Facebook is Ditching Advanced Mobile Measurement… But What Does that Really Mean?

– Singular

What was the Advanced Mobile Measurement (AMM) program?

– Katy Lucey, Director, Paid Social at Tinuiti

What are MMPs?

If you are already using aggregated reporting of attribution, Facebook claims that you won’t see any major changes. But if you are using device-level data from your MPP to do reporting, you will run into issues with the level of granularity you will be able to see from your Facebook app campaigns.

Why is Facebook depreciating Advanced Mobile Measurement (AMM)?

In early August, Facebook announced that it will no longer offer the Advanced Mobile Measurement (AMM) program for Mobile Measurement Partners (MMPs). Access to all AMM data will be removed on October 29, 2021 – but what does that mean exactly? We’ll break down the ins and out of this update to keep you in the know. Let’s start with the basics.

According to Appsflyer, a Mobile Measurement Partner (MMP) “is a company that helps apps measure campaign performance across advertising marketing channels, media sources, and ad networks.” They are vetted sources who help advertisers determine the effectiveness and ROI of specific campaigns.

“Somewhat similarly to view-through install attributions in April 2020, Facebook install measurement information will only be available in aggregated reporting. That means no IDFA on iOS or partial user-level visibility on Android. It means more end-user privacy, of course. And it also means changes for how some mobile marketers run user acquisition and their internal measurement, BI, analytics and machine learning.”

What impacts are expected?

“This change is one in a long line of updates Facebook is having to make coming out of Apple’s privacy updates. While at face value the impacts appear small, it is important for app advertisers to understand the long-term implications of these changes and how to measure success moving forward.”
The AMM program was an agreement that advertisers could make with Facebook in order to gain direct access to in-depth/granular data related to advertisements, like view-through and click-through conversions. These advertisers would have access to this granular data through their Mobile Measurement Partner (MMP).

This applies to all iOS & Android User Data, regardless of their consent to ATT or Ads Personalization
All MMPs will be impacted by the change
Currently, Facebook sends last touch information to brands when the conversion is associated with a specific click (allows brands to confirm which ad led to a user action in-app). With the change, MMPs can only share click-through data with brands in an aggregated form (we can still measure aggregated conversions down to the ad ID level).

With this change, only aggregated data will be shared directly with advertisers via their MMP. With most MMPs, the integration with Facebook will not change, it will only be the granularity of reporting that will be affected.

2021 is the year of all things privacy, especially when it comes to mobile. This AMM shift is another update in Facebook’s ongoing push towards more privacy as it relates to user data on the platforms stemming from the iOS updates. According to Singular… In short…