AEO
Also: App Event Optimization
AEO (app event optimization) is a Meta campaign optimization mode that delivers ads to users predicted to complete a specific in-app event — a purchase, a trial start, a level completion — rather than simply to install.
AEO needs event volume to learn; Meta's guidance has historically been in the range of dozens of events per ad set per week. Optimizing to a rare event starves the model, which is why many apps optimize to an earlier proxy event and measure on the later one.
The proxy choice is a UA decision with revenue consequences: optimizing to trial starts buys trial starts, including the majority that never convert.
Go deeper: Meta Advantage+ vs manual campaigns
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In Roasy
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