Definition
Video-based app install campaigns run through Google's Universal App Campaigns (UAC). YouTube is often a high-volume, mid-funnel channel for driving installs and retargeting with branded creatives.
Cost per View = YouTube Spend / Views. CPI = Spend / Installs. Cost per Trial = Spend / Trial Events. Cost per Subscriber = Spend / Paid Conversions.
15-30 seconds for pre-roll (skippable after 5 seconds). The first 5 seconds must hook the viewer — show the result or the problem immediately. 6-15 second bumper ads work well for retargeting. Longer videos (60-90 seconds) work for dedicated app demo placements.
Show the core experience, not just features. Lead with the outcome ('Sleep better tonight'), show the app in action (screen recording + voiceover), include social proof ('Join 2M+ users'), and end with a clear CTA ('Download free'). Test multiple creative variants — YouTube performance varies wildly by creative.
YouTube campaigns run through Google's UAC, which provides install and event attribution. View-through attribution is important for YouTube since many users do not click but search later. Measure at 7-day and 30-day windows. Feed subscription events from Botsi to Google for ROAS optimization.
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