ua-campaign
When the user wants to plan or optimize paid user acquisition campaigns. Also use when the user mentions "Apple Search Ads", "user acquisition", "paid ads", "UA", "ad campaign", "install campaign", "Facebook ads for apps", "TikTok ads", or "cost per install". For organic growth, see aso-audit. For launch-specific UA, see app-launch.
- Installs
- 3.3K
- Last 24h
- +15
- Trending rank
- #7109
- Security
- Not audited
Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/appeeky/aso-skills --skill ua-campaign- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads ua-campaign automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
User Acquisition Campaigns
You are an expert in mobile app user acquisition across all major ad platforms. Your goal is to help the user plan, launch, and optimize paid campaigns that drive profitable installs.
Initial Assessment
- Check for
app-marketing-context.md— read it for context - Ask for monthly UA budget (this determines channel strategy)
- Ask for target CPI (cost per install) or target ROAS
- Ask for current LTV (lifetime value per user)
- Ask for target audience (demographics, interests, behaviors)
- Ask for target countries
- Ask for app category (affects channel selection)
Channel Selection
Budget-Based Recommendations
| Monthly Budget | Recommended Channels |
|---|---|
| < $1K | Apple Search Ads (Basic) only |
| $1K-$5K | Apple Search Ads (Advanced) + 1 social channel |
| $5K-$20K | ASA + Meta + Google UAC |
| $20K-$100K | ASA + Meta + Google + TikTok + testing new channels |
| $100K+ | All channels + programmatic + influencer |
Channel Comparison
| Channel | Avg CPI | Intent | Best For | Complexity |
|---|---|---|---|---|
| Apple Search Ads | $1-3 | Very High | All iOS apps | Low |
| Google UAC | $0.5-2 | Medium | Android + broad reach | Medium |
| Meta (FB/IG) | $1-4 | Low-Medium | Consumer, social, e-commerce | High |
| TikTok | $0.5-3 | Low | Young demographics, games | Medium |
| Snapchat | $0.5-2 | Low | Gen Z, AR apps | Medium |
| Twitter/X | $2-5 | Low | News, tech, finance | Medium |
| $1-3 | Medium | Niche communities | Low |
Apple Search Ads (Priority Channel)
Why Start Here
- Highest intent (user is actively searching)
- Best conversion rates (30-50% tap-to-install)
- Direct App Store integration
- Works for any budget
Campaign Structure
Account
├── Brand Campaign (exact match)
│ ├── [your app name]
│ └── [common misspellings]
├── Category Campaign (broad + exact)
│ ├── [category terms]
│ └── [feature terms]
├── Competitor Campaign (exact match)
│ ├── [competitor name 1]
│ └── [competitor name 2]
└── Discovery Campaign (Search Match)
└── Auto-targeting (find new keywords)
Bidding Strategy
| Campaign Type | Bid Strategy | Target CPA |
|---|---|---|
| Brand | Low bids, high volume | < $0.50 |
| Category | Medium bids | $1-3 |
| Competitor | Higher bids, lower volume | $2-5 |
| Discovery | Low bids, broad | $1-3 |
Optimization Checklist
- Add negative keywords from Discovery to prevent waste
- Move winning Discovery keywords to exact match campaigns
- Pause keywords with CPA > 2x target
- Increase bids on keywords with CPA < target
- Test Custom Product Pages for different keyword intents
- Review Search Match terms weekly
- Adjust bids by day of week and time
Meta (Facebook/Instagram) Campaigns
Campaign Structure
Campaign: App Installs
├── Ad Set 1: Lookalike (1%) of paying users
│ ├── Ad: Video (15s feature demo)
│ ├── Ad: Carousel (feature highlights)
│ └── Ad: Static (benefit headline)
├── Ad Set 2: Interest-based targeting
│ ├── Ad: Video (problem/solution)
│ └── Ad: UGC-style testimonial
└── Ad Set 3: Broad targeting (let Meta optimize)
├── Ad: Best performing from above
└── Ad: New creative test
Creative Best Practices
Video ads (highest performance):
- Hook in first 3 seconds
- Show the app in action
- 15-30 seconds optimal
- Works without sound (captions)
- End with clear CTA and App Store badge
Static ads:
- Bold headline with key benefit
- App screenshot or mockup
- Social proof (rating, user count)
- Clear "Download Free" CTA
Audience Strategy
- Seed: Upload paying user emails → create Lookalike
- Expand: Lookalike 1% → 3% → 5% as you scale
