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.

No, the attribution window of the AEM attribution data cannot be changed. It is fixed to 1 day, regardless of the lookback window setting configured in the Airbridge dashboard.

Yes, you can. Except for campaigns with "App promotion" objectives, you can use tracking links with specific website or in-app location set as destinations to collect campaign data. For more details, refer to this article.

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.

As per Meta’s privacy policy, if you haven't signed the AMM (Advanced Mobile Measurement) terms, the data provided by Meta ads through channel integration is displayed as "Restricted" in the raw data. For more information about Meta's AMM terms, refer to this article.

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

After Meta discontinued Advanced Mobile Measurement (AMM) in 2021 according to its privacy policy, Airbridge was only able to provide Meta Ads conversion data to clients (advertisers) in masked form.

However, as Meta has resumed AMM support, Airbridge is able to provide attributed Meta Ads data in raw data form starting June 19, 2025, for clients who have agreed to Meta’s AMM terms. If you don’t agree to the terms, some data will remain masked and unavailable in Airbridge reports. To agree to Meta's Advanced Mobile Measurement Terms, please refer to the link. Please agree to the terms for all apps running Meta Ads campaigns.

To review and agree to the AMM terms, you must have an App Administrator role. For more information on app roles, see Meta's development document. Only App Administrators can modify app roles. For more information on managing app roles, see Meta Business Help Center article.

Whether you agree to the AMM terms does not impact the data Aibridge receives from Meta as part of our partnership. Therefore, app campaign performance will remain unchanged. Install referrer data is always provided in raw data form, so it remains unaffected by these changes.

If you have any additional questions about this matter, contact your Airbridge CSM. If you don't have a dedicated CSM, contact the Airbridge Help Center.