This document provides information about Mobile App Installs (MAI) on Facebook. It discusses what MAIs are, their key benefits like higher bandwidth and lower costs than other networks. It covers important terminology, the setup process, creative best practices, mobile measurement partners, and how MAIs compare favorably to other networks in terms of volume, quality and costs. Keys to success include optimizing delivery based on creative, understanding ad effectiveness, and measuring installs and user lifetime value.

1. A Guide To
Facebook
Mobile App Installs
July 2013

2. What are Mobile App Installs?

3. The Mobile App Install (MAI)
ad unit promotes mobile
applications within the
Facebook News Feed through
a users’ mobile phone by
directly taking them to their
respective app stores.
What are Mobile App Installs?

4. Key MAI Benefits

5. Mobile app install ads on Facebook receives
80% more bandwidth than ad networks
1
Key MAI Benefits

6. 3rd party tracking allows for downstream
assessment of revenue and ROI for targeting
optimization
2
Mobile app install ads on Facebook receives
80% more bandwidth than ad networks
1
Key MAI Benefits

7. MAI drives quality installs at a low
cost
3
3rd party tracking allows for downstream
assessment of revenue and ROI for targeting
optimization
2
Mobile app install ads on Facebook receives
80% more bandwidth than ad networks
1
Key MAI Benefits

8. Important Terminology

9. Important Terminology
Install
An install is not counted until the user actually opens the app. This can occur
up to 14 days after the app has been downloaded

10. Important Terminology
Install
An install is not counted until the user actually opens the app. This can occur
up to 14 days after the app has been downloaded
Click
This is what is recorded when a user presses the “install now” button on the
advertisement

11. Important Terminology
Install
An install is not counted until the user actually opens the app. This can occur
up to 14 days after the app has been downloaded
Click
This is what is recorded when a user presses the “install now” button on the
advertisement
CPI
The cost a client pays for each install of the app. The average CPI depends
on multiple factors including geographic location, and competition for bidding

12. Important Terminology
Install
An install is not counted until the user actually opens the app. This can occur
up to 14 days after the app has been downloaded
Click
This is what is recorded when a user presses the “install now” button on the
advertisement
CPI
The cost a client pays for each install of the app. The average CPI depends
on multiple factors including geographic location, and competition for bidding
Conversion Tracking
Allows both Ampush and a client to monitor post-install activity to better
determine user ROI and ad optimization

13. Important Terminology
Install
An install is not counted until the user actually opens the app. This can occur
up to 14 days after the app has been downloaded
Click
This is what is recorded when a user presses the “install now” button on the
advertisement
CPI
The cost a client pays for each install of the app. The average CPI depends
on multiple factors including geographic location, and competition for bidding
Conversion Tracking
Allows both Ampush and a client to monitor post-install activity to better
determine user ROI and ad optimization
SDK
A software development kit is software that needs to be embedded into an
app’s code base in order to allow for conversion tracking

14. Set-up Process

15. Set-up Process
There are only a few steps needed to start running
Mobile App Install campaigns

16. Intuitive set-up through Ampush

17. Intuitive set-up through Ampush
Registration1
If desired, a developer can register anApp via Facebook. Recent changes
have made this unnecessary, however it is still recommended

18. Intuitive set-up through Ampush
Registration
App Store Information
Developers will enter their ID information from the iTunes App Store
and/or Google Play Store on Facebook.
1
2
If desired, a developer can register anApp via Facebook. Recent changes
have made this unnecessary, however it is still recommended

19. Intuitive set-up through Ampush
Registration
App Store Information
Developers will enter their ID information from the iTunes App Store
and/or Google Play Store on Facebook.
App Information
Add a description and cover image.
1
2
3
If desired, a developer can register anApp via Facebook. Recent changes
have made this unnecessary, however it is still recommended

20. Intuitive set-up through Ampush
Registration
App Store Information
If desired, a developer can register anApp via Facebook. Recent changes
have made this unnecessary, however it is still recommended
Developers will enter their ID information from the iTunes App Store
and/or Google Play Store on Facebook
App Information
Add a description and cover image
Granting of Advertiser Access to Ampush
A developer must grant Ampush special access to allow us to run
advertisements for apps
1
2
3
4

21. Creative Best Practices

22. Text: 130 characters
maximum
Creative Best Practices

23. Image: 600 x 360px
Text: 130 characters
maximum
Creative Best Practices

24. Creative Best Practices

25. Creative Best Practices
Less Than 20% Text
Too much text in image is seen as inauthentic or impersonal.

26. Creative Best Practices
Less Than 20% Text
Too much text in image is seen as inauthentic or impersonal.
Call To Action
Include a clear call to action or incentive within the first 90
characters.

27. Creative Best Practices
Less Than 20% Text
Too much text in image is seen as inauthentic or impersonal.
Relatable Content
Emotions are triggered by images of real people, real things, and
real situations.
Call To Action
Include a clear call to action or incentive within the first 90
characters.

