Facebook's Aggregated Event Measurement framework is designed to provide web-to-web and app-to-web measurement in a way that is compliant with Apple's tracking policies. Functionally, it is very similar to Apple's Private Click Measurement (PCM) framework — both essentially provide a similar level of functionality as what SKAdNetwork allows for app-to-app campaigns. Notably, neither of them yet support the common web-to-app conversion path.
Facebook has not shared much about the technical details of AEM, and it's not clear if it makes use of PCM behind the scenes, or is simply a very similar solution.
Updated over 1 year ago