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.

💡  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.

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Caution!

Airbridge supports Facebook MMP integration without integrating the Facebook SDK in your app. It allows advertisers to view and measure Facebook Ads performance on the Airbridge dashboard or send in-app events to Facebook.

However, the deferred deeplink feature only works with Facebook SDK integration and mobile app campaigns for Android or iOS versions less than 14.5. Due to the ATT(App Tracking Transparency) privacy guidelines, deferred deeplink will not work on iOS versions 14.5 and later regardless of the Facebook SDK integration. 

 

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.

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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.
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  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.

    ⚠️ 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.

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  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.

⚠️ 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.

⚠️ '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.

⚠️ 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.

 

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💡 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.

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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.

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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 → 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 → 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.

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💡 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.

💡 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

Example

Channel facebook.business
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
23847486484930218
AdGroupID Facebook Ad Set ID
23847486490951350
AdCreativeID Facebook Ad ID
23847486494102155
Content Campaign goal 
PRODUCT_CATALOG_SALES
SubPublisher Platform name INSTAGRAM
SubSubPublisher1 Ad format within the platform 
instagram_stories
SubSubPublisher2 Ad related unique ID that user clicked or viewed
23848170884980258
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

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

Search

abr_search_results
Product View (App) View Content
abr_product_view
Add To Cart (App) Add to Cart
abr_add_to_cart
Order Complete (App) Purchase
abr_order_complete
Order Cancel (App) abr_order_cancel
abr_order_cancel
Airbridge
Custom Event
CUSTOM_EVENT_NAME -
abr_CUSTOM_EVENT_NAME

 

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.

 

SKAdNetwork Integration

Following you can find how to integrate SKAdNetwork with Facebook Business (Meta). SKAdNetwork integration requires the Conversion Value to be configured in advance in [Airbridge dashboard]>[Management]>[SKAN Conversion Value Rule].

 

1. Click [Events Manager] on the Facebook Business dashboard. 

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2. Click [Data sources] in the [Events Manager].
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3. Select an app for SKAdNetwork App events and click the [Settings] tab. 

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4. Click 'Start Setting Up Events' or 'Edit Events' under the [Configure App Events for SKAdNetwork]. 

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5. Select [Import from Partner App] for Configuration method. 

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6. Navigate to [Integration]>[Integrated Ad Channels]>[Facebook Business]>[SKAdNetwork] in the Airbridge dashboard. Map the SKAN conversion value events to the Facebook standard events, turn on the 'Event Configuration Schema' toggle, and copy the URL.

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7. Paste the URL you copied in the previous step into the [Connect to Import] field on the Facebook Business dashboard and click the 'Connect' button.  

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8. Review the imported configurations and click the 'Apply' button to complete the setup.

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How to Edit

To edit the SKAdNetwork App events for Facebook Business, you need to change the dashboard setting both on the Airbridge and Facebook Business.

 

1. Turn off 'Airbridge Event Configuration Schema' toggle in the [Integration]>[Integrated Ad Channels]>[Facebook Business] on the Airbridge Dashboard. Once the toggle deactivates, its color changes to gray. 

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2. Then, go back to Facebook Dashboard and click the 'Reset Events' button. Repeat the 'SKAdNetwork Integration' for the rest of the procedures. 

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Notes

Aggregate-level Data

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

  • Privacy Block: Privacy Block will be displayed if all events are masked. 
  • +α, ±α: The value with the sign will be displayed if only the partial events are masked.

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

 

 

Web Campaign Attribution

💡 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.

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  • 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 ‘Facebook Business’ from the Integrated Channel list.
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  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).
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    ⚠️ 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. 
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      • Channel type: Integrated
      • Channel Name: facebook.business
      • Confirm campaign, ad group, ad creative, and the path are applied accurately.

    ⚠️ 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. 

    💡Tip: 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).
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  4. At the Ad set level, select ‘website’ as for the landing page.
  5. Paste the copied tracking link to the website URL box.
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    • You can check the applied parameters from the [Build a URL parameter]

    💡  Facebook Business supports dynamic parameters. To find out what’s available, visit Facebook Business Support Center

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

    ⚠️ 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.

💡 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 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 don’t support Instagram and the app installs campaigns using collection ads format.
  • Facebook dynamic parameters can’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 a Facebook tracking link in the Custom Channel?

    You can create a Facebook tracking link in the custom channel, but the tracking link can’t be used for measuring app campaign performance. Use web campaign-only tracking links to view a consolidated report of web and app ads’ performance.

  3. How can I redirect users to the app?

    Web campaign-only tracking links don’t support redirection to the app. If you wish to redirect users to the app, please set up Facebook MMP integration.

