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A New Way To Re-Engage Your Existing Mobile App Users

January 28, 2014ByGreg Schechter

Today we are introducing a new way to re-engage your mobile app users with Facebook ads. You can now advertise to people who have taken specific actions in your app through an update to Custom Audiences which allows you to segment your users without uploading any files.

With this update, you can now advertise to groups of people based on actions they have taken within specific time periods in your app. You can also choose to exclude people by actions they have taken, to make sure you are reaching the right people at the right time. For instance, you can reach users who have purchased an item in the last 30 days, but not the last 7 days, or people who have purchased an item over $5 but under $100, or even people who have added an item to their cart, but not completed the purchase.

Since we began testing this in October, we have seen several developers experience significant success driving engagement through Custom Audiences from mobile apps. JackThreads tested this new capability and achieved over 8x Return on Ad Spend by targeting people from their mobile app who added items to their carts but did not complete a purchase. And in another campaign, JackThreads achieved over 4x Return on Ad Spend by targeting purchasers from the last 30 days, but not from the past day.

We are also rolling out an update to Custom Audiences for websites that, similarly, allows you to add a few lines of code and reach people who have taken actions on your website by creating a new Custom Audience. For example, Seeking Alpha, a leading financial news app, saw their CPI reduced by 28% when they targeted their website visitors with mobile app install campaigns using this capability.

We will be rolling out the ability to create Custom Audiences from your mobile app over the course of this week, and Custom Audiences from your website over the next couple of months. We have made it our goal to invest in measurement, targeting, and optimization tools available to our developers and will continue to look for ways to do so.

To learn how to create Custom Audiences from your mobile app, please see our tutorial for a walk-through and some common audience creation scenarios. To learn about more new Facebook targeting improvements we are releasing, including Custom Audiences from your website, please see the Facebook for Business Blog.