- Layer: Interest targeting for specific segments
- Broad: Let Meta's algorithm find users (works at scale)
Google UAC (Universal App Campaigns)
Setup
- Provide 4 text ideas, 20 images, 5 videos
- Set target CPI or target CPA
- Google automatically creates and tests ad combinations
- Runs across Search, Display, YouTube, and Play Store
Optimization
- Focus on creative quality (Google does the targeting)
- Test different value propositions in text
- Provide diverse creative assets
- Set realistic CPA targets (start high, lower gradually)
Key Metrics & Optimization
Funnel Metrics
Impressions → Taps → Installs → Activations → Purchases
CTR CVR CPI CPA ROAS
| Metric | Formula | Target |
|---|---|---|
| CTR | Taps / Impressions | > 5% (ASA), > 1% (social) |
| CVR | Installs / Taps | > 30% (ASA), > 10% (social) |
| CPI | Spend / Installs | < LTV / 3 |
| CPA | Spend / Purchases | < LTV |
| ROAS | Revenue / Spend | > 1.0 (break even), > 2.0 (good) |
| D7 ROAS | Day 7 Revenue / Spend | Predict long-term ROAS |
Optimization Cadence
| Frequency | Action |
|---|---|
| Daily | Check spend pacing, pause overspending |
| Weekly | Review CPI/CPA by keyword/ad set, adjust bids |
| Bi-weekly | Refresh creative (ad fatigue after 2-3 weeks) |
| Monthly | Review channel mix, reallocate budget to winners |
| Quarterly | Strategic review, test new channels |
Output Format
UA Plan
Monthly Budget: $[X]
Target CPI: $[X]
Target Monthly Installs: [N]
Channel Allocation:
- Apple Search Ads: [X]% ($[X])
- Meta: [X]% ($[X])
- Google UAC: [X]% ($[X])
- Testing: [X]% ($[X])
Week 1: [setup tasks]
Week 2: [launch tasks]
Week 3-4: [optimization tasks]
Campaign Briefs
For each channel, provide:
- Campaign structure
- Targeting strategy
- Creative requirements
- Budget and bid recommendations
- KPI targets
Related Skills
app-launch— UA strategy for launchmonetization-strategy— LTV calculation for CPI targetsapp-analytics— Attribution and funnel trackingcompetitor-analysis— Competitive ad intelligenceab-test-store-listing— Improve organic conversion (lowers effective CPI)
FAQ
What does the ua-campaign skill do?
When the user wants to plan or optimize paid user acquisition campaigns. Also use when the user mentions "Apple Search Ads", "user acquisition", "paid ads", "UA", "ad campaign", "install campaign", "Facebook ads for apps", "TikTok ads", or "cost per install". For organic growth, see aso-audit. For launch-specific UA, see app-launch.
How do I install ua-campaign?
Run npx skills add https://github.com/appeeky/aso-skills --skill ua-campaign in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/ua-campaign/ (personal) or .claude/skills/ua-campaign/ (project).
Which AI agents can use ua-campaign?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is ua-campaign safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains ua-campaign?
It is published by appeeky in appeeky/aso-skills. It has 3,276 recorded installs.
More from appeeky/aso-skills
aso-audit
appeeky/aso-skills
When the user wants a full ASO health audit, review their App Store listing quality, or diagnose why their app isn't ranking. Also use when the user mentions "ASO audit", "ASO score", "why am I not ranking", "listing review", or "optimize my app store page". For keyword-specific research, see keyword-research. For metadata writing, see metadata-optimization.
keyword-research
appeeky/aso-skills
When the user wants to discover, evaluate, or prioritize App Store keywords. Also use when the user mentions "keyword research", "find keywords", "search volume", "keyword difficulty", "keyword ideas", or "what keywords should I target". For implementing keywords into metadata, see metadata-optimization. For auditing current keyword performance, see aso-audit.
monetization-strategy
appeeky/aso-skills
When the user wants to design or optimize their app's monetization — pricing, paywalls, subscriptions, or in-app purchases. Also use when the user mentions "pricing", "paywall", "subscription", "IAP", "how to monetize", "revenue optimization", "free trial", or "conversion to paid". For retention impact, see retention-optimization. For competitive pricing, see competitor-analysis.
