App Events

An app event is an action that takes place in your app or on your webpage such as a person clicking an ad or completing a purchase. Facebook App Events allows you 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:

  • Pre-defined app event - Events that Facebook has created and already exist in the SDK to track common events across different types of apps.
  • 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 via the codeless set up tool, or install event code manually. Using the following guides to integrate and setup 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 the most common questions developers have related to integrating app events and using Facebook Analytics.

Facebook Analytics

Learn more about Facebook Analytics
If you implement app events in your app or website, you can use Facebook Analytics to view demographic information, build funnels to understand conversion and use cohorts to learn about actions that people take over time and more.

Take a guided tour of Facebook Analytics
Visit the Facebook Analytics guided demo to get an idea of how you can use analytics to better understand your audience and improve people's experience in your app to grow your business.

View Analytics Demo

Grow your Business with Advertising

Targeting with App Events
App events lets you build dynamic custom audiences based on the specific actions that people take. For example, you can include people who added items to a shopping cart, but haven't purchased yet. You can also create "look-alike audiences" to target campaigns to new people who are similar to your best customers.

Mobile App Install Ads
Create campaigns to increase the installs for your mobile app and use app events to measure the actions people take in your app after installing it.

Post Install Results

You can view post install results from your mobile app install ad campaigns by using Ads Manager. This lets you view metrics associated with the revenue gained from your install ad campaigns. For example, you can view metrics such as yield percentage, average revenue per user (ARPU), revenue and more. You can only view these metrics if you log purchase events for your app.

Mobile App Engagement Ads
Improve your loyalty and retention by re-engaging people who abandoned a cart, haven't completed a tutorial or based on other actions you choose. With custom audiences, you can retarget campaigns to people to help bring them back to your app using dynamic rules that you define. Additionally, you can optimize campaigns for the app events you choose, which allows you to focus on conversions or the other actions you choose.

App Event Optimization
App event optimization lets you target mobile app install ad campaigns to people likely to take a specific action in your app that you define, such as making a purchase.

Dynamic Ads
You can promote relevant items from an entire catalog across any device. Display ads for thousands of items to the right audience and automate the process.

Dynamic Ads for Travel
Automatically promote your travel inventory on Facebook. Facebook’s dynamic ads for travel leverage cross-device intent signals to automatically promote relevant travel options from your inventory with unique creatives on Facebook.