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Acquire new game players with Twitter App Campaigns

Twitter is a social network that enables users to send short 280-character messages called tweets. Twitter currently ranks as one of the leading social networks worldwide based on active users. As of the fourth quarter of 2018, Twitter had 321 million monthly active users. Registered users can read and post tweets as well as follow other users via update feed. We're able to run app install campaigns & acquire game players for clients in the following game genres: Arcade, Action, Casual, Hyper-Casual, Educational, Card, Strategy, Puzzle, Word, and Racing.

Step 1

Choosing the KPIs

Being able to measure the results from your mobile game is non-arguably one of the most important things in the mobile game business. Only if you accurately measure your progress, you'll know what needs to be improved. If you can't measure accurately, you can't benchmark the performance. Then, you can't optimize it either. But let's look at the flip side of this as well; If you can measure, then you can benchmark, then you can optimize, and ultimately achieve better results with every new version of the game. Amazing!

There are some universal KPIs for every game, such as; CPI (Cost-per-install), CLTV (Customer-lifetime-value), Cohort Retention (Day 1, Day 7, Day 30), Churn Rate, etc... which indicate how well is your game performing against the players, and the market. Since every game is different, make sure to align the KPIs with the business model behind the app to truly understand what's happening in the background.

Step 2

Mobile app conversion tracking (MACT)

In order to bid on app installs in your App install campaign, you must have a third party mobile conversion tracking partner configured to your Twitter Ads account. The measurement capabilities of Mobile App Promotion allow you to view your mobile app card engagement and conversion metrics and optimize towards cost-efficiency and return on investment. App measurement is typically done via a tracking SDK, which is a code package that is installed in your mobile app. The tracking SDK enables you to measure events related to game installs.

Twitter's mobile measurement partners are:

  • Adbrix
  • Adjust
  • Adways
  • AppsFlyer
  • CyberZ
  • Kochava
  • Singular
  • Tune
  • Yahoo! Japan

After you've selected the MACT partner, follow the instructions on the partners' website for setting up the SDK. Once you complete the set up, the SDK in your game will send the Twitter ads system conversion events through to your Twitter Ads account.

Step 3

Twitter campaing types & ad formats

On Twitter, you can choose from two types of app campaigns when creating your ads. Choose from: App Install Campaigns if you have a new app to promote or you're just looking to reach new players or App re-engagement campaings if you have an existing player base and you want to promote a certain in-app action.

The format of app install ads on Twitter is called an "App Card". There are two main types of "App Cards", Image App Cards and Video App Cards. You can choose from 4 different formats when creating your Twitter App Install Campaigns:

  • 1:1 Image app card
  • 1.91:1 Image app card
  • 16:9 Video app card
  • 1:1 Video app card

Step 4


The first interaction of the potential user with your app will be through ad creative. The maximal duration of the video app card is 2 minutes and 20 seconds, but the sweet spot for performance is under 30 seconds. The creative should be fun, informative & must be able to display the key features of your game.

Placements available for app re-engagement & app install ads on Twitter:

  • All on Twitter
  • Publisher Network
  • Twitter Profile
  • Twitter Search
  • Twitter Timeline

Step 5

Targeting options on Twitter

When advertising on Twitter, you can use different targeting options to get your game in front of the right audience:

  • language targeting (reach players who understand a particular language)
  • gender targeting (target male or female players)
  • interest targeting (display your ads to players whose interest aligns with your mobile game)
  • follower targeting (target the followers of relevant accounts and reach people who will be interested in your game)
  • device targeting (target players of specific mobile devices)
  • behavior targeting (reach high-intent audiences)
  • tailored audiences targeting (use your own CRM list and reach specific players)
  • keyword targeting (target players based on what they've recently Tweeted or engaged with in Tweets)
  • geography targeting (connect with players on a global scale or narrow down your targeting to a specific country, region or even town)

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