publication

Purchasing Facebook Application Installs
Everything you need to know - Published June 2010

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
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