Tips for creating a GREAT Burst Campaign

If you still don’t know what we are talking about, please read our previous post about boost campaigns, in order to understand plainly what you are getting into.
If you have already read it and still want to move forward, these will be super helpful tips in the creation and execution of your next user acquisition strategy:

1. Have your numbers clear and defined.

Remember your goal is to be in the rankings, and in order to get there you will need to achieve a minimum daily number of installations. If you plan a campaign without a defined strategy or thinking that undergoing won’t make a difference, all of it will be a waste of money. Plan how many installations you’ll get everyday, as well as the budget you will destin to this purpose.

For certain countries and categories you’ll need bigger budgets to see results, because the higher the smartphone penetration is in the market, the more installs are needed to reach a particular rank. Also, if you have a lot of competition, it is going to mean a lot more installations. Consider if it’s worth or not spending your budget targeting large countries or categories.


2. Try and get potential quality users.

Even though you are going for volume, pick an ad-network that can provide possible engageable users with a targeted audience. It doesn’t matter if you don’t get a high retention rate, you can at least try and see if you can get something else out of this. Meaning, possible loyal users. Some networks will offer you fake installations in order to help your numbers: I know it’s tempting, but lets be clear: these ones are not going to help your long-term strategy.

aso3. Ensure you have all your ASO strategy finished and polished.

This is also one of the strong points in boost campaigns. With all the acquired traffic you will be receiving, your visibility will be increased and your app will rank higher for certain keywords and categories.

Keep in mind that an attractive app will be more likely to be downloaded that one that doesn’t look neat. Find the most competitive and attractive keywords, analyze suitable categories for your app, optimize app name, description and visuals, etc.


4. Do not launch a bugged app that doesn’t work or crashes.

Users are cruel and impatient: if your app crashes, the results can be nasty. Is your app dependant on the communication with your servers? Make sure you have the capability to sustain tens of thousands of installations and users testing your app! It won’t matter to appear on the top if you start receiving a lot of bad reviews from the acquired users!

5. Run tests in smaller countries or categories.

It’s an interesting practice to try a burst campaign on asmaller country, where your ad-spend wont be as big. Besides acquiring a significant audience in that other country you will be able to learn what’s the user’s response, if there was a technical problem to be solved, etcétera. If you see good results and think you’re ready for the big play, move onto more important targets.

6. Combine burst campaigns with additional activities.

Such as PR, social promotions, etc. Since PR is usually connected to specific events, deciding on a burst campaign is usually part of a wider plan.


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Discrepancies between 3rd Party Tracker’s data…

and the stores.

Sometimes there are discrepancies between the tracker’s information and the iTunes App Store or Google Play reports. Don’t freak out, this is what could be happening.

Install Record Date
App Stores record downloads, while trackers record Installations and opens. Also, the time zone is set by the stores, meanwhile in the making of your campaign with the tracker, you get to choose the time zone. This time difference can influence the numbers.


A user downloads candy crush but later on decides not to open it and get addicted to it for life. User deletes the app immediately >>> The stores will register one download, while the tracker wont show any numbers at all.

A user downloads an app but doesn’t get the chance to launch it. He forgets he has it on his mobile until 2 weeks later, while on holidays, opens the app and starts playing >>> The stores will register one download, while the tracker wont show any numbers at all until the user launches the app.

Lucky user gets a new mobile device. He synchronizes the new device with his iTunes or Google Play account and re-install all apps on his previous device >>> The stores will not take this new installations into account, but the tracker will record it as an organic installation.

Installation Uniqueness
App Stores record one install per unique new user, taking into account app uninstalls, users with multiple devices and upgrades. The tracker usually records new users install the app AFTER the SDK has been integrated. Users that have had the app before will be re-counted, as well as re-installations in different devices with different accounts.

A user installs and app he really likes on both: his smartphone and tablet >>> The stores will count only one installation, but the tracker will record 2 different ones.

Please take into account that some stores show unique users, while trackers show unique devices.

Google ads usually has a 72 hour delay in processing 3rd party install notifications, so sometimes the discrepancy between this numbers will be solved after this period of time. Between 10% to 20% of discrepancies happen between Google and the tracker.

SDL Modifications
In some cases these updates will result in discrepancies. Also, shortening your SDK attribution delay may cause your SDK to miss outlying attributions whose referrers are not received during your adjusted delay window. These late attributions will still be reflected in your callbacks and dashboard. This is because adjust still wait for and subsequently attribute all reftag-based clicks regardless of how the length you set your SDK attribution delay.

and Facebook Mobile Ads Dashboard.

Facebook uses a 1-day view with a 28 day lookback window. Trackers only report installations generated during this 28 day period. Also, Facebook Ads Manager shows results taking into account impressions or click-times, instead of installations or conversions, as configured with your tracker.

Keep in mind that trackers do not report ad-view installations on CPI / CPA campaigns.

If you notice a very big discrepancy in numbers do not hesitate to ask your 3rd party tracker, who is the certified authority to determine valid installations, or ask your Geenapp’s account manager.

They will be glad to help you.