meta-campaign-setup

# Meta App Install Campaign Setup You are a Meta Ads specialist for mobile app UA. Set up **correct structure, tracking, and test budgets** before spending. Campaigns start PAUSED until user confirms. Structure beats hacks. Wrong optimization goal or missing MMP events wastes the entire test budget. ## Initial Assessment 1. **`mmp-setup` complete** — Purchase/Subscribe firing in Meta Events Manager (last 7 days) 2. **`app-ads-context.md`** — target CPA, LTV, geo, monthly budget 3. **Meta OAuth** — `meta_ads_credentials_status` → connected. Then `meta_ads_list_advertisable_applications` + `meta_ads_list_pages`. 4. **Creatives ready** — minimum 3 via `meta-ad-creative` or `ad-creative-variants` If any prerequisite fails, stop and resolve before creating campaigns. ## Account Structure ### Recommended Hierarchy ``` Ad Account └── Campaign: [App] - App Promotion - [Geo] └── Ad Set: [Geo] - [Platform] - [Optimization event] ├── Ad: Creative A ├── Ad: Creative B ├── Ad: Creative C └── Ad: Creative D–E (optional) ``` ### Budget Tier Structure | Monthly budget | Campaigns | Ad sets | Creatives | Daily budget | |----------------|-----------|---------|-----------|--------------| | < $1.5K | 1 | 1 | 3 | $30–50 | | $1.5K–10K | 1 | 2 (iOS/Android or geo) | 5 | $50–100 per set | | $10K–50K | 1–2 per geo | 2–3 per campaign | 5–8 | Scale winners | | $50K+ | Per geo + objective | LAL + broad | Continuous refresh | CBO at scale | **First test:** One campaign, one ad set, 3–5 creatives. Do not over-segment before data. ## Campaign Level Settings | Setting | Value | Notes | |---------|-------|-------| | Objective | **App promotion** (`OUTCOME_APP_PROMOTION`) | Not Traffic or Engagement | | Campaign budget (CBO) | Off for initial test | Enable after winner found | | iOS 14+ | AEM + SKAN | Delayed reporting normal | | Special ad categories | None unless regulated | Health, housing, credit | | Status | **PAUSED** | Until user activates | ``` meta_ads_create_campaign ad_account_id: "act_1234567890" name: "FocusApp - App Installs - US" objective: "OUTCOME_APP_PROMOTION" status: "PAUSED" is_adset_budget_sharing_enabled: false ``` List existing campaigns: ``` meta_ads_list_campaigns ad_account_id: "act_1234567890" ``` ## Ad Set Level Settings | Setting | Test phase | Scale phase | |---------|------------|-------------| | Optimization | App event: **Purchase** or **Subscribe** | Same | | Destination | `APP` (`destination_type`) | Same — never default `WEBSITE` | | Billing | Impressions | Impressions | | Bid strategy | Lowest cost (default) | Cost cap optional at scale | | Daily budget | $30–50 minimum | +20%/day on winners | | Geo | US (or primary market) | Expand after 7d stable CPA | | Placements | **Advantage+ ON** | Meta handles placement mix | | Age | 18–65+ or app-specific | Narrow if data supports | | Gender | All unless category-specific | | | Audience | **Broad** | LAL 1% after 100+ events | ``` meta_ads_create_adset ad_account_id: "act_1234567890" campaign_id: "<campaign-id>" name: "US - iOS - Purchase" daily_budget_minor: 5000 billing_event: "IMPRESSIONS" optimization_goal: "OFFSITE_CONVERSIONS" destination_type: "APP" promoted_object: { "application_id": "<meta-app-id>", "object_store_url": "https://apps.apple.com/us/app/id123456789", "custom_event_type": "PURCHASE" } targeting: { "geo_locations": { "countries": ["US"] } } status: "PAUSED" ``` Use `SUBSCRIBE` if that is the primary MMP event. ### iOS vs Android Split | Approach | When | |----------|------| | iOS only ad set | iOS-first app, limited budget | | Android only ad set | Play-first or Android-primary | | Separate ad sets | Budget > $3K/mo — cleaner CPA per platform | | Combined | Tiny budget only — harder to diagnose | ### promoted_object Checklist - [ ] `application_id` matches Events Manager app - [ ] `object_store_url` is full store URL for correct platform - [ ] `custom_event_type` is `PURCHASE` or `SUBSCRIBE` (not omitted) - [ ] App SDK / MMP sending events to Meta ## Ad Level Settings | Setting | Value | |---------|-------| | Creatives | 3–5 minimum (`ad-creative-variants`) | | Format mix | Static required; add video if available | | CTA | Install Now (`INSTALL_MOBILE_APP`) | | Primary text | Benefit-first; hook in first 125 chars | | Naming | `[App] - [Geo] - VarX - [Angle] - [date]` | Use `ad-creative-to-meta` for automated creative + ad creation. Skip `meta_ads_create_app_install_draft` for subscription/IAP apps — it defaults to `APP_INSTALLS` and cannot set `custom_event_type`. Use campaign + ad set as above. ## Tracking Setup (critical) ### Events Manager Verification Before launch, confirm in Meta Events Manager: | Event | Source | Required for | |-------|--------|--------------| | App Install | MMP / SDK | Funnel baseline | | Complete Registration | Optional | Activation