Create the app campaign with the Create campaign wizard for Meta, in the Manager:

  1. In step 1, choose the App promotion objective and the Application destination.
  2. Choose the optimization: App installs, Conversions (to optimize for an in-app event, such as a purchase) or Link clicks.
  3. Enter the Application ID (the app ID registered with Meta) and the Store link (the app's URL in the App Store or Google Play).
  4. Follow the campaign and ad set steps, review and create. You upload the ads afterward in the Meta Ads Editor, as with other campaigns.

App Store and Play Store: each campaign takes one store link. To advertise on both, create one campaign for Apple and another for Google.

Before you start: the app must be registered with Meta, and the ad account must have permission to advertise that app. This is set up in Meta itself, outside Ads Editor. If the app doesn't appear or Meta rejects it, Meta's Help Center has the current steps.