to be served your impression.

  • At the top of relevant search results pages on twitter.com (optional): App campaigns from our advertising partners are called out at the top of some search results pages on Twitter.com and through select ecosystem partners.

  • Partner applications on our Twitter Audience Platform (optional): The Twitter Audience Platform is a way to drive greater scale for your campaigns by extending your campaign to reach your audience in the thousands of apps and websites they use everyday. If you want to extend your campaign to the Twitter Audience Platform, you'll be asked to select a category that best describes your ad. We recommend you choose only one category. You'll also have the option to choose what custom creative formats you'd like your ads to be syndicated to. Learn more about custom creatives.

Placements
 

Twitter Audience Platform

Under the "Twitter Audience Platform" section of your campaign setup, you can choose to extend your reach by running your ad on the Twitter Audience Platform. When this box is checked, your ad will not only display on Twitter timelines, but also on our network of thousands of mobile apps on the Twitter Audience Platform.

You can choose the format(s) you want your ad to appear as: Full, Full landscape, Banner, Native, and Medium rectangle. 

Select your ad category (choosing multiple will limit scale), exclude your ad from certain apps (optional), and enter your website domain to finish.

Note: Keep in mind that not all targeting types selected will carry over to Twitter Audience Platform. In particular, we no longer apply any selected Age targeting on iOS 14.5+ devices where we aren’t able to access IDFA. If you have a business or legal requirement to target based on age or gender, you must opt out of utilizing the Twitter Audience Platform (TAP) placement option. Please see Twitter's Ads Policies for more information.

 

Ad formats

Twitter app ads help you catch your audience’s attention and bring them all the way through to downloading your app and more. We offer three core formats to leverage: Image, Video, and Carousels.

Ad formats

App ads also have a few unique features that differ from other ads on Twitter. These features are specific to your app and automatically display if certain parameters are met and apply to most of our available formats. 

These features include:

  • App ratings (four-star or higher)

  • Download count 

  • Price (if Free)*

  • App icon

*Not available on Carousels.

We also overlay an install button that can display within Twitter, helping reduce the amount of steps from ad to download.

Read more about all the formats available and specifications, on our creative specifications page.

Twitter Ads
 

App Tracking Transparency

 

App Tracking Transparency overview

Apple announced their App Tracking Transparency framework, as part of iOS 14, in 2020. 

As of April 26th, Apple has officially launched their App Tracking Transparency framework, as part of iOS 14.5. With that, iOS apps are required to prompt people to track them, according to Apple’s definition of tracking. That is, in order to collect and share data of people who use an iOS app, that app will need to surface an App Tracking Transparency prompt.

At Twitter, we have long prioritized people’s privacy, and we continue to provide people with control in regards to how we use information and manage their ad preferences.

 

Measurement

Twitter has integrated with SKAdNetwork, Apple’s proprietary attribution solution, which enables click and view-through install reporting aggregated at the campaign or ad group level.

Twitter requires working with an approved Mobile Measurement Partner (MMP) to measure and attribute installs and post-installs. We do not currently offer conversion measurement and attribution via a software development kit (SDK) or via our Ads API. 

To view post-install or conversion value metrics, you will need to work with your MMP to ensure they are configured to support SKAdNetwork on Twitter. 

Read more about SKAdNetwork on Twitter above

 

Campaign limits (SK-campaign IDs)

As part of SKAdNetwork, 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 SKIDs to ensure we are able to continue developing and improving ad products. The remaining 70 SKID’s are available per each advertised app.

With that, each of your iOS apps will be able to support 70 active ad groups, with one SKID associated to one ad group. This limit on concurrently active ad groups applies across ad accounts. There is no limitation on the number of campaigns or ad accounts at this time.

Example: you could run 70 campaigns with 1 ad group each (or inversely, 1 campaign with 70 ad groups).

To help provide clarity on SKIDs, Twitter Ads Manager displays how many SKIDs are available for use. Additionally, you can view how many days until an SKID will become available again after being in use. Make sure to keep an eye on the number of IDs remaining and when more will be available. This will help when planning and managing your campaigns.

 

Bidding

There have been no changes to the optimization goals that we offer following App Tracking Transparency. In other words, ad groups targeting iOS devices can continue to access the Installs optimization goal. 

Areas to keep in mind:

  • Don't fight the Learning Period: This is the easiest factor to control the highest fluctuations. Aim to not make any campaign edits within 10-14 days of launch.

    • This timing also helps account for the delayed SKAdNetwork postbacks from Apple. In other words, it allows more data to be available when evaluating campaigns.

  • Autobid vs Max Bid: If you’re uncertain what to use, we suggest leveraging autobid as it gives you the best chance for scale versus the risk of Max Bid with little to no delivery.

    • If using Max Bid, keep bids max 5X KPI and no higher. Be on the conservative side.