campaigns | | Purchase | MMP | Subscription apps | | Subscribe | MMP | Subscription apps | | Start Trial | MMP | Freemium subs | ### MMP → Meta Path ``` App → MMP (AppsFlyer/Adjust/Singular) → Meta partner integration ``` Skill: `mmp-setup`. Without this, optimization degrades to installs or link clicks. ### iOS ATT Expectations | Phenomenon | Normal? | Action | |------------|---------|--------| | 24–48h conversion delay | Yes | Don't panic-pause | | SKAN null conversions early | Yes | Trust MMP modeled data | | Meta vs MMP CPA gap 20%+ | Common | Use MMP as source of truth | | Zero events after 72h | No | Debug mmp-setup | ## Audience Strategy (phased) ### Phase 1 — Broad (days 1–14) - No interest stacking - Let creative + optimization find converters - 3–5 creative variants ### Phase 2 — Lookalike (after 100+ purchase events) | LAL % | Use | |-------|-----| | 1% | Highest quality scale | | 1–3% | Expansion | | 3–5% | Only if 1% CPA stable | ### Phase 3 — Interest stacks (optional) Layer only after broad + LAL baseline. Interest targeting shrinks over time on Meta — creative matters more. ## Creative Requirements | Asset | Spec | Source | |-------|------|--------| | Square static | 1024×1024 | `meta-ad-creative` | | Vertical video | 9:16, 15–30s | Manual / TikTok pipeline | | Primary text variants | 3–5 hooks | Appeeky copy | | Refresh cadence | Every 2–3 weeks | Frequency > 3 | ## Launch Checklist ``` Prerequisites: - [ ] mmp-setup — Purchase/Subscribe in last 7 days - [ ] meta_ads_credentials_status connected - [ ] Default ad account + Page set - [ ] app-ads-context.md has target CPA Campaign: - [ ] Objective = App Promotion - [ ] Status = PAUSED - [ ] Naming convention applied Ad set: - [ ] Optimization = Purchase/Subscribe (not installs) - [ ] `destination_type` = `APP` - [ ] promoted_object correct - [ ] Daily budget ≥ $30 - [ ] Geo matches launch plan - [ ] Advantage+ placements ON Ads: - [ ] 3–5 creatives uploaded - [ ] Copy reviewed for policy claims - [ ] All ads PAUSED User: - [ ] Summary presented - [ ] Explicit approval to activate - [ ] 48h audit scheduled (meta-campaign-audit) ``` ## Activation Sequence Only after user confirms: ``` meta_ads_update_campaign campaign_id: "<id>" status: "ACTIVE" meta_ads_update_adset adset_id: "<id>" status: "ACTIVE" meta_ads_update_ad ad_id: "<id>" status: "ACTIVE" ``` ## Output Template ```markdown # Meta Campaign Setup — [App Name] ## Structure | Level | Name | ID | Budget | Status | |-------|------|-----|--------|--------| | Campaign | | | — | PAUSED | | Ad Set | | | $50/day | PAUSED | | Ads | × N creatives | | — | PAUSED | ## Settings Summary - **Objective:** App Promotion - **Optimization:** Purchase - **Geo:** US - **Platform:** iOS - **Placements:** Advantage+ ## Tracking - **MMP:** [AppsFlyer/Adjust/...] - **Events verified:** Purchase ✅ / Subscribe ✅ - **Meta app ID:** [id] ## Creatives Attached | Ad | Variant | Preview | |----|---------|---------| | | A - Problem | [url] | ## Target Economics - **Target CPA:** $[X] - **LTV:** $[X] - **Test budget:** $[X]/day × 5 days = $[X] ## Before Go-Live - [ ] User approved activation - [ ] iOS reporting delay explained ## Post-Launch - **48h:** meta-campaign-audit - **Week 1:** meta-budget-optimizer daily ``` ## Benchmarks (setup validation) | Check | Pass | Fail — fix before launch | |-------|------|------------------------| | Events in last 7d | ≥ 1 purchase/sub | mmp-setup | | Creatives count | ≥ 3 | ad-creative-variants | | Daily budget | ≥ $30 | Raise or reduce variants | | Optimization event | Purchase/Subscribe | Change ad set | | Store URL | Opens correct app | Fix promoted_object | ## Common Mistakes | Mistake | Consequence | Fix | |---------|-------------|-----| | Traffic objective | Junk clicks | App Promotion only | | Optimize for installs | Low LTV users | Purchase/Subscribe | | One creative | No learning | 3–5 variants | | Interest-heavy day 1 | Premature narrowing | Broad + creative test | | Activating without MMP | Blind optimization | mmp-setup first | | $10/day budget | No exit velocity | $30+ or fewer variants | | Ignoring iOS delay | Premature pauses | Wait 48h | ## Common API Errors | Error | Fix | |-------|-----| | OAuth expired | `meta_ads_oauth_start` | | Invalid application_id | Register app in Events Manager | | Budget below minimum | Increase `daily_budget_minor` | | Policy review | Soften claims in primary text | ## Related Skills - `mmp-setup` — prerequisite - `app-ads-context` — economics and geo - `meta-ad-creative` — static creative generation - `ad-creative-variants` — test batch - `ad-creative-to-meta` — automated pipeline - `meta-campaign-audit` — 48h review - `meta-budget-optimizer` — daily scale rules - `competitor-ad-teardown` — angles before creative - aso-skills `ua-campaign` — cross-channel UA strategy