App Campaign Attribution (MMP Integration)

Facebook MMP Integration

Track and measure Facebook mobile Ads, and forward your events to Facebook to optimize your ad campaigns or use them for your retargeting marketing.

๐Ÿ’ก  If you integrate with Facebook, all the iOS users' in-app events will be sent to Facebook for ad retargeting and optimization.

Facebook MMP Integration consists of 'Facebook App ID registration' and 'In-app event postback setup'.

  • Facebook App ID: Facebook App ID is required to measure the app performance of your Facebook ads by allowing Airbridge to receive the last touchpoint of the converted event attributed to Facebook Ads.
  • In-app event postback setup: In-app event postback lets you forward Airbridge in-app events to a registered Facebook app, utilize them to optimize your Facebook campaigns, or create a lookalike audience for your retargeting campaigns.

Facebook App ID is mandatory for the Facebook MMP integration, but the 'In-app postback' setup can be optionally set depending on whether your app has implemented Facebook SDK or in-app events are logged via Facebook SDK.

๐Ÿ’ก  Facebook SDK is not mandatory to integrate Airbridge with Facebook. Without Facebook SDK, you can view and measure Facebook Ads performance or send in-app events tracked by Airbridge to Facebook. However, your app requires the Facebook SDK in addition to the Airbridge SDK if you want to configure the deeplink related features such as the 'Deferred Deeplink'.


Facebook MMP Integration Setup and Deactivation

To start setting Facebook MMP Integration, firstly turn on the 'Facebook MMP Integration' toggle to ON.

On the other hand, To disable 'Facebook MMP Integration', you can turn off the toggle. Once the toggle is off, Airbridge immediately stops tracking and measuring your Facebook ads. Also, it stops sending in-app events postback to Facebook. Unless you delete your setting, Airbridge saves your Facebook App ID and in-app event postback mapping. So just turn it back on to enable it at any time.

If any changes are made regards the Facebook MMP Integration, Airbridge will display it on the 'Update date' and 'Account (Airbridge account)' for your information. You can move to the Activity History page to directly check the modified information by clicking the arrow button.



Facebook App ID registration

Register Facebook App by entering your Facebook App ID. Please refer to the below instruction on how to register your Facebook App ID.

  1. In the 'My App' page from Facebook for Developers, select and copy your Facebook App ID.
  2. Paste Facebook App ID into the 'Facebook App ID' in the Airbridge dashboard and click the 'Register App' button. Once the integration is completed, Facebook App Id and App name registered in Facebook will be displayed.

    โš ๏ธ The deactivated or testing app cannot be integrated. If App restriction is set in the Facebook app dashboard, only the Facebook App ID will be displayed.

  3. Once the Facebook App ID is registered, you are all done. Live your Facebook Ad campaigns.

From the Facebook App ID is registered, Airbridge sends converted events data (Install and Deeplink Open) to Facebook. For any events attributed to Facebook based on Facebook's attribution model, Airbridge receives the last valid touchpoint.

Therefore, there is no need to create an Airbridge tracking link to track and measure the app performance of Facebook ads besides registering your Facebook App ID.


In-App Event Postback Setting

In-App Event postback setting enables you to send in-app events tracked by Airbridge to a registered Facebook app and leverage these events to optimize your Facebook campaigns or create a lookalike audience for your retargeting campaigns.
You can find all the events forwarded to Facebook on the Facebook Event Manager page.

โš ๏ธ The in-app event postback setting allows the Airbridge SDK to send in-app events to Facebook without implementing Facebook SDK. If you have already set up app event tracking in your Facebook SDK, this may duplicate your event data on Facebook.

Please check out 'Note for In-app event postback setting' for more details.


In-app Event Postback Setup and Deactivation

Switch on the 'In-app event postback' toggle in the in-app event postback setting page.

โš ๏ธ 'Facebook MMP Integration' toggle must be switched on, and 'Facebook App ID' must be registered before setting in-app event postback.


To disable in-app event postback, switch off the 'in-app event postback' toggle. Once stopped, Airbridge stops sending the events to Facebook.

โš ๏ธ Note that deactivation may impact your Facebook ads campaign optimization or lookalike audience creation.


