Facebook is offering advertisers for its mobile app to optimize their adverts.
According to data collected by Facebook in 2017, only 10-12% of users who download an app use it beyond 7 days from the day of installation. What’s more, only 4-5% of these users go beyond a period of 30 days. This makes it imperative for mobile app advertisers to know how many of them are still using an app before launching their advertising campaign. Such a measure saves a lot of money on the part of advertisers, other than knowing how many users are actually engaging with their advert message.
Facebook wants advertisers to get more from the ads they place on its mobile app. So, this new feature of user retention optimization will allow users the option to optimize their advert on day 2 and day 7 from the date of the installation of the app. Advertisers can rework their strategy of continuing with the app or not according to the data offered through this new feature.
This new feature is available worldwide and some advertisers are already reaping the benefits of this feature. There is a Starz app report to back this new feature of Facebook: with every couple of days, an advertiser stands to save 42% of the cost incurred in running the ad campaign. That is a substantial amount, making this new feature a top priority for Facebook mobile app advertisers.
An advertiser can check up all this data on Ads Manager. There are 4 different metrics to measure the data, including the number of users who are using the app after installation and what the cost is for retaining each of them.
Digital marketers can look at this feature with a lot of attention!