# Campaign targeting best practices

> Review the recommended best practices for using targeting with your User Acquisition campaign.

Before you configure targeting for your campaign, consider these recommended best practices to be sure you make the best choices for your advertising strategy.

## App Category targeting best practices

The following recommended best practices are for App Category targeting:

### Understand combined targeting features

When you use App Category targeting in the same campaign as other targeting features, such as [Source bidding](/user-acquisition/targeting/intro-to-campaign-targeting.md#source-bidding), App Category targeting will take precedence over the other feature. For example, if you use App targeting to allow an app, but that app's primary category isn't allowed in your App Category targeting, your campaign won't target that allow-listed app.

1. **Allow-listing categories while using other targeting features**

   Refer to this table for examples of using App Category targeting together with other targeting features:

   | Categories selected in category targeting | Apps allow-listed in other targeting features    | Apps targeted by the campaign                                              | Apps not targeted by the campaign                                                                                                               |
   | ----------------------------------------- | ------------------------------------------------ | -------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------- |
   | Game subcategory: **Puzzle**              | `Source 111` (game subcategory: **Strategy**)    | All apps with the primary category **Game** and the subcategory **Puzzle** | * `Source 111`
   * Any apps with a subcategory other than **Puzzle**
   * Any apps with no subcategory information                                   |
   | Primary category: **Education**           | `Source 222` (game subcategory: **Educational**) | All apps with the primary category **Education**                           | - `Source 222` (primary category: **Game**)
   - Any apps with a primary category other than **Education**
   - Any apps with no category information |

2. **Blocklisting categories while using other targeting features**

   When you block categories using category targeting, sources within those categories will remain blocked when you use other targeting features. Refer to this table for examples of blocking categories while using other targeting features:

   | Categories blocked in category targeting | Apps allow-listed in other targeting features | Apps targeted by the campaign                                                                                                               | Apps not targeted by the campaign                                        |
   | ---------------------------------------- | --------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------ |
   | Game subcategory: **Arcade**             | `Source 333` (game subcategory: **Arcade**)   | * All apps with the primary category **Game** and any subcategory other than **Arcade**
   * All apps with no category information             | - `Source 333`
   - Any other apps with a subcategory other than **Arcade** |
   | Primary category: **Music**              | `Source 444` (game subcategory: **Music**)    | * `Source 444` (primary category: **Game**)
   * All apps with a primary category other than **Music**
   * All apps with no category information | All apps with the primary category **Music**                             |

3. **Blocklisting sources while using category targeting**

   When you blocklist individual apps (sources) using App targeting, those sources will remain blocked when you use category targeting. Refer to this table for examples of how blocking source IDs works with category targeting in your campaign:

   | Categories selected in category targeting                         | Apps blocklisted in other targeting features   | Apps targeted by the campaign                                                                                                | Apps not targeted by the campaign                                                                                                                                                              |
   | ----------------------------------------------------------------- | ---------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
   | Game subcategory: **Puzzle**                                      | `Source 555` (game subcategory: **Puzzle**)    | All apps with the subcategory **Puzzle**                                                                                     | * `Source 555`
   * Any apps without the subcategory **Puzzle**
   * All apps with no category information                                                                                           |
   | Primary category: **Education** Game subcategory: **Educational** | `Source 222` (game subcategory: **Education**) | - All apps with the primary category **Education**
   - All apps with the subcategory **Educational** (other than `Source 222`) | * `Source 222`
   * Any apps without either:
     * The primary category **Education**
     * The primary category **Game** and the subcategory **Educational**
   * All apps with no category information |

### Review App Category targeting performance with the Performance dashboard

To analyze the results of your targeted campaign, use the [Performance dashboard](/user-acquisition/performance/dashboard/performance-dashboard.md). When you set up your report, use the **Source app category** dimension to add category targeting to your report data.

1. **Apps with more than one associated category**

   Because developers can choose two categories when uploading their product to a store, some apps will have more than one associated category.

   When you deliver ads in an app with two categories, the Performance dashboard records a start for both categories. The total sum of all category-related starts in your data cube reports might be higher than your actual starts.

2. **Apps in the null category**

   When Unity doesn't have category data for an app, the app is in the Unknown / Null category. You can target null category apps just like any other category in the feature.

   By default, category targeting includes the null category. When you review your targeting results in the Performance dashboard, the Null category will appear among the other app categories.

## Android Device targeting best practices

The following recommended best practices are for Android Device targeting:

### Use the Performance dashboard to review device targeting performance

Use the [Performance dashboard](/user-acquisition/performance/dashboard/performance-dashboard.md) to observe high or low-performing device models or manufacturers, and alter targeting based on performance. Refer to the [Performance dashboard dimensions](/user-acquisition/performance/dashboard/dimensions-reference.md#device) documentation for a list of supporting Device targeting dimensions.

### Use manufacturer and device model targeting together

For example, if you select Samsung as the allowlisted manufacturer and add a few specific Huawei device models, you target all Samsung devices and your selected Huawei devices.

As you type the Android device models you want to target, basic input device validation and auto suggestions can help prevent errors. If you receive an error, review the model numbers to ensure you target the appropriate devices before going live with the campaign.

> **Note:**
>
> You can allow or block any manufacturer, even if it isn't auto suggested.

## Source Bidding best practices

The following recommended best practices are for Source Bidding:

### Use CPI campaign data

To determine which sources to isolate and target, start with static  Cost per Install (CPI) campaigns. Use the data from these initial campaigns to analyze the various sources driving traffic. Determine more granular bids based on your own individual return on ad spend (ROAS) and lifetime value (LTV) goals.

### Use Source Bidding alone or with standard CPI bids

Use Source Bidding as a standalone campaign strategy or as an additional targeting tactic alongside standard bids. If the **Source Bids** and **Countries and bids** settings target the same **Source App ID**, the source app bids receive priority. You can also target geos in Source Bids that aren't targeted in Countries and bids.

> **Note:**
>
> You can add source bids to campaigns that use Automated Bidding. The Automated Bidding algorithm treats each source bid as a maximum bid, which means that the actual discounted bid can fluctuate between zero and the source bid amount.