By combining in-app activity and lifetime value data with ad cost and other campaign details from Facebook, AppsFlyer can deliver real-time ROI reports on Facebook app install campaigns.
However, there may be something still lacking in the analytics available to app developers: information on whether all ads on Facebook are viewable by all Facebook visitors. We know, for example, that some Facebook users run ad blockers, and that Facebook strictly controls the number of ads within a user’s feed.
Since Facebook counts impressions, rather than viewable impressions, it counts any app installs as driven by Facebook whether the installer has seen the ad or not. If the ad was somewhere on Facebook– even if the user never saw it–and the user later installed the app, Facebook takes the credit and charges for it.
We found it unusual and amusing that Facebook was counting actions taken by users who might not have even seen an ad and charging for them. This used to happen in the old Wild West days of online advertising, where an advertiser paid when an ad was served. Lately, on most other publisher platforms, brands can buy on guarantees of viewability.