Meta’s recent update to the app promotion objective in Ads Manager marks a significant change for app developers and advertisers. While these changes aim to improve user experience and compliance, they may create new challenges for businesses. This update introduces the new “app promotion” objective (formerly known as “app installs”) to help advertisers optimize their campaigns for app installs, app events, or maximize the value of conversions. However, with this update, Meta has introduced stricter management for third-party apps promoted through the platform, which might affect advertisers who rely on app install ads.
Key Changes in Meta's App Promotion Policy
Starting from March 3, 2024, Meta is intensifying its enforcement against third-party apps promoted on its platform. To promote your apps on Meta, you now need:
- An app registered on Meta for Developers: If your app isn’t registered, your ads will automatically optimize for link clicks rather than app installs.
- A linked ad account: You must link your ad account to the app you want to promote.
- The Facebook SDK and App Events: Integrating these tools is essential for optimizing your campaigns and tracking conversions.
Violations and Enforcement
Apps that repeatedly violate Meta’s ad and developer policies may face restrictions, and any related ads will be suspended. This means that if your app is flagged for violations, all promotional campaigns, including app install ads, will be halted.
- Repeated Violations: Advertisers will be informed of policy violations and given the opportunity to appeal. However, if violations reach a certain threshold, penalties will apply at the app level, including possible removal of the app from the platform.
- Appeals Process: If an advertiser believes their ad was wrongly flagged, they can submit an appeal through Meta’s Business Support page and follow a verification process.
ROIBest's PWA Solution: a Perfect Alternative Solution for Developers
With Meta’s new policy restrictions in place,ROIBest’s Progressive Web App (PWA) solution offers a creative alternative. PWAs allow businesses to bypass app store regulations entirely while providing a seamless app-like experience to users.
- No App Store Dependency: PWAs don’t require app stores for distribution, which means businesses can avoid the complications tied to Google Play’s approval process or Meta’s app promotion policy.
- Higher Conversion Rates: Users can install a PWA within 10 seconds directly via a URL, providing a more seamless user experience than native apps.
- Offline Functionality: PWAs ensure smooth experience even on weak networks, helping reduce user drop-off.
- Flexible Payment Options: Integrated third-party payment channels do not reqiore the 30% in-app purchase commission fees that are often taken by app stores.
Why You Should Turn to ROIBest for PWAs
ROIBest not only provides PWA technology but also provides data insights to enhance ad performance while reducing violations on Meta:
- Ad Ban Prevention: Our advanced algorithm helps protect ad accounts from getting banned caused by “related violations.”
- Cross-Domain Attribution: We track conversions throughout the user journey, enabling more accurate audience targeting and better campaign performance.
- AudienceCloud Platform: By analyzing data from over a billion devices, we intelligently identify high-value users to help lower the cost-per-acquisition (CPA).
About ROIBest
ROIBest, as the pioneer in non-removable Android apps, boasts the largest market share and user base.
Our clients include leading companies in gaming, short drama, social network, and tools & utilities industries, such as ShortMax and EWORLD.
Our solutions built of progressive web app (PWA) technology address issues for Android app developers such as app review processes, being removed from the Play Store, and Google Pay commissions. The unique ROI-enhancing features developed by ROIBest can boost conversions by over 10% and reduce the risk of ad bans, driving more traffic to the business.
