Driving mobile app installs via Facebook Ads has historically been very difficult for developers, primarily because neither Apple nor Facebook have found an elegant solution to drive users from their desktop web browser to the iTunes App Store.
Facebook’s App Center, launched in June 2012, solves this by presenting a button on app pages that, when clicked, sends a notification to the Facebook app on the user’s iOS device. When the user taps this notification, they are sent directly to the app’s page in the iTunes App Store.