Create an app engagement campaign

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 run mobile app engagement ads in Messenger by selecting Advantage+ placements or choosing both Facebook Feed and Messenger as ad placements.

You can create an app engagement campaign to get more people to engage with your app after installing it. App engagement ads target ads to people on mobile devices, who have already installed your app, in order to get them to open your app or take a specific action within your app, such as a purchase or achieving a new level in a game.

There are two types of app engagement ads that you can create:

• App ads through the traffic objective: When you create an app ad using the traffic objective, your ads will be optimised to reach people who have already downloaded your app and are more likely to open your app. This objective is useful when your primary business goal is to get more people to reopen and use your app. For example, if you have a news app and you want to run ads to get more people to open the app and read news on that app.
• App ads through the engagement objective: The engagement objective focuses on engaging people by getting them to use your app in specific ways, such as making purchases and achieving a new level in a game. For example, you want to get more people who have downloaded your food delivery app to start ordering food through the app or you want to get more people who haven't ordered food in a while to order food again.

1. Go to Meta Ads Manager and click + Create.
2. Select one of the following ad objectives and then click Continue.
   • Traffic: Get more people to open your app.
   • Engagement: Get people to take a specific action in your app.
3. Complete the campaign details, A/B test and Advantage campaign budget sections if needed and then click Next.
4. In the Conversion section, select App as your conversion location.
5. Go to App and choose the app that you want your ad to send people to.
   Note: If you can't find your app in the drop-down, it may be because it hasn't been properly set up on Meta for Developers. Visit Meta for Developers for instructions on how to set up an Android app and an iOS app.
6. Complete the Budget and Schedule, Audience and Placements sections and then click Next.
   Note: To create mobile app engagement ads in Messenger, ensure that Advantage+ placements is selected by default. To manually select Facebook Feed and Messenger as placements, click Show more options in the Placements section, click Edit.
7. Complete the ad setup, ad creative, destination, language and tracking sections.
8. When you're ready, click Publish.

Once you've completed these steps, your campaign will be submitted for review. When the campaign passes review, it should start running according to the schedule that you set. After your campaign begins, you can start measuring your app ad performance. Learn more about measuring your results.