Tim Peterson says, “Facebook wants to help mobile app developers strike a balance between pushing people to use their apps and not coming across as too pushy.

On Tuesday, Facebook officially rolled out a way for mobile app developers to aim push notifications at specific segments of their audiences based on specific things people do in their apps — such as searching for a hotel room in New York City during Thanksgiving weekend, checking out a particular pair of shoes or adding those shoes to a shopping cart without completing the purchase — and deep-link to the relevant section in an app so people can pick up where they left off.

Facebook had announced these targeted push notifications back in April at its annual developer conference, but they’ve been in testing since then. Now any app developer using its Facebook Analytics for Apps service will be able to use Facebook’s targeted push notification system for free, no matter how many people use their apps.

Mobile app developers looking to pinpoint their push notifications are largely limited to the data their apps are able to collect directly from their users, such as how much money they have spent in the app, what content they’ve checked out and what device or mobile operating system they’re using”.

Facebook will help mobile apps aim push notifications based on people’s in-app actions

Marketing Land

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