Putting privacy first with Adjust and Meta’s AEM

The shifting landscape of digital privacy has dramatically transformed the mobile advertising industry. With the loss of key tracking signals, advertisers now face a fragmented view of their campaign performance and results. This has made it challenging to achieve the same return on ad spend (ROAS) for iOS campaigns, often resulting in revenue loss and increased media costs. Last year, we announced Adjust’s integration to support Meta’s App Aggregated Event Measurement (AEM), and now we have more information and updates for iOS marketers.

SKAdNetwork (SKAN), does offer an alternative for iOS attribution within Apple’s privacy framework. Its delayed signals, however, can hinder real-time optimization and accurate lifetime value (LTV) assessment unless marketers have the solutions in place to navigate it impactfully.  To offer advertisers another source of timely, actionable attribution data and detailed campaign insights, Adjust and Meta have collaborated to create a privacy-centric, enhanced measurement solution with Meta’s AEM. By providing advertisers with more comprehensive, near real-time attribution and measurement, this cutting-edge tool enables data-driven decisions, enhanced profitability, and the confidence of campaign optimization that’s fully privacy compliant. 

Meta is gradually introducing updates to app campaigns. Here are the changes that you’ll see from Meta:

• Aggregated Event Measurement has expanded to include campaigns that use the App promotion objective. This means that you can now run app promotion campaigns without configuring app events for Apple's SKAN and more app events will be available for ad delivery optimisation. You can continue to configure events for SKAN if you want to view performance across platforms.
• iOS 14.5+ campaigns that use AEM as the campaign attribution method have near real-time reporting. This can help you adjust your ad strategy more quickly. Learn about reporting for app events that use AEM.
• iOS 14.5+ campaigns that use AEM as the campaign attribution method have access to 1-day click and 7-day click reporting for campaigns that use app event optimization and value optimization.
• iOS 14.5+ campaigns that use AEM as the campaign attribution method have access to ad delivery benefits. This includes access to longer 7-day click attribution windows and delivery to Audience Network for campaigns that use app event optimisation (AEO) and value optimisation. Learn more about app event optimization. 
• Meta will send the AEM measurement directly to Adjust, for use within the Adjust attribution waterfall.

You do not need to take any action to gain access to these changes in Adjust, but you may need to contact Meta to make your app eligible. Learn how to check your app's eligibility in Meta’s Events Manager.

Note: Events sent to Meta via the Conversions API may also be processed in accordance with limits set by Aggregated Event Measurement.

For more information, get in touch with your Adjust contact person or request a demo today.