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Meta Business Help Centre
About app ads
App ads allow you to promote your app across Facebook, Messenger, Instagram and Audience Network. You can create manual app ads and Meta Advantage+ app campaigns (previously known as automated app ads) from Meta Ads Manager.
You can use app ads to:
- Find new users: Choose the app promotion objective to promote your app to those most likely to download it from their preferred app store.
- Reengage existing users: Choose the engagement, leads, sales or traffic objective to encourage people to take a specific action – such as making a purchase or completing a level in a game.
- Enable users to sample your app: Use playable ads to offer a short, interactive preview of your app, so people can try it before they download it.
To get the most out of your app ads, you'll want to register your app with Facebook and implement the SDK, which will enable you to pass app event data from your app to Facebook. With app event data, you can accurately track and measure the actions that people take in your app.
You don't need to register your app or implement the SDK in order to run app ads using the app promotion objective, but your ads will automatically optimise for link clicks rather than app installs. In addition, your campaign will not track any installs that happen as a result of your ads unless your app is registered and the SDK is correctly implemented.
We recommend working with a developer on your team or a Meta Business Partner to complete the technical aspects of implementing the SDK. Once the SDK is implemented, you can create and run app ads from Ads Manager. If the SDK is not implemented correctly, you may receive errors when creating or tracking your campaigns. If your app ads are not tracking the correct information, work with your developer or Meta Business Partner to ensure that implementation was correctly completed.
Note: There are several changes that you may need to make to set up, run and manage your ad accounts, campaigns and ad sets in order to reach people using iOS 14.5 and later devices. Learn more about account and campaign considerations for setting up and managing app install ads for people who use iOS 14.5 and later.
Optimising for app events
There is an optimisation and pricing option for mobile app ads. It optimises your ads for people who are most likely to complete an App event while charging you for impressions. You can choose to optimise your ads for a variety of standard app events. You can also create your own custom app events, but you can't optimise on them.
Learn more about setting up your app ads to optimise for app events and mobile app ads.
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