Q. 1. What information is required to configure for app install in XPO?
Ans. You will need either the app ID or the app URL to getting started for your app install campaign.
Q. 2. What are the supported mobile measurement Software Development Kits (SDK) supported by XPO?
Ans. XPO supports mobile SDKs / mobile measurement partners including Appsflyer, Adjust, and Branch.io.
Q. 3. Do you support Google Firebase?
Ans. No, XPO currently does not fully support Firebase. We cannot optimize with Firebase because we do not receive first-hand attribution and conversion reports and cannot build an audience segment to retarget based on Firebase.
However, since Google's UAC and Facebook are already integrated with Firebase, by running UAC and/or Facebook in XPO, XPO will be able to make use of the data (albeit in silo), hence, for this reason, we are unable to classify this solution as 'cross-channel' and cross channel optimization will not be possible using XPO with Firebase.
In other words, the advantage of running campaigns using XPO instead of on other platforms in a silo is that you can achieve cross channel optimization across these platforms using XPO.
Q. 4. What are the types of conversion goals for app install campaigns supported in XPO?
Ans. For app install purpose, XPO currently only supports "Install" as a conversion goal.
To optimize in-app activities for bidding strategies, XPO uses event data via the mobile SDKs of third-party vendors (e.g. Appsflyer, Adjust, Branch.io). Once you sync your XPO campaign with one of these mobile SDKs, XPO uses data on the events/actions that take place in your app, like purchase, open an app, users who opened the app once in 30 days/7 days, or any other engagements, for optimization purpose. This is also where you create the event you wish to target for, and link Knorex XPO as a partner for configuration. These data will only be used in XPO for conversion goals and campaign measurement.
Once you create goals for your campaigns, you need to measure the success of your XPO campaign goals and/or make edits to goals based on performance. To do this, you need to configure and integrate with our third-party data providers who will ping back this data into XPO.
Q. 5. Does XPO provide attribution reports such as number of installs, most active users, number of people who used the app within a certain time window, etc.?
Ans. XPO itself does not carry out the mobile measurement/attribution in the mobile app. Hence, for XPO to be able to show such reporting metrics for your in-app data, you will first need to link your app to the specific XPO advertiser account by specifying the mobile SDKs/measurement partner you are using and supported by XPO. Once configured, the data will be synced with XPO and you will be able to access the data via XPO attribution report. XPO will also be able to make use of the data to assist in your optimization.
Q. 6. What is the recommended attribution window for app install campaigns?
Ans. In XPO, the default attribution window set in your conversion goals is 30 days. However, if you have set 7 days as your attribution window set in your mobile SDK, XPO will receive only 7 days of data from your mobile SDK.
Universal App Install Campaigns (UAC) Specific
Q. 1. Can I run Google Display campaigns under UAC in XPO?
Ans. Yes, you can run all Google inventory using UAC in XPO.
Q. 2. What is the difference between the two bidding strategies i.e. Install Volumes and In-App Actions?
Ans. Install Volumes: This strategy is to optimize and target new users who are keen to install new apps that they haven't used before. XPO optimizes towards CPI here.
In-App Actions: This strategy is to reach out to the audience whose behavioral trend is inclined towards engaging within the apps. XPO optimizes towards those goals here, for instance, cost per sale, cost per transaction, etc. specific to this strategy.
Q. 3. Does UAC only target Android users?
Ans. No, UAC allows you to reach both Android and iOS device users. UAC, as one of the most popular channels to run an app install campaigns, lets you market across all Google-centric inventory such as Google Display, Google Search, Google Play, and YouTube while targeting both Android and iOS devices.
You do need to create separate creatives, one for Android and one for iOS as each requires a different URL since the app stores will be different. Once you have created at least two different creatives for the campaign, you can target both of the platforms (Android/iOS) at once.
Q. 4. If I do not use any mobile SDKs for my app performance measurement, can I still run UAC in XPO?
Ans. Yes, but you would have to take note that you can only track Android-based app campaigns if you are not using any mobile SDKs for measurement. Google, as a comprehensive ecosystem, can still track such Android-based installs or other in-app activities.
However, if you are looking to run both iOS and Android, or even iOS only app install campaigns, then you will need to configure your app to use any of XPO supported third-party vendors mobile SDKs providers to measure campaign goals.
Q. 5. Can I run an "in-app action" bidding strategy to retarget an existing app user?
Ans. Yes, you can use the reporting attribution data and build an audience segment to retarget in XPO.