In light of the news that apps are in crisis , Facebook has introduced 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 . It estimates that only 6 % of users 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 a purchase or adding an item to a shopping cart , per ad . App marketers can only choose one action per ad, but there's no limit to the number of ads that advertisers can run. Facebook declined to comment whether future iterations would include more than one action per ad .
In light of the news that apps are in crisis , Facebook has introduced 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 . It estimates that only 6 % of users 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 a purchase or adding an item to a shopping cart , per ad . Facebook declined to comment whether future iterations would include more than one action per ad .