metadata-optimization
appeeky/aso-skills
When the user wants to optimize App Store metadata — title, subtitle, keyword field, or description. Also use when the user mentions "optimize my title", "ASO metadata", "keyword field", "character limits", "app description", or "write my subtitle". For keyword discovery, see keyword-research. For full ASO audits, see aso-audit.
competitor-analysis
appeeky/aso-skills
When the user wants to analyze competitors' App Store strategy, find keyword gaps, or understand competitive positioning. Also use when the user mentions "competitor analysis", "competitive research", "keyword gap", "what are my competitors doing", or "compare my app to". For keyword-specific research, see keyword-research. For metadata writing, see metadata-optimization.
screenshot-optimization
appeeky/aso-skills
When the user wants to design, optimize, or evaluate App Store screenshots and preview videos. Also use when the user mentions "screenshots", "app preview", "product page design", "screenshot design", "creative assets", or "what should my screenshots show". For A/B testing screenshots, see ab-test-store-listing. For full ASO audit, see aso-audit.
Popular marketing & seo skills
reddit-automation
flowkit-labs/skills
Find Reddit threads where people are genuinely asking for what you offer, then draft short, genuinely helpful replies — disclosing your affiliation honestly and naming your product only when it truly answers the question. Two moves: discovery — scan the right subreddits for real needs (recommendation asks, expressed pain, competitor mentions) and rank the few threads where you can actually help; drafting — write from real experience, respect each community's self-promo rules, and keep a human in the loop to review and post. This markets on Reddit the honest way: contribute value, disclose who you are, never astroturf. Distilled from the playbook behind doany.ai's Reddit agent. Triggers on "find reddit opportunities", "reddit marketing", "reddit automation", "reply on reddit for my product", "reddit community engagement", "reddit lead gen", or any ask to turn Reddit threads into genuine, disclosed marketing replies.
twitter-automation
101-skills/superpowers
Automate Twitter/X with posting, engagement, and user management via inference.sh CLI. Apps: x/post-tweet, x/post-create (with media), x/post-like, x/post-retweet, x/dm-send, x/user-follow. Capabilities: post tweets, schedule content, like posts, retweet, send DMs, follow users, get profiles. Use for: social media automation, content scheduling, engagement bots, audience growth, X API. Triggers: twitter api, x api, tweet automation, post to twitter, twitter bot, social media automation, x automation, tweet scheduler, twitter integration, post tweet, twitter post, x post, send tweet
twitter-automation
magentosh/superpowers
Automate Twitter/X with posting, engagement, and user management via inference.sh CLI. Apps: x/post-tweet, x/post-create (with media), x/post-like, x/post-retweet, x/dm-send, x/user-follow. Capabilities: post tweets, schedule content, like posts, retweet, send DMs, follow users, get profiles. Use for: social media automation, content scheduling, engagement bots, audience growth, X API. Triggers: twitter api, x api, tweet automation, post to twitter, twitter bot, social media automation, x automation, tweet scheduler, twitter integration, post tweet, twitter post, x post, send tweet
twitter-automation
qu-skills/superpowers
Automate Twitter/X with posting, engagement, and user management via inference.sh CLI. Apps: x/post-tweet, x/post-create (with media), x/post-like, x/post-retweet, x/dm-send, x/user-follow. Capabilities: post tweets, schedule content, like posts, retweet, send DMs, follow users, get profiles. Use for: social media automation, content scheduling, engagement bots, audience growth, X API. Triggers: twitter api, x api, tweet automation, post to twitter, twitter bot, social media automation, x automation, tweet scheduler, twitter integration, post tweet, twitter post, x post, send tweet
product-launch-video
heygen-com/hyperframes
Turn a product or marketing URL, pasted script, or brief into a product launch / promo video — SaaS promos, feature reveals, product demos, app and company launches. Use when the user wants to market, launch, promote, or reveal a product; the default for any commercial URL. Site tours / showcases of a website route here too — the brief carries the show-it-as-is intent. Unclear → /hyperframes.
twitter-automation
skills-shell/superpowers
Automate Twitter/X with posting, engagement, and user management via inference.sh CLI. Apps: x/post-tweet, x/post-create (with media), x/post-like, x/post-retweet, x/dm-send, x/user-follow. Capabilities: post tweets, schedule content, like posts, retweet, send DMs, follow users, get profiles. Use for: social media automation, content scheduling, engagement bots, audience growth, X API. Triggers: twitter api, x api, tweet automation, post to twitter, twitter bot, social media automation, x automation, tweet scheduler, twitter integration, post tweet, twitter post, x post, send tweet