Facebook's carousel ad format, previously for link ads, now supports mobile app install and engagement ads. Advertisers saw 30-50% lower cost-per-conversion and 20-30% lower cost-per-click compared to single-image ads. Creative examples include foodpanda's 180% CTR increase and 39% lower cost per install, MINI's virtual tour, Neiman Marcus's 3X more conversions, and MVMT Watches' 75% higher CTR.
An optional optimization feature increased CTR by 12%. The format is available now via the ads API.
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Email, SMS, and push are high-intent channels, but a structural gap between click and in-app action causes massive drop-off. CTRs of 30-40% often yield only 1-3% in-app conversion. The root cause is ESP link wrapping, which breaks deep link context and attribution. Fixing the handoff through proper deep linking can double purchase rates and unlock channel performance. Brands must treat the link as a continuation layer, not a redirect, and ensure context survives the transition.
AppsFlyerOneLink API 2.0: The new deep linking infrastructure built for growth and scale
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AdjustFIFA World Cup 2026 mobile app trends for marketers | Adjust
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