> Quick answer: Select App Promotion as your campaign objective in Facebook Ads Manager, register your app in Meta Business Manager, implement the Facebook SDK, and optimize for App Installs at the ad set level. Each campaign locks to one optimization type after creation.
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The App Installs objective tells Meta to find people most likely to download your app. It is one of the most direct ways to grow your user base with paid advertising. Here is how to set it up correctly from scratch.
What Is the App Installs Objective?
App Installs is a dedicated campaign objective in Facebook Ads Manager built for driving new downloads. Meta optimizes delivery toward users who are most likely to tap install.
How the App Installs Objective Works
Per Meta for Developers documentation, you can create App Installs campaigns using either Ads Manager or the Marketing API. Meta's delivery system analyzes behavioral signals across its platforms. It identifies users who resemble your existing installers and bids on impressions most likely to convert. You set the budget. Meta finds the audience.
When to Use App Installs vs. Other Objectives
Use App Installs when your goal is net-new downloads. For re-engagement with existing users, Traffic or Conversions with App Events are better fits. Per Meta's developer documentation, APP_INSTALLS, TRAFFIC, and CONVERSIONS are all valid objectives for app promotion. App Installs is the right starting point for most user acquisition goals.
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Prerequisites for Setting Up App Install Campaigns
Two things must be in place before you open Ads Manager. Skip either one and your campaign setup will stall.
Register Your App
Your app must be registered in Meta Business Manager and connected to your ad account. Go to Business Settings and select Apps. Add your app by its Apple App Store or Google Play URL. This links your app to the Meta ad system so installs can be tracked back to your campaigns.
Implement the Facebook SDK
Per Meta's developer documentation, adding the Facebook SDK to your app is required to measure installs and in-app conversions in Ads Manager. Without it, attribution breaks down. You can technically launch a campaign, but you will not know which ads drove real installs. Follow Meta's iOS or Android SDK setup guide before going live.
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How to Set the App Installs Objective in Ads Manager
Campaign structure matters here. Getting the objective right at creation saves you from having to rebuild later.
Step-by-Step: Creating Your Campaign
- Open Facebook Ads Manager and click + Create.
- Select App Promotion as the campaign objective.
- Name your campaign. Include the platform (iOS or Android) for easier filtering.
- Click Next to move to the ad set level.
Selecting App Installs and Optimization Type
At the ad set level, select your registered app from the dropdown. Set your optimization event to App Installs. Then configure your audience, placements, and daily or lifetime budget.
One rule matters here. Each campaign can only have one optimization type. Per Meta's documentation, you cannot change the objective after the campaign is created. If you need a different optimization later, you must build a new campaign from scratch. Choose your optimization type with care.
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Tracking and Measuring App Installs
Good measurement starts before your first ad goes live. Set up your SDK and know what you plan to track.
Install Attribution and Reporting
Once your Facebook SDK is live, Ads Manager shows install volume, cost per install, and click-through rate in your campaign dashboard. Filter by campaign, ad set, or individual ad. Export to CSV for deeper analysis outside the platform.
Using App Events for Advanced Measurement
App Events track what users do after installing your app. Purchases. Sign-ups. Profile completions. You define these events in your SDK code. Once active, use them as optimization goals at the ad set level or as custom columns in your reporting view. Per Meta for Developers, App Events let you optimize ads for users most likely to complete a specific in-app action, not just download.
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Special Considerations for iOS Users
iOS privacy changes affect how Meta runs App Installs campaigns. Plan your account structure with this in mind.
iOS 14.5+ and Campaign Optimization
Per the Meta Business Help Center, campaigns targeting iOS 14.5 and later devices can only have one optimization type per campaign. You cannot mix SKAdNetwork-based optimization with other iOS targeting in the same campaign. Run your iOS and Android campaigns separately. This gives the algorithm cleaner signals and keeps your measurement accurate across both platforms.
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Frequently Asked Questions
Can I change the campaign objective after my App Installs campaign is live?
No. Meta locks the objective once the campaign is created. If you need a different optimization type, you will need to create a new campaign from scratch.
Do I need the Facebook SDK to run App Installs campaigns?
The SDK is not required to launch a campaign, but it is required for install attribution and in-app conversion tracking. Without it, you cannot accurately measure which ads drove real installs.
Should I run iOS and Android app installs in the same campaign?
No. Per the Meta Business Help Center, iOS 14.5+ campaigns have specific optimization restrictions. Run separate campaigns for iOS and Android to keep measurement clean and signals accurate.
What is the difference between the App Installs and Conversions objectives for app promotion?
App Installs optimizes for new downloads. Conversions with App Events optimizes for specific post-install actions like purchases or sign-ups. Start with App Installs for new user acquisition, then layer in Conversions once you have enough install data.