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

    Web campaign-only tracking links don’t support deeplink at the moment.

  5. I see different values 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

Starting October 2021, Facebook has ended AMM(Advanced Mobile Measurement) program, and device-level data (raw data) of users attributed to Facebook become restricted. However, for Android app installs, advertisers can leverage the Facebook Install Referrer solution to direct users to Google Play Store to collect Facebook campaign metadata(touchpoint data) and raw data.

Facebook campaign touchpoint data coming through Google Play Install Referrer are encrypted by AES-GCM method using LibSodium within the source field of utm_content. Advertisers need to provide a Decryption Key issued by Facebook so for that Airbridge to decrypt the data and attribute users accordingly. The raw data report is available for the app installs and subsequent in-app events attributed from the Google Play Install Referrer touchpoint.

 

Overview

Enter your Install Referrer Decryption Key issued from Facebook into your Airbridge dashboard referring to the guide below.

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Caution

Airbridge Android SDK must be installed in your app in advance to use Google Play Install Referrer.

 

[Meta for Developers] Dashboard

  1. In the Meta Developers dashboard, go to [My App] page and select the app that you want to use Google Play Install Referrer. 
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  2. Under [Basic > Settings], scroll down to the Android section. Copy the Install Referrer Decryption Key. If you don't see the Android menu, click 'Add Platform' button and select 'Google Play'.
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[Airbridge] Dashboard

  1. Go to [Integrations] > [Integrated Ad Channels] > [Facebook Business] > [Channel Integration].
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  2. Scroll down to the Google Play Install Referrer Integration section. Paste the copied Install Referrer Decryption Key in the Decryption Key field. 
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  3. The screen below will be shown once the Decryption Key is registered. If the Google Play Install Referrer has the encrypted metadata sent from Facebook, the decryption automatically begins. 
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Decryption Key

If an incorrect Decryption Key is registered, the data will not be decrypted properly. If you delete the Decryption Key by mistake, you may register the same Decryption Key again.

 

Supported Campaign Metadata

Facebook provides 9 ad campaign metadata via the Google Play Install Referrer, and each of them is mapped with Airbridge’s campaign parameter as follows.

Facebook Campaign Meta Data
Airbridge Data
Field Name Field Name Raw Field Name Field Name Raw
Ad Campaign Group Name

campaign_group_name

Campaign

attributionResult.attributedCampaign

Ad Campaign Group ID

campaign_group_id

Campaign ID

attributionResult.attributedCampaignID

Ad Campaign Name

campaign_name

Ad Group

attributionResult.attributedAdGroup

Ad Campaign ID

campaign_id

Ad Group ID

attributionResult.attributedAdGroupID

Adgroup Name

adgroup_name

Ad Creative

attributionResult.attributedAdCreative

Adgroup ID

adgroup_id

Ad Creative ID

attributionResult.attributedAdCreativeID

Ad Objective Name

ad_objective_name

Content

attributionResult.attributedContent

Ad Publisher Platform

publisher_platform

Sub Publisher

attributionResult.attributedSubPublisher

Ad ID

ad_id

Sub Sub Publisher 2

attributionResult.attributedSubPublisher2

Ad Account ID

account_id

Ad Account ID

attributionResult.attributedAdAccountID

 

Google Play Install Referrer Data Examples

  • Encrypted metadata

    referrer = {
     utm_content: {
       source: {
           "data": "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",
           "nonce": "b7203c6a6fb633d16e9cf5c1",
       },
       ...
     },
     ...
    }
    
  • Decrypted metadata

    {
    "account_id": 988056874045064,
    "ad_id": 59263050382376798,
    "ad_objective_name": "APP_INSTALLS",
    "adgroup_id": 63244591281507997,
    "adgroup_name": "discount_banner",
    "campaign_group_id": 47071347859859780,
    "campaign_group_name": "install_summer_promotion",
    "campaign_id": 20683163274650358,
    "campaign_name": "aos_female",
    "is_instagram": true,
    "publisher_platform": "instagram"
    }
    

 

Conversion Data Comparison by Touchpoint Generation Type

  Google Play Install Referrer MMP API
Channel Name facebook.business  
Touchpoint Generation Type Facebook Install Referrer Self-attributing Network
Touchpoint Type Click-through Click-through and View-through
Touchpoint Timestamp 1 hour prior to the install (actual time of engagement not provided) Actual time of engagement
Aggregated data Yes Yes
Raw Data (Device-level Data) Yes No
Privacy Block Yes  
Data Retention Period 1 year 6 months
Data Transmission to ad networks/third parties Data are masked as “unattributed”  
Notes • Provides attribution data of Limit Ad Tracking (LAT) users

• If both the Google Play Install Referrer data and the MMP API data are available, the former is prioritized in attribution

-

 

How to View the Data

You can view both the encrypted and decrypted version of the metadata provided by Facebook via the Google Play Install Referrer and conversions attributed to the touchpoints as follows.

