Advanced Mobile Measurement is re-enabled: Singular now supports Meta’s AMM for both iOS and Android

Singular now supports Meta’s Advanced Mobile Measurement, offering increased attribution accuracy and speed on Meta properties including Facebook and Instagram.

Performance marketing OGs will remember Meta’s Advanced Mobile Measurement (AMM), which offers row-level data that makes app install attribution measurement fast and accurate. After a multi-year hiatus Meta’s AMM is back and now at parity with the app ads ecosystem, and that’s great news for user acquisition professionals. 

Any advertisers can accept Meta’s AMM terms, to enable row-level data via an MMP integration. AMM data will include clicks and views, and will be available for both installs and re-engagements. It will also include insights from Advanced AEM, but the datapoints that we have previously reported for Advanced AEM will now be available at a row level.

Advanced Mobile Measurement is going to help you build better:

• ROAS modeling
• Cohort analysis
• Incrementality tests
• Creative optimization
• Multi-touch attribution models

As you’d expect, there are restrictions around who can access it and what you can do with it. You’ll have to opt in and accept Meta’s AMM terms for each app you want to use it with.

Data that Meta shares via Advanced Mobile Measurement is intended for internal performance measurement, attribution, and campaign optimization. 

That means you can’t use AMM data for:

• Audience creation
• Retargeting elsewhere
• Cross-platform user profiling
• Sharing with third parties

That said, this is a big day for mobile marketers. 

Now you can build much more precise ROAS curves per campaign and ad creative than with the previous aggregated data. You can track LTV curves per device type, geo, OS version, or campaign, and use that insight to inform where you allocate more resources. You can run controlled experiments including holdouts for incrementality testing, and you can see whether multiple ad touches and interactions result in higher levels of engagement and/or monetization.

Practically speaking, you’re going to get much faster data, and it’ll be much deeper signal which will enable very fine-grained bid adjustments and scaling decisions.

This is super-valuable particularly for high LTV apps like RPG games, fitness or health subscription apps, or fintech apps where D1 ROAS often isn’t super helpful as a predictor of true value.

Need more information?

Talk to your Singular customer success rep about your next steps, and whether this is right for you.