SKILL.md
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- 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=apporcpcwithutm_sourcefor 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