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Best practices on Facebook / Platform mobile ads

I'm launching a product and investing in FB mobile ads to drive downloads and iterate from there. Was wondering if anyone had experience with the following:
- Do you need to do any dev to create the mobile ads (aside from content creation)
- Can I target just users of certain devices? (samsung galaxy s4)
- Can facebook give me install numbers?
- Can I track in google analytics the number of people that install from the ads?
- Can I track installs specifically that come from particular ad campaigns in google analytics?
- Can I distinguish between organic vs paid installs in google analytics?
- What dev would I need to do inside the droid app to enable fb ads and google analytics to it?

Thanks!
Dhruv

7 Replies

Dhruv Vasishtha
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Dhruv Vasishtha Entrepreneur
Product Management at Medidata Solutions
Reformatting questions, sorry!
  • Do you need to do any dev to create the mobile ads (aside from content creation)
  • Can I target just users of certain devices? (samsung galaxy s4)
  • Can facebook give me install numbers?
  • Can I track in google analytics the number of people that install from the ads?
  • Can I track installs specifically that come from particular ad campaigns in google analytics?
  • Can I distinguish between organic vs paid installs in google analytics?
  • What dev would I need to do inside the droid app to enable fb ads and google analytics to it?
Chris Phenner
0
0
Chris Phenner Entrepreneur
Director, Enterprise Sales @ Gimbal
To this part of your queries: 'What dev would I need to do inside the droid app to enable fb ads and google analytics to it?' Google 'Facebook Mobile Measurement Partners' for a list of approved Analytics SDKs per FB. Otherwise have a look at Perfect Audience for self-service buying. Hope that helps, Chris
Ran Rubinstein
1
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Ran Rubinstein Entrepreneur • Advisor
Software development expert
FB mobile install ads were the best way I found to get users to my apps. Done right, you can reach sub-10c CPI (cost per installation) - except in the US where prices are higher and fluctuate widely depending on current campaigns.
It's very important to have a compelling message and art. Another tip is to localize your ads and your app, it was very beneficial when I did it.

To your questions.
  • Do you need to do any dev to create the mobile ads (aside from content creation)
Not necessarily. You do need a fb developer account (free signup) and to define your app as a facebook app (so it gets an ID they can track)
  • Can I target just users of certain devices? (samsung galaxy s4)
Not that I know of. You can choose OS, OS version, tablet/smartphone, wifi/3g. For finer grained device targeting, look at places like Admob, which are generally more expensive.
  • Can facebook give me install numbers?
Yes, If you install their SDK or a commercial tracking SDK. Otherwise you get only the count of clicks
  • Can I track in google analytics the number of people that install from the ads?
No. Facebook are not cooperating with Google on tracking. Installs from fb will appear as organic installs on GA
  • Can I track installs specifically that come from particular ad campaigns in google analytics?
See above...
  • Can I distinguish between organic vs paid installs in google analytics?
Yes, for ad networks other than FB :).
  • What dev would I need to do inside the droid app to enable fb ads and google analytics to it?
You don't need to add GA. Adding the FB SDK is very easy and free, and doesn't require you to add any UI. The commercial solutions mentioned above all have different features, but to only track installs, add the FB SDK and add one API call to your application startup. It took me 10 minutes. You will get the analytics within your facebook ads console.
Dhruv Vasishtha
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Dhruv Vasishtha Entrepreneur
Product Management at Medidata Solutions
Thanks Chris, Ran

Have either of you had great experiences with any specific commercial solutions or ad networks aside from Admob (I did hear good things)
Chris Phenner
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0
Chris Phenner Entrepreneur
Director, Enterprise Sales @ Gimbal
There are dozens of mobile ad networks, but my sense is that you need a 'demand side platform' (not an ad network) to do mobile ad buying yourself (given your spend size). I mentioned Perfect Audience in my last note for this reason. As networks mostly do not let you buy directly and many have minimum spend level -- use Perfect Audience -- and use Google for backup of my reco here :)
Duane Nickull
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Duane Nickull Entrepreneur • Advisor
Chief Marketing Officer, Co-Founder at Cheddar Labs
If you want to integrate Facebook into mobile, make sure you know what you are doing. There are so ,many minor things that can get you.

My firm frequently develops using Facebooks SDK with SSO. If you want, we can assist. The very first thing you or anyone else doing this will want to develop is an interactive design document (IDD upscale requirements doc) to derive your architecture from before you write a single line of code. THere are so many options.

Even if you follow the instructions words for word, there are massive pitfalls that will impede performance and cause your users angst.

The first step (IDD) is only a 4-6 hour long process to ensure you start on the correct path. Hit me up off list if you want to discuss.

Duane Nickull
Arthur Colker
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0
Arthur Colker Advisor
Director of Growth at Hotelied
- Do you need to do any dev to create the mobile ads (aside from content creation)
No. You need to sign up as a Facebook Developer and register your app, but the instructions are straightforward and any non-developer can do it.

- Can I target just users of certain devices? (samsung galaxy s4)
Yes. Last time I checked this feature was only available in Power Editor, but may be rolling out to the Ads Manager as well. Not all Android devices were there when I last ran these ads (July 2014), but all of the major Samsung models were available. You can also segment by Android OS in the Power Editor.

- Can Facebook give me install numbers?
You have two options. The first is to implement Facebook's SDK into your app. You would need a dev to help you accomplish this. There are also 3rd party SDKs like Kochava, AppsFlyer etc.. that are integrated with Facebook. The advantage of these is that with one implementation you can also go buy ads on other mobile ad networks.

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