TLDR;
- If you're not using the Meta SDK to track app events, you're basically guessing. It's the absolute first thing you need to sort out.
- For iOS 14.5+ users, Aggregated Event Measurement (AEM) is essential. You only get 8 events, so you must prioritise them based on value (e.g., purchase > trial > registration).
- Stop optimising for just 'installs'. This is a vanity metric. You need to track and optimise for high-value user actions like purchases, trial starts, or tutorial completions to get users who actually stick around.
- Your real Return on Ad Spend (ROAS) is often different from what Ads Manager tells you. This article includes an interactive calculator to help you figure out your true profitability.
- Tracking issues are often the root cause when ads aren't performing. Before you blame your creative, make sure your data foundation is solid.
So, you're trying to track app installs from your Meta ads and finding it a bit of a headache. You're not alone. The whole process can feel overly complicated, and frankly, Meta's own documentation can send you down a rabbit hole. You see numbers in Ads Manager, but you've got a nagging feeling they don't tell the whole story. Are these installs turning into actual, valuable users? Or are you just paying for people to open your app once and then delete it?
Let's cut through the noise. Getting your tracking right isn't just a technical tick-box exercise. It's the absolute foundation of scaling your app profitably. If you get this wrong, you're not just wasting money; you're teaching Meta's powerful algorithm to find you more of the wrong kind of user. We're going to walk through how to set this up properly, what to actually measure, and how to spot problems before they burn through your entire budget.
Why can't I just trust the numbers in Ads Manager?
This is the first myth we need to bust. A few years ago, you mostly could. But since Apple rolled out iOS 14.5 and the App Tracking Transparency (ATT) framework, the game has completely changed. When a user on an iPhone or iPad opts out of tracking (and most of them do), Meta loses the ability to see exactly what that user does after they click your ad and install your app.
This means a huge chunk of the data you see in Ads Manager is now 'modelled' or 'inferred'. Meta is using statistical models to estimate conversions based on the small percentage of users who *do* opt-in. It's an educated guess, but it's still a guess. It can be pretty accurate sometimes, but other times it can be way off. This is why you might see a sale reported in Ads Manager that you can't find in your own backend system. The only way to get closer to the truth is to build a more robust tracking setup yourself and learn how to unmask your true ad ROI instead of relying on platform data.
This is where things like SKAdNetwork (Apple's privacy-focused attribution system) and Meta's own workarounds come in. It's a bit of a messy landscape, but understanding that platform data isn't gospel is the first step towards making smarter decisions.
Okay, so what's the absolute first thing I need to do?
Simple. You need to install the Meta SDK. Think of the SDK (Software Development Kit) as a small bit of code that lives inside your app. Its job is to talk to Meta and report back when users take specific actions. Without it, Meta has no idea what happens after someone installs your app. It's non-negotiable.
Getting it installed usually involves your app developer. They'll need to integrate the SDK into the app's code. Once it's in, you can start defining and tracking 'events' – which are just the specific actions you care about. The basic flow looks something like this:
Just setting up the SDK to track installs is the bare minimum. It confirms the connection is working, but it's only the start. The real power comes from tracking what happens *after* the install.
I've heard about iOS 14.5... What's AEM and why should I care?
Right, this is where it gets a bit more technical, but it's massively important. AEM stands for Aggregated Event Measurement. It's Meta's protocol for dealing with the data restrictions from iOS 14.5+ devices. Because Meta can't track individual users who opt out, AEM allows them to receive anonymised and aggregated conversion data from Apple's SKAdNetwork.
Here's the catch: for each domain (and for apps, this applies to your app's tracking configuration), you can only configure a maximum of 8 conversion events to be used for campaign optimisation. And these events must be ranked by priority.
Why does priority matter? Because Meta will only receive the highest-priority event that a user completes within the attribution window. For example, if your events are prioritised as 1) Purchase and 2) Start Trial, and a user starts a trial and then makes a purchase, Meta will only be told about the 'Purchase' because it's ranked higher. They won't see the 'Start Trial' event for that user at all.
