Promote your apps and engage with your customers

App install campaigns, promotional codes, respond to reviews, 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

The Universal Windows Platform and the Windows Store make it easy for you to help users discover your apps by using ad campaigns, promotional codes, and sale pricing. This video explains the benefits of creating ad campaigns for your apps and guides you through the different types of ad campaigns that you can create.

Illustration of creative professionals designing a rocket.

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.

Windows Store badges

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

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.

Engage with your customers

App feedback

Invite your Windows 10 customers to tell you what they think by directing them to the Feedback Hub, where they can submit problems, suggestions, and upvotes. Then, review and respond to their feedback in the dashboard.

Respond to reviews

Follow up and connect with your customers by responding publicly or privately to their reviews in the dashboard or by using our REST API.

Customer segments

Use the dashboard to define a segment of your app’s customers, based on a variety of demographic or revenue criteria that you choose. Then, use this segment to target a subset of your customer base for promotional and engagement purposes.

Targeted push notifications

Use the dashboard to send push notifications to all your customers or only to a subset of your Windows 10 customers who meet the criteria you’ve defined in a customer segment.

Conceptual illustration of a man gazing at business data through binoculars.

Promotion and engagement analytics

Keep tabs on how your app promotion and customer engagement activities using these Windows Dev Center reports.

Was this page helpful?
Additional feedback?
Thank you! We appreciate your feedback.