When picking your bid type, you can choose to have your campaign optimize for installs by selecting App Installs as your optimization method. This is the recommended approach as you allow us to find the best people for your app based on the criteria you set, such as budget, targeting or bid.
App event optimization is the ability to feed mobile app install ads to people likely to take a specific action in your app. For example, if you are looking to acquire people most likely to make a purchase in your app, you can choose to run mobile app install ads that would optimize for the purchases event.
The value of using app event optimization is that, beyond new installations for your app, you will also acquire people who are likely to take a specific action that is of value to your app or business. For example, if it is important that people make purchases in your app, then you can optimize for the add to cart event with your mobile app install ads. You can choose from any of the 14 standard app events on which to optimize.
To use this feature, you must have app events enabled.
When you select your optimization goal, you can now choose to optimize for App Events. Once selected, you will see a list of the 14 standard app events. You simply select the one that you would like to optimize for.
This feature is charged on an impression basis, similar to how you are charged when you optimize for installs. The difference is that your ads reach people most likely to take the action you specify, not just the ones most likely to install your app.
You can choose to have your campaign optimize for video views by selecting Video Views as your optimization method. This is the recommended approach for advertisers whose top objective is to increase awareness of their app and want to be able to leverage app ads features like exclusion targeting and App Ads CTAs. If your top objective is to drive installs, we recommend optimizing for installs. If your top objective is to acquire people who are likely to take a specific action that is of value to your app or business, we recommend using app event optimization.