Facebook App Install Ads: The Setup, the Specs, the Video

Facebook app install ads run under Meta's App promotion objective and send people to your app's store page. "This objective used to be called app installs." The ads run across Facebook, Instagram, Messenger and Audience Network.¹²

In short

• Setup first: register the app at Meta for Developers, link your ad account, and count installs with the SDK or a measurement partner.¹
• The campaign: an Advantage+ app campaign uses "Meta AI to help optimize your bidding, audiences and placements".³
• The creative: up to 50 images or videos at a time, changed 2 to 4 times a month.³⁴
• The video: 9:16 for Stories and Reels, 1:1 or 4:5 in the feed, with the message in the first 3 seconds.⁵⁶⁷

What is a Facebook app install ad?

An ad whose job is a download. Meta puts it this way: "You can create a campaign using the app promotion objective to get more people to install your app, optimize for App Events or attract your highest-value customers with maximize value of conversions."¹

The button sends people to the App Store or Google Play. Meta counts an install when "people opened your app for the first time, and once per person".⁸

What do you need before the first campaign?

Three things, all in Meta's own setup pages:¹⁹¹⁰

1. A registered app. "An app that's registered on the Meta for Developers", with a Facebook Page for the app.
2. A linked ad account. In the App Dashboard, your ad account goes under Authorized Ad Account IDs.
3. Install counting. "You'll need to integrate the SDK and add App Events if you want to optimize for installs, App Events or value." A partner integration works too: Meta names Adjust, AppsFlyer, Branch, Kochava, Singular and others.

Skip the third step and Meta says "your ads will automatically optimize for link clicks", not installs.¹ And "If you don't have any app installs within the last 28 days, you won't be able to optimize for app installs."¹¹

How do you set up the campaign?

Choose App promotion, then an Advantage+ app campaign. Meta runs most of it: "Advantage+ app campaigns use Meta AI to help optimize your bidding, audiences and placements."³ The goal can be installs, link clicks, app events or value.¹²

You set less than in other campaigns. "The only targeting options available are operating system, countries and language."¹³ What you control most is the creative: "You can upload up to 50 images, videos, playable ads or Instant Experiences at one time", with up to 5 texts and headlines.³

What changes for iOS?

For iPhone users on iOS 14.5 and later, Meta works inside Apple's rules. You choose Aggregated Event Measurement or Apple's SKAdNetwork to count results. "Each Advantage+ app campaign is limited to one ad set."¹⁴

Plan for fewer campaigns, and Meta's own pages give different caps. The same page says "You can create up to 24 campaigns per app" and "Limited to 18 manual campaigns per app ID".¹⁴ Results counted by SKAdNetwork arrive with "delays of at least 24 hours" and are "aggregated at the campaign level".¹⁵

These iOS rules do not apply to Android users, Meta says.¹⁴

What are the video specs for app install ads?

From Meta's Ads Guide pages for the App promotion objective, read on 23 October 2026:⁵

Every placement takes files up to 4GB. For the feed, Meta's aspect ratio page adds that "Both 1:1 and 4:5 aspect ratios are supported".⁶ In Reels, Meta asks you to keep 14% of the top, 35% of the bottom and 6% of each side free of text and logos.⁵

The buttons for app ads include Install now, Download, Use app, Play game, Sign up and Learn more.⁵

What should an app install video show?

The app, doing its job. Meta's advice for app ads is plain: "Visually showcase what the app does." "Show images with your app on a device." "Demonstrate value with key numbers."¹⁶¹⁷

For video, Meta's tailored campaigns page says: "Videos should capture attention and include key messaging or branding within the first 3 seconds."⁷ It also advises testing the formats against each other: "Use video in one ad and images in another, then test them."¹⁶

The film above follows that order. It opens on the problem, shows the app's real screen, and ends on the offer and one button.

How do you make the videos for app install ads?

Each idea needs a vertical and a square or 4:5 version, and Meta's pages call for new ones a few times a month.⁴ Record and edit them yourself, or make them from your link.

