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 if your goal is to maximize the reach of your application and your main criterion is reduced cost per new customer installation.
Not recommended. This option is provided as a fallback for small-scale advertisers who haven't installed the Facebook SDK. It is recommended that you install the SDK and use one of the more powerful optimization techniques.
App event optimization is the ability to display 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 you are running a fundraiser, you can optimize on the Donate event. You can choose from any of the standard app events.
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 following standard app events.
Log this event when a person achieves specific levels you define within your application, business, or organization.
Add Payment Info
Log this event during the addition of customer payment information during a checkout process.
Add to Cart
Log this event during the addition of an item to a shopping cart or basket (example: clicking an Add to Cart button on a website).
*Required parameters for Dynamic Ads.
Add to Wishlist
Log this event during the addition of items to a wishlist (example: clicking an Add to Wishlist button on a website).
Log this event during the submission of information in exchange for a service provided by your business (example: sign up for email subscription).
Log this event during a telephone/SMS, email, chat, or other type of contact between a customer and your business.
Log this event at the start of a checkout process.
Log this event during the completion of a purchase, usually signified by receiving order/purchase confirmation or a transaction receipt
If you use Facebook to manage your in-app purchases, the purchase events are automatically logged.
*Required for Dynamic Ads
Log this event during a rating of something within your app, business, or organization (example: rates a restaurant within a restaurant review app).
Log this event during a search performed on your website, app or other property (example: product searches, travel searches).
Log this event during the completion of a transaction where people spend credits (example: in-app currency) specific to your business or application.
Log this event at the start of a free trial of a product or service you offer (example: trial subscription).
Log this event at the start of a paid subscription for a product or service you offer.
Log this event during the completion of a tutorial.
Log this event during the completion of specific activities or actions you want to reward within your application, business or organization (refer a friend, complete your profile, etc.).
These are the only standard events support. Other standard events and custom events are not supported.
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 people who are likely to generate the most revenue given period after making a purchase. A purchase event that generates a lot of revenue relative to its cost is considered “higher value” than one that generates less revenue relative to its cost.
For more information, see About Value Optimization in the Help Center.
As of v3.3 of Marketing API we no longer support this optimization goal for App Ads.
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 who want to be able to leverage app ads features like exclusion targeting and App Ads CTAs.