Singular now supports Advanced AEM for Meta iOS app promotion campaigns

Better data generally equals better results. So we’re happy to be able to report that Singular is supporting Advanced AEM from Meta. Advanced AEM will give you a better data-driven understanding of the value of your new installs on iOS, while continuing to be privacy-safe.

Refresher: what is AEM, or aggregated event measurement?

Meta’s AEM protocol helps marketers get better insight into both app and web events after acquiring a user or customer. 

AEM strips identifiers, aggregates data, and adds differential privacy factors such as noise in the data to ensure that while marketers get better measurement for their campaigns, end-user privacy remains intact, and individual users or customers can’t be tracked.

Aggregated event measurement is useful for measuring campaigns on iOS, where since iOS 14.5, device identifiers like IDFAs are typically not available.

OK, so what is Advanced AEM?

Advanced AEM is, shockingly, a more advanced version and the next milestone of aggregate event measurement that provides better performance … and provides insights right to your MMP analytics.

Thanks to this update to AEM, Singular will be able to provide a more comprehensive view of your ad campaigns’ performance by leveraging Meta’s AEM signals in our MMP attribution logic. In addition, this update will allow more accurate cross-channel and cohorted attribution reporting.

Advanced AEM:

• Allows for measurement of web and app events from people using iOS 14.5 and later devices
• Provides near real-time reporting to help make optimization decisions quicker
• Offers more granular reporting insights

Previously, AEM data was only available in aggregate through your Facebook data connector, under “Network Installs.” If you enable Advanced AEM for your account, Meta’s AEM reporting will be factored into Singular’s MMP attribution alongside all your other marketing channel touchpoints, and it will be reflected in “Tracker Installs” which most marketers use as their default Singular reporting settings.

Getting Advanced AEM in your Singular dashboard

Advanced AEM will be available in your Singular account next week.

As of today, a toggle is available in your Facebook partner configuration to confirm opt-in or opt-out. Look for: “(Coming Soon) Include Advanced AEM Attributions.”

To turn on Advanced AEM in your Singular dashboard, simply opt-in. In a week, the Advanced AEM update will be live for opt-in configurations, and AEM enabled campaigns will be available in MMP attributions going forward.

Advanced AEM and SKAdNetwork

You might be wondering: how does this impact my SKAN integration and SKAN data?

The answer is that it doesn’t.

This updated AEM and SKAN are two different and distinct measurement methodologies. As such, they operate independently and provide slightly different views on what is actually happening with your marketing campaigns and the users or customers that you acquire.

You can decide to use 1 method or both.

Any questions? Talk to your Singular representative

If you have any questions about this at all, please feel free to reach out to your Singular rep for more details.