Facebook Games

Partner Requirements for Click-to-Play Ads

This topic lists the steps that partners are required to follow when using click-to-play ads.

Deliver an offline Android build of the cloud playable experience

  • APK that contains the full playable ad experience
    1. Should work without any networking calls to 3rd party servers
    2. Optimized for minimal loading times from app start to gameplay interaction
    3. Deliver APK through email / Dropbox / Google Drive / etc. in H1; app ingestion flow coming in H2.
  • Design considerations
    1. Showcase your game's core loop
    2. Make it clear to users how to play, but avoid long tutorials
    3. See this article for more ideas
  • A good reference for overall design is the Clash Royale “Instant App” on Google Play (see video). Unlike Instant Apps, Cloud Demos do not have a file size limitation.
  • Export an Android-x86 APK. Note this is a temporary requirement for H1’2020; we are actively working on ARM APK support
  • (Optional) Integrate with our code snippet to trigger the Google Play store page from an in-demo CTA.

Provide creative assets needed for the test campaign

  • Lead-in Video: use footage that matches the gameplay being featured in the playable ad. See this article for specifications.
    1. App Page: actor of the sponsored ad unit
    2. Preferred ad description, CTA, etc
    3. (If A/B testing against existing playable ads) HTML5 zip of the existing playable ad bundle

Integrate the FB SDK in your full game (or work with a Facebook supported MMP) to track install, retention, and purchase events. We will need to track these events to accurately measure the return on ad spend for each test campaign.

  • Also need a valid Facebook App ID
  • Grant FB ad account permission to run ads for your app
  • Ensure that automatically logged events are turned on so we can accurately measure the ROAS for the campaign (see this article for more details)

Allow FB team to run campaigns on your behalf so we can use in-development targeting logic

  • URL and/or App ID of the full game in the Google Play store that we are driving installs to.
  • (Confirmed with Privacy XFN) We can share campaign data that’s currently available in Ads Manager with our partners.