In light of the news that apps are in decline, Facebook has launched a new feature, App Event Optimization, to help marketers to increase app retention by refining consumer targeting for app-install ads on Facebook, Instagram ​and Facebook's Audience Network. Research found that only 6% of people are using a typical app 30 days after downloading. The new feature will allow app marketers to be able to target consumers by one user action, such as completed purchase or adding an item to a shopping cart, per ad. App install ads have historically been served to a very broad audience with the goal of getting as many people as possible to download. With this update, users can now see how many times they have been exposed to their app, which is important because it shows them if they're still interested in buying it.
In light of the news that apps are in decline, Facebook has launched a new feature, App Event Optimization, to help marketers to increase app retention by refining consumer targeting for app-install ads on Facebook, Instagram ​and Facebook's Audience Network. Research found that only 6% of people are using a typical app 30 days after downloading. The new feature will allow app marketers to be able to target consumers by one user action, such as completed purchase or adding an item to a shopping cart, per ad. With this update, users can now see how many times they have been exposed to their app, which is important because it shows them if they're still interested in buying it.