Facebook roll out a new tool called App Event Optimization, which will allow advertisers to target those audiences who will not only install their applications but will use them as well.

The ad tool, App Event Optimization, will allow advertisers to choose from in-app events they want to target. In-app events features include completing a level or registration, launching an app, adding payment information or making a purchase, search and viewing content.

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Advertisers can also target their campaigns based on who would be more likely to make a purchase.

Jehan Damji, Product Manager, Facebook said, “We’re now aligning a lot closer with what developers have been asking for. It’s about really delivering the right customers to the right apps so developers can continue to grow their business.”

App Event Optimization supports Canvas as well as Dynamic ads and others across the social media network.

The network believes that new features will encourage Facebook audiences to take such action and eventually increase ROI for developers. After all, mobile app install ads are based on a cost-per-action model.

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