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About App Ads

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Last updated: Jan 19, 2021

About App Ads

App ads allow you to promote your app across Facebook, Instagram, Messenger and Audience Network. You can create manual app ads, Automated App Ads and playable ads from Ads Manager.

You can use app ads to:

  • Find new users. Choose the App Installs objective to promote your app to those most likely to download it from their preferred app store.
  • Reengage existing users. Promote your app to encourage people to take a specific action—like 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 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 Installs objective, but your ads will automatically optimize 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 Facebook Marketing 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 Facebook Marketing Partner to ensure that implementation was correctly completed.

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