Meta app installs - Advantage+ App with feed, reels and stories rotation.
Native-feeling creative brief, post-install event optimisation, and a written test schedule that treats iOS SKAN and Android event optimisation as two distinct measurement worlds.
What we actually run on this channel.
Every structure below maps to a decision your finance team should have a view on - not a template we run because the platform recommends it.
Advantage+ App (iOS)
SKAN 4-tuned campaigns with fine conversion values on the top 3 events. Learn phase scoped, not perpetual.
Advantage+ App (Android)
Event-optimised campaigns with post-install action targets - Firebase and MMP-linked.
Retargeting (Android)
Re-engagement for lapsed users. Excluded from iOS by policy - we don't fake it with lookalikes.
Creative testing
Standalone test-only campaigns with capped budget - never mixed with scale campaigns.
How we take this channel from zero to compound.
Same four-beat wave as our organic practice. Nothing about paid earns a different rhythm.
Concept brief
3–5 creative concepts written against real user comments, App Store reviews, and category jobs-to-be-done.
Native-first shoot
Reels-native, story-native, and feed-native versions of each concept. Not one asset resized four ways.
Test-scale-kill
Test campaigns validate creative; winners promoted to scale campaigns. Killed at 14 days if not beating control.
Compound
Creative library grows on your account, not ours. You keep every asset, brief, and shot list.
- Reels-native, story-native, and feed-native versions of every concept - not one asset stretched four ways.
- Creative refresh on 10-day cadence on top spenders; 14-day on scale campaigns.
- UGC-shaped creative treated as a distinct concept, not a filter on studio-shot content.
- iOS: SKAN 4 with fine conversion values on top events, coarse for everything else. Written note on what's measurable and what's not.
- Android: event optimisation via MMP + Firebase, deduped weekly.
- Attribution model documented - MMP source-of-truth, Meta reported alongside with variance called out.
- iOS retargeting is off by policy. We don't run lookalikes and call it re-engagement.
- Test-only campaigns are budget-capped; they never absorb scale-budget for 'learning'.
- Media spend billed to you directly by Meta - we never touch client cash.
Questions we get about this channel.
How many creative concepts do you build monthly?+
3–5 per scale campaign. Each concept ships native to reels, story and feed. We measure concepts, not assets - asset-level reads on SKAN 4 are unreliable.
Do you run UGC creator work?+
Direction, briefing and licensing yes - we don't hold a captive creator roster. Talent is sourced per brief from vetted platforms, cost is at-actual.
What about Meta's Advantage+ recommendations?+
We take them as inputs, not orders. Broad targeting and dynamic creative are on by default; automation on placement or bid is only on when the account has enough signal to feed it.
Can we own the creative afterwards?+
Yes - full IP transfers to you. Every asset, shot list, and brief is delivered to your library, not held in ours.
Want us to scope paid UA on this channel?
45-minute audit. You leave with a written unit-economics read on whether this channel is worth your next dollar of spend.