What is the bid simulator in Google UAC campaign?

In universal app campaigns, you are able to optimize your targeting and bidding for specific campaign objectives – whether that’s getting more app users or more in-app events from your new users.

The big simulator is the graph you may see when you create your Android campaign and it can help you set target cost-per-install bids based on projected performance for apps like yours. To see the big simulator, you will need to link your AdWords and Play accounts.

  • Campaign optimization settings

UAC can focus your ads on getting the most valuable users for your app. There are two settings, based on which type of user you’d like to acquire. The second option is only available if you’ve set up in-app actions as conversion events in AdWords.
1. App installs. If your goal is to get as many new users as possible, choose this option. This will optimize your targeting and bids to generate more installs from your ads.
2. In-app events. This setting focuses your ads on people who are more likely to do the actions in your app that you select. Once you choose this option, you will be able to pick in-app actions you previously set up.

  • Using the bid simulator

you may see bid projections for app installs in a graph below the bid value box. These estimated weekly app install volumes show the potential performance of your app.

In the charts, you will see a curve showing the bid value on the X axis, which is labeled “Total cost per install”. In the chart, you will see the potential performance based on that CPI bid.


1. To see the install volume associated with a certain level of performance such as 800 installs per week, you can hover over the dot that corresponds to that number on the Y axis.
2. To set your bid amount to match that level of projected performance, click the dot in the chart or the “Apple Target CPI” link in the box that appears. Both actions will update your CPI bid value in the “Bid strategy” box above.

If you don’t see this chart, make sure you’ve linked your AdWords and Play accounts and check back in your campaign settings when your campaign has more traffic. With more data, the system may be able to run a projection for your campaign.

  • Confidence intervals for estimates

In your chart, you’ll see a line with dots for potential bid values and a shaded region. This shaded region is called the “confidence interval” for the bid projection. “Confidence interval” is a statistical term that refers to a level of certainty behind a prediction or estimate. In this case, it’s calculated as the percent likelihood that a prediction is true. For data points inside the shaded region, the predictions are stronger — more likely to be accurate.