App Events

An app event is an action that takes place in your app or on your webpage such as a person installing your app or completing a purchase. Facebook App Events allows you to track these events to view analytics, measure ad performance, and build audiences for ad targeting.

An app event has three parts:

  1. name - A required string that describes the event. The name appears in the Event log when the app event is sent to Analytics.
  2. valueToSum - An optional value that Analytics adds to other Value To Sum values from app events with the same name.
  3. parameters - Optional values included with your app event.

The Facebook SDK allows you to pass two kinds of app events:

  • Standard app event - Events that Facebook has created and already exist in the SDK to track common events across different types of apps. See Standard Events (applies to iOS, Android, and Web).
  • Custom events - Events that you define that are specific to actions that take place on your app.

To add app events to your Android or iOS mobile app or web page, you'll need to integrate the Facebook SDK. After installing Facebook SDK, you can add app events with the codeless setup tool or install event code manually. Use the following guides to integrate the SDK and set up app events for your app or website:

Learn more about App Events

Best Practices

  • Learn best practices for implementing app events, depending on your particular type of business. See examples for apps in e-commerce, retail, gaming and travel.
  • Learn more about GDPR best practices in our GDPR Compliance guide

Learn answers to the most common questions about integrating app events.

Facebook Analytics

Learn more about Facebook Analytics to view demographic information, build funnels to understand conversion, use cohorts to learn about actions that people take over time, and more.

Grow your Business with Advertising

Ads Targeting with App Events

Build dynamic, custom audiences based on the specific actions that people take.

Dynamic Ads for Travel

Leverage cross-device intent signals to automatically promote relevant travel options from your inventory with unique creatives on Facebook.

Post-Install Results

View metrics such as yield percentage, revenue, and average revenue per user (ARPU) associated with purchase events from your install ad campaigns in Ads Manager.

App Event Optimization

Target mobile app install ad campaigns to people likely to take a specific action in your app.

Mobile App Engagement Ads

Build custom audiences based on people you want to re-engage, such as people who have abandoned a cart or haven't completed a tutorial.

Dynamic Ads

Automatically display relevant ads for thousands of items in your product catalog to the right audience.

Mobile App Install Ads

Create campaigns to increase the installs of your mobile app and use app events to measure the actions people take in your app after installing it.