With more advertising on Facebook shifting to mobile, social media marketing firm Nanigans said it has extended its measurement and ad optimization tools for Facebook campaigns from the desktop to mobile.
When clients run app install ads on Facebook, they can now use Nanigans’ AdEngine platform to track in-app actions like purchases and items added to shopping carts to automate future ad buys targeting profitable customers. Until now, advertisers could only see the impact of their ad spend on app installs but not post-install activities.
Nanigans said more than 20 developers are adopting its mobile ad solutions for Facebook including Fab.com, TinyCo and Wooga. During its fourth quarter conference call last week, Facebook said app install ads, launched in October, were used by 20% of the top grossing iOS apps, and that the social network was the leading driver of awareness for new app downloads.