iOS - Google App Campaigns - Tracking is PAIN - ICM/ODM

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bungabunga

bungabunga

Active Member
Hey guys,

running Google App Campaigns on iOS in europe. My POC told me go for ICM/ODM. Nothing is working. Is it working for anyone?
 
tracking iOS performance on GAC is a pain, that's true. ODM is supposed to help, but I haven't heard yet of many success stories, also I'm not sure on which stage they're currently with it since they announced the release last fall. it's basically guesswork and basing on your guts.
 
The problem with UAC on iOS is that it breaks up the campaigns in "small sub-campaigns" so you really need to have deep pockets to hit the thresholds. On a fairly large scale, we still use the traditional setup and get about 30-35% conversion loss on average - and then we estimate ROAS from there.
 
For iOS, it's a disaster. 60k threshold for entry. Even then, you're still rolling the dice as you don't control what network it serves on.
 
That's why W2A is in my opinion a better choice, you can run a campaign for every single placement (search,display,youtube) in an isolated environment.
 
Has anyone tried W2A for Google iOS for a non-subscription app? If so, what are your thoughts around running web2web campaigns - search, display, youtube for certain objectives/audiences and web2app for others?
 
I am having really good performance with DemandGen in Google for webtoapp! I also tested search for webtoapp but that inventory is more expensive.

If you have good creatives, I recommend you giving a shot to demandgen!
 
They just put it live in the US and it's working like shit hahaha so it was clear they were not gonna be ready for Europe with GDPR
 
I don't know if that will change, but no EU so far for ODM/ICM.

The w2a campaigns give the benefit of being able to choose placements properly (search with keywords, youtube, display, leadgen/pmax) with a number of options such as device or bid modifiers that UAC doesn't give.
Some run there on web flows, you can even redirect to the appstore and get conversions back, which is almost as an app campaign but with actual settings. I didn't get very good install rate from search though.
 
when you talk about w2a, what's the trick there?
what makes it a viable strategy in terms of conversion tracking as opposed to app promotion campaign type (other than control over placements and campaign objectives)?
 
I think having the power to decide the inventory is one of the keys. Then it's about comparing performances as web campaigns work different than app campaigns when it comes to learning phases, optimization and creative distribution
 
mr Potato said:
I think having the power to decide the inventory is one of the keys. Then it's about comparing performances as web campaigns work different than app campaigns when it comes to learning phases, optimization and creative distribution
Click to expand...
Can you give more context? How the learning phase differ?
 
well, since the inventory is different because it's not automated, the campaigns do not learn the same way so you will have completely different performance in app vs w2a.
 
confused-llama said:
when you talk about w2a, what's the trick there?
what makes it a viable strategy in terms of conversion tracking as opposed to app promotion campaign type (other than control over placements and campaign objectives)?
Click to expand...
it gives you more control over the ad placement and granular data ad the ad/keyword level
 
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