Facebook’s head of platform partnerships in Europe, Akin Babayigit, was on stage at Ad Week yesterday, ostensibly to tell delegates how to get the most out of Facebook’s advertising solutions, but in the process, he revealed a raft of statistics – some new, some old, about the current state of play on Facebook.

Babayigit also revealed that Facebook is planning to offer to deep link clicks through from app re-engagement ads, served to people who already have the advertised app installed on their phone, to any part of the app the advertiser chooses. Currently clicks on app re-engagement ads go through to app’s homescreen.

Asked about attribution and cross-device recognition, where Facebook has an advantage over many other sites, since the user needs to be logged in to use the app, Babayigit said this was not a priority for Facebook. A bigger priority, given that the company has over 1bn active mobile users, he said, was to come up with new mobile advertising formats.

Here are the highlights of what he had to say:

• Facebook has 34m MAUs (monthly average users) in the UK
• The company has 28m MAUs in the UK
• 47 per cent of Facebook’s UK users are mobile-only
• 53 per cent of Facebook’s global revenue comes from its native ad units on mobile
• The company currently has 8,400 advertisers, including 60 per cent penetration among the top grossing apps
• Facebook mobile advertising has driven 245m app installs. Facebook says it has a 5x higher app install rate than “other platforms”