Facebook has revealed a new option to to aid app developers in winning back users who are likely to return to their app after lapsing. This was explained by Facebook in the statement below:
"When your business relies on an app for growth, user retention and profitability are top priorities. But we know only 10-12% of app users stay active seven days after downloading an app and only 4-5% stay active after 30 days. That’s why we’re excited to introduce retention optimization to help app advertisers acquire users likely to be highly engaged."
This new ad type can include interactive elements to help app developers in encouraging their audiences to get back to the app.
"When used with app install ad campaigns, you'll have the option to optimize for returns on day two or day seven after install in order to find users who are likely to return to your app and can help grow your business."
According to Facebook, this option pushes for a return in app usage which significantly drops a week after the initial download. This move by Facebook is driven by the studied problem that while consumers spend 85% of their time on smartphones in apps, only five apps in approximate see repeated use. Being one of the most frequently-used social media platform, Facebook aims to resolve the said issue by offering the new boost-usage option.
To complement this new feature release, Facebook also added four metrics in Ads Manager to measure retention performance of app install ad campaigns. This could help in a better contextualization of the campaign efforts, which in turn guides the strategy for both the current promotion and future development activities.
These features are now available to all advertisers worldwide. You can find out more information from Facebook here.
0 comments:
Post a Comment