> ## Documentation Index
> Fetch the complete documentation index at: https://help.airbridge.io/llms.txt
> Use this file to discover all available pages before exploring further.

# FAQ - Meta Ads

## Channel Integration

<Accordion title="Q. Why don't the events I send through in-app event postback appear in Meta Ads Manager?">
  If the events you send to Meta Ads don't appear in Meta Ads Manager, approve them by following the steps below.

  1. In Meta Ads Manager, go to **\[Events Manager]>\[Data Sets]** and select the app whose events you want to check.
  2. Go to **\[Settings]>\[Manage Blocked Events]** and check the **Action Required** list for events sent from Airbridge.
  3. Approve the events you need so that Meta can receive them.

  Under Meta's policy, when Airbridge newly sends custom events or events containing sensitive information to Meta Ads, they may be automatically set to **Action Required** in Meta Events Manager. Events in the **Action Required** state appear in Meta only after you approve them.
</Accordion>

## Aggregated Event Measurement (AEM)

<AccordionGroup>
  <Accordion title="Do I need to use AEM?">
    No. Even if you don't use AEM, you can measure your iOS campaign performance through SKAN only.
  </Accordion>

  <Accordion title="If I use AEM, do I still need to integrate or configure SKAN?">
    No. When you use AEM, you can view your Meta Ads iOS campaign performance in the Meta Ads Manager without integrating or configuring SKAN.
  </Accordion>

  <Accordion title="Does using AEM affect Airbridge’s attribution model?">
    No. However, you may see data discrepancy between the Airbridge dashboard and Meta Ads Manager depending on whether you use AEM. When you use AEM, you'll collect both SKAN data and AEM data, so Meta Ads iOS campaigns may show higher reported performance. But this doesn't change how Airbridge's attribution model works.
  </Accordion>

  <Accordion title="Can I change the lookback window of the AEM attribution data?">
    No. The lookback window for AEM attribution data is set by Meta Ads independently and can't be changed. The lookback window you set in the Airbridge dashboard doesn't apply to touchpoints from AEM attribution data.
  </Accordion>
</AccordionGroup>

## Web Campaign Tracking

<AccordionGroup>
  <Accordion title="Can I use tracking links to measure Meta ads web campaigns?">
    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](/en/guides/meta-business-website-conversion).
  </Accordion>

  <Accordion title="The data collected through campaign parameters is displayed in Airbridge differently.">
    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](/en/guides/tracking-link-structure-and-parameters).
  </Accordion>
</AccordionGroup>

## Campaign Tracking via Install Referrer

<AccordionGroup>
  <Accordion title="What data can I track with the install referrer?">
    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 Referre](https://developer.android.com/google/play/installreferrer)r: Google Play's measurement solution designed to help attribute clicks to the correlating app download from Google Play

    Refer to this [article](/en/guides/meta-business-google-play-install-referrer) for more details.
  </Accordion>

  <Accordion title="When is the data collected through the install referrer available?">
    The Meta ads campaign data collected through the install referrer is available from the point of time the decryption key is provided to Airbridge.
  </Accordion>

  <Accordion title="Is the data collected through the install referrers different from the data collected through channel integration?">
    Yes, they are different on multiple levels. For more details, refer to this [article](/en/guides/meta-business-google-play-install-referrer#attributing-conversions-to-meta-ads).
  </Accordion>

  <Accordion title="Can I send the raw data collected through the install referrers to my third-party data storage?">
    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.
  </Accordion>

  <Accordion title="Do I have to provide the decryption key to Airbridge for each install referrer?">
    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.
  </Accordion>

  <Accordion title="Are there duplicate events among the data collected through the install referrers and channel integration?">
    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](/en/guides/meta-business-google-play-install-referrer#attributing-conversions-to-meta-ads).
  </Accordion>
</AccordionGroup>

## Agency Settings

<Accordion title="Do agencies that have access to Meta ads campaign data in the Airbridge dashboard also have access to raw data?">
  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](/en/guides/meta-business-faq#q-why-are-some-of-the-attributed-meta-ads-data-masked-in-reports).

  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](/en/guides/meta-business-google-play-install-referrer#attributing-conversions-to-meta-ads).

  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](/en/guides/agency-app-access-management) to access raw data.
</Accordion>

## SKAdNetwork Integration

<Accordion title="The SKAN data in Meta Ad Manager and Airbridge appear to be different. Why is it so?">
  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](/en/guides/meta-business-skadnetwork-integration#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`

  <Frame>
    <img src="https://mintcdn.com/airbridge-help-center/xwYukWBgLcUpDiQI/asset/image/meta-ads-skan-view-through-filter.png?fit=max&auto=format&n=xwYukWBgLcUpDiQI&q=85&s=596180f7595a238a957e743d80220f82" alt="01-en-FAQmeta" width="1400" height="800" data-path="asset/image/meta-ads-skan-view-through-filter.png" />
  </Frame>
</Accordion>

## Privacy Policy

<Accordion title="Q. Why are some of the attributed Meta ads data masked in reports?">
  After Meta discontinued Advanced Mobile Measurement (AMM) in 2021 according to its privacy policy, Airbridge was only able to provide attributed 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 AMM terms, please refer to the [link](https://developers.facebook.com/advanced_mobile_measurement/terms). Make sure you 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](https://developers.facebook.com/docs/development/build-and-test/app-roles/). Only App Administrators can modify app roles. For more information on managing app roles, see [Meta Business Help Center article](https://www.facebook.com/business/help/business/help/299504287548592).

  Whether you agree to the AMM terms does not impact the data Airbridge receives from Meta as part of our partnership. Therefore, app campaign performance will remain unchanged. [Install referrer data](/en/guides/meta-business-google-play-install-referrer#attributing-conversions-to-meta-ads) 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](https://app.airbridge.io/supports).
</Accordion>

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