How three key Meta measurement tools enable app and gaming advertisers to achieve all-time best performance

Following profound changes to the advertising ecosystem over the past few years, reporting has become more important than ever. App and gaming advertisers increasingly need rich, accurate and transparent measurement to tackle a wide-range of challenges, from addressing evolving privacy measures to solving for unattributed installs and accounting for shifts in user engagement.

To help them to navigate this ever-growing complexity and achieve sustainable business growth, Meta has focused on building a set of measurement solutions which are designed to help advertisers make efficient optimization decisions to maximize Return On Ad Spend (ROAS).

Three core principles have guided the development of the solutions: Unlocking performance with more comprehensive measurement; ensuring agility with more granular reporting; and enhancing campaign optimization with product innovation.

Based on these core principles, Meta offers three key products—Aggregated Event Measurement, Meta Install Referrer, and Engaged-View Attribution—that enable app and gaming advertisers to gain the insights needed to drive more efficient decisions. Let’s take a quick look at each product and how they can help you to achieve your business goals.

Aggregated Event Measurement

Aggregated Event Measurement allows for measurement for both web and app events from people using iOS14.5 or greater and helps app and gaming advertisers adapt to changing app market dynamics, powering more effective App promotion and re-engagement strategies.

With Aggregated Event Measurement, app and gaming advertisers can:

Make quicker optimization decisions by accessing close to real-time reporting;
Take advantage of granular insights, such as data by age, gender, country, impression, device, platform and placement;
Understand user behavior over a longer period with the 7-day attribution window for app install campaigns; 1-day click attribution is also available;
Capture use cases with an increased campaign limit of 18 campaigns (up from 9) for app install campaigns.

Based on internal studies, advertisers who set up their App Promotion campaigns to be eligible for Aggregated Event Measurement saw a 9.5% increase in incremental conversions at similar cost-per-install/cost-per-action compared with advertisers who had not.¹

A key thing to note is that Aggregated Event Measurement also recovers the ability to measure in-app conversions, enabling app and gaming advertisers to run re-engagement campaigns with in-app destinations for all iOS users.

Meta Install Referrer

Today, it is common to see unattributed app installs with install-level third-party reporting. Meta Install Referrer helps app and gaming advertisers tackle this problem, enabling faster and more robust measurement.

The solution uses Android on-device functionality to provide both view-through and click-through install data, including non same session click through, for app promotion campaigns. This delivers:

Granular reporting that leverages Android on-device solutions while still being privacy forward;
Faster reporting inputs on installs, which allows you to optimise your marketing activity based on your business goals;
Quicker campaign decision-making to enable greater budget efficiency;
More comprehensive ROAS measurement.

With this on-device Android solution, app advertisers can gain access to more comprehensive measurement: An analysis showed that advertisers in APAC who used Meta Install Referrer in addition to Google Play Install Referrer for campaign measurement saw 20% more measurable conversions compared to their previous analytical set-up, which relied only on Google Play Install Referrer.²

Engaged-View Attribution

User behavior on Meta is rapidly evolving, with people increasingly spending more time viewing video content and embracing formats such as Reels and Stories. Metrics such as click-through and view-through don’t always deliver a full picture of this video consumption, spurring the need for a new way to measure user engagement and drive conversions on an advertiser’s video ads.

With Engaged-View Attribution on Android, app and gaming advertisers can unlock more ways to measure video ads. This attribution setting for video ads reports app conversions occurring within 24 hours after someone watches a video ad that plays for at least 10 seconds, or for at least 97% of the total length if it’s shorter than 10 seconds. With this new attribution method, advertisers can:

Compare attribution settings in Ads Manager reporting to select engaged-view, click-through and view-through to develop a side-by-side comparison view;
Compare video creative performance with engaged-view install conversion reporting to make creative optimizations.

This solution can deliver a better understanding of the performance of video ads, including insight into a customer’s actions prior to conversion. With these insights, app and gaming advertisers can make campaign budget and optimization decisions effectively, better understand user engagement and drive conversions.

Ultimately, these three key Meta measurement solutions—Aggregated Event Measurement, Meta Install Referrer and Engaged-View Attribution—can help drive profitable growth through faster reporting, richer data and more comprehensive insights. By using a combination of these tools, app and gaming advertisers can set their businesses up for all-time best performance.

For more information on the products mentioned above, please reach out to your Meta Account Manager or access them through MMPs, Ads Manager or Ads Insights API:

Meta Install Referrer: AppsFlyer, Singular, Adjust, Airbridge, Kochava.
Aggregated Event Measurement: AppsFlyer,Adjust, Singular, Branch, Airbridge,Kochava
Engaged-view attribution: Ads manager and Ads Insights API