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How Do You Drive App Installs on Facebook?

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With millions of apps in the App Stores today, mobile app publishers are most concerned about driving an app install on Facebook. Today, the Google Play Store contains 2.1 million apps and the Apple App Store comes in second with 1.8 million. In a highly competitive fight for relevance, you need a way to market and acquire app installs for your mobile app using effective platforms like Facebook.

App install ads on Facebook are a highly effective means of bolstering app store optimization (ASO) – that is, improving your app’s visibility in the app stores. Simply put, App Install Ads link your app’s listing on Google Play or the Apple App store directly from your campaigns on platforms, such as Facebook, Instagram, Google Search, YouTube, and other display networks.

These ads help drive installs, which factor heavily into ASO. Because consumer demand is so high, app installs Facebook campaigns have been described as a “must” by many in the industry. They are an increasingly vital element of app marketing.


How App Install Ads on Facebook Work

App installs Facebook campaigns allow users to install your app directly from your ad. They are designed to drive installs directly to your mobile app.

They appear in places such as Facebook newsfeeds and redirect users to your app in the app stores. These campaigns drive installs during a short period of time, increasing the app’s ranking in app stores. They also bolster organic traffic. As a result, campaigns using app install Facebook campaigns typically lead to more downloads and exposure.

Here’s how it works: You begin by creating an ad and posting it on a particular platform such as Facebook App Install Ads. From there, you can track click-throughs, which are recorded using identifiers, such as AAID for Android devices, and this enables marketers and developers to track activity – and other key performance indicators (KPIs) to measure performance.

Here is an overview of all the different types of ads where you can insert app install Facebook campaigns:

App install Facebook ads on search and display networks

These ads typically include App icons, description text, and app store ratings. They will often show across search and display networks and link directly to an app store.

Interstitial ads

These are full-screen ads that tend to have higher clickthrough rates than banner ads but may have a higher cost per click (CPC). These appear as the user transitions between screens or pages in an app. Typical sizes for mobile phones include: 300 x 250, 320 x 480, and 480 x 320. And sizes for tablets include: 1024 x 768 and 768 x 1024.

Banner ads

Banner ads appear as a small strip or “banner” across the top of an app page or screen. They are the most used ad format for mobile devices. You can upload double-sized images (for example, a 640 x 100 image for a 320 x 50 ad slot) for high-resolution display devices. Sizes for mobile phones and tablets typically include: 320 x 50, 468 x 60, 728 x 90, and 300 x 250.

App install Facebook campaigns in the App Stores

Your app installs ad may include App icon, app name, developer/publisher name, average rating, and your custom text. It will appear in the Google Play and Apple App Store listings and in search results. From there, it links directly to your app store listing.

Video ads

Your ad can include a video link, text, app icon, app store text, and app store rating. It will appear on display network publisher sites and videos. This will drive users to install your app by linking to the app store. The video will automatically play on devices with WiFi connections. People using 3G, 4G or LTE connections will need to click on the video for it to play.



App installs Facebook campaigns are one of the best tools a user acquisition manager has for acquiring an engaged audience quickly. If you are not already leveraging app install ads in your ad campaigns, it is time to invest time and resources into creating app install Facebook campaigns to scale your userbase.

app install on Facebook




Read our blog post, UA Media Buying Model, and see how it works in tandem with our Ad Concept Model. Learn the media buying best practice strategies for Facebook Android, Facebook iOS SKAN, Google, and TikTok.

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