Mapping to Facebook Standard Event

Airbridge can transmit your Airbridge standard events or custom events by mapping to predefined Facebook events. For reference, the 24 predefined Facebook events names are:

Facebook Raw Value

Facebook Event Name

AdClick AdClick
AdImpression AdImpression
Contact Contact
CustomizeProduct Customize Product
Donate Donate
fb_mobile_achievement_unlocked Unlock Achievement
fb_mobile_activate_app Activate App
fb_mobile_add_payment_info Add Payment Info
fb_mobile_add_to_cart Add to Cart
fb_mobile_add_to_wishlist Add to Wishlist
fb_mobile_complete_registration Complete Registration
fb_mobile_content_view View Content
fb_mobile_initiated_checkout Initiate Checkout
fb_mobile_level_achieved Achieve Level
fb_mobile_purchase Purchase
fb_mobile_rate Rate
fb_mobile_search Search
fb_mobile_spent_credits Spend Credits
fb_mobile_tutorial_completion Complete Tutorial
FindLocation Find Location
Schedule Schedule
StartTrial Start Trial
SubmitApplication Submit Application
Subscribe Subscribe


When enabling the 'in-app event postback' toggle for the first time, Airbridge provides Airbridge standard events pre-mapped with Facebook standard events and custom events. This pre-mapping gives you an easy and quick mapping option.



๐Ÿ’ก Airbridge automatically sends Install and Deeplink Open events when Facebook App Id is registered and 'Facebook MMP Integration' is activated. This mapping setting is default and can't be changed.


You can keep the default mapping of Airbridge standard events, modify the mapping setting, or delete unnecessary event mappings. Even if you change any of the default mapping settings, you can revert to the default setting by clicking the 'Reset' icon at any time.


Mapping to Facebook Custom Event

Even if your Airbridge events don't match any existing Facebook standard events, Airbridge can forward these events by mapping them to the Facebook custom event.
To do so, select Airbridge standard or custom event to map and choose the category of 'Facebook Custom Event' located at the bottom of the Facebook event list.



When mapping Airbridge events to Facebook custom events, it is sent to Facebook with the event name modified by the two rules below.

  1. The prefix 'abr_' is added to your event name to distinguish it is Airbridge events.
    e.g.) your event name: complete_tutorial โ†’ Facebook custom event name: abr_complete_tutorial
  2. Facebook doesn't allow to have a period dot(.) on the event name, so any event names containing a period dot(.) will be replaced to underscore(_before forwarding to Facebook. 
    e.g.) your event name: complete.tutorial โ†’ Facebook custom event name: abr_complete_tutorial


Limitation on In-app event Postback Setup

Facebook requires to follow the below rules; for any Airbridge events forwarded to Facebook that violate the below rules, Facebook will disregard the data.

[Facebook Event Name Rules]

  1. Maximum 40 characters
  2. Alphabet, number, space, underscores, and hyphens

Therefore, if any Airbridge events with the prefix added violate the above rules, they cannot be mapped nor passed to Facebook.


๐Ÿ’ก Want to send events that violated the Facebook event name rule? Alternatively, you can still map your events to one of the unused Facebook standard events.


Important Note for In-app Event Postback Setup

If your app has already set up in-app event tracking in your Facebook SDK, this will duplicate your event data in Facebook. Therefore, use either of the below methods to avoid duplicate reporting on Facebook.

  1. Stopping event tracking via Facebook SDK
  2. Disable In-app event postback from the Airbridge dashboard.

๐Ÿ’ก If both Facebook SDK and Airbridge report on a new user installing an app, Facebook will de-duplicate this app install event and count only once.

We highly recommend that you track your app events via Airbridge SDK only as this allows you to send them to other ad networks besides Facebook. To disable event logging via Facebook SDK, follow these steps in the Facebook App dashboard:

  1. Go to the Facebook App Dashboard, and select your app.
  2. On the left-hand menu, click ['Setting' > 'Basic Setting'].
  3. Select the OS type, and switch off the 'Log In-App Events Automatically' toggle.

