Meta AEM: View-Through Attribution

Airbridge now supports view-through attribution for Meta’s Aggregated Event Measurement (AEM) on eligible iOS App Promotion campaigns. This expands reporting beyond existing click-through attribution, helping to give you clearer visibility into how impressions contribute to installs. As a result, your Meta campaign measurement becomes more complete and more accurate.

This update applies to all AEM-eligible iOS campaigns starting October 27, 2025.

What is Meta’s AEM?

Meta’s Aggregated Event Measurement (AEM) is a protocol for measuring web and app events from devices running iOS 14.5 and later. AEM provides near real-time reporting, enabling faster system optimization and more granular performance insights.

What do I need to do to enable AEM campaign view-through results?

If your campaigns are already enabled for AEM, no additional setup is required. 

If you have not yet enabled AEM, please refer to the Airbridge integration guide for setup instructions.

Do I need to select AEM when setting up an App Promotion campaign to see view-through data in Airbridge?

No. Airbridge will receive AEM view-through data automatically for eligible campaigns. To confirm whether your app events are AEM-eligible, please refer to the Meta Business Help Center.

With this update, what will change in Airbridge? 

Airbridge will now automatically receive and report view-through touchpoints in addition to existing click-through attribution. You’ll see impression-driven installs reflected across the following reporting surfaces:

• Attribution reports
• Analytics dashboards
• Raw data exports

Note: SKAN data will continue to be collected and attributed separately.This update does not affect SKAN reporting.

Attribution Windows

• Meta supports up to a 1-day view-through attribution window for installs.
• Airbridge applies a global 6-hour probabilistic view-through window.

To minimize reporting discrepancies, you can adjust Meta Ads attribution rules in your Airbridge dashboard.

For step-by-step setup guidance, refer to the AEM integration guide or reach out to our support team for assistance.