Purchasing Facebook Application Installs
Everything you need to know

Highlights

• As Facebook continues to remove viral channels, it is essential to allocate significant marketing dollars to purchasing application installs.
  
  
• In terms of user retention, engagement, and monetization:
  1 Facebook Ads install =
  3 Banner Ads Installs =
  30 Incentivized Ads Installs
  
  
• Efficiently managing a Facebook Ads campaign is extremely time consuming and difficult. It is recommended that you work with a partner that has access to the Ads API and can use advanced multi-variant testing to optimize your campaign.
  
  
• CTR and CVR are the two golden metrics that contribute to the CPI equation.
  Your Cost Per Install can vary up to 400% based on how well you can control them.
  
  
• The top 6 factors which influence CPI pricing on Facebook Ads are:
  - Country Targeting
  - Creative
  - Target Market
  - Flow from Click to Conversion
  - Application Saturation
  - Market Conditions