To disable Automatic Event Logging in the Facebook SDK in your app code, follow these instructions below:


Data Mapping between Airbridge and Facebook

Campaign Parameter Mapping

Last touchpoint data from Facebook are mapped to Airbridge data as follows:

Airbridge Data

Facebook Data


Channel facebook.business
Campaign Facebook Campaign Name
AOS Install Campaign
CampaignType In the case of AAA campaign operation, 'Automated App Campaign' will be displayed. 
Automated App Campaign
AdGroup Facebook Ad Set Name Female user purchased in last 7 days
AdCreative Facebook Ad Name Video
CampaignID Facebook Campaign ID
AdGroupID Facebook Ad Set ID
AdCreativeID Facebook Ad ID
Content Campaign goal 
SubPublisher Platform name INSTAGRAM
SubSubPublisher1 Ad format within the platform 
SubSubPublisher2 Ad related unique ID that user clicked or viewed
SubSubPublisher3 Whether the install was from Facebook paid channel  TRUE
IsViewThrough Whether the attributed touchpoint was view-through(impression) FALSE


Event Name Mapping

Airbridge standard and custom events are mapped to the Facebook custom event as follows:

Event Type

Airbridge Event

Facebook Mapping Default Event 

Facebook Custom Event

Standard Event
Open (App) Activate App abr_open
Sign-up (App) Complete Registration abr_sign_up
(App) abr_sign_in abr_sign_in
Sign-out (App) abr_sign_out abr_sign_out
Home Screen (App) abr_home_screen
Product Catalog (App) abr_product_catalog
Search Results (App)


Product View (App) View Content
Add To Cart (App) Add to Cart
Order Complete (App) Purchase
Order Cancel (App) abr_order_cancel
Custom Event


Note that Airbridge Sign-in (App), Sign-out (App), Home Screen (App), Product Catalog (App), and Order Cancel (App) are mapped to Facebook custom events as there are no matching Facebook standard events to map.

Forwarding Uninstall (App) event to Facebook is currently not supported.


Viewing Facebook Ad App Performance

You can see Facebook attributed data on the Actuals report and other aggregated reports filtered by 'facebook.business' channel. For device-level(raw data) can be exported via App Raw Data.

See the Campaign Parameter Mapping guide for full details of Facebook touchpoint data.


Aggregate-level Data

In line with Facebook Privacy Policy, Airbridge can provide only the data that satisfy certain conditions; Facebook impression data more than 1,000 and Facebook install data more than 100.

If you add 'Group by' to refine your Facebook attributed data, it may violate the above conditions. And if so, the data will be displayed as 'Privacy Block' in your report.

You can remove some of those 'Group By's or extend the date range to satisfy the above condition and avoid data being privacy blocked.




Device-level Data

As Facebook AMM (Advanced Mobile Measurement) program is deprecated, any conversion events attributed to Facebook View-through or Click-through are no longer provided via raw data at the device level. In other words, Facebook view-through or click-through attribution data is only available via aggregate data reports. 



Web Campaign Attribution

๐Ÿ’ก Create a tracking link for a web campaign of Meta for Business(previously known as Facebook for Business) to view a consolidated report of web and app ads performance even with cost data.

Airbridge supports a tracking link for Meta for Business(MB) dedicated to web campaigns only.


  • Facebook web campaign-only tracking link lets you analyze both app and web performances(aggregated-level Data) in one place.
  • With Cost Integration, the cost data can be viewed along with web ads performance.
  • Facebook web campaign-only tracking link supports a dynamic parameter feature from Facebook. Therefore, Airbridge will get the campaign parameters directly from Facebook.

Here, you will find the instruction on how to set up the tracking link for Facebook, and what you can do with it.


How to Create a Facebook Web Campaign Tracking Link

  1. Go to [Tracking Link] > [Create Tracking Link] > [Integrated Channels]

  2. Search and select โ€˜Facebook Businessโ€™ from the Integrated Channel list.
  3. Confirm the macro value that is applied in the default parameters.
    • The preset macros are defined by Airbridge and Meta for Business in advance. These are to check the attribution result with the same value on the Airbridge dashboard by receiving the values entered when creating ad campaigns in Facebook Ad Manager. While it is possible to modify the macros in Airbridge Dashboard, we recommend not editing these preset macros should you wish to receive them from Facebook Ad Manager.
    • We highly recommend you to use alphabet letters, numbers, and underbar(_) for your campaign parameters. Especially, the special character(/,#,+) and space is not recommended. Please read on more here > Tracking Link Structure and Parameters 

  4. Set up the redirection paths for each platform(Android/iOS/Desktop).

    โš ๏ธ Only the web URL is available for the redirection path. To measure app campaign performance, please follow MMP Integration here. 

