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Facebook is getting deeper into app-install ads

Do you make in-app purchases? Facebook wants to know.

Robert Cianflone / Getty Images

People aren’t downloading apps like they used to. That means there’s good money to be made if you can figure out a way to drive downloads for developers in need.

Facebook knows this, of course, which is why it announced a bunch of updates to its app-install business on Monday morning. Two things you need to know:

  • Facebook can now target app-install ads at people who aren’t just likely to download the app, but are also likely to take an action once that app is on their phone. That means advertisers can pay to find people who will do things like add their payment info, unlock an achievement or make an in-app purchase.
  • Facebook is also adding two new types of app-install ads: Dynamic ads, which retarget users based on their web search history, and Canvas ads, the fancy mobile ads in which advertisers host mini versions of their website on Facebook. Both of these can now include app-install buttons.

These app-install ads are an important part of Facebook’s business. They already account for some 10 percent to 20 percent of its annual advertising revenue. And with other big players like Google and Apple competing for these ad dollars, it’s no surprise to hear Facebook is throwing out more options. Developers need to keep finding new users, and Facebook needs to keep finding new developers.

This article originally appeared on

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