The metric counts when people opened your app for the first time.” From the Facebook help center. “If your mobile app is connected to Facebook (through the Facebook SDK, mobile measurement partner or other connection) and you’ve chosen to report on this app event, this metric counts when the app event is reported, attributed to your ads. You get exposure, including likes, shares, and comments for free, and you’re only charged when someone actually installs your app. You run ads that are exposed to as many people in your audience as possible, with an emphasis on showing it to the people who are most likely to install on the spot. The other type of ad is the one we’re primarily talking about, and is the pay per install version. This means that if your ad or your app are not sufficiently compelling, you can end up paying more for the exposure and get fewer conversions. It’s cheaper to run on a per-hit basis, but you’re paying with the oCPM model Facebook uses for their brand awareness and basic click ads. One of them is an ad type that is focused on putting your app ad in front of as many people in your audience as possible. There are two types of app install ads you can run on Facebook. How to Decrease Pay-Per-Install Costs Pay Per App Install Ad Prerequisites
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