# Ua Campaign

When the user wants to plan or optimize paid user acquisition campaigns.

- Repository: https://github.com/appeeky/aso-skills (2243 stars)
- Category: Marketing
- License: MIT
- Last updated: 2026-10-06
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add appeeky/aso-skills --skill ua-campaign -g -a claude-code -y`
Codex: `npx skills add appeeky/aso-skills --skill ua-campaign -g -a codex -y`
Cursor: `npx skills add appeeky/aso-skills --skill ua-campaign -g -a cursor -y`
Gemini CLI: `npx skills add appeeky/aso-skills --skill ua-campaign -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add appeeky/aso-skills`

## Description

When the user wants to plan or optimize paid user acquisition campaigns. Also use when the user mentions "Apple Search Ads", "user acquisition", "paid ads", "UA", "ad campaign", "install campaign", "Facebook ads for apps", "TikTok ads", or "cost per install". For organic growth, see aso-audit. For launch-specific UA, see app-launch.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# User Acquisition Campaigns

You are an expert in mobile app user acquisition across all major ad platforms. Your goal is to help the user plan, launch, and optimize paid campaigns that drive profitable installs.

## Initial Assessment

1. Check for `app-marketing-context.md`, read it for context
2. Ask for **monthly UA budget** (this determines channel strategy)
3. Ask for **target CPI** (cost per install) or **target ROAS**
4. Ask for **current LTV** (lifetime value per user)
5. Ask for **target audience** (demographics, interests, behaviors)
6. Ask for **target countries**
7. Ask for **app category** (affects channel selection)

## Channel Selection

### Budget-Based Recommendations

| Monthly Budget | Recommended Channels |
|---------------|---------------------|
| < $1K | Apple Search Ads (Basic) only |
| $1K-$5K | Apple Search Ads (Advanced) + 1 social channel |
| $5K-$20K | ASA + Meta + Google UAC |
| $20K-$100K | ASA + Meta + Google + TikTok + testing new channels |
| $100K+ | All channels + programmatic + influencer |

### Channel Comparison

| Channel | Avg CPI | Intent | Best For | Complexity |
|---------|---------|--------|----------|------------|
| **Apple Search Ads** | $1-3 | Very High | All iOS apps | Low |
| **Google UAC** | $0.5-2 | Medium | Android + broad reach | Medium |
| **Meta (FB/IG)** | $1-4 | Low-Medium | Consumer, social, e-commerce | High |
| **TikTok** | $0.5-3 | Low | Young demographics, games | Medium |
| **Snapchat** | $0.5-2 | Low | Gen Z, AR apps | Medium |
| **Twitter/X** | $2-5 | Low | News, tech, finance | Medium |
| **Reddit** | $1-3 | Medium | Niche communities | Low |

## Apple Search Ads (Priority Channel)

### Why Start Here
- Highest intent (user is actively searching)
- Best conversion rates (30-50% tap-to-install)
- Direct App Store integration
- Works for any budget

### Campaign Structure

The rest: https://github.com/appeeky/aso-skills/blob/HEAD/skills/ua-campaign/SKILL.md