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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. There are two levels of support:

Campaign TypeDescription
Mobile App EngagementAggregate Event Measurement is currently available for the following types of campaigns when the destination is set to a mobile app: sales campaigns with catalog turned on or off, lead campaigns, and engagement campaigns.
Mobile App InstallAggregated Event Measurement has expanded to include campaigns that use the app promotion objective. This means you can now run app promotion campaigns without configuring app events for Apple's SKAdNetwork, and more app events will be available for ad delivery optimization. You can continue to configure events for SKAdNetwork if you want to view performance across platforms.

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.


App Promotion

To help assist in improving App AEM for App Promotion eligibility experience for your events, please follow the steps in the link below on choosing a preferred connection method. Additionally, as a best practice, ensure that the install and post-install events use the same MMP connection method.


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.


Must Retoggle

You must re-toggle Enable Aggregated Event Measurement (AEM) if the Mobile App Install (MAI) supported SDK version is updated or if AEM was enabled before MAI readiness release.


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. As a best practice ensure that the install and post-install events use the same preferred connection method by following the steps in the link below:

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

Reporting in the Branch Dashboard or exports will be unchanged but can change in the future. For now, relevant campaign data will be leveraged by Meta for campaign optimization