This means you have to be really strategic about which 8 events you choose and how you rank them. You have to decide what actions are most valuable to your business. For many apps, it'll be some variation of this:
Getting this wrong can seriously mess up your campaign optimisation. If you need help with this specific part of the setup, we've got a guide on how to troubleshoot common problems with the SDK and AEM configuration which might be useful.
What events should I actually be tracking? Is 'install' enough?
Let me be brutally honest: optimising your campaigns for 'App Installs' is, most of the time, a terrible idea. It's a vanity metric. You'll get a low Cost Per Install (CPI), feel great about it, and then wonder why none of these users are sticking around or spending any money.
When you tell Meta's algorithm to "get me installs," it will do exactly that. It will find the people within your target audience who are most likely to download an app, any app, probably out of boredom. These are often not the people who will become your loyal, high-value customers. You need a much better strategy that focuses on acquiring high-value users, not just cheap installs.
You need to track events that signal genuine interest and map to your business goals. These are called App Events, and Meta has a list of 'standard' events that it recommends. You should always use the standard event if one exists for the action you want to track, as Meta's algorithm is already trained to understand them. If there isn't one, you can create a 'custom' event.
Here are some examples of what you should be tracking instead of just installs:
| App Type | Recommended Standard Event | Why It Matters |
|---|---|---|
| eCommerce App | fb_mobile_purchase | This is the goal. It tracks actual sales and revenue, allowing for ROAS optimisation. |
| SaaS / Subscription App | fb_mobile_start_trial | The most critical step before a user becomes a paying customer. A very strong signal of intent. |
| Gaming App | fb_mobile_level_achieved | Shows engagement. A user who reaches Level 5 is far more valuable than one who uninstalls after the tutorial. |
| Lead Gen / Service App | fb_mobile_complete_registration | Tracks when a user has fully created an account, becoming a qualified lead in your system. |
| Any App | fb_mobile_tutorial_completion | Indicates a user has been properly onboarded and understands the app's core value. A good leading indicator of retention. |
Once you have these events tracking properly, you can change your campaign objective from 'App Installs' to 'App Events'. Then you can tell Meta to optimise for 'Purchases' or 'Trial Starts'. Yes, your cost per install will go up. But your cost per *valuable action* will go down, and your overall profitability will improve dramatically. We've seen this time and time again. I remember one app we worked with, we managed to get them over 45k signups at under £2 per signup by relentlessly optimising for registration events, not just installs.
How do I prove my ads are actually making money?
This is the million-dollar question (sometimes literally). For any app with in-app purchases or a subscription model, the single most important metric is Return On Ad Spend (ROAS). It's a simple ratio: for every pound you spend on ads, how many pounds do you get back in revenue?
Calculating it is straightforward: ROAS = Revenue from Ads / Ad Spend
The tricky part is getting an accurate 'Revenue from Ads' number, especially with the tracking challenges we've discussed. While Meta will report a ROAS for you (if you're tracking purchase events with a value), you should always treat it with a bit of scepticism. The real source of truth is your own data.
You can use this calculator below to get a feel for how different variables impact your ROAS. Adjust the ad spend and the revenue generated to see how your return changes. This is the fundamental math that should guide your budget decisions.
For UK app campaigns especially, understanding your target ROAS is definitly the most important step before you scale. For a deeper look into this, we have a complete ROAS optimisation guide specifically for Meta app ads in the UK that you might find helpful.
My tracking is set up, but my installs are low. What's next?
Alright, so your SDK is implemented and your events are firing correctly. But your campaigns are still underperforming. This is a common problem, and it's where real optimisation begins. Now that you trust your data, you can start diagnosing the problem systematically.
