A universal app campaign is a marketing strategy used by businesses to promote their mobile applications across multiple platforms, such as iOS and Android. This type of campaign utilizes advanced targeting and optimization techniques to reach a wide audience and drive app installs and engagement. By leveraging the power of various ad formats and networks, a universal app campaign aims to increase app visibility, attract new users, and ultimately boost app downloads and conversions. This approach allows businesses to efficiently and effectively promote their app to a diverse audience, making it a crucial tool in the competitive world of mobile app marketing.