No, the AEM is not a must. If you don’t use AEM, your iOS app campaigns will be measured based on SKAN only.

Yes, you can. By using Meta’s AEM, you can view your Meta iOS campaign performance in the Meta Business dashboard regardless of whether SKAN integration is complete or not.

AEM does not affect the attribution method of Airbridge. AEM is Meta’s attribution method for iOS 14 and later devices that is separate from SKAN. Because of this, there is a reporting difference between AEM and SKAN. Since Airbridge has SKAN reporting but not AEM, there may be data discrepancy for iOS campaigns between Meta Ads Manger and Airbridge dashboards. To learn more, refer to this  article from Meta.

You can use tracking links for only web campaign tracking. Meta is a self-attributing network, and the Meta ads app campaign tracking is enabled via channel integrationonly.

Although you can, be reminded of the following:

When using the integrated channel tracking link, the app campaign data and web campaign data are available in the Airbridge reports as “facebook.business” channel data. If you use custom channel tracking links for tracking Meta ads web campaigns, you won’t be able to view the web campaign data as “facebook.business” data and will need to make additional configurations to the report.

No, you can’t. You can only configure the web destination.

No, the deep-linking feature is not supported for Meta ads web campaigns.

If there are /, #, +, or spaces in the data collected from Meta ads, Airbridge displays the data converted according to internal rules. For more details, refer to this article.

By registering the decryption key assigned by Meta with Airbridge, the Meta ads campaign data collected through the Meta install referrer and Google Play Install Referrer are made available in Airbridge.

• Meta install referrer: Meta's Android-specific measurement solution designed to help attribute views and clicks to the correlating app download

• Google Play Install Referrer: Google Play's measurement solution designed to help attribute clicks to the correlating app download from Google Play

Refer to this article for more details.

The Meta ads campaign data collected through the install referrer is available from the point of time the decryption key is provided to Airbridge.

Yes, they are different on multiple levels. For more details, refer to this article.

Yes, you can. After you integrate your data storage with Airbridge, you can send the raw data collected through the install referrers to the data storage.

You need to register the decryption key only once for each app registered with Airbridge to make the Google Play Install Referrer and Meta install referrer data available in Airbridge.

There are no duplicate events as Airbridge performs attribution based on the attribution priority rule where the touchpoint data from only 1 source is used from the 3 sources, listed in the order of attribution priority: Google Play Install Referrer, Meta install referrer, and data imported to Airbridge through channel integration with Meta.

For more details, refer to this article.

With the termination of Meta's AMM (Advanced Mobile Measurement) program, the data provided by Meta ads through channel integration is displayed as "Restricted" in the raw data.

Meta ads data provided via install referrer can be checked without restrictions in the raw data. For more details on the install referrer, refer to this article.

If an agency wants to view Meta ads data in the raw data, they need to request the Admin or Manager of the organization for editing the access settings to access raw data.

The difference in data may be due to the mapping of Airbridge events to Meta ads events. Refer to the article below to learn more.

• Event mapping and data reporting 

Another reason why you may see different results is because the way SKAN data is displayed differs between Meta Ad Manager and Airbridge. Meta Ad Manager displays click-through attribution data in the SKAN data fields and shows view-through attribution data when hovering over the values. Airbridge, however, displays the sum of the click-through and view-through attribution data.

If you want to view the SKAN data in Airbridge the same way you view them in the Meta Ad Manager, add the following filters in your Actuals Report to display click-through attribution data only.

• Filter 1: Channel is facebook.business

• Filter 2: Is View-through is false