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Facebook Launches User Retention Optimization for App Install Ads

In their effort to help mobile application developers grow their business with more engaged app users Facebook has introduced new ways that will let advertisers target users who are highly likely to stay engaged.

This ability comes through the new “retention optimization” that can now be used with app install ad campaigns.

The functionality will give advertisers an option to optimize returns on day 2 or day 7 after the app is installed to find users those who would most likely return to the app.

User retention and profitability are the two top priorities for the businesses developing apps and that relies on an app install for growth, says Facebook.

According to the firm only 10-12 percent app users after downloading an app stay active for 7 days, while only 4-5 percent remain active after 30 days.

The early tests of retention optimization already saw success results as it helped in gaining more app-engaged users, says Facebook. Adding, it reports an approximately 42 percent reduction in cost per day-two retention compared to install optimization.

New User Retention Metrics in Ads Manager

In addition to user retention optimization, Facebook also has introduced an ability for advertisers to measure retention performance of app install ad campaigns.

To this end, the company has announced four new metrics in Ads Manager.

These new metrics will let advertisers check the numbers of users that have opened their app after installing, along with the cost per retention.

Here is a look at the retention metrics in Ads Manager:

New user retention metrics in Facebook Ads Manager

Advertisers worldwide can now use retention optimization and the new retention metrics in Ads Manager.

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