Facebook has changed its approach to evaluating mobile app ads

Facebook has stopped counting the total number of mobile app downloads as an indicator of the success of advertising on its platform.

The new criteria for evaluating the successful promotion of applications are the retention of users and their purchases in the application.

According to the leading marketing specialist of Facebook products, Christine De Martini, today developers receive the main profit not from sales, but from the subsequent use of applications.

One of the new tools that will help the social network to take a new path is called App Event Optimization. It allows advertisers to customize the display of creatives to those users who are most likely to perform the desired action.

The marketing tool appeared last year, but it is already used by developers of 80 of the top 100 apps in the Google Play store.

Developers can also use global targeting and re-marketing of applications to expand and re-engage their audience.

Global targeting is looking for new users around the world, and repeat marketing is trying to bring back an audience that once got acquainted with the application, but stopped using it.

You can advertise mobile apps on Facebook since 2012. In 2016, the company reported 2 billion downloads, which were implemented using the social network advertising platform.

Source: Androidheadlines