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Dispatch: Facebook Deprecating Advanced Mobile Measurement (AMM) Program

August 4, 2021 | Updates & Announcements



Facebook recently announced that the Advanced Mobile Measurement (AMM) program will be deprecated on October 29, 2021.

For the majority of Branch customers, this will have no impact. There will be no change to the data that Branch receives from Facebook on your behalf, which means that all current attribution and reporting functionality will continue as before.

If you previously signed the optional AMM agreement with Facebook and rely on exporting device-level Facebook ads data from Branch for in-house measurement purposes, this change may affect you: after October 29, Branch will no longer be able to provide you data exports containing click-through conversions from Facebook ads. As a reminder, view-through conversion data was previously removed from the AMM program in April, 2020.

While Facebook's change aligns with Branch’s vision for a privacy-centric ecosystem, we recognize that this may cause significant disruption to some of our customers. We are working closely with Facebook, and they have indicated plans to introduce new functionality to support the needs of advertisers later this year. We will follow up with more information on this change as it becomes available. In the meantime, we are here to support you. Please feel free to reach out to your Customer Success Manager with any questions.


Why is this change happening?

As Facebook evolves alongside the advertising industry, they have decided to deprecate the Advanced Mobile Measurement (AMM) program, which allows advertisers to access device-level data via Mobile Measurement Partners (MMPs). Facebook is exploring a new experience to meet the needs of advertisers and partners.

What is the difference between Facebook MMP and Facebook AMM?

While the two are related, MMP (Mobile Measurement Partner) and AMM (Advanced Mobile Measurement) are different programs. MMPs are companies like Branch that Facebook has certified to build specialized integrations — including unique access to user-level data — with Facebook in order to provide mobile ad attribution on behalf of advertisers. AMM is an optional agreement that individual advertisers can make with Facebook, giving them direct access (typically via data exports) to user-level data via their MMP.

How will Facebook data be attributed in the Branch dashboards?

Within the Branch dashboard, the aggregated reporting of attribution of conversion claims will remain unchanged. If you were relying on device-level Facebook data exported from Branch to inform internal attribution models, then your attribution reporting could be impacted.

Is all data in AMM being removed?

Facebook view-through data was removed from AMM in 2020. This change will remove click-through data from AMM.

Does this mean that Facebook now favors a last-click attribution model?

No. Conversion data will still be provided at an aggregated level through Branch's reporting interfaces or through Facebook’s reporting interfaces and APIs.

What is the granularity of aggregated conversions that will be provided by Facebook or by Branch?

Advertisers that incorporate installs into their attribution model can still measure the aggregate number of view-through and click-through installs from Facebook in Ads Manager and in their Branch dashboard to the ad ID level of granularity.

What is the impact on the advertiser’s attribution models if they currently export the unaggregated data from AMM?

The impact to advertisers’ attribution model is that they will no longer be privy to the device-level AMM data from Facebook. Facebook recommends that advertisers use the aggregated reports in the Branch and/or Facebook dashboards to understand the conversions that should be credited to Facebook.

What does Facebook expect the effect of this change will be on App campaign performance/results?

Facebook does not expect App campaign performance/results to change, because Facebook’s delivery system will still be able to optimize for click through and view-through conversions. The only change is the advertisers’ access to granular conversion data. Advertisers can still understand the impact of Facebook conversions, as they will still be reported in aggregate on Facebook reporting surfaces and on Branch reports.

Are there any workarounds for using granular data for non-measurement use cases?

No. All of the data use, whether through aggregated reporting or Advanced Mobile Measurement, is limited to measurement only.

Will historical AMM data be removed on October 29, 2021 as well?

Not immediately, but the existing contractual obligations regarding limited retention and required deletion of Facebook data will continue to apply.

Does this announcement impact the data FMPs receive from Branch at the request of a mutual client?

Yes. The anonymized data that FMPs receive from Branch by request of a mutual client will be impacted by this announcement. After the AMM program is deprecated, this will also no longer be possible.

Will Facebook offer any new solution to help with reporting or analytics?

By the end of September, Facebook will provide more information on what to expect when this product is deprecated on October 29, 2021. Branch is working closely with Facebook to meet the needs of our mutual customers.

How will Branch share FB aggregated data to customers?

Branch's Aggregate API can be used to pull the FB data.

What will be the granularity of data shared by Branch?

Advertisers can still measure the aggregate number of view-through and click-through installs and other downstream events from Facebook in Ads Manager and in their Branch Dashboard to the Ad ID level of granularity.