With 10xvid, paste your App Store link or your website into the chat. It reads the page and writes a blueprint: who the ad is for, the story in order, why they act, how it looks. Press Produce for 9:16, 1:1 and 16:9 from one run, from 5 to 30 seconds.¹⁸ It does not make 4:5, so the feed gets the 1:1.

Where 10xvid fits

10xvid, motion graphics ads for apps, makes the videos an app install campaign runs. Each shows your real screens, the offer and one ask. Every film is read frame by frame and judged at 8 of 10 before you see it.¹⁸ Meta still decides who sees each one, so test several ideas, as its pages advise.³¹⁶

The first ad is free, with no card: make your first ad. For where else to run it, see app advertising: how to advertise your app with video ads.

Questions about Facebook app install ads

Do I need the Facebook SDK to run app install ads?

You need the SDK or a partner integration with App Events to optimize for installs. Without one, Meta optimizes for link clicks.¹¹⁰

How many creatives can an Advantage+ app campaign use?

Up to 50 images, videos, playable ads or Instant Experiences at one time, with up to 5 texts and headlines.³

What size should an app install video be?

9:16 for Stories and Reels; 4:5 or 1:1 for the feed. Files can be up to 4GB.⁵⁶

Why are my iOS app install results delayed?

SKAdNetwork reports come at least 24 hours late and only per campaign, by Apple's rules.¹⁵

1. Meta Business Help Center, "About the App Promotion Objective in Meta Ads Manager" (facebook.com/business/help/2083260191704068), read on 23 October 2026. ↩
2. Meta Business Help Center, "About app ads on Facebook, Instagram and Audience Network" (facebook.com/business/help/1471413626484885), read on 23 October 2026. ↩
3. Meta Business Help Center, "About Advantage+ App Campaigns" (facebook.com/business/help/309994246788275), read on 23 October 2026. ↩
4. Meta Business Help Center, "Creative Recommendations And Reporting For Advantage+ App Campaigns" (facebook.com/business/help/716015512512235), read on 23 October 2026. ↩
5. Meta, Facebook Ads Guide, video specs for the App promotion objective by placement (facebook.com/business/ads-guide), read on 23 October 2026. ↩
6. Meta Business Help Center, "Best practices for aspect ratios" (facebook.com/business/help/103816146375741), read on 23 October 2026. ↩
7. Meta for Business, "Tailored campaigns" (facebook.com/business/ads/automation/tailored-campaigns), read on 23 October 2026. ↩
8. Meta Business Help Center, "Mobile App Installs" (facebook.com/business/help/358759327607278), read on 23 October 2026. ↩
9. Meta Business Help Center, "How to register an app to run ads on Meta technologies" (facebook.com/business/help/444614902378217), read on 23 October 2026. ↩
10. Meta Business Help Center, "About app events and advertising on Facebook and Instagram" (facebook.com/business/help/235457266642587) and "About Partner Integrations for App Events" (facebook.com/business/help/251324098890446), read on 23 October 2026. ↩
11. Meta Business Help Center, "Troubleshoot Facebook Mobile App Install Tracking" (facebook.com/business/help/407766402697485), read on 23 October 2026. ↩
12. Meta Business Help Center, "About Performance Goals Available to Advantage+ App Campaigns" (facebook.com/business/help/675259936395308), read on 23 October 2026. ↩
13. Meta Business Help Center, "About Targeting and Reporting for Advantage+ app campaigns" (facebook.com/business/help/1153577308409919), read on 23 October 2026. ↩
14. Meta Business Help Center, "App Promotion Ad Account and Campaign Considerations for People Using iOS 14.5 or Later Devices" (facebook.com/business/help/651033805513936), read on 23 October 2026. ↩
15. Meta Business Help Center, "About Meta Ads Manager reporting for Apple's SKAdNetwork" (facebook.com/business/help/584603712214119), read on 23 October 2026. ↩
16. Meta Business Help Center, "Accelerate Your App's Growth With These Two Strategies" (facebook.com/business/help/1571320809813662), read on 23 October 2026. ↩
17. Meta Business Help Center, "Get the Most Out of Mobile App Ads" (facebook.com/business/help/192993617704290), read on 23 October 2026. ↩
18. 10xvid.com/engine, read on 23 October 2026. ↩