Unraveling the Layers of Meta's Aggregated Event Measurement: A Guide to Implementation Across Top MMPs

meta aggregated event measurement mmp

Meta's Aggregated Event Measurement (AEM) is a protocol designed to address the challenges and limitations associated with measuring web and app events, particularly for users on iOS 14 and subsequent versions. Developed as a response to evolving privacy regulations and user preferences, AEM aims to strike a balance between user privacy and the data needs of advertisers. Its functionality has led to its adoption and integration by several prominent Mobile Measurement Partners (MMPs), such as AppsFlyer, Adjust, Branch, Singular, and Kochava. This blog post aims to provide an in-depth exploration of AEM's features, discuss its various advantages and limitations, and guide you through the procedures for implementing this protocol across different MMP platforms.

Understanding Meta's Aggregated Event Measurement

What is AEM?

Aggregated Event Measurement is designed to measure app events when the destination is set to web or a mobile app. It is applicable to different types of campaigns, such as sales, lead, and engagement campaigns.

Key Benefits of AEM

  • Near Real-Time Reporting: Enables faster campaign optimization.
  • Attribution Windows: Provides 1-day click and 7-day click reporting.
  • Ad Delivery Benefits: Extends the reach of your campaigns to Meta's Audience Network.

How to Implement AEM Across Different MMPs


What AppsFlyer Offers

AppsFlyer has a comprehensive integration with Meta's AEM, allowing for measurement of up to 8 conversion events. This is particularly beneficial for ecommerce advertisers.

Steps to Enable AEM in AppsFlyer

  1. Configure an app scheme and enable universal linking in your app.
  2. Set up the Facebook partner module.
  3. Map events that you want to send to Meta for measurement.
  4. Turn on the toggle for Enable AEM.


What Adjust Offers

Adjust is fully integrated with AEM, offering benefits such as faster reporting and longer attribution windows.

Steps to Enable AEM in Adjust

  1. Complete all steps outlined in the guide for setting up Meta’s properties in Adjust.
  2. Toggle on AEM.


What Branch Offers

Branch provides identifiers like campaign_ids and anon_id that can be forwarded to Meta for campaign optimization.

Steps to Enable AEM in Branch

  1. Created a Branch Dashboard and enable Universal Ads.
  2. Implement the Branch SDK into your mobile app.
  3. Enable Facebook <> Branch Integration.
  4. Toggle the Enable AEM switch in your Branch Dashboard.


What Singular Offers

Singular provides near real-time reporting and extended attribution windows among other benefits. It allows advertisers to run campaigns focusing on various metrics, such as installs and in-app events.

Steps to Enable AEM in Singular

  1. Marketers should enable AEM in both Meta and Singular dashboards.
  2. Singular will send all conversion events to Meta to ensure optimal campaign performance.


What Kochava Offers

Kochava has adapted to Meta's AEM improvements by supporting all campaign types focused on sales, leads, and engagement. The platform also supports more than eight events for optimization.

Steps to Enable AEM in Kochava

  1. Make sure you have the _deeplink event implemented and enabled.
  2. In your Kochava post-install event postback configurations, set the DELIVERY METHOD drop-down field to send "All" conversion events.


Meta's Aggregated Event Measurement is a versatile tool for advertisers looking to optimize their campaigns on iOS 14 and later devices. With seamless integration options across top MMPs, implementing AEM has never been easier. Stay ahead of the curve by adopting this revolutionary measurement protocol today.


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