Enable App Aggregated Event Measurement Support

Enable Branch's support for Meta's App Aggregated Event Measurement


Meta's Aggregated Event Measurement (AEM) is a protocol that allows for the measurement of web and app events from people using iOS 14.5 and later devices.

App AEM will be used for more campaign types including campaigns focused on Sales, Leads, and Engagement with app conversion locations, and that optimize to app events. App AEM will utilize the following aggregate identifiers instead of device IDs for iOS:

campaign_idsA set of IDs found on some links that open the app from Facebook ads persisted for 7 days and forwarded to Facebook for campaign optimization. Required for Mobile App Engagement.
anon_idAn ID generated automatically by the Branch SDK persisted on install forwarded to Facebook for campaign optimization. Available for SDK v2.1.2+. Optional for Mobile App Engagement.

The new identifiers will be forwarded to Facebook through all conversion events for re-engagement campaign optimization.


In order to enable AEM support, you need to have completed the following:

  1. Created a Branch Dashboard.
  2. Enabled Universal Ads for your Branch account.
  3. Implemented the Branch SDK into your mobile app using the latest iOS version.
  4. Admin access to your Facebook/Meta account.
  5. Enabled Facebook <> Branch Integration.

Enable AEM

1. Enable AEM in Facebook/Meta

Contact your Facebook/Meta account manager to enable support for AEM in your account.

2. Enable AEM in Branch

In the Branch Dashboard, under Ads > Partner Management, find/search for Facebook. If you're already logged into the Branch Dashboard, you can also click here to go there directly.

Navigate to the Events Config tab, and toggle the Enable Aggregated Event Measurement (AEM) switch below your event mappings.


If an advertiser also uses the Facebook SDK for iOS, what should they do to enable App AEM?

If an advertiser uses both the Branch SDK and the Facebook SDK for iOS, they can pass the events in their app campaigns through either method. Events will be deduplicated, and the advertiser does not have to choose a preferred method.

How is Branch integrating App AEM campaigns into reporting or exports?

Reporting in the Branch Dashboard or exports will be unchanged and can change in the future. For now, the identifiers will be forwarded to Facebook for campaign optimization.