When you create a campaign, you're configuring the signals AppLovin's AI engine uses to find the right users and optimize spend. Getting these settings right from the start gives the model the best chance to learn quickly and perform efficiently.
Create your campaign
Name your campaign something easy to recognize later. Select the app you're running the campaign for, and make sure you've selected the correct operating system (iOS or Android). Each platform should run as its own campaign.
Choose your optimization type
AppLovin offers a range of campaign optimization models built around your app's monetization mix. To choose the right one, start by understanding how your app makes money: through in-app purchases (IAP), in-app ads (IAA), or a mix of both.
- Blended ROAS or IAP ROAS: Best for apps with mixed IAP and IAA revenue.
- IAA ROAS: Best for ad-based apps monetizing primarily through in-app ads.
- IAP ROAS: Best for apps monetizing primarily through in-app purchases.
- Cost Per Purchase (CPP): Best when every purchaser has the same value, such as subscriptions.
Your app must be on MAX mediation to run either IAA ROAS or Blended ROAS campaigns.
Set your day target
The day target defines the conversion window the model optimizes toward. Choose between Day 7 and Day 28.
- If your app's payback window is longer than 7 days, launch both a Day 7 and a Day 28 campaign.
- If most of your app's LTV is generated over a longer period, prioritize launching with Day 28 first.
Keep in mind that longer optimization windows generally target highest value users and produce stronger long-term growth curves, though with lower early ROAS returns.
Set your campaign goals
Set goals that are competitive, but realistic and aligned with your profitability targets. What you're already achieving on other advertising channels is a good starting benchmark.
Setting goals that are unachievable on other channels can prevent your campaign from scaling effectively.
Geo-targeting
Launch your campaign across as many geos as you actively support. Broader geo-targeting helps AppLovin's model learn faster and deliver better performance outcomes.
Set your budget
Allocate enough budget to reach the right users and drive long-term success. Set a budget that can drive at least 15–20 conversions per day across the campaign. This gives the model a solid foundation for stable performance.
Use a single, global budget so spend is optimized across all countries where your campaign is live. Once your campaign is meeting your performance goals and KPIs, increase the budget to grow your audience further.
Learn more about scaling your campaign ↗
Set up your tracking partners
Select the third-party measurement partner you use to track performance (e.g., Adjust, AppsFlyer). Follow your partner's setup instructions and verify tracking is working correctly before you launch.
Incorrect tracking setup can hurt campaign performance if AppLovin isn't receiving conversion data on impressions and clicks. As a best practice, pass all postbacks to AppLovin to ensure proper tracking and optimization.
View MMP tracking setup instructions ↗
Creating your creative sets
Creative sets are the groupings of video, HTML, and image ad creatives that run within a campaign. AppLovin's AI automatically tests combinations within each set and shifts spend toward what performs best.
Learn how to create creative sets ↗
Video best practices:
- Use a strong hook to capture attention at the start
- Test multiple video lengths so AppLovin's model can find the best fit for different placements. Prefer long videos as they usually outperform short videos
- Showcase your app's core gameplay or key selling points
Creative best practices:
- Use HTML playables where possible. They significantly boost engagement
- Highlight your app's core gameplay or key feature
- Make creatives interactive, and avoid redirecting users to the app store or landing page within the first 2 to 3 interactions
Browse our library of top-performing creative ↗
Need more info? Visit the AppLovin Support Center.