What are UAC Campaigns:

As an App advertiser, you want to get your app into the hands of more paying users. So, how do you connect with those people? App campaigns streamline the process for you, by making it easy to promote your apps across the Google largest properties including Search, Google Play, YouTube, Google Display Network, Google Discover. UAC (Universal App Campaigns) are the type to promote your mobile apps through Google Ads. The Beauty of UAC is that you just need to set up 1 campaign by adding a few lines of text, assets & rest is optimized by Google to help your users find you.

How UAC Works?

Universal App campaigns work on machine learning technology to help your users find you. Now what’s is Machine learning? See when users interact with devices, they create hundreds of data signal which includes search queries, Apps or website visited, video’s you watched, your device type, demographic like age, gender, etc. The combination of signals can be used to deliver more relevant marketing to each user using a technology called “Machine Learning”.

Machine learning looks at vast amount of data to identify patterns & categorize that data into something useful. For Example: If your app has 1000 installs, so machine learning will identify valuable users based on the actions they do, both inside your app as well their interest outside the App. It can then find new users with the similar profiles who are likely to complete the same actions.

Where UAC Ads Appears?

Based on the provided assets it can appear on across Google’s properties. This includes Google Search, Google Play store. YouTube, Google Display Network, Ad Mob, etc.

Here are the examples of Ads:

Conversion Tracking in UAC: To Use App Campaigns You’ll need to track conversion data for users that successfully installed your app and those who completed valuable in-app actions.

To tracker conversion tracking for both android and iOS you can use any 1 or the below method:

1. Google Analytics for Firebase
2. Third-Party App Analytics
3. Custom Server to Server Tracking

Note: For Android Apps you can track App installs without any conversion tracking.

Best Strategies for UAC

1. Success Action vs Proxy Action: As we discussed above that UAC works on machine learning so in order to UAC work properly It needs enough data to identify patterns.  So, these Success actions should be at least that 10 users perform it in a day, then-campaign will have enough data to identify new users with similar characteristics. If success action you wish is not 10 per day then you can set up Proxy actions. Proxy actions are which are 1 step ahead of your Success Actions for example: if the purchase is your Success action you can use add to cart as Proxy actions.
2. Exclude Targeting: In UAC you don’t have the luxury to exclude the targeting in the campaign. However, you can exclude the targeting at account level & UAC respects your Account setting.
3. Make Each Headline to make sense independently: The most important thing is that each line you provide in ad assets must be able to make sense independently. For example, Line 1 “Start Shopping Now” and Line 2 “Sign up for App
4. Use Asset Reporting: You can see the performance of each asset i.e. how it’s performing.  The performance rating column shows how an asset is performing relative to other assets of the same type across all the campaigns.

The rating could be Best, Good, Low. Always try to create more assets similar to Best one and try to replace low performing assets with new ones periodically.