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.
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.
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.
Adjust is fully integrated with AEM, offering benefits such as faster reporting and longer attribution windows.
Branch provides identifiers like campaign_ids and anon_id that can be forwarded to Meta for campaign optimization.
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.
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.
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.