App events are the actions that people take while using your app. With App Event Optimisation (AEO), you can use any of Facebook's 14 standard app events to optimise your ads to reach people who are most likely to perform certain actions within your app.

For example, let's say you wanted to run a campaign to get people to download a new gaming app, but you wanted to make sure that the people who downloaded the app would also play and enjoy the game. Using AEO, you could optimise your ads for an app event such as Achieved Level, so your ads would be shown to people who were likely to download your app and also achieve a new level within the game. You could also optimise for in-app purchases using the "Purchased" app event in AEO.

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