  5. You can always find your tracking links from [Tracking Link List] page. 
      • Channel type: Integrated
      • Channel Name: facebook.business
      • Confirm campaign, ad group, ad creative, and the path are applied accurately.

    โš ๏ธ To learn more about tracking link management, view Tracking Link Management.


How to setup Tracking link in the Facebook Ads Manager

  1. Copy the tracking link you created in the Airbridge dashboard. 

    ๐Ÿ’กTip: Simply click the link in the tracking link list, the link is automatically copied to your clipboard.

  2. Go to the Facebook Ads Manager dashboard, and click the '+ Create' button.
  3. At the campaign level, select a campaign objective other than default objectives for mobile apps (app installs, etc).
  4. At the Ad set level, select โ€˜websiteโ€™ as for landing page.
  5. Paste the copied tracking link to the website URL box.
    • You can check the applied parameters from the [Build a URL parameter]

    ๐Ÿ’ก  Facebook Business supports dynamic parameters. To find out whatโ€™s available, visit Facebook Business Support Center

  6. Complete the rest of the settings and launch your campaign.

    โš ๏ธ If you want to measure the attribution of the app installs to the website, please refer to the below guide. 


How to measure app installs from Web campaign

After setting up an ad set, mark 'app event' in the 'traffic' section and then select an app to measure the ad performance. With this method, Airbridge can measure the attribution of the app installs to website traffic ads.

๐Ÿ’ก Facebook business web campaign-only tracking link can measure the attribution for click-through ad campaigns. The view-through(impression) campaign is not supported.


Facebook Dynamic Parameters Limitation

Facebook dynamic parameters have a few limitations stated as below. See Facebook business help center for details.

  • Name-based parameters will be set to the campaign, ad set or ad name used when the ad was first published. To change parameter values, you must create and publish a new campaign, ad set, or ad.
  • Facebook dynamic parameters donโ€™t support Instagram and app installs campaigns using collection ads format.
  • Facebook dynamic parameters canโ€™t be used with mobile app deep links.
  • If you're adding URL parameters to an existing Facebook post and it links to a website URL off of Facebook, your URL parameters will only apply to URL clicks on the ad and not on clicks that may happen if someone sees the post organically and clicks a link.

Web campaign data is available on Actuals Report. See Viewing Facebook Ad App Performance.


Frequently Asked Questions

  1. Can I create a tracking link for the app campaign?

    No. Facebook Business App campaigns can be tracked and measured via MMP integration only.

  2. Can I create Facebook tracking link in the Custom Channel?

    You can create Facebook tracking link in the custom channel, but the tracking link canโ€™t be used for measuring app campaign performance. Use web campaign-only tracking links to view a consolidated report of web and app adsโ€™ performance.

  3. How can I redirect users to the app?

    Web campaign-only tracking links donโ€™t support redirection to the app. If you wish to redirect users to the app, please setup Facebook MMP integration.

  4. Does deeplink work for web campaign-only tracking link?

    Web campaign-only tracking links donโ€™t support deeplink at the moment.

  5. I see different value on the campaign parameters.
    For the special character /, #, + and space in the campaign parameters from Facebook for Business will be replaced with different values in accordance with Airbridge's parameter rules. See Tracking link structure and parameters.



Get Facebook raw data using Google Install Referrer

Detailed guides will be available soon.


Cost Integration

Enabling Facebook cost integration gets you the click, impression, and cost data for your Facebook Campaign, Adset, and Ad level.

Once successfully connected, the below data is available at the campaign and ad group level.

  • Metric
    • Impressions (Channel)
    • Clicks (Channel)
    • Cost (Channel)
  • Groupby
    • Event Datetime fields
      • Event Date, Event Year, Event Month, Event Week, Event Day of the month, Event Day of the week, Event Hour
    • Campaign Parameters
      • Channel, Campaign, Ad Group, Ad Creative, Campaign ID, Ad Group ID, Ad Creative ID, Ad Account ID, Country 


How to Setup 

  1. Go to [ Integrated Ad Channels > Facebook Business > Cost Integration ] and turn on the toggle. 

  2. Click 'Facebook Login' button, then enter your login credentials

  3. Grant Airbridge access your Facebook ads and related stats.

  4. Select and sync ad accounts you wish to pull cost data.

    โš ๏ธ Once you log in to Facebook, make sure to select ONLY the ad accounts you want to sync.

