Facebook and Instagram remain the largest channels for mobile app user acquisition. Despite privacy changes and increased competition, Meta's platforms deliver scale and targeting capabilities unmatched elsewhere. Here's how to run effective app campaigns.
Campaign Structure
Campaign Objectives
- App Installs: Optimize for install volume (start here)
- App Events: Optimize for specific in-app actions
- Value Optimization: Optimize for highest-value users
Objective Selection Strategy
Start with Install optimization to build pixel data. Once you have 50+ target events per week, switch to App Event optimization. Value optimization requires significant purchase data.
Ad Set Structure
Organize ad sets by:
- Geographic regions (don't mix Tier 1 and Tier 3)
- Platform (iOS and Android separate)
- Audience type (broad, interest, lookalike)
Targeting Strategies
Broad Targeting
Let Meta's algorithm find your users. Works best with:
- Strong creative that clearly communicates value
- Sufficient budget ($100+/day per ad set)
- Established conversion history
Interest Targeting
Target users based on interests and behaviors:
- Stack related interests in single ad sets
- Use competitor app names when available
- Test category interests vs. specific interests
Lookalike Audiences
Create lookalikes from your best users:
- Purchasers (highest value)
- High-engagement users
- Long-term retained users
Test 1%, 2-5%, and 5-10% lookalike sizes.
Creative Best Practices
Video Ads
- Hook in first 3 seconds
- Design for sound-off (use captions)
- Show actual app gameplay/UI
- 15-30 seconds optimal length
- Square (1:1) or vertical (4:5, 9:16) formats
Static Images
- Clear value proposition
- Minimal text (less than 20%)
- Strong visual contrast
- App store badges optional
Creative Testing
Structure your testing:
- Test concepts first (different hooks/angles)
- Iterate on winning concepts
- Test variations (colors, CTAs, text)
- Refresh creative every 2-4 weeks
iOS Campaign Setup (Post-ATT)
For iOS 14.5+ campaigns:
- Configure SKAdNetwork events in Events Manager
- Use Aggregated Event Measurement
- Expect 24-72 hour reporting delays
- Run fewer, larger ad sets (consolidation helps)
- Trust modeled conversions in reporting
Budget and Bidding
Budget Guidelines
- Minimum $50-100/day per ad set for learning
- Don't change budget more than 20% at once
- Use Campaign Budget Optimization (CBO) for scaling
Bidding Strategies
- Lowest Cost: Default, lets Meta optimize
- Cost Cap: Sets average CPA ceiling
- Bid Cap: Sets maximum bid (advanced)
Optimization Tips
- Let ad sets exit learning phase before judging (50 conversions)
- Kill ads with less than 1% CTR after 1000 impressions
- Don't duplicate well-performing ad sets (scale budget instead)
- Use automated rules for efficiency
- Monitor frequency and refresh creative proactively
Conclusion
Facebook remains essential for mobile UA despite challenges. Success requires great creative, proper structure, and patience through learning phases. Test aggressively, iterate quickly, and let the algorithm do its job with sufficient data.