Facebook Extends Deep Linking to Mobile App Install Ads

Facebook extended the deep-linking capabilities of its App Links open, cross-platform solution for application-to-app linking to mobile app install ads.

MobileAppInstallAdsDeepLinkingFacebook extended the deep-linking capabilities of its App Links open, cross-platform solution for application-to-app linking to mobile app install ads.

App Links’ deep-linking capabilities had previously been available only for engagement ads.

Facebook engineering manager John Ketchpaw explained how the new feature for mobile app install ads works in a developer blog post:

When a person taps on a mobile app install ad on Facebook, the developer can choose to send them to a specific place in their app after it’s downloaded, such as a product page rather than the homepage. This will make mobile app ads more effective for achieving a developer’s goals beyond the install, and provide people with better experiences by taking them to the content that attracted their attention in the ad.

For example, if a travel app is running mobile app install ads featuring a vacation to San Francisco, people who install the app and open it will be taken directly to information about the San Francisco offer. This makes it more likely that the person will find information about the San Francisco trip that interested them, rather than having to search for it manually. Removing extra steps between clicking the ad and getting to the travel offer provides a more seamless customer experience.

The new feature is available via App Links or Facebook’s software-development kits for developers that have enabled App Links. Those that haven’t can use the field pictured below.

EnterTheDeepLinkURL

Ketchpaw also wrote that Facebook introduced a deep link verifier within its app ads helper, enabling developers to ensure that their deep links are set up properly before deploying their ads.

Developers: Any initial thoughts on this new feature?