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Facebook's Latest Innovation Courts App Developers

Facebook launches new function to help app developers reach more engaged users.

Facebook wants app developers to “grow” their apps and businesses beyond the install phase, and have introduced a new product, App Event Optimization, that gives them the ability to do just that.

Facebook’s Developer News blog says that App Event Optimization allows app developers to enhance their mobile app advertising by giving them the “ability to connect with people that are likely to take valuable and repeatable actions within your app.”

“This new product helps you maximize long-term app value beyond the install,” Facebook's statement read.

Facebook says App Event Optimization will serve as a valuable tool for app developers, because it will allow them to deliver ads to their particular app’s “target audience” and reach users who are “more likely” to install the app and actually use it the way the developer intended.

“App Event Optimization keys off of the app events required that you have enabled in your app. When creating your mobile app install ads, you can select the option to purchase installs that optimize for one of the standard app events we offer. Then we will serve your ad to people in your target audience likely to take the action you choose,” Facebook said of its new feature.

Facebook says that about 90 percent of all time spent on mobile phones is spent in apps, and that 58 percent of all mobile purchases in the U.S. are made through apps. However, Facebook stated, 30 days after an app is installed, only about 6 percent of those who download the app actually use it.

“Not all app installs are equal,” Facebook says of App Event Optimization. “As mobile app businesses evolve, it’s increasingly important for them to connect with the people who are likely to not just download their apps, but to take valuable actions within them. Today, we’re announcing a new way for advertisers to reach the people who will bring more value over time.”

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