Friday , 19 April 2019
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Facebook announces new mobile app advertising analytics tool

Facebook announces new mobile app advertising analytics tool

At Facebook headquarters in Menlo Park, Calif., on March 18.

At Facebook headquarters in Menlo Park, Calif., on March 18.

Image Credit: Jordan Novet/VentureBeat

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At today’s f8, Facebook announced the launch of a new ad analytics tool, designed to let mobile developers track the performance of their app install campaigns.

The tool is expected to launch this summer. The service is free, Facebook says.

More specifically, the tool will allow developers to learn about the people who click on app advertisements on Facebook. They might be able to learn where those users are coming from and where they go after they click on the ad. Other analytics points may be available from Facebook’s vast store of personally identifiable information.

While the tool may also be used to track app advertisement campaigns on other social platforms, the bells and whistles will be heavily geared toward measurement on the Facebook platform.

It’s very unlikely that the tool will be useful to developers running advertising campaigns on Google or Apple properties.

The real question for app developers is whether or not Facebook can or will reliably track ad campaigns in an unbiased and objective way, when it has so much money riding on running advertising campaigns on its own platform. Could it skew the numbers to make Facebook campaigns look better than they really are?

Another question is how the move by Facebook will affect the businesses of smaller analytics companies like AppsFlyer, TUNE, Adjust and Kochava. AppsFlyer, for example says it’s tracking more than $1 billion in ad spending by developers (and recently announced $20 million in funding).

Zuckerberg said 95 percent of apps on the Apple and Google app stores are integrated with Facebook. Zuckerberg said that his company paid out $8 billion to app developers last year.

Facebook is the world’s largest social network, with over 1.39 billion monthly active users. Facebook was founded by Mark Zuckerberg in February 2004, initially as an exclusive network for Harvard students. It was a huge hit: in 2 we… read more »

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