Meta measurement updates: AMM support now available in Adjust

As part of our commitment to delivering the most accurate and transparent measurement possible, Adjust is rolling out support for Meta’s Advanced Mobile Measurement (AMM). This includes changes that bring greater visibility into campaign performance and align Meta more closely with other self-attributing networks (SANs).

Additionally, starting next month, Meta’s ad engagement type ‘Engaged Views’ will be treated with the same priority as clicks in Adjust’s attribution waterfall, which will also align Meta more closely with other self-attributing networks (SANs).

Here’s what’s changing and what it means for your reporting.

Meta is re-enabling Advanced Mobile Measurement (AMM), and we’re rolling out support for it starting Tuesday, June 17, 2025. 

What does this mean for you? Once you opt-in, Adjust will be able to share attributed last-touch data from your Meta campaigns in a non-aggregated format. This allows you to conduct more precise ad performance analysis directly within your business intelligence (BI) tools.

Meta's Engaged Views—ad engagements that indicate meaningful user interaction—will be treated with the same priority as clicks within Adjust’s attribution waterfall, starting July 21, 2025.

This change aligns Meta’s attribution methodology with other SANs and helps to create a more unified measurement approach across platforms.

Here’s how you can observe the change:

• Raw data enhancements
  • {engaged_ad_based} placeholder: Identifies installs and post-install events from Meta Engaged Views.
    {is_engaged_ad}: Identifies every engagement reported by Meta as an Engaged View.
• Expanded SAN reporting
  • Adjust will now break down SAN claim data by clicks, impressions, and engaged views, offering improved transparency.
• New attribution type values (opt-in)
  • We’re introducing additional attribution types in aggregated performance reporting. This change will be available on an opt-in basis, with the default logic remaining unchanged for now.

All of these Engaged Views features will be live before the attribution change takes effect in July.

As part of ongoing changes from Meta, an update began rolling out on June 10 that affects how Aggregated Event Measurement (AEM) data is shared with mobile measurement partners (MMPs) like Adjust, specifically for App Promotion campaigns. You may have already seen this information as a notification in Datascape. 

This update is focused on backend processes related to how Meta communicates conversion data. It does not affect attribution windows, ad formats, or how engagement is tracked. However, depending on your setup, you may notice some changes or improvements in how conversions appear in your Adjust reporting. It's important to note that this update applies only to MMP integrations and won’t impact the data visible within Meta’s own reporting tools.

While we continue to support full transparency and consistency across all partner data, we recommend reaching out to your Meta representative if you have questions specific to these changes.

As always, if you need help interpreting these updates or understanding how they impact your reporting in Adjust, please contact your Adjust representative or reach out to us directly at support@adjust.com.