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Meta Business Help Centre
About the app promotion objective in Meta Ads Manager
The original 11 ad objectives in Meta Ads Manager have been simplified into 6 to better align with your business goals. All the same functionality is available through additional settings. Starting from January 2024, you can no longer create, duplicate or import campaigns, ad sets and ads previously created with the original objectives. As soon as you transition from original to simplified objectives, make sure that you pause the campaigns, ad sets and ads that use original objectives to avoid running identical campaigns in parallel. Learn more about this update to the ad objectives.
You can create a campaign using the app promotion objective to get more people to install your app, optimise for App Events or attract your highest-value customers with maximise value of conversions. For example, if you have a brand-new food delivery app and you want people to install it, you should use the app promotion objective.
Note: This objective used to be called app installs. App promotion is a new name, but the objective still functions in the way you are used to. Learn more about this update to ad objectives.
To create a campaign using the app promotion objective, you'll need:
- An app that's registered on Meta for Developers: Register your app here.
Note: You can still create and run ads using the app promotion objective for an app that isn't registered, but your ads will automatically optimise for link clicks (people clicking on your ad) instead of app installs (people installing your app). - An ad account that's linked to the app that you want to promote: Your app developer or anyone who has administrative privileges in your registered Facebook app can link ad accounts to an app. To link the ad account to an app, go to App dashboard, select the app, click App settings and then choose Advanced from the drop-down menu.
Note: You can still create and run ads for an app using the app promotion objective even if your ad account isn't linked to it, but your ads will automatically optimise for link clicks (people clicking on your ad) instead of app installs (people installing your app). - The Facebook SDK and app events: Learn more about the SDK and app events on the Meta for Developers site. You'll need to integrate the SDK and add app events if you want to optimise for installs, app events or value. You'll also need the SDK if you want to measure and track installs, app events or value.
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