Facebook introduced new functionality to its mobile app ads to encourage users to return to apps they have already installed, boosting long-term engagement.

The social network is allowing developers to use deep links to direct users to a specific location in an app, such as a sale, promotion or newly added content.

There are seven calls to action: ‘open link’, ‘use app’, ‘shop now’, ‘watch video’, ‘listen now’, ‘book now’ and ‘play game’.

Facebook cited research from Localytics which found that 66 per cent of users only open apps between one and 10 times once they are on their devices.

The new functionality in Facebook’s mobile app ads is aimed at tackling this kind of low user engagement.

Introduced last year, mobile app ads were initially intended to drive app installs and help developers reach the right audience. The technology has driven more than 145 million app installs in Google Play and Apple’s App Store, according to Facebook.

Developers can measure how effective their ad campaigns are by integrating various SDKs available from Facebook. Actions that can be measured include apps being purchased and particular levels being achieved in games.