Quick answer: Select the App Promotion objective in Meta Ads Manager. It replaced the old App Installs objective in January 2024. Pick your optimization goal, register your app, set up event tracking, and define your audience. That's the complete setup.
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What is the App Promotion Objective?
App Promotion is the only Meta objective designed specifically to drive app downloads and measure post-install behavior.
Why Meta created the App Promotion objective
Meta consolidated 11 ad objectives into 6 in January 2024. App Promotion replaced the original "App Installs" objective. Advertisers now have one dedicated place to drive downloads, track in-app events, and optimize for revenue.
How it differs from other campaign objectives
Traffic and Sales objectives aren't built for app measurement. App Promotion connects directly to your app store listing and Meta SDK events. That connection powers smarter targeting and cleaner attribution.
Which platforms it reaches
App Promotion runs across Facebook, Instagram, Messenger, and Audience Network. More placements mean more reach for the same daily budget.
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Step 1: Create a Campaign and Select App Promotion
Open Ads Manager
Go to Meta Ads Manager. Log in with your Business Manager account.
Click 'Create Campaign'
Hit the green "+ Create" button. Ads Manager opens the objective selection screen. This is where most new advertisers make their first mistake.
Search for and select 'App Promotion' objective
Type "App" in the search bar or scroll to find App Promotion. Select it. Per Meta's developer documentation, this is the correct starting point for all app install campaigns today.
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Step 2: Choose Your Optimization Goal
Three optimization options appear at the ad set level. Your app's current stage determines the right pick.
App Installs. Best for new app launches
New app? Start here. Meta's algorithms find users most likely to download based on behavioral signals across the Meta family of apps. No prior data required.
App Events. Best for established apps with post-install tracking
Once you have solid install volume and event data flowing, shift to App Events. This tells Meta to find users likely to complete a specific in-app action, like a sign-up or level completion.
Value Optimization. Best when you have purchase or conversion data
Use Value Optimization when you have purchase or subscription data. Meta targets users with the highest predicted revenue value. Per Meta's app ads best practices documentation, apps should graduate through these goals as data accumulates.
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Step 3: Register Your App with Meta
Why app registration matters
Meta needs to verify your app to link campaigns to your store listing. Without registration, App Promotion campaigns won't run.
How to register in Business Manager
Go to Business Settings, select "Apps," and click "Add." Enter your App ID or app store URL.
Connecting your iOS or Android app
Add both iOS and Android versions if your app ships on both platforms. Meta tracks each separately and optimizes bids per device type.
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Step 4. Set Up App Events Tracking
What app events are and why they matter
App events are in-app actions users take after installing. Installs, first opens, purchases. Meta uses this data to improve targeting and measure real campaign ROI.
Basic events to track. install, first open, purchase
Start with these three. They cover your funnel from download to revenue and give Meta enough signal to optimize effectively.
Implementing the Meta SDK for tracking
Your developer adds the Meta SDK to your app codebase once. After that, events flow automatically into Ads Manager. No SDK means no post-install data and no path to App Events optimization.
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Step 5. Define Your Target Audience
Broad targeting vs. interest-based targeting
Broad targeting lets Meta's algorithm find the right users from a wide pool. Interest-based targeting layers on categories relevant to your app category. New apps often perform better starting broad and letting the algorithm learn.
Using lookalike audiences from existing users
Have an existing user list? Upload it to Meta and build a lookalike audience. Meta finds new users who share traits with your best current customers.
Age, device, and location targeting for app ads
Filter by age range, device type (iOS vs. Android), and geography. This prevents budget waste on users who can't install your app or aren't in your target market.
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Common Mistakes to Avoid
Not registering your app before launch
App registration must happen before campaign creation. Do it in Business Settings first or your campaign setup will stall.
Skipping app event setup
Without events, you can't measure what happens after install. You lose the ability to optimize for high-value users and can't prove campaign ROI.
Over-optimizing for installs without post-install data
Install volume matters. Install quality matters more. Move to App Events optimization once you have enough installs and event data flowing.
Note on 2024 objective changes
Old campaigns using the pre-2024 "App Installs" objective can't have new ad sets added. Build all new campaigns using App Promotion. Migrate any active legacy campaigns to the new objective structure.
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Next Steps. Create and Launch Your Ad
Uploading ad creative to showcase your app
Use app screenshots, short video demos, or UI previews. Show users exactly what they're installing before they tap.
Writing ad copy that highlights app benefits
Lead with the core benefit. Keep it direct and specific to your app's value. Vague copy kills install rates.
Setting budget and schedule
Start with a daily budget. Give Meta's algorithm at least 7 days of learning before making optimization adjustments. Early changes disrupt the learning phase.
Using Campaign Launcher to streamline the process
Manual Ads Manager setup works, but it takes time. Coinis Campaign Launcher guides you through objective selection, audience setup, and budget in one focused workflow, while Image Ads and UGC Style workflows generate on-brand app creatives automatically.
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Frequently Asked Questions
What happened to the Instagram App Installs objective?
Meta retired the App Installs objective in January 2024 as part of a consolidation from 11 objectives down to 6. App install campaigns now use the App Promotion objective in Ads Manager. All core functionality, including optimization for installs, app events, and value, is available under the new objective.
Should I optimize for App Installs or App Events on a new campaign?
Start with App Installs if your app is new or has limited event data. Once you have solid install volume and post-install tracking set up via the Meta SDK, switch to App Events optimization to target users more likely to complete high-value in-app actions.