In August, Facebook announced that it was testing retention optimization with a limited number of advertisers. The tool allows creators of ad-based or subscription-based mobile applications to advertise to users who are most likely to re-engage with their apps on the second or seventh day after they’ve first downloaded it.
Facebook cited data from AppsFlyer, which found that only 10 percent to 12 percent of app users remain active on those apps seven days after downloading them, and that figure drops to 4 percent to 5 percent after 30 days.
The social network revealed Thursday that it launched retention optimization for all advertisers around the world. When retention optimization is used with an app install advertising campaign, Facebook said advertisers will able to “optimize for returns on day two or day seven after install in order to find users who are likely to return to your app and can help grow your business.”
Facebook also launched four new metrics in Ads Manager designed to help advertisers measure the retention performance of their app install ad campaigns. Facebook said, “These metrics will help you measure the number of users who opened your app after installing and the cost per retention.”