Facebook Ads Overview



Branch links can be used together with Facebook ads, allowing you to track ad-driven installs on the Branch dashboard and deep link those new users directly to content the first time they open your app. Refer to Facebook's Ad Guide to learn more.

Facebook's Ad Platform supports numerous campaign types and a shared set of advertisement formats. To help you navigate Facebook's Advertisement Platform we created this guide detailing how to use Branch links in all major Facebook ad types.

Campaign Support

This documentation supports the following Facebook Ad Campaigns:

Facebook Campaign Category Campaign Type/Objective Link users to Branch Documentation Link Branch Ad Format
Awareness Brand Awareness Web link Cross-platform Display
Awareness Reach Web link Cross-platform Display
Consideration Traffic Web or App link Cross-platform Display
Consideration App Installs App link App Only: Installs
Consideration Video Views Web link Cross-platform Display
Consideration Lead Generation Web x link Cross-platform Display
Conversion Conversions Web or App link Cross-platform Display
Conversion Product Catalogue Sales Web or App link Cross-platform Product Links

[x] Facebook has indicated that links are not supported in all placements.

Data Mapping between Branch and Facebook

Event Names

Standard vs Custom Events

Please follow the Tracking Commerce, Content, Lifecycle and Custom Events guide when implementing event tracking in the Branch SDK. When tracking any of the Facebook events that are mapped to the Branch custom event, use the event name from the table below; e.g. branch.logevent('AdClick').

Facebook MMP _eventName Branch Event Name
AdClick Custom
AdImpression Custom
Contact Custom
CustomizeProduct Custom
Donate Custom
fb_mobile_achievement_unlocked UNLOCK_ACHIEVEMENT
fb_mobile_activate_app OPEN
fb_mobile_add_payment_info ADD_PAYMENT_INFO
fb_mobile_add_to_cart ADD_TO_CART
fb_mobile_add_to_wishlist ADD_TO_WISHLIST
fb_mobile_complete_registration COMPLETE_REGISTRATION
fb_mobile_content_view VIEW_ITEM
fb_mobile_initiated_checkout INITIATE_PURCHASE
fb_mobile_level_achieved ACHIEVE_LEVEL
fb_mobile_purchase PURCHASE
fb_mobile_rate RATE
fb_mobile_search SEARCH
fb_mobile_spent_credits SPEND_CREDITS
fb_mobile_tutorial_completion COMPLETE_TUTORIAL
FindLocation Custom
Schedule Custom
StartTrial Custom
SubmitApplication Custom
Subscribe Custom

Campaign/Ad Data

Branch Data Facebook Data
last_attributed_touch_data_tilde_ad_set_name campaign_name
last_attributed_touch_data_tilde_ad_set_id campaign_id
last_attributed_touch_data_tilde_secondary_publisher publisher_platform
last_attributed_touch_data_tilde_creative_name creative_name
last_attributed_touch_data_tilde_creative_id creative_id
last_attributed_touch_data_tilde_ad_name adgroup_name
last_attributed_touch_data_tilde_ad_id adgroup_id
last_attributed_touch_data_tilde_campaign campaign_group_name
last_attributed_touch_data_tilde_campaign_id campaign_group_id


