Overview
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 types of support:
Campaign Type | Description |
|---|---|
Mobile App Engagement | AEM is available for the following campaign types when the destination is set to a mobile app: |
Mobile App Install | AEM includes campaigns that use the app promotion objective. This means you can now run app promotion campaigns without configuring app events for Apple's SKAdNetwork (SKAN), and more app events will be available for ad delivery optimization. You can continue to configure events for SKAN if you want to view performance across platforms. Attribution for mobile app installs is also supported. |
App AEM will utilize the following aggregate identifiers instead of device IDs for iOS:
Identifier | Description |
|---|---|
| A 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. |
| An ID generated automatically by the Branch SDK persisted on install and forwarded to Facebook for campaign optimization. Available for SDK v2.1.2+. Optional for Mobile App Engagement. |
These identifiers will be forwarded to Facebook through all conversion events for re-engagement campaign optimization.
Preferred Connection Method
To improve App AEM for App Promotion eligibility for your events, please follow these steps from Facebook 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.
Prerequisites
In order to enable AEM support, you need to first:
Create a Branch Dashboard.
Enable Ads for your Branch account.
Contact your Branch account manager or visit our packaging page.
Implement the Branch SDK into your mobile app using the latest iOS version.
Have admin access to your Facebook/Meta account.
Enable the 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.
Please note that you must do this before enabling AEM in Branch to avoid issues with your event data.
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.
FAQ
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:
https://www.facebook.com/business/help/3215014965459549
How is Branch integrating App AEM campaigns into reporting or exports?
Branch takes App AEM Campaigns into consideration for last touch attribution results.
Log-level data exports for all events is displayed in Exports/Webhooks for events attributed to Facebook AEM campaigns.
What does AEM reporting look like?
Meta does not provide campaign_group_name for AEM, which Branch maps to Campaign Name on the dashboard and exports. So campaign_name for events attributed via Meta AEM protocol will be marked as Unpopulated.
Data available under AEM is as follows:campaign_id, ad_id. creative_id, secondary_publisher, ad_set_id.
Why does my event data say "Ineligible"?
You may run into this issue if you toggled AEM on in the Branch Dashboard before setting up AEM in Meta. You need to set up AEM in Meta first, then enable it in the Branch Dashboard.
If you've already run into this issue, you can resolve it by toggling AEM off and back on again in the Branch Dashboard.