Facebook has three different advertising objectives for apps: App installs, traffic and conversions. Each objective is designed to help advertisers achieve a specific business goal.
Rationale behind App Install Campaigns:
If you’re running ads for a brand new app, your goal would be to increase installs of your app, so using the app installs objective will deliver ads to people who are most likely to download your app.
Once people had downloaded the app, if you wanted them to use your app more often, then the traffic objective is designed to persuade people who have already downloaded your app to re-open it and start using it again.
If your objective is to get more people to do specific things within your app – e.g. buying something you’d choose the conversions objective.
How Facebook chooses the people it shows your Campaigns to:
Facebook will show your app to people who are browsing on devices that are compatible with your app and whose demographics imply that they will install the type of app you are promoting.
Download our full Facebook Ads Cheat Sheet here. Includes complete list of the Campaigns and Audiences.