Branch Key-Value Pair Facebook MMP Key-Value Pair Facebook event(s) supported
event_data.revenue _valueToSum fb_mobile_add_to_cart, fb_mobile_add_to_wishlist, fb_mobile_initiated_checkout, fb_mobile_purchase, fb_mobile_spent_credits, fb_mobile_content_view
event_data.currency fb_currency fb_mobile_add_to_cart, fb_mobile_add_to_wishlist, fb_mobile_initiated_checkout, fb_mobile_purchase, fb_mobile_content_view
content_items[0].$sku fb_content_id fb_mobile_add_to_cart, fb_mobile_add_to_wishlist, fb_mobile_tutorial_completion, fb_mobile_initiated_checkout, fb_mobile_purchase, fb_mobile_rate, fb_mobile_spent_credits, fb_mobile_content_view
content_items[0].$product_category fb_content_type fb_mobile_add_to_cart, fb_mobile_add_to_wishlist, fb_mobile_initiated_checkout, fb_mobile_purchase, fb_mobile_rate, fb_mobile_search, fb_mobile_spent_credits, fb_mobile_content_view
content_items[0].$quantity fb_num_items fb_mobile_initiated_checkout, fb_mobile_purchase
content_items[0].$rating _valueToSum fb_mobile_rate
content_items[0].$rating_max fb_max_rating_value fb_mobile_rate
event_data.search_query fb_search_string fb_mobile_search
content_items[0].$og_description fb_description fb_mobile_achievement_unlocked
custom_data.fb_payment_info_available fb_payment_info_available fb_mobile_initiated_checkout
custom_data.level fb_level fb_mobile_level_achieved
custom_data.fb_success fb_success fb_mobile_add_payment_info, fb_mobile_tutorial_completion, fb_mobile_search
custom_data.fb_registration_method fb_registration_method fb_mobile_complete_registration

Currently Facebook appears to only support sending one fb_content_id (etc) per event, whereas Branch allows you to send many. To provide as much functionality as possible, we choose the first content_item and search it for key-value pairs that can be sent to Facebook.

Viewing Facebook Data

Available Compare By Dimensions for SANs

Self-Attributing Networks (SANs) do not always support all of the dimensions available in your Branch analytics. Please refer to the following table when using Compare by dimensions.

Facebook Google Apple Search Ads Snap
Feature Supported Supported Supported Supported
Channel Unsupported Unsupported Unsupported Unsupported
Campaign Supported Supported Supported Supported
Tags Unsupported Unsupported Unsupported Unsupported
Stage Unsupported Unsupported Unsupported Unsupported
Ad Partner Supported Supported Supported Supported
Secondary Publisher Supported Supported Unsupported Unsupported
Ad Set Name Supported Unsupported Supported Supported
Ad Name Supported Unsupported Unsupported Supported
Creative Name Supported Unsupported Unsupported Unsupported
Keyword Unsupported Supported Supported Unsupported
Last Touch Type Unsupported Unsupported Unsupported Unsupported
Link ID Unsupported Unsupported Unsupported Unsupported
Country Supported Unsupported Unsupported Unsupported
OS Unsupported Unsupported Supported Unsupported
Platform Unsupported Unsupported Unsupported Unsupported

You can see analytics on impressions, clicks, installs, opens and conversion events on various pages of the Branch Dashboard.

Facebook's Advanced Mobile Measurement Agreement

If you have signed Facebook's "Advanced Mobile Measurement" agreement ("Data Use Terms for Advanced Mobile App Measurement"), then you can get device level data out via:

Agreement not Signed

If you have not signed this agreement, any event attributed to a Facebook ad will look like an organic event when accessed via Webhooks, the Daily Export API, and CSV Exports.

Data Limitations

  • We cannot send device-level Facebook attribution data to third parties.
  • We cannot send events attributed to Facebook via Data Integrations. Please instead consider analyzing this data in-house (using Webhooks, the Daily Export API, or CSV Exports), or using the Branch Dashboard for all of your analytics and attribution needs.
  • This data is also not returned in the deeplink session initialization callback within the app. If you have analytics needs that are not met by the Branch Dashboard, please contact us and include "Facebook MMP + Feature Request" in the subject.
Branch feature Facebook data included
Dashboard visualizations Pre-aggregated analytics
Query API Pre-aggregated analytics
Liveview Device-level analytics x
Daily Export API Device-level analytics x
CSV Exports Device-level analytics x
Webhooks Device-level analytics x
Data Integrations Not supported

[x] You must have signed Facebook's "Advanced Mobile Measurement" agreement ("Data Use Terms for Advanced Mobile App Measurement") to view this data.

Here is the page where you can see which ad accounts have signed the AMM agreement:



We also have a document with FAQs and Advanced Options for Facebook Ads. We recommend starting with one of the guides above, then jumping into the FAQ and Advanced Options when you have questions or need to troubleshoot.

Updated 21 days ago

Facebook Ads Overview

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