Meta App Installs: Mobile App Installations from Ads

Counts how many people installed your mobile app after engaging with your Meta ad—the primary metric for app install campaigns.

Formula

Meta App Installs = COUNT ( app_install events )

Formula Components

Metric	Definition
app_install events	Each mobile app installation attributed to your Meta ads within the attribution window

Metadata
Type	Number
Data Source	Meta Ads
Aggregation	Count

Example

Your Meta app install campaigns drove 2,847 installs in Q2 across iOS and Android.

Campaign	Installs	Spend	Cost per Install
iOS Lookalike	1,423	$4,269	$3.00
Android Broad	892	$3,568	$4.00
Retargeting	532	$1,330	$2.50

How It Works

Meta counts an app install when a user downloads and opens your app after interacting with your ad within the attribution window. Install events are captured via the Meta SDK integrated in your mobile app, which sends the installation signal back to Meta’s servers for attribution.

When to Use

Scenario	Action
Evaluating app campaigns	Compare install counts across campaigns to identify top performers
Optimizing cost per install	Shift budget toward ad sets driving installs more efficiently
Assessing platform performance	Compare iOS vs Android install volumes and costs
Planning acquisition budgets	Forecast install volumes based on historical campaign data

Metric	Relationship
Meta Spend	Total ad investment used to calculate cost per install
Meta Completed Registrations	Users who registered after installing your app

See all Meta Conversions metrics →

Meta Registrations Meta Subscriptions

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics