# Introduction to campaign targeting > Learn about the targeting options for Unity User Acquisition campaigns. Targeting allows you to narrow the audience of your ad campaign. This article introduces Unity's targeting options: * [App targeting](#app-targeting) * [App category targeting](#app-category-targeting) * [Device targeting](#device-targeting) * [Source bidding](#source-bidding) * [Regional targeting](#regional-targeting) ## App targeting Use source app IDs to allow or block apps to bid on. To locate source app IDs, use Unity's [Report Builder](/user-acquisition/performance/api-reporting.md) to analyze the geo-level of each source your campaigns have reached. Pinpoint the best performing sources to [allowlist](/user-acquisition/targeting/configure-app-targeting.md), and the poorest performing sources to [blocklist](/user-acquisition/targeting/configure-app-targeting.md). > **Note:** > > Sources can only be identified by their abstracted IDs; Unity can't give out source IDs for specific apps. > **Important:** > > Source app IDs are case-sensitive. ### App targeting allowlist Adding Source App IDs to your allowlist restricts bidding to those specified apps. Note that limiting sources limits the scale of your campaign, so restricting your allowlist too much can negatively impact the campaign's performance. ### App targeting blocklist Adding Source App IDs to your blocklist excludes those specified apps from receiving bids. ## App category targeting Targeting app categories allows you to accomplish several user acquisition goals, such as: * Deliver your ad to users already engaging with apps like yours * Deliver your ad to users in high-performing app categories * Avoid delivering your ad to users in lower-performing app categories Similar to App targeting, this feature allows you to allow- or blocklist. Instead of allowing and blocking individual apps, you allow and block whole app categories, allowing you to run a highly targeted campaign with minimal configuration. When you open the category targeting settings, there are three groups of app categories to choose from: * Game categories: Apps with **Game** as the primary category, and one of the provided subcategories. For example, apps with the primary category **Game** and the subcategory **Action.** * Other categories: Apps with a primary category other than games. For example, apps with the primary category **Finance**. * Unknown/Null: apps for which Unity has no category data or the data is recorded as **Null**. ### App Category targeting options Configure App Category targeting in the following ways: * **Target all categories**: your campaign targets all apps, regardless of category information * **Select categories**: you choose which app categories your campaign will target * **Exclude categories**: your campaign targets all categories other than those you choose Your campaign uses **Target all categories** by default. Review the following tables to understand how the other targeting options, **Select categories** and **Exclude categories**, function in your campaign. 1. **Select app categories** Refer to this table for examples of using **Select categories** to allow-list app categories you want to target in you campaign: > **Note:** > > When choosing a category from the **Game categories** group, you are selecting a subcategory. The primary category for any selection in this list is Game. | Categories selected by Advertiser | Apps targeted by the campaign | Apps not targeted by the campaign | | ----------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | Game subcategory: **Puzzle** | All apps with the primary category **Game** and the subcategory **Puzzle** | * Any apps without the primary category **Game** * Any apps with a subcategory other than **Puzzle** * Any apps with no subcategory information * Any apps with no primary category information | | Game subcategory: **Puzzle Unknown/Null** | - All apps with the primary category **Game** and the subcategory **Puzzle** - All apps for which Unity has no category information | * Apps with the primary category **Game** but a different subcategory than **Puzzle** * Any apps with a primary category other than **Game** * Any apps with a subcategory other than **Puzzle** | 2. **Exclude app categories** Refer to this table for examples of using **Exclude categories** to blocklist app categories you don't want to target in your campaign: > **Note:** > > When you select **Exclude categories**, your campaign targets all categories except for those you select to exclude. | Categories excluded by Advertiser | Apps targeted by the campaign | Apps not targeted by the campaign | | ----------------------------------- | ----------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------- | | Game subcategory: **Casual** | * All apps with the primary category **Game** and a subcategory other than **Casual** * All apps with no category information | All apps with the primary category **Game** and the subcategory **Casual** | | Primary category: **Entertainment** | - All apps with a primary category other than **Entertainment** - All apps with no category information | All apps with the primary category **Entertainment** | ## Device targeting Use Device targeting when you want to target or block users with particular mobile devices in your campaign. ## Source bidding Use Source bidding to granularly target and price apps (sources) within your ad campaign, so that you can bid higher or lower on individual sources per geo. Source bidding gives you the self-service tools to bid against individual source app IDs on a per-country basis. The Source Bidding feature values each source app individually, based on its targeted locations and quality of users. The ability to bid on sources individually, instead of placing a single bid across all sources within a given targeted location, creates greater efficiency within your ad spend. * **Granular optimization**: Instead of applying the same price across all sources within a targeted geographic location or larger app targeting list, make intelligent optimizations with granular bids for individual sources in each target location. * **Targeting control**: Increase control of how much you spend per source with the ability to make changes. * **Self-service**: The simplified interface allows you to set up and optimize campaigns on the Unity User Acquisition dashboard without specialized support. > **Important:** > > Source bidding is available for static, CPI campaigns only. Each source app has an associated source app ID. Source bidding lets you place bids against the source app IDs you want to target, per country, by modifying and uploading a spreadsheet in the [User Acquisition dashboard](https://cloud.unity.com/acquire).To locate source app IDs, use Unity's Report Builder to analyze the geo-level of each source your campaigns have reached. Pinpoint the best performing sources and use their IDs to target for Source Bidding. > **Note:** > > Sources might only be identified by their abstracted IDs; Unity can't give out source IDs for specific apps. ### Source bid templates To specify your source bids, open the exported template and populate the fields according to the following guidelines: | Column | Description | Example values | | -------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------- | | `Country code` | The two-letter (Alpha 2) [ISO country code](https://www.nationsonline.org/oneworld/country_code_list.html) representing the source's geographic location. **Note**: Using three-letter country codes causes an error. | * `US` * `CA` * `KR` | | `Source ID` | The Unity identifier for the source app, the `source_app_id`. **Note**: This is a 12-character, alphanumeric, case-sensitive value. | `9g74cAw7WM1L` | | `Bid` | The amount you are willing to spend in U.S. currency. This field supports up to three decimal places. | - `5` - `5.1` - `5.12` - `5.123` | > **Important:** > > Ensure you save the template as an XLSX file. > **Note:** > > If you already entered standard bids in the **Countries & Bids** section, those bids act as default bids for any sources that aren't explicitly defined in your spreadsheet. You can also run a campaign that consists of source bids only. ### Source bid errors The Source bids section of the campaign menu details a Any errors when importing your spreadsheet. Some examples of potential errors include: * Missing column headers * Blank values * Incorrect values (such as three-character country codes, or bids with the wrong number of decimal places) * Unpopulated fields from a row * Mismatch in format. For example, `source_app_ID` is a 12-character alphanumeric case-sensitive string. If there are multiple errors, a detailed explanation of all errors appears: Fix the issues in your spreadsheet, and re-import the file. ### Updating source bids To update source bids, revise your spreadsheet and re-import it. As a validation check, your previous bids appear crossed out for you to preview. For additional validation, an alert appears if a bid changes by a large amount. ### App targeting and Source Bidding Allowlisting and Source Bidding are separate campaign targeting tactics. You must clear any allowlisted apps from a campaign to use source bids in that campaign. You can still use app blocking (blocklisting) in tandem with Source Bidding. ## Regional targeting To granularly target or exclude specific states within a country included in your campaign, use Regional targeting.