Google App Campaigns (UAC) Guide

§1 Campaign structure (OS × country × stage)

Create app campaigns for a selected platform and app. Run iOS and Android apps in separate campaigns. Countries need not always be separate: locations with similar goals, languages and conversion values can share targeting. Consider separate campaigns for country-level budget control or materially different performance, while checking the loss of learning data from excessive segmentation.

§2 Bid strategy — staged progression

1. Phase 1 · tCPI (Day 1–30) — set the initial target CPI at 1.3–1.5× market average (to accelerate learning). After reaching 30+ installs/day, step it down by −10% at a time.
2. Phase 2 · tCPA (Day 30–60) — designate a Tier-1 in-app event (sign_up, purchase, etc.) as the conversion. Initialize CPA = CPI × (inverse of install→event CVR).
3. Phase 3 · tROAS (Day 60+) — enter after D7 or D30 revenue stabilizes. Start the ROAS target around LTV/CAC = 1.0 and raise +10% weekly.

§3 Asset group rules (creative diversity)

UAC auto-combines assets into ads. Low diversity = weak learning signal. Run 2–3 asset groups per campaign, each enforcing these minimums:

§4 Troubleshooting