Newly announced Facebook tools raising login rates and advertising revenues

Newly announced Facebook tools raising login rates and advertising revenues Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


New tools announced by Facebook last month are already leading to higher login rates and increased advertising revenue claims Chinese partner Android developer Apus Group.

Ahead of the announcement of the new tools at Facebook’s F8 developer conference earlier in April, Apus trialled Facebook’s new Account Kit and Analytics Push tools by integrating them into its account management and user profile tool APUS ME, which gives users an improved experience when using Facebook to log in and which stores profile information and settings in the cloud.

The trial generated a 400% increase in logins via Facebook.  

“With Account Kit Facebook has made it easier for user s to log in to third party app and, as the first Chinese app developer to gain access to Analytics Push, we have been able to see the power of the technology to create the best user experience,” said Tao Li, founder and CEO of Apus Group.

The company has also tested Facebook’s Audience Network tool, also announced at the conference, which it used across its system to test the CPM (cost per 1,000 impressions). The company used Facebook’s Audience Network to implement native ad units integrated more into the user experience, alongside improved targeting. It saw CPM with Facebook ads at rates three times higher when compared to other ad networks.

“With Facebook’s Audience Network we’ve been able to improve the monetisation of our advertising whilst improving the user experience,” said Luo Juan, business director at Apus.

“We are already seeing three times the CPM with Facebook ads compared to other networks. Delivering relevant ads to our global user base is crucial to a positive experience so we are delighted with the difference Audience Network has made,” he said.

Apus was founded in June 2014 and has 920 million users across its suite of apps. 

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