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When you first complete app setup, you can only optimize delivery of your ads for LINK_CLICK or clicks on the actual ad. For best results, we recommend that you add more events so you can also optimize your ad for installs or other actions such as purchases or D2 or D7 retention (opening the app again two or seven days after installing).

After you verify your SDK is set up correctly, you can add additional app events to your app. By adding more events, you can track or log your app events automatically or when you make specific calls in your app.

For a complete list of the standard app events you can log, see:

You can track and measure these app events in two ways:

  • Use our codeless setup tool in Facebook's Events Manager. This is a simple tool for setting up events without implementing code. You can interact with app screen elements such as buttons, images, or links to define event names. As people navigate through the app and interact with these UI elements, events are sent to Facebook.

For more information, regardless of platform, see App Events API.

In a few cases, you may want to set up custom App Events, which track special events that are unique to your application. For full details, see App Events.

At this point, you can track and measure for any of the app events you implemented. With App Events, you can use APP_INSTALLS, TRAFFIC, and CONVERSIONS as your advertising objectives. You can optimize your ads for people most likely to complete an app event; see App Event Optimization.

With this App Event data, you or your measurement partner could also create custom audiences, and you can target ads to these audiences. See Marketing API, Mobile App Custom Audiences and Ads Help Center, Custom Audience from your Mobile App.