28. Creative Best Practices
Less Than 20% Text
Too much text in image is seen as inauthentic or impersonal.
Mobile Device Images
Including a picture of the app increases conversion rates.
Relatable Content
Emotions are triggered by images of real people, real things, and
real situations.
Call To Action
Include a clear call to action or incentive within the first 90
characters.

29. Creative Best Practices
Less Than 20% Text
Too much text in image is seen as inauthentic or impersonal.
Gameplay
Cause excitement by showing people what they will experience.
Mobile Device Images
Including a picture of the app increases conversion rates.
Relatable Content
Emotions are triggered by images of real people, real things, and
real situations.
Call To Action
Include a clear call to action or incentive within the first 90
characters.

30. Mobile Measurement Partners

31. In order to track post-install information (retention
rate, in-app purchases, registrations etc…), it is
necessary to install the Facebook SDK or utilize a
third party mobile measurement partner
Mobile Measurement Partners

32. In order to track post-install information (retention
rate, in-app purchases, registrations etc…), it is
necessary to install the Facebook SDK or utilize a
third party mobile measurement partner
Mobile Measurement Partners
How do you choose between the Facebook SDK
and a third party?

33. FB SDK Third Party SDK
Tracks app installs Yes Yes
Tracks downstream
conversions
No Yes
Free Yes No
Attribution
Installs = Post-Click 0-28
days and Post-Impression
0-24 hours.
(Post-Impression 1-28
days also available in
Actions by Impression
Time report)
Installs = Post Click only,
attribution window varies,
usually 0-14 days
oCPM Bidding Yes No
Mobile Measurement Partners

34. Select third party vendors include:
Mobile Measurement Partners

35. Select third party vendors include:
Mobile Measurement Partners

36. Select third party vendors include:
Mobile Measurement Partners

37. Select third party vendors include:
Mobile Measurement Partners

38. Select third party vendors include:
Mobile Measurement Partners

39. Select third party vendors include:
Mobile Measurement Partners

40. How do MAI’s compare to traditional Mobile
Ad Networks?

41. MAI are superior in terms of volume, quality, and costs
How do MAI’s compare to traditional Mobile
Ad Networks?

42. Volume

43. Volume
The 750 million+ users of Facebook on mobile spend a
majority of their time (nearly 9 hours/month) in the
Facebook application

44. Volume
The 750 million+ users of Facebook on mobile spend a
majority of their time (nearly 9 hours/month) in the
Facebook application

45. Volume
The 750 million+ users of Facebook on mobile spend a
majority of their time (nearly 9 hours/month) in the
Facebook application

46. Quality

47. Quality
With large ad real estate and sophisticated targeting
options, Facebook delivers users with higher intent and
retention.

48. Quality
With large ad real estate and sophisticated targeting
options, Facebook delivers users with higher intent and
retention.

49. Quality
With large ad real estate and sophisticated targeting
options, Facebook delivers users with higher intent and
retention.

50. Costs

51. Costs
The combination of better targeting and higher
conversion rates makes MAI very cost effective to drive
ROI.

52. Costs
The combination of better targeting and higher
conversion rates makes MAI very cost effective to drive
ROI.

53. Costs
The combination of better targeting and higher
conversion rates makes MAI very cost effective to drive
ROI.

54. Keys to Success

55. Keys to Success
1
Prevent Facebook ad system from automatically
optimizing delivery across ads by segmenting creative
(in campaigns) and optimizing accordingly.
Optimize Delivery Based on Creative

56. Keys to Success
1
2
Prevent Facebook ad system from automatically
optimizing delivery across ads by segmenting creative
(in campaigns) and optimizing accordingly.
Optimize Delivery Based on Creative
Understand Ad Effectiveness
Target only one device in each ad in order to measure the
effectiveness on different devices (e.g. iPad, Android, iPad)

57. Keys to Success
3
1
2
Prevent Facebook ad system from automatically
optimizing delivery across ads by segmenting creative
(in campaigns) and optimizing accordingly.
Optimize Delivery Based on Creative
Understand Ad Effectiveness
Target only one device in each ad in order to measure the
effectiveness on different devices (e.g. iPad, Android, iPad)
Measure Installs and LTV
Understand ARPDAU (average revenue per daily active
user), LTV (lifetime value), ARPU (average revenue per
user), 1 and 7-day retention, DAU/MAU and other metrics.

58. Ampush is a social technology company helping brands and direct response
advertisers achieve performance at scale with Facebook Ads. As a Facebook
Strategic Preferred Marketing Developer (sPMD), our fully managed solutions
deliver marketing ROI by amplifying the viral power of social recommendations,
which Ampush calls Referred Intent.
Learn how our solutions can work for you at ampush.com