Facebook said it is making its mobile app install ads available to all developers, following a beta test launched in August.

The ads allow developers to promote their titles in Facebook’s mobile apps, directing users to Google Play or Apple’s App Store to complete the download.

The social networking giant said that “in early results, beta partners like Kabam, Fab, TinyCo and BigFish were able to reach a more relevant audience and efficiently drive installs”.

TinyCo was said to have seen a 50 percent higher click through rates and “significantly higher” conversion rates compared to their current mobile channels, as well as a “significant increase” in player engagement.

The company said that ads can be launched and monitored through its existing App Dashboard.

To measure the effectiveness of ads, developers need to integrate with the latest Facebook SDKs for iOS or Android. This will enable monitoring of overall clicks and installs from campaigns, and will allow the optimisation of ad delivery for installs.

Facebook also said that in the coming months, it will continue to make updates that improve the user experience and performance of mobile app install ads.

It suggested that developers “may be able to customise ad units based on your audience, ensure that ads are only shown to people who have not installed your app on iOS or Android devices, and allow people to start installing your app without leaving Facebook".

Android SDK updated
Google also announced a “major update” to its Facebook SDK for Android, which it said “provides advanced functionality that makes it easier to build more immersive social experiences, as well as better distribute and promote your app”.

Features of the update include new native user interface controls; simplified session management; better Facebook API support; and an updated Android Developer Center, providing documentation, sample code, and access to the APIs.