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Changes Imminent for Facebook View-Through Attribution

By April 1, 2020 May 19th, 2020 Blog

Detailed impression data not available after April 22nd.

Facebook is making important changes to the Advanced Mobile Measurement (AMM) program. After April 22nd, advertisers will no longer receive non-aggregated view-through data via mobile measurement partners (MMPs). View-through data will only be provided at an aggregated level through our reporting interfaces or through Facebook’s reporting interfaces and APIs. 

As an independent mobile measurement partner, Kochava continues to advocate for greater transparency in data reporting from all partners. This change, while reducing your granular visibility into matched impression detail on your Facebook campaigns, will not impair Kochava’s ability to perform accurate attribution. As a trusted Facebook partner, Kochava will still receive and retain the same data – it is only the platform visibility of this row level data that is changing. 

If you have questions, concerns, and product feedback regarding this policy change, please contact your Facebook representative. 

YOUR ACTION IS REQUIRED 

Regarding this change, Facebook has updated their terms and conditions, which can be reviewed and accepted here

https://www.facebook.com/ads/manage/advanced_mobile_measurement/app_based_tos/  

Facebook is providing a grace period to minimize disruption to your business and provide sufficient time to review and accept the updated terms. Please note that you’re required to accept the new terms by April 22nd to continue participating in the program. Advertisers that do not accept the updated terms by April 22nd, will have their access to detailed click-through data restricted as well. 

CHANGES TO EXPECT IN KOCHAVA 

Since Facebook announced these changes, our team has been designing ways to help our customers retain their competitive edge with tools that comply with perpetually evolving guidelines like these but differentiate us in the market. 

These changes will impact detailed campaign data that has historically been appended to row-level user engagement activity (installs, in-app events, etc.). Relevant attribution detail fields will no longer be populated with data and will instead feature a triple-dash “—” indicating redacted data. The network name entry for such instances will appear as “restricted”. This will impact the following elements of the Kochava platform: 

  • Reporting
  • Analytics
  • Query
  • Postbacks

If you have questions for Kochava about these changes, please contact your Client Success Manager, or email Support@Kochava.com