Facebook’s advanced suite of tools allowed Hitwe to take a flexible approach to its app launch. With up to 300 active campaigns driving thousands of app installs across its various markets each day, the app developer had plenty of opportunities to test and optimise its ads. Each culture and social group required its own tailored approach, so Hitwe used Audience Insights to understand the complexities and nuances of its multiple audiences. This deep level of insight—coupled with Facebook’s sophisticated targeting options, including