We are continuing to invest in improvements to help drive performance on iOS 14.5. We’ll continue to share updates on these improvements across this resource center.

 

Targeting

Targeting, such as Custom Audiences, on Twitter Audience Platform, and our app auto-exclusion, have been impacted as a result of App Tracking Transparency. More info on this below:

For other targeting, we expect minimal to no impact. This includes targeting related to our age, gender, location, language, device, keyword, event, interest, conversation topic, movie/TV, and follower targeting products.

Targeting impacted:

  • Custom Audiences: audience sizes for Custom Audiences using IDFA will likely decrease. This applies to Audience Lists using IDFA to identify users, App Activity Audiences, and App Activity Combination Audiences.

  • Twitter Audience Platform Age & Gender: Reduced signal limits our ability to match with MoPub audiences for age and gender targeting via Twitter Audience Platform. As a result, we have made a change to no longer apply set age or gender targeting to iOS 14.5+ audiences that have chosen not to opt into tracking via the App Tracking Transparency prompt.

  • Auto-exclusion: for device IDs we can match, we are able to automatically exclude audiences who have already installed your app. With the drop in IDFA signal, our ability to do so on iOS is affected and reduced.

To help maximize audience size moving forward in light of the impact to certain Targeting options, there are a few steps to consider.

  • Testing broader targeting and leveraging targeting features such as keywords or interest.

  • Keeping an eye on the audience forecast estimate so that targeting criteria isn’t overly restricted.

  • Checking the “Expand your Audience” box in the campaign form to maximize campaign scale.

 

Reporting and attribution

Previously, as Mobile App Conversion Tracking (MACT) was the primary method to measure install and post-install actions driven by Twitter, all install reporting within Twitter Ads Manager only took into account MACT data.

Now, our install reporting takes into account both SKAdNetwork and MACT data for iOS results. 

How does it work? We prioritize SKAdNetwork values and use MACT data where SKAdNetwork isn’t available. 

Additionally, note that up to 30% of reported iOS installs may be assigned to ad groups based on statistical models. This is related to SKAdNetwork campaign ID limitations and how we receive information for devices where we do not have access to their IDFA. You can read more about this in the FAQs below

  • Note: This does not affect how many total installs you received or how you are billed.

View-through attribution
Twitter supports view-through attribution on SKAdNetwork. 

SKAdNetwork introduces some features aimed at improving the quality of view-through attributed installs and conversions. Specifically, there is a threshold of 3 seconds for an impression to be eligible for view-through attribution.

We recommend continuing to include view-through attributed installs and conversions in your evaluation of campaign performance. If you are not including view-through attribution, we recommend starting to consider that in order to get a full understanding of your iOS campaign performance.

To set up view-through attribution in reporting, enable it for your app in Twitter Ads Manager settings. You can also observe SKAdNetwork view-through attributed results in your Mobile Measurement Partner’s dashboard.

 

Post-install reporting

Privacy threshold
SKAdNetwork omits post-install conversion value for campaigns that don’t drive enough installs to reach Apple’s privacy threshold. 

  • Note: privacy threshold primarily deals with post-install reporting. Install reporting does not require hitting a threshold. 

To reduce the percentage of postbacks that are missing conversion value, we recommend starting with a bid and budget that supports driving a consistent amount of installs per day on Twitter. 

To help identify an optimal install volume range for your campaigns, we recommend evaluating what install volume conversion values traditionally begin displaying for Twitter. Consolidating campaigns and following best practices can also help improve your daily install volume.

Reminder: We currently do not display post-install conversions driven by Twitter on Twitter Ads Manager. To view these results, leverage your Mobile Measurement Partner’s dashboard.

 

FAQs and resources

FAQ: Setting up a campaign

Why should I run an app campaign?

Most people view Twitter on mobile. Running app campaigns is the perfect way to connect with people on mobile devices who are likely to convert seamlessly from app to app store. 

 

When should I run an app campaign?

If you have a new app to promote or you're looking to reach new audiences for your app, this is the campaign objective to run. 

 

How do I add my app to my ads account?

For detailed instructions on how to add, group, and edit apps in your ads account, visit our App Manager page

 

How do I set up third-party mobile app conversion tracking?

MACT stands for Mobile App Conversion Tracking. Learn more detailed instructions on what MACT is, who you can partner with, and how to set up your MACT partner in your Twitter Ads account.

 

What should I set for my primary app store territory?

This is the primary territory in which your app is available. We use this information to verify your App ID.

If you're not sure what the primary territory for your app is, try selecting the United States. 

If you're outside of the US, set your territory to wherever your app was first available in. This will not limit where you can target your ad. App IDs can be the same for multiple countries as long as that version of your app is available in that country.

 

What is a deep link?

