Stack · Published 2025-01-31 · 1 min read
Which ad network should you start with?
A common question from indie developers. If you have not worked with ad networks much, the best place to start is Apple Search Ads.
Why
- Apple is the easiest place to register an account
- You see every install
- They attribute and track properly
- And a pleasant bonus: MMPs show the spend for them out of the box. No extra packages to buy — you see ROAS straight away.
And after that?
Do not launch on any other network until you have tried Apple Search Ads, Google Ads and Facebook.
What about Moloco, Mintegral, AppLovin, Unity, TikTok?
Move to those networks only when the three basic ones have not worked out for you. Be ready for a lot of conversations with managers — you will not simply register an account and start spending.
And where is the money?
Apple Search Ads is unlikely to be your main network once the app takes off. That will most likely be Google Ads and/or Facebook. Apple Search Ads will rather supply you with a small volume of installs whose economics add up.
The full list of networks, in order of how hard they are to launch on
- Apple Search Ads
- Facebook Web
Works particularly well in a competitive niche. Hard to register an account. You need videos.
- Google Ads UAC
Easy to launch, easy to register an account, no videos needed. Good chance the whole thing falls apart in the first few days.
- Facebook AEM
You will have to spend some time fiddling about in Facebook Events Manager.
- Google Ads Web
Complicated to set up. Good attribution.