Promote your apps

App install campaigns, promotional codes, sale pricing, and much more – our platform provides the features you need to grow your customer base and gain traction in the market.

App promotion campaigns

Create a directive-driven ad campaign to get the word out about your app, right from your Dev Center dashboard. Our platform uses machine learning algorithms to maximize the cost-per-install for your campaigns.

These campaigns will run ads in any other app that matches your app’s device and category. You can also choose a universal campaign, where the ads will also appear within,, Skype, and other Microsoft premium properties.

These campaigns will run ads only in your other apps, free of charge.

These campaigns will run ads in apps published by other developers who also participate in community ad campaigns, free of charge.

Ad experiences for campaigns

We offer a wide variety of ad experiences for you to drive user acquisition and engagement in your ad campaigns.

Illustration of a user viewing a banner ad in an app.
Banner and banner interstitial ads

Banner ads use a portion of the app’s real estate. Banner interstitial ads are full-screen ads that grab the complete attention of users.

Illustration of a user launching a playable ad in an app.
Playable ads

Playable ads provide a new way for users to interact with ads for your app. When a user clicks a playable ad, they can stream your app for three minutes as if it is installed on their device. At the end of the streaming session, the user can click on a link to install your app.

Illustration of a user viewing a native ad in an app.
Native ads

Native ads enable you to send all the individual components of your ad (such as the image, title, and description) to the receiving app. The app stitches these components together to provide a native experience for the user.

Using ad campaigns to promote your apps

This video explains the benefits of creating ad campaigns for your apps and guides you through the different types of ad campaigns that are available.

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Learn more about app promotion campaigns

Use the following articles to learn more about creating and managing app promotion campaigns for UWP apps in the Store.

Other ways to promote your app

Promotional codes

Promotional codes are an easy way to give customers free access to your app or add-on. You can use them for review purposes, customer service scenarios, or other promotional giveaways.

Sale pricing

Put your app on sale to entice new customers. When you schedule a sale, the lowered price is displayed in your app’s Store listing for customers on Windows 10.

Microsoft Store badges

Let customers know your app is in the Store with a custom badge in the style and language of your choice.

Custom promotion campaigns

You can add custom tracking codes into links to your app’s Store listing to find out which channels are driving the most downloads for customers on Windows 10.

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Promotion analytics

Keep tabs on your app promotion activities and see how customers are finding your apps.

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