App promotion campaigns optimize for app installs, app events like purchases or registrations, or value. They require connecting your app to Meta through the Meta SDK, the Conversions API for app events, or a mobile measurement partner. Advantage+ app campaigns automate much of the targeting, placement, and creative testing.
As with Google App campaigns, optimizing for raw installs often attracts users who never engage. Optimizing toward a meaningful in-app event produces more valuable users, though it requires enough event volume for the algorithm to learn. iOS privacy rules add measurement constraints, so results should be validated against in-app data.
Example
A meal-kit app optimizes its Meta campaign for first subscription purchases instead of installs, raising cost per install but lowering cost per paying customer.
How Sloss Digital uses it
For app clients, we optimize toward in-app value, not installs, and validate Meta's reporting against the app's own analytics.