Getting people to download your app is only half the battle; the real challenge is getting them to use it consistently. According to eMarketer, though, very few people still use apps they downloaded after 30 days.
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So in a bid to drive more users to apps, Facebook this week announced a new advertising tool that's intended to drum up interest in apps you may have forgotten about.
"Because so many people engage with ads across Facebook, Instagram, and the Audience Network, we're uniquely able to determine whether a person is likely to take actions based on historical data and people with similar characteristics," Facebook says. "Through App Event Optimization, advertisers can deliver ads to the people who are likely to take valuable actions within their apps."
A retailer, for instance, might use this to lure you back to the app and buy something. Let's say you were using an app to shop for shoes and placed two pairs in your shopping cart but never checked out. Facebook might display an ad for that app to entice you to complete that purchase.
But advertisers can choose from 14 "standard app events," like targeting those who recently opened your app, completed a purchase, completed a large purchase, or achieved a certain level in your game.
"The value of using app event optimization is that, beyond new installations for your app, you will also acquire people who are likely to take a specific action that is of value to your app or business," Facebook said in a statement.