FAQs - App Install Campaigns

General FAQs

1. What information is required to configure for app install in XPO?

To get started with your app install campaign, you will need You will need either the app ID or the app URL. 

2. What are the supported mobile measurement Software Development Kits (SDK) supported by XPO?

XPO offers robust support for mobile SDKs and partners with leading mobile measurement platforms such as Appsflyer, Adjust, and Branch.io.

3. Do you support Google Firebase  ?

Currently, XPO does not fully support Firebase. Due to limitations in receiving first-hand attribution and conversion reports, as well as the inability to create audience segments for retargeting, we are unable to optimize with Firebase at this time.

However, since Google's UAC and Facebook are already integrated with Firebase, by running UAC and/or Facebook on XPO, it enables the use of the data, although only in isolation. Consequently, we are unable to classify this solution as 'cross-channel' and cross channel optimization will not be possible using XPO with Firebase.

The primary advantage of running campaigns with XPO, as compared to other siloed platforms, is that XPO enables effective cross channel optimizations across multiple platforms.

4. What types of conversion goals does XPO support for app install campaigns?

Currently, XPO only supports "Install" as a conversion goal for app install campaigns. 

XPO utilizes event data to optimize bidding strategies. In this case, event data refers to actions that users take in your app, such as opening the app or making an in-app purchase. This data is collected through the mobile software development kits (SDK) provided by third-party vendors  (e.g. Appsflyer, Adjust, Branch.io).

With XPO, you can also track custom events by linking XPO as a partner for configuration. This data will only be used in XPO for conversion goals and campaign measurement.

5. Does XPO provide attribution reports for metrics such as number of installs, most active users, number of people who used the app within a certain time window, etc.?

XPO does not conduct mobile measurement/attribution within the mobile app. To view in-app reporting metrics, you need to link your app to the specific XPO advertiser account by specifying the supported mobile SDKs/measurement partner you are using. Once configured, the data will be synced with XPO and you can access the data via XPO's attribution report. XPO can use this data for campaign optimization.

6. What is the recommended attribution window for app install campaigns?

In XPO, the default attribution window for your conversion goals is set to 30 days. However, if you have set 7 days as your attribution window in your mobile SDK, XPO will only receive 7 days worth of data from your mobile SDK.

Universal App Install Campaigns (UAC) Specific

1. Can I run Google Display campaigns under UAC in XPO?

Yes, you can run all Google inventory using UAC in XPO. 

2. What is the difference between the two bidding strategies i.e. Install Volumes and In-App Actions?

Install Volumes: This strategy targets new users who are keen on installing new apps that they haven't previously used. XPO optimizes for CPI to maximize the volume of app installations. 

In-App Actions: This strategy targets users who are likely to engage with apps. As such, XPO optimizes towards performance goals such as cost per sale, or cost per transaction.

3. Does UAC only target Android users?

No, UAC allows you to target both Android and iOS device users. UAC, one of the most popular channels for running app install campaigns, lets you market across Google-centric inventories (e.g. Google Display, Google Search, Google Play, and YouTube) while targeting both Android and iOS devices.

It is important to create separate creatives for each platform, one for Android and one for iOS, as each requires a different URL due to distinct app stores. Once you have created at least two different creatives for the campaign, you can target both of the platforms (Android/iOS) at once.

4. If I do not use any mobile SDKs for my app performance measurement, can I still run UAC in XPO?

Yes, but please take note that it will limit your tracking capabilities to only Android-based app campaigns. Google's ecosystem allows the tracking of Android-based installs or other in-app activities even without SDKs.

However, to run campaigns for iOS, Android, or both, you will need to configure your app to use any of XPO's supported third-party vendors mobile SDKs providers.

5. Can I run an "in-app action" bidding strategy to retarget an existing app user?

Yes, you can use the reporting attribution data and build an audience segment to retarget existing app users in XPO.