How to plan a campaign, step by step
Follow these steps in order. Each one is something we do on client work.
- Set one goal. Installs, trials or reactivation.
- Fix the store page first. Paid traffic lands there.
- Match the creative to the page. Use custom product pages or Play custom store listings.
- Pick channels. Search ads, social, creators, email.
- Track properly. Store console data plus your attribution.
- Review weekly. Cut what doesn't convert.
Mobile app marketing campaigns: key rules and context
Campaign types. Launch, major update, seasonal, re-engagement, new market.
Store side. Custom product pages, Play custom store listings, in-app events.
Measurement. App Store Connect and Play Console campaign links; SKAdNetwork for paid iOS campaigns.
Before spending. Fix conversion: increase app downloads.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine YogaNow runs a January campaign. We'd update promotional text (170 characters, no new build needed) to mention a new beginner plan, match ad creative to the first screenshot, and track installs by source in App Analytics.
Common mistakes
- Sending traffic to a weak page. Wasted spend.
- Mismatched creative. Users bounce.
- No tracking. Can't learn.
- Too many channels. Spread thin.
We plan each campaign around one clear message and one landing page, usually a custom product page or custom store listing that matches the ad. That keeps the creative, the store page and the measurement aligned, so you can tell what worked.
If you want this handled for you, our pricing page lists every fixed package.
App Store vs Google Play: where your words go
The two stores index different fields. This is the comparison we use when we plan a listing for both.
| Element | App Store | Google Play |
|---|---|---|
| Title | 30 characters (app name) | 30 characters (app name) |
| Second line | Subtitle, 30 characters | Short description, 80 characters |
| Hidden keywords | Keyword field, 100 bytes | None; the visible text does the work |
| Long text | Description, 4,000 characters | Full description, 4,000 characters |
| Editable without review | Promotional text, 170 characters | Listing edits still go through review |
| Native A/B tests | Product page optimization (up to three treatments) | Store listing experiments (up to two variants) |
How we measure the result
Measuring mobile app marketing campaigns work starts before the first change. Record current impressions, page views, conversion rate and installs by source from App Analytics and Play Console before changing anything. One change per period keeps the comparison readable.
Before the campaign starts, write down the baseline numbers so you can compare fairly afterwards.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- One goal
- Store page ready
- Creative matches page
- Channels chosen
- Tracking set
- Weekly review
Sources
- Apple: Custom product pages (accessed 26 October 2026)
- Apple Developer: SKAdNetwork (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Play Console Help: Create and set up your app (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
Questions
Do I need an agency for campaigns?
Not for organic store campaigns.
What is SKAdNetwork?
Apple's privacy-preserving install attribution.
How long should a campaign run?
Long enough to measure; usually weeks.
Should campaigns have custom pages?
Yes when possible.
Do you run ads?
No.
Should I do ASO before paid campaigns?
Yes. A better store page converts more of the paid traffic you send to it.