mcpField
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app-ads

app-ads

github.com/kostja94Marketing & growth1.1k1.1k installsUpdated 2d ago
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About app-ads

A marketing skill that guides paid campaigns for mobile app installs and in-app actions across major ad platforms. It covers campaign setup, creative, measurement, and launch checks.

Key features

  1. 01Platform-specific app campaign guidance
  2. 02Install and in-app conversion objectives
  3. 03Bidding and budget benchmarks
  4. 04Creative asset planning
  5. 05Attribution and event tracking
  6. 06Pre-launch checklist

Use cases

  1. 01Plan an app install campaign
  2. 02Choose platforms for app user acquisition
  3. 03Configure install or in-app event tracking
  4. 04Review campaign readiness before launch

Install

Copy the command and run it in a terminal.

$npx skills add https://github.com/kostja94/marketing-skills --skill app-ads

After installing, type/app-adsin Claude Code to confirm it loaded.

Details

From the project README

Paid Ads: App Ads

Guides app advertising: app install campaigns, user acquisition (UA), and in-app promotion. Use when promoting mobile apps (iOS, Android); conversion = install or in-app action, not landing page.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Key Platforms

PlatformBest forConversion
Google App CampaignsAndroid + iOS; automated across Search, YouTube, Display, Play, DiscoverInstall, in-app event
Apple Search Ads (ASA)iOS only; high-intent App Store searchInstall
Meta App InstallFacebook/Instagram; demand gen for appsInstall, in-app event
TikTok App InstallYounger users; viral creativeInstall

Google App Campaigns

  • Reach: Search, YouTube, Display, Google Play, Discover
  • Bidding: Maximize Conversions (automated) or Target CPI/CPA (30+ conversions/week)
  • Creative: Provide diverse assets (videos, images, text); algorithm tests combinations
  • iOS: SKAdNetwork; conversion value mapping; Firebase for in-app events
  • Bid–budget ratio: ≥10× for CPI, ≥15× for CPA

Apple Search Ads

  • Placements: App Store search results, Today tab, Search tab, product pages
  • Modes: Basic (automated) or Advanced (keywords, audiences, bids)
  • Audience: High-intent users actively searching in App Store
  • ASO benefit: Can improve keyword rankings as secondary effect

Metrics

MetricUse
CPICost per install
CPACost per acquisition (in-app action)
LTVLifetime value; iOS often higher than Android
RetentionD1, D7, D30; quality signal

iOS vs Android: iOS typically higher LTV, higher CPI; Android greater scale, lower CPI.

Tracking

  • Firebase: In-app events, audiences, value-based optimization (Google)
  • SKAdNetwork: iOS attribution; configure conversion value mapping
  • UTM: Use utm_medium=app or cpc with utm_source for app campaigns in GA4

Pre-Launch Checklist

  • App Store / Play Store listing optimized (ASO)
  • Firebase or equivalent connected; in-app events defined
  • Creative assets (video, images, text) prepared
  • Conversion events (install, signup, purchase) configured
  • Bid–budget ratio meets minimum (10× CPI, 15× CPA)

Related Skills

  • paid-ads-strategy: Ad formats by medium; when to use app vs web
  • analytics-tracking: In-app events; conversion setup
  • traffic-analysis: UTM for app campaigns; attribution

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