Starting June 19, 2025, advertisers who sign Meta’s AMM terms will be able to access non-aggregated last-touch Meta attribution data through Airbridge’s standard reporting infrastructure. 

What is AMM?

Advanced Mobile Measurement (AMM) is reporting through Mobile Measurement Partners (MMPs) like Airbridge, that enables advertisers to access row-level last-touch attribution data tied to Meta campaigns. Unlike aggregated reports, AMM data lets advertisers analyze each attributed conversion at the row level, supporting business intelligence tools and internal models.

This isn’t a new integration but a relaunch. Meta originally paused AMM in 2021. Since then, advertisers have only been able to receive aggregated performance data for Meta campaigns.

Now, that’s changing.

What’s Changing (and What’s Not)

As an official Meta Mobile Measurement Partner, Airbridge already receives last-touch attribution data for Meta campaigns. But since Meta sunset AMM in 2021, that data has only been available to advertisers in aggregated form.

Starting June 19, 2025, advertisers who accept Meta’s AMM terms will be able to access non-aggregated, row-level conversion data.
This includes:

• Conversion-level attribution info for Meta ads
• Row-level data within your existing MMP reporting
• More precise measurement in your BI or analytics tools

Worth noting:

• Airbridge’s integration with Meta remains the same. There is no change to how we receive or process attribution data.
• This update only impacts the granularity of the data advertisers receive from Airbridge. Ad performance reporting itself will not be affected.
  

What You Need to Do

To start receiving row-level attribution data from Meta campaigns:

1. Sign Meta’s AMM Terms Here 
2. Ensure you have the Administrator role for the relevant Meta developer app(s) to accept AMM Terms  
   
   • More on app roles
   • Help article on managing roles

Once your AMM terms are accepted, you will begin receiving non-aggregated Meta attribution data directly through the Airbridge dashboard.

Key Takeaway

• AMM is back: Meta is re-enabling non-aggregated last-touch reporting for advertisers who sign its AMM terms.
• Airbridge supports it: As a Meta MMP, Airbridge will pass this data to you automatically, updated every 24 hours once you opt in.
• What’s required? Sign the AMM terms (App Administrator role is required).
• What’s the benefit? Greater visibility into Meta ad performance across your MMP and analytics tools.
  
• Any impact on current performance? None. This update does not change how attribution is measured or reported, only how detailed your access is.

If you’re an advertiser looking to improve your modeling, measurement, or LTV analysis, the return of AMM is a meaningful step forward. Reach out to Airbridge if you need help getting started.