    โš ๏ธ Among the ad accounts accessible from the logged-in account, the currently linked ad accounts are not shown in the list.


  5. After selecting the ad account to be integrated, Airbridge will start getting the data according to the update schedule.

    ๐Ÿ’ก When an update related to Facebook cost integration occurs, the most recent modification date and the last modified account information that performed the corresponding action are displayed. You can click the arrow icon to quickly move to the Activity History page filtered by its date and 'facebook.business' channel.



Stopping Facebook Cost Integration

  • Switching off 'Facebook Cost Integration' toggle will stop pulling cost data from associated ad accounts.
  • Disabling the connection does not impact historical data.
  • You can always reactivate the cost sync by toggling back on the ' Facebook Cost Integration' as long as you haven't deleted the linked ad accounts; you may have to log in again if you delete the Facebook account from the Airbridge dashboard.


Deleting the Facebook Business Account Connection

If you need to delete any connected ad accounts for any reason, delete them by clicking [ 'Action' > 'Delete' ] on the right-hand menu.


Adding an additional ad accounts

If you want to connect additional ad accounts to the current account list, click 'Facebook Login' to add. The rest of the process remains the same as the 'Cost Integration Setup' guide.



Cost Data Update Cycle

  • Airbridge gets cost data from Facebook once the 'Facebook Cost Integration' toggle is ON.
  • Cost data updates every 4 hours(12AM, 4AM, 8AM, 12PM, 4PM, and 8PM), and Airbridge receives data from the last 7 days.


Cost Data Sync Status

  • Waiting: New ad account is added and is now waiting for the cost data to be updated. Cost data updates every 4 hours(12AM, 4AM, 8AM, 12PM, 4PM, and 8PM).
  • Active: The integration is up and running. The last time Airbridge successfully updated cost data is displayed.
  • Error: Cost data can't be updated if one of the following happens.
    • Invalid Credential: Login error. Login info changes such as password change may cause this type of error. To resolve this issue, delete the account and re-register it again.
    • Facebook API is not responding: In the latest update, Facebook API is not responding to Airbridge.
  • Warning: In the latest update, the API has not returned any cost data matching Airbridge campaign attribution data in the last seven days.
  • Expired: Cost data will not be updated if one of the following happens.
    • Facebook Token is expired
    • The user deletes access to the Airbridge dashboard app within Facebook.
    • The connected ad account is deactivated


Cost Data in Reports

To view your Facebook cost data, add the below metrics in the Actuals report.


  • Touchpoint
    • Impression (Channel)
    • Clicks (Channel)
  • Cost
    • Cost (Channel)

๐Ÿ’ก 'Impressions' and 'Clicks' metrics are touchpoint data collected via Airbridge tracking link, and 'Impressios (Channel)' and 'Clicks (Channel)' metrics are touchpoint data directly received from ad-network(Facebook).



When viewing Facebook cost data, be aware of the following:

  • Privacy Block: Due to the Facebook privacy policy, Impression (Channel) data of fewer than 1,000 is masked 'Privacy Block' in the aggregate reports. Refer to 'Note for Aggregate-level Data' for more details.
  • Cost Data Discrepancy: Slight data discrepancy may occur due to its update cycle(every 4 hours). Also, while Airbridge pulls the cost data of the last seven days, Facebook may update the cost older than seven days for various reasons such as ad spend payback and so on.
  • Campaign parameter name change: After cost integration, changing your campaign, ad set, or ad name may impact conversion data mapping. We highly recommend you not modify campaign parameter names.
  • Currency: We recommend setting up the same currency type between Airbridge and Facebook. Otherwise, Cost (Channel) data reflects the currency type you set in your Facebook Ad account.
  • Unexposed cost data: Facebook cost data is available in the campaign, ad set, and ad level. So it is natural that you won't find cost data for the fields not related to the campaign, ad set, and ad creative.
    Group by Campaign ID

    Group by Campaign ID and Event Category



Agency Access

App owners and marketers are accessible to the Facebook setup menu, but agencies cannot access or control any of the Facebook settings in the Airbridge dashboard at the moment.
Airbridge plans to support a function where an app owner or marketer can grant agencies access to the Facebook setup menu.






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