Singular now supports Meta’s Aggregated Event Measurement (AEM) for app promotion campaigns

By John Koetsier August 7, 2023

Singular now supports Meta Aggregated Event Measurement (AEM) for app promotion campaigns as well as AEM for app engagement campaigns, which Singular released support for earlier this year.

Meta’s Aggregated Event Measurement is a protocol that allows for measurement of web and app events from people using iOS 14 and later devices.

For mobile app promotion campaigns, marketers can enable AEM in parallel with SKAdNetwork to get maximum signal and to be able to view apples-to-apples (no pun intended!) performance across multiple channels.

The benefits of Aggregated Event Management include:

  • Near real-time reporting
  • 1-day click and 7-day click reporting for campaigns that use app event optimization and value optimization.
  • Access to longer 7-day click attribution windows
  • Delivery to Audience Network for campaigns that use app event optimization and value optimization

To support AEM for App Promotion campaigns, Singular sends all conversion events to Meta to ensure optimal campaign performance. This should help advertisers make faster decisions and understand customer/user behavior better over a longer period of time. A recent Meta internal study of 3,529 apps across multiple verticals suggests that marketers who use AEM will see approximately 9.5% more conversions on Meta ad campaigns while not impacting your cost per install or cost per action.

For best results, Singular recommends that marketers do enable AEM. You can still access SKAN data for channel comparison purposes in both Meta and Singular dashboards.

Modeling is increasingly important post-IDFA (and soon, post-GAID) where signal is missing or partial. Meta is evolving and enhancing its tools, just as Google, Snap, TikTok, and other major platforms.

That fits into Singular’s vision of hybrid measurement as the future of marketing measurement. No single number will give you all the information you need for all your optimization and allocation requirements. Each has its value, and Singular’s goal is to simplify your access to accurate and digestible insights to drive growth.

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