> For the complete documentation index, see [llms.txt](https://help.branch.io/llms.txt).

# Obscured Data

> Understand why Branch obscures some data, covering privacy protocols, Predictive Aggregate Measurement, and aggregate reporting.

## Overview

Branch is committed to preserving user privacy, which means adhering to privacy-preserving mechanisms as well as the requirements established through our partnerships with third parties.

If you've been redirected here from a tooltip in Branch, this means data was obscured due to privacy practices that Branch has committed to.

Tooltip text: `"We are unable to show this value due to data aggregation thresholds."`

These practices are in the interest of respecting end users' privacy and personal data.

## Privacy protocols

Learn more about the privacy protocol the obfuscated data falls under using the descriptions below.

### Predictive aggregate measurement

[Predictive Aggregate Measurement (PAM)](https://help.branch.io/marketer-hub/predictive-aggregate-measurement.md) is a feature built by Branch that surfaces attribution data for marketers while implementing several [data precautions](https://help.branch.io/marketer-hub/predictive-aggregate-measurement.md#data-aggregation) that bring user privacy to the forefront.

### Facebook aggregate reporting

[Facebook Aggregate Reporting](https://help.branch.io/marketer-hub/meta-aggregate-reporting-changes.md) is the result of a partnership between Branch and Meta, where we've aligned on obscuring user data in Facebook-attributed campaigns when aggregation levels are not high enough to maintain user privacy.