About app events

App events are the actions people take while using your app, such as making a purchase or achieving a new level in a game.

App events can help improve the efficiency and impact of your Meta advertising campaigns, and unlock Meta advertising solutions such as:

• Ad targeting. App events enable you to create app activity custom audiences and Lookalike Audiences. This can help you reach people who are more likely to take actions you care about after seeing your Meta ad.
• Optimisation. Setting up app events enables you to use campaign optimisation types, such as app event optimisation and maximise value of conversions. These types of campaign optimisation can help you find people who are more likely to take valuable downstream actions, such as purchasing an item, or help you achieve more efficient return on ad spend.
• Measurement. After you've set up app events, you can see your unattributed and attributed events in Meta Events Manager. You can also see how many in-app actions are happening as a result of your ads in Meta Ads Manager, and use other measurement tools, such as conversion lift.

There are three types of app events, all of which can be used for targeting, optimisation and measurement:

• Standard events are actions with predefined names.
• Custom events are actions with unique names that you choose to represent the action taking place.
• Automatically logged events are specific events that the Facebook SDK for Android and iOS automatically log unless you disable it. For example, app installs, app launches and in-app purchases. Learn more about automatically logged events for iOS and for Android.

There are multiple ways to set up app events depending on your connection method and developer resources. Learn how to decide which setup option is best for your business.

• The codeless Event setup tool. Use this tool to set up standard events without adding code to your app.
• Partner integrations. If you use a Mobile Measurement Partner (MMP), you can easily connect your partner account to Meta and configure standard and custom app events.
• The Facebook SDK for Android or iOS. Use code to set up standard and custom events through the Facebook SDK for Android or for iOS.

Note: To comply with Meta's Business Tools Terms and data policies, and help protect your users' privacy, don't share sensitive user data with us when setting up events. Learn more about sensitive data.

• About app event optimisation
• Best practices for app event optimisation
• About event parameters
• Meta for Developers: App events best practices guide