Google App Campaigns
Also: UAC · Universal App Campaigns · AC
Google App Campaigns (formerly Universal App Campaigns, UAC) are Google's automated campaign type for app installs and in-app actions, delivering across Search, Google Play, YouTube, Discover, and the Display Network from a single campaign.
The advertiser supplies assets — text, images, video — and a bid target: target CPI, target CPA for an in-app action, or target ROAS. Google handles targeting, placement, and creative assembly, which makes App Campaigns fast to run and hard to diagnose.
Because attribution is Google's own and windows are long, App Campaign revenue should be read against cohort revenue from the MMP or subscription platform before it is compared to other networks.
Go deeper: How to improve ROAS on Google Ads
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.