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If you run a gaming company, you're most likely tracking everything you possibly can about who is spending in your game.

If you are running a facebook campaign, you will buy either on volume (don't care what the price is, just give me the user, ie Uber), ROI (make sure the LTV of the user is less than the CPI), or profit (make sure we're still making money even after apple's cut)

Facebook allows you to form a closed loop feedback system. If Uber knows the LTV of a customer is $100 and CPI's on FB are $10, go to the bank and get as many of those customers you can.

Most of the app ads you see on Facebook are for games which is how they can justify spending $4+ (the big mobile game companies make billions in revenue).

Very interesting figures. Can you share the sources?