To optimise your app ads for installs, measure and track App Installs or run mobile app engagement ads, register your app on the Facebook for Developer's site and set up the Facebook SDK (software developer kit).

You don't need to register your app or set up the SDK in order to run app ads using the App Installs objective, but your ads will automatically optimise for link clicks instead of App Installs and will not track any installs that happen as a result of your ads unless your app is registered and set up with the SDK.

You can follow the directions on the Developer's site yourself or send the directions to your app developer and have them complete the setup for you. You can also work with a Facebook Marketing Partner to optimise, track and measure installs and other actions related to your Facebook ads.

To run app ads that are optimised for installs or in-app engagement, make sure that your ad account is linked to the app you want to promote.

Note: You don't need to link your ad account to an app in order to run ads for an app. You can run app ads as usual, but note that your campaigns will automatically optimise for link clicks instead of installs or app events. To get the most out of your app ads, Facebook recommends linking your ad account with the app you want to run ads for by requesting advertiser permissions for your account.

Before you get started with linking an ad account to an app:

• An app needs to first be registered with Facebook before you can link it to your ad account. If the app you want to promote is not registered, you or your developer should follow the steps on the Developer's site to register an app.

• In order to link your ad account to an app, you will need the help of someone who has administrative privileges on the app you want to run ads for, such as the app developer.

Steps to linking your ad account with an app:

1. Step 1: Go to the Developer's site.
2. Step 2: Follow the instructions for linking an ad account with an app.

1. From the top corner, make sure that you're logged in to an ad account that has the right permissions to run an app ad.

2. Select Create Ad from the top-right corner of Ads Manager.

3. Select your objective.
   • App Installs: If you want people to install an app, select the App Installs objective.

   • App Engagement: If you want people to open your app, select the Traffic objective. If you want people to take a specific action in your app, such as make a purchase or achieve a new level in a game, select the Conversions objective.

     Learn more about choosing the right objective for your app ad.

4. Select your app from the drop-down menu in the App section.

   Note: You have to register the app for it to appear in the drop-down menu. Facebook recommends that you always register an app before running ads for it, but you can still run ads for unregistered apps simply by entering the URL to the App Store or Google Play store.

5. Choose your target audience in the Audience section of the ad set level. Learn more about targeting your ads.
6. Set your budget and choose when your ad will run under the Budget & schedule section at the ad set level. Learn more about how Facebook spends your budget.

7. Under the Show advanced options section, choose your bidding type.

   • Automatic bidding lets Facebook set a bid that will optimise delivery for your ad.
   • Manual bidding lets you set your own cost per app install.
8. Click Next to finish with the ad set level.

9. At the ad level, choose the creative format for your ad.

   You can choose from four different ad formats to showcase your ad's creative:

   Choosing the right creative format for your objective will help you get better results from your ads. Learn more about tailoring creative to your goals.

10. Connect a Facebook Page and Instagram account to your ad, choose a headline and write in your ad copy. You can preview your changes on the right-hand side.

11. Click Place Order to finalise your ad.

    All finalised ads go through a review process to ensure they adhere to Facebook's Advertising Policies. If approved, your ad will start delivering on the dates you specified above. You can monitor the progress of your ad's review in Ads Manager.

Go to Ads Manager.

• Results

  See results such as the number of installs attributable to your ads.

• Reach

  See the number of unique people your ad was shown to.

• Cost

  See the cost per result. This figure is calculated by dividing the amount spent by the number of results (such as installs). Amount spent is the total amount you were charged for an ad.

• More insights:

  • Click on a campaign to see insights related to specific ad sets. You can also select individual ads within ad sets to see each ad's insights.
  • You can tailor your search to the data you're most interested in by adding specific columns of data relevant to mobile app ads, such as:

    • Mobile App Installs: Installs that can be attributed to your ad.
    • Mobile app actions includes:

      • Mobile app starts
      • Mobile app registrations
      • Mobile app content views
      • Mobile app searches
      • Mobile app ratings
      • Mobile app tutorial completions
      • Mobile app add to basket
      • Mobile app adds to wishlist
      • Mobile app checkouts
      • Mobile app payment details
      • Mobile app purchases
      • Mobile app level achievements
      • Mobile app achievement unlocks
      • Mobile app credit spends
      • Other mobile app actions
    • Other mobile app actions: Custom events defined by the app developer.
• Learn more about mobile app ad measurement & reporting tools in the Mobile App Ads Best Practices Guide.

Go to Ads Manager.

A Mobile Measurement Partner is a certified Facebook partner that can help you measure the performance of your mobile app ads accurately and thoroughly. Learn more about working with MMPs and see a full list of official partners.

If you want to edit an existing campaign, ad set or ad, click on the area you're interested in editing and select the pencil icon on the right-hand side to make edits.

Go to Ads Manager.