> ## Documentation Index
> Fetch the complete documentation index at: https://docs.appstack.tech/llms.txt
> Use this file to discover all available pages before exploring further.

# Enhanced app campaigns

Appstack’s ‘Enhanced app campaign’ protocol, also known as EAC, is the new standard for mobile apps to scale their user acquisition efforts.

## What are enhanced app campaigns?

In a nutshell, it consists of web campaigns that redirect all users to the app stores, without needing a website.

Enhanced app campaigns combine the best of standard app campaigns and web-to-app campaigns into a unified protocol.

<Note>
  * Standard app campaigns are traditional campaigns that send users directly to app stores to download the app.
  * Web-to-app campaigns refer to the web campaigns that redirect users to a website funnel and then redirect the users to the app store
</Note>

It enables app advertisers to run paid ads across multiple ad networks using the Appstack SDK and unlock unparalleled performance benefits.

To start running enhanced app campaigns, [click here](https://cal.com/appstack/appstack-demo) to request access.

## How do enhanced app campaigns work?

Enhanced app campaigns work by providing ad networks with accurate, fast signals to optimize campaigns.

<Steps>
  <Step title="User clicks on an ad">
    The advertised app uses the Appstack ad links in its ads. When the user clicks on the ad link, they are immediately redirected to the app store.
  </Step>

  <Step title="Appstack registers the click information">
    At the moment of the click, Appstack collects device-level information and stores it to potentially match the user later if an install occurs.
  </Step>

  <Step title="User installs the advertised app">
    After seeing and clicking the ad, the user will go to the app store to install the app, then open it for the first time.
  </Step>

  <Step title="Appstack matches the install with the clicks">
    With the first app open, the Appstack SDK initializes, and the 'Appstack Attribution Service' (AAS) starts the matching process.
  </Step>

  <Step title="Appstack sends the signal to the ad network">
    Once the user is matched to a click and a key in-app event is triggered, Appstack enriches the signal (postback) and sends it to the ad network in real time.
  </Step>
</Steps>

## Why are apps using enhanced app campaigns?

Apps are shifting their ad budget towards enhanced app campaigns because of:

1. **Superior attribution:** real-time device-level attribution data at the ad level.
2. **Improved performance:** benefit from enriched signals and top-tier infrastructure to boost your ad campaigns ROAS.
3. **Expanded reach:** discover new segments and audiences that convert with web-based campaigns.
4. **Zero overhead:** no need to build web funnels, data duplication issues, manage global tax compliance, or worry about financial and legal complexities.

<Note>
  Enhanced app campaigns for iOS don't require apps to have the ATT (App Tracking Transparency) framework installed, and therefore, they don't rely on SKAdNetwork to work.
</Note>

|                      | Enhanced app campaigns | Standard app campaigns |
| -------------------- | ---------------------- | ---------------------- |
| Improved performance | ✓                      | X                      |
| New campaign types   | ✓                      | X                      |
| Superior attribution | ✓                      | X                      |
| Signal engineering   | ✓                      | X                      |

### New use cases

EAC breaks the black-box dilemma and reintroduces campaign control and signal engineering into a fully automated world. Leveraging EACs enables mobile apps to unlock new campaign types:

1. Google Ads search-to-app
2. TikTok Ads search-to-app
3. YouTube shorts
4. Google Ads display

## Frequently asked questions

<AccordionGroup>
  <Accordion defaultOpen title="Do I need web-to-app flows for EACs to work correctly?">
    No. Enhanced app campaigns (EACs) are frictionless, meaning users go straight to the app stores without needing a landing page. Therefore, it removes the pain of maintaining and managing web funnels, global tax compliance, and legal structures.
  </Accordion>

  <Accordion title="Do I need to install any proprietary SDK in my app?">
    Yes. The Appstack SDK must be installed on the app. This is required to enable the matching and measuring of in-app events.
  </Accordion>

  <Accordion title="Do I need to integrate each ad network SDK to run ads?">
    No, you don't need to install the Meta Ads SDK, and it won't interfere with EAC if you are using it. Only with the Appstack SDK can you run ads across multiple ad networks.
  </Accordion>

  <Accordion title="Does EAC affect my SKAdNetwork setup?">
    No. The enhanced app campaign protocol does not interfere with SKAdNetwork and will not affect its reporting capabilities. It operates 100% in parallel. 
  </Accordion>

  <Accordion title="Who is responsible for sending the signal event to the ad networks?">
    Appstack is responsible for managing and sending the in-app event postbacks (also known as signals) to the ad networks for campaign optimization.
  </Accordion>

  <Accordion title="Where can I see the results of my enhanced app campaigns?">
    Inside your Appstack account, you can create dashboards to analyze the performance of your ad campaigns.
  </Accordion>

  <Accordion title="What apps should run enhanced app campaigns?">
    Apps looking to expand their paid reach, improve profitability, target B2B audiences, older segments, specific niches, or those that are struggling with attribution and seeking clarity.
  </Accordion>

  <Accordion title="Do enhanced app campaigns constantly improve the ROAS?">
    It depends. EACs highly improve your chances of getting a better ROAS. The goal of Appstack is to equip apps with reliable analytics and attribution so they can focus on creating the best ad creatives and product experience.
  </Accordion>

  <Accordion title="Do I need developers to launch an enhanced app campaign?">
    Yes, or at least someone with the knowledge to install and configure the Appstack SDK.
  </Accordion>

  <Accordion title="How does Appstack know the source of the user who installed the advertised app?">
    The 'Appstack Attribution Service' (AAS) uses an advanced probabilistic matching algorithm that combines data from ad links (also known as tracking links) and the Appstack SDK to match users who opened the app with those who clicked on ads.
  </Accordion>

  <Accordion title="Do I need to use any tracking links on my campaign ads?">
    Yes. For EACs to work, apps must use the Appstack ad link across all your ad networks to achieve a unified, reliable measurement. The more EAC you have and the less non-EAC, the more accurately Appstack can measure users.
  </Accordion>

  <Accordion title="Is it safe to run EACs?">
    100% safe. Apps can leverage the Appstack SDK and Links solution to attribute users to the right campaigns with an accuracy rate of 90%-97%. App developers decide what data to send to comply with GDPR and CCPA.
  </Accordion>
</AccordionGroup>