Developers can track Facebook mobile ads ROI with Apsalar’s Campaign Source Insights tool

Apsalar’s advertising performance tracking tool, Campaign Source Insights now allows developers to determine exactly how much value Facebook’s new mobile app install ads are delivering.

Apsalar customers using Facebook’s mobile app install ads to promote their apps are now able to log into their dashboards and automatically see how many users specific advertising campaigns are delivering, and track how those users are behaving in terms of engagement and spend. This means developers using Facebook’s new mobile user acquisition channel can easily determine the ROI of their campaigns by comparing install cost to the lifetime value of the users acquired.

According to Apsalar CEO Michael Oiknine, his company had been working with Facebook for some time before Facebook’s mobile install ads launched earlier this week. The San Francisco-based mobile analytics provider is one of a select group of companies with products integrated into Facebook’s mobile ads, including AD-X and HasOffers, according to AdExchanger.

“We’re a strong believer in the social aspect of discovery, and we welcome Facebook moving into this market. We think this will be a very good partnership,” said Oiknine.

iOS developers using Apsalar are able to use Campaign Source Insights to track their Facebook ads today, and the feature will be available to Android developers soon. Developers wishing to use the free tool don’t have to be Apsalar partners, but do need to sign up for Apsalar’s ApScience Analytics service.

Apsalar is backed  by $5.8 million in funding from Thomvest Ventures, Battery Ventures, DN Capital, 500 Startups, Morado Venture Partners and Seraph Group. The company’s network now reaches more than 300 million users on iOS and Android, up from the 225 million users the company reported in July.

This story originally appeared on our sister site, Inside Mobile Apps.

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How the shift to mobile is hurting Facebook’s payments and ad revenues

More users are accessing Facebook from their phones than ever before, but during Thursday’s earnings call the company blamed a slowdown in both payments and ad sales on the shift to mobile.

Facebook’s revenues from payments increased by a scant 3.6 percent quarter-over-quarter, rising from $186 million in Q1 2012 to $192 million in Q2 2012, something CFO David Ebersman blamed on the shift to mobile gaming, and to platforms Facebook can’t monetize on. Facebook has tried to address the issue by developing its own HTML5-based mobile platform, but the technical issues surrounding HTML5 and poor discoverability in its platform have hampered its efforts.

In June game developer Wooga announced it would no longer distribute HTML5 games on Facebook, and was making its experimental HTML5 game Pocket Island open source. According to Wooga’s blog post, “installs were initially very low, as users struggled to find the game page… retention rates remained exceedingly low with around 5 percent of users returning to play the next day.”

It was a similar story with advertising. Revenues for Q2 were up 13.8 percent quarter-over-quarter to $992 million, but the total amount of ads Facebook delivered during the quarter actually declined.

“The overall number of ads delivered in the U.S. this quarter decreased two percent year-over-year despite a 10 percent increase in daily users and despite the increase in ads per page as daily web users in the U.S. declined in favor of mobile users, and we are seeing similar trends in other developed markets,” Ebersman said during the earnings call.

That shift is bad news for Facebook, as display advertising makes up the lion’s share of Facebook’s revenue stream, accounting for 83 percent of its total earnings in Q2.

During its second quarter earnings call, Facebook reported it now has 543 million monthly active users on mobile, an increase of 67 percent year-over-year and 11.2 percent quarter-over-quarter. Although the company did not reveal what percentage of its mobile users access the service through its iOS, Android and feature phone apps, we estimate there are about 95 million active feature phone users on the social network, based on analysis from the Facebook ad tool. In March, the company reported it had 83 million members who only accessed its site through its mobile apps or mobile website.

This post originally appeared on our sister site, Inside Mobile Apps.

Zuckerberg tight-lipped about lack of progress on Instagram deal

It’s been over three months since Facebook announced it would buy mobile photo sharing application and social network Instagram for a combination of cash and shares worth up to $1 billion, but nothing has come of it yet. When asked about the status of the deal during today’s second quarter earnings call, Facebook CEO Mark Zuckerberg’s answer was short and to the point, saying as the deal hasn’t closed and there has been no integration between the two companies at all.

Although the transaction was originally pegged to close during Q2, Facebook later changed its estimates to sometime in 2012. It’s likely that a Federal Trade Commission investigation of the deal — a standard procedure for acquisitions over $66 million  — has slowed down the proceedings.

The majority of deals reviewed by the FTC go through after the first, preliminary review, but until the deal is approved, the companies have to operate independently. According to the S-1 Facebook filed in advance of its initial public offering, the company has agreed to pay Instagram a $200 million termination fee if the acquisition doesn’t close.

What we found interesting about Zuckerberg’s comments on the deal were the lack of positive forward-looking statements. He did not say anything about working with the company in the future, or allude to any possible integration. He also declined to provide any additional information about when the deal is expected to close, simply saying that Facebook would issue an update.

The entire deal was reportedly made over a weekend, mostly between Zuckerberg and Instagram founder Kevin Systrom alone. Surprisingly, Facebook launched its own photo filtering and sharing iOS app called Camera just over a month later.

Despite meeting expectations, Facebook shares slide 11% in after-hours trading

Facebook announced its first earnings results as a publicly traded company today, but despite reporting numbers right in line with analysts’ predictions, shares have fallen by more than 11 percent in after-hours trading to $23.84. Facebook’s shares also took a hit before today’s announcement, dropping 8.5 percent to $26.84 before the markets closed.

Facebook’s Q2 revenues were $1.184 billion. Excluding a $1.3 billion charge in stock-based compensation, Facebook’s non-GAAP income was $515 million, good enough for a net income of $295 million, with earnings per share of $0.12.

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