Adjust x Meta: AEM view-through reporting expansion

We’re expanding Adjust’s integration with Meta to bring even greater clarity to iOS app campaign measurement. Following our initial AEM integration in 2023 and enhancements released last year, we’ve continued working closely with Meta to deliver this view-through expansion for Aggregated Events Measurement (AEM)–eligible iOS App Promotion campaigns, with rollout beginning on October 27.

This update is fully integrated into Adjust’s attribution waterfall and reporting surfaces, providing a more comprehensive view of iOS campaign performance on Meta by incorporating view-through attribution (VTA).

A quick refresher. AEM is Meta’s privacy-focused protocol for measurement of web and app events from users on iOS 14.5+. It provides near real-time reporting, helping advertisers make faster and more informed optimization decisions thanks to granular reporting and insights.

With this latest update, when impression device matching is enabled, view-through results from AEM-eligible iOS App Promotion campaigns will automatically appear in Adjust’s reporting and attribution waterfall. 

This means:

• You’ll be able to see installs attributed to both clicks and impressions.
• Campaign reports will better reflect the reach and influence of your ads.
• Everything continues to run within Meta’s AEM protocol, helping to ensure both accuracy and compliance.

To make sure your campaigns are set up for AEM reporting, follow the steps in the documentation on our Help Center covering how to enable AEM Event Measurement for iOS Apps. In short, the steps are as follows: 

1. Set up Meta as a partner
2. Map the events that you want to send to Meta for measurement
3. Turn on toggle to enable impression device matching by going to the Adjust Dashboard and taking the following path: Campaign Lab -> Partners -> select Facebook -> click on the link for which you want to change the setting ->  Enable Impression Device matching

Once enabled, Adjust will automatically start displaying view-through results, there’s no extra setup required. We’ve also included a few FAQs here for reference. 

• Will this impact my SKAN reporting?
  No. SKAN reporting remains unchanged.
• Do I need to select AEM when creating an App Promotion campaign?
  No. Meta may respond to reporting requests from MMPs for AEM-eligible campaigns. To confirm eligibility, check Meta’s guide here.
• What attribution windows are supported?
  Meta supports up to 1-day view-through attribution for install events.

Adjust and Meta continue to collaborate on solutions that help advertisers better understand performance while respecting user privacy. This latest enhancement gives marketers richer data and deeper insight into campaign impact, all within the secure, privacy-first AEM environment. 

For more information, see our AEM Help Center documentation, reach out to your Adjust contact person, or request a demo today to get started.