 

Encrypted Metadata

Encrypted metadata is available in the existing “Facebook Install Referrer” field under App Raw Data and App Real-time Log panel.

 

Decrypted Metadata

Decrypted metadata is available in the new “Facebook Install Referrer” field under App Raw Data and App Real-time Log.

 

App Raw Data

Go to [Raw Data] > [App Raw Data] and click 'Export Raw Data'. When prompted, select events and select 'Facebook Install Referrer' as the event property. You may search it for faster results. 

 

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App Real-time Log

For any events attributed to Facebook Google Play Install Referrer, you can find the details from [Raw Data]>[App Real-time Logs].

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Conversions Attributed to Decrypted Metadata

You can add “Touchpoint Generation Type” field as a groupby in Actuals and Trend report, or as a property in Raw Data configuration.

  MMP API Data Google Play Install Referrer
Touchpoint Generation Type Self-attributing Network Facebook Install Referrer

 

Actuals Report

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App Raw Data

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Notes

  • Google Play Install Referrer is only available for Android OS.
  • App installs that occurred from other than the Google Play Store (e.g. Third-party Android App Store, such as Galaxy Apps, Amazon Appstore, etc.) are not provided.
  • The data are only available on click-through conversions but no view-through conversions.
  • Facebook ad campaign metadata provided via the Google Play Install Referrer is measured on a “last-click” rule-based.
  • The raw data of conversions attributed to the Google Play Install Referrer are only available to the advertiser. The data sent to ad networks and third parties are masked as “unattributed”.
  • The data provided via the Google Play Install Referrer are retained for up to 1 year.

 

Frequently Asked Questions

Q. What are the differences between touchpoint data tracked by MMP API and touchpoint data tracked by the Google Play Install Referrer?

The touchpoint data collected by the MMP API are available as aggregated-level data on conversions (installs, opens, re-installs, etc.) attributed to Facebook ad campaigns regardless of OS type.

On the other hand, the Google Play Install Referrer provides encrypted data for decryptable touchpoints for app installs and post-install events that occurred on Android only. The data is available on both aggregated data (Actuals Report) and device-level data (App Raw Data and App Real-time Log).

App installs on Android attributed to Facebook can be used only if the device ID is available. Facebook Self-Attribution data for Android can be used only if the device ID can be collected. On the other hand, Google Play Install Referrer attribution data can be used for Android 12 or later even if the device ID can’t be collected.

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Google Play Install Referrer Priority Rule

If both the Google Play Install Referrer data and the MMP API data are available, the former is prioritized.

 

Q. What data does the Google Play Install Referrer collect? And when can I view the data?

The Google Play Install Referrer collects and uses the raw data on Facebook ad campaigns that direct users to the Google Play Store from which they install the app. The raw data are collected and encrypted whether the Decryption Key is registered or not but they can be decrypted and recorded only after a valid Decryption Key is registered on the Airbridge dashboard.

 

Q. Can there be discrepancies between the Google Play Install Referrer data and MMP API data?

Yes, the Google Play Install Referrer data are only available on click-through conversions for app installs on Android. However, Facebook provides both click-through and view-through conversions for self-attributed installs via MMP API.

 

Q. Is it possible to import the raw data to AWS(Amazon Web Service) S3 bucket? Are there any other platforms that Airbridge supports?

Yes. Airbridge supports data export to AWS and GCS(Google Cloud Service). Learn how to integrate in the developer guides below.

 

Q. Do I have to register the Decryption Key every time I want to view the data?

No. Facebook issues only one Decryption Key for every app registered on 'Meta for Developers' dashboard. You need to register the Decryption Key once.

 


Cost Integration

Enabling Facebook cost integration gets you the click, impression, and cost data for your Facebook Campaign, Adset, and Ad level. If you want to enable cost integration successfully, you must start MMP integration first. If not, cost integration doesn't work properly.

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. 
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  2. Click 'Facebook Login' button, then enter your login credentials
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  3. Grant Airbridge access your Facebook ads and related stats.
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  4. Select and sync ad accounts you wish to pull cost data.
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    ⚠️ Once you log in to Facebook, make sure to select ONLY the ad accounts you want to sync.

    ⚠️ 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.

    💡 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.

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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.

 

Note

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.

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

💡 '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).

 

Notes

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.
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    Group by Campaign ID

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    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.