A deep link scheme is analogous to a domain for a website, except it allows users to launch an app and serves as the base scheme for full deep links (see below). For example, try typing twitter:// in your mobile web browser and hitting “Go.” If you have the Twitter app installed, it will open the app on your phone.

In the context of an App Button on iOS, adding deep link schemes to your configuration allows Twitter to recognize if an app is installed and enable users to directly open the app from Twitter. Of course, if the app is not installed, the App Button will send the user to the App Store, where they can proceed to download the app.

A deep link scheme is also required to enable "Install Notifications" on iOS. Install notifications are prompts that occur on Twitter once an app is fully downloaded and are designed to drive activation of your app.

To get your app's deep link scheme:

For iOS

In order for your app to respond to open URL requests correctly, you’ll need to add a URL scheme into your app’s .plist file. Common patterns for naming this scheme include reverse-DNS, or simply myappname://.

Look for the URL types section in your app’s .plist file. If it doesn’t exist, you can add it yourself. If you haven’t already edited URL types, it should be an array with a single item, a dictionary with the key “URL Identifier”. Click the + button associated with the dictionary to add a “URL Schemes” section, which is another array, and add your scheme to this array. You can add as many custom schemes as you like. More information can be found here.

In your app delegate, you can add logic to the application:openURL:sourceApplication:annotation:method to take in the incoming URL (the one you specified in the ad) and parse it within your app.

For Android

Deep-link information is passed to your app as part of the intent data. You can add an intent filter to the relevant receiving activities in your app. The intent filter might look something like this:

@string/filter_title_viewcardcontent”>

       <action android:name=”android.intent.action.VIEW” />

       <category android:name=”android.intent.category.DEFAULT” />

       <category android:name=”android.intent.category.BROWSABLE” />

       <!— Accepts URIs that begin with “example://action” —>

       <data android:scheme=”example”

             android:host=”action” />

   </intent-filter>

A more complete explanation can be found in Google’s developer docs.

FAQ: Measurement and reporting

Can I use a MACT partner that's not on the list above?

At this time, Twitter Ads mobile conversion tracking is only available with the above mentioned partners.

 

I'm not seeing my conversion events show as "tracking"

Make sure you've properly set up your mobile conversion tracking events in your MACT partner dashboard. You'll have to send the events to your Twitter Ads account ID in order for them to appear. 

If they're still not appearing, please file a support ticket.

 

There's a discrepancy between my Ads Manager and my tracking partner

The most common reason for a discrepancy between your Twitter Ads UI and your mobile tracking partner is your attribution window. Ensure that you've set the same attribution window in both your tracking partner dashboard and your Twitter Ads account conversion manager.    

 

Why do my reported conversions change over time?

Twitter reporting is finalized within 24-48 hours of when impressions are served. Before that time, we estimate data to provide real-time feedback, but the data is subject to change. The Twitter conversion reporting UI has two process pipelines to display data. First, a streaming job directly collects page visits and purchase events from live log data and pulls metrics into reporting. Then, an ongoing batch process removes duplicate tag fires, adjusts conversion attributions, and handles identity merging for multi-device conversions.

 

Why can't I see campaign-level data through my MACT partner?

Please contact your MACT Account Manager to request this setup.

 

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.

FAQ: Bidding and delivery

What is the Learning Period?

For the first 3-5 days after you launch a new app campaign, our systems will test and 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.

 

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. 

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.

FAQ: App Tracking Transparency

Why are some of my iOS installs assigned ad groups based on statistical models?

Through SKAdNetwork (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.

Keep in mind that the remaining 70 SKIDs are all available for you to use per each advertised app. 

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 only bill on clicks.

As a reminder, this also does not affect how many total installs you received for your app or how you are billed. Overall, the total installs reported at the App level will be accurate.

 

What campaign data will be available in Twitter’s dashboards?

Campaign data is available down to the ad group level at an aggregate. We currently do not provide breakdowns for opted in/opted out traffic in Twitter’s 1st party dashboards, nor do we provide SKAdNetwork data separately. 

 

After turning off an ad group, how long does it take for the SKAdNetwork ID (SKID) associated with the ad group to “release”, allowing me to create a new ad group?

The SKID allocated to an ad group will persist for ~8 days after the last impression was captured for that ad group. Once the last impression is captured, the SKID is released, and a new ad group (with a new SKID) can be created.

Example: If an ad group ends Feb 1 2021, the system automatically continues to allocate an SKID for that ad group through Feb 9 2021. That means it is possible to have the maximum allocated 70 SKID’s in use, with less than 70 ad groups running. 

Note that this is only relevant if you are running at the 70 SKID. If you are consistently below the 70 SKID limit, then you may not notice the ~8 day delay.

Where can I find mobile app success stories?

You can find all of our Twitter Ads success stories here. Some of our top mobile app stories are below:

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