Facebook Tool Targets Actual App Users, Benefits Both Developers And Users

Ads are Facebook’s bread and butter, which means that the social network would obviously want to keep their sponsors happy by giving them as many targets to reach as possible. However, the pushback against these practices has forced the social media giant to change tactics to balance the needs of its users and the bottom line of its corporate customers. One of the newest ways Facebook plans to accomplish this is an ad tool that will allow app companies to find users who are actually interested in what they are offering.

As Tech Crunch points out, getting app users that are legitimately interested in continuing to use it and even to pay for the services provided is hard. The competition in the app industry today is so fierce that it makes success by even well-known developers hard-won. Facebook’s “App Event Optimization” is meant to help make things less difficult.

The program is basically intended to allow advertisers to reach the users that will use their apps more than once and will make in-app purchases. Citing data that showcases just big of an industry it is, Facebook wrote that over 90% of mobile activities in the U.S. now involve apps. More than that, as many as 58% of mobile purchases are done through apps.

Unfortunately, data also shows that only 6% of users would still use an app after downloading and installing it, which means that user retention is the single biggest problem that app developers face. By allowing developers to know which users will be most likely to keep using their apps, to make in-app purchases as well as to pay for other services related to the app, they can dictate where the ads will be placed and who to target.

This benefits both users and developers because the former won’t have to deal with unwanted ads from unwanted sources, and the latter will get the target audience they want.