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Facebook introduced a new retention optimization feature and four new app retention metrics for app advertisers on Thursday.
Facebook latest feature for app advertisers is designed to boost retention among new users. When used with app install ads, the retention optimization option allows advertisers to optimize returns two days and seven days after an app has been downloaded — aiming to influence users at the most critical point of interaction with an app.
“In early tests with Facebook’s retention optimization, we were able to acquire users who returned to the app more often with an approximately 42 percent reduction in cost per [day two] retention compared to install optimization,” says Starz SVP of marketing, Robin Chacko.
Facebook is also giving app advertisers four new metrics within their Ads Manager to track retention connected to app install ad campaigns, measuring app opens and the cost per retention for day two and day seven post-install.
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