An application associated with an online system that presents content to a user via a client device determines content associated with an additional advertisement for presentation via the client device based on whether the additional advertisement is installed on the client device. If the application has been installed on the client device, content associated with the additional advertisement includes a link that, when selected, executes the application and configures the application to operate in s specific state. However, if the application has not been installed, content associated with the additional application includes a link that, when selected, retrieves information for installing the application. If the link to install the additional application is selected, the client device may be monitored to determine when the additional application has been installed. A notification identifying the additional application may subsequently be presented after installation of the additional application on the client device.