You need to look at your funnel. Don't just look at the final number of installs or purchases. Look at the drop-off rate at each step:
- Impressions to Clicks (Click-Through Rate - CTR): If your CTR is very low, it usually means your ad creative or copy isn't resonating with your audience. Your ad isn't grabbing their attention in the feed. It's time to test new images, videos, and headlines.
- Clicks to App Store Page Views: This should be almost 1:1. If there's a big drop-off here, it could signal a technical issue with your ad links.
- App Store Page Views to Installs (Conversion Rate - CVR): This is a big one. If people are clicking your ad but not installing the app, the problem is likely your App Store page. Are your screenshots compelling? Is your description clear? Are your reviews poor? You need to optimise your App Store Optimisation (ASO).
- Installs to High-Value Events (e.g., Registrations, Purchases): If you get lots of installs but few valuable actions, it could mean two things. Either you're attracting the wrong type of user (a targeting problem), or your app's onboarding experience is poor and users are getting confused or frustrated before they reach the "aha!" moment.
Often, a poor conversion rate from ads to installs is the biggest bottleneck. If that's what your'e seeing, our guide on how to fix low conversion rates from Meta ads can give you some specific things to check. It's a process of elimination. We worked with a B2B software client who had this exact issue. By fixing their event tracking and then systematically testing new creative, we managed to take their cost per registration from $2.38 down significantly by attracting a much more qualified user, eventually leading to 4,622 qualified registrations.
What does a good app campaign structure look like for testing?
You shouldn't just lump all your audiences into one campaign. A structured approach allows you to control your budget better and understand what's actually working. For apps, I'd reccomend a structure that separates your 'prospecting' (finding new users) from your 'retargeting' (re-engaging existing users or installers).
Here's a simplified but effective structure to start with:
This kind of structure gives you clarity. You can see which new audiences are driving valuable users, and how effective you are at converting people who have already shown an interest in your app. From here, you can start building a much more comprehensive playbook for your entire app marketing strategy.
This is the main advice I have for you:
| Problem Area | Recommended Action | Why It's Important |
|---|---|---|
| No Tracking | Install the Meta SDK in your app immediately. | This is the non-negotiable foundation. Without it, you are completely blind to post-install user behaviour. |
| iOS Attribution | Configure and prioritise your 8 AEM events. Put your most valuable event (e.g., Purchase) at the top. | Ensures Meta's algorithm optimises for what actually drives your business, not just vanity metrics. |
| Poor User Quality | Change your campaign objective from 'App Installs' to 'App Events'. Optimise for a high-value action. | You'll attract users who are more likely to engage and spend money, leading to a higher LTV and ROAS. |
| Uncertain Profitability | Calculate your own ROAS based on your backend data, not just what Ads Manager reports. | This gives you the true picture of your campaign profitability and empowers you to make smart budget decisions. |
| Low Performance | Analyse your funnel from CTR to in-app conversion. Identify the biggest drop-off point and focus your efforts there first. | Fixes the biggest leak in your bucket first, providing the fastest path to improved performance. |
When to call in an expert
As you can see, properly tracking and scaling app install campaigns on Meta is more than just clicking a few buttons. It involves a technical setup, strategic decision-making, and continuous analysis and optimisation. Getting this wrong doesn't just waste your ad spend; it can actively teach the algorithm to find the wrong customers, digging you into a hole that gets harder to climb out of.
If you're staring at your Ads Manager feeling a bit lost, if your numbers don't seem to add up, or if you've hit a plateau and can't seem to scale profitably, it might be time for a second opinion. An expert can quickly diagnose issues with your tracking setup, identify strategic opportunities in your event configuration, and build a campaign structure that's designed for growth from day one.
We offer a free, no-obligation strategy session where we can take a look at your current setup and campaign performance. We'll give you some straightforward, actionable advice based on our experience scaling numerous app campaigns. If we think we can help, we'll tell you how. If not, you'll still walk away with a clearer picture of what you need to do next. Feel free to get in touch if you'd like to book a call.
