Performance marketers know this truth: not every conversion starts with a click. Impressions matter, especially for upper-funnel and video-heavy campaigns.
That’s why Branch is expanding measurement coverage once again. As of the week of October 27, Branch now supports view-through attribution for Meta’s Aggregated Events Measurement (AEM) on iOS.
This means you can see a more complete story of your Meta App Promotion campaigns — clicks and impressions — all in one unified, privacy-preserving view.
Why it matters
Modern marketing isn’t linear. People discover your app through Stories, Reels, and ads they may never click, yet those moments drive real outcomes.
With AEM view-through data integrated directly into Branch, you’ll gain:
- A fuller picture of campaign performance: Understand how impressions contribute to installs and re-engagements.
- Cross-channel clarity: Evaluate Meta alongside SKAdNetwork and Branch-attributed data, all in one consistent reporting layer.
- Privacy-preserving measurement: Leverage modeled AEM signals that respect user choices without losing visibility.
This is a measurement built for the future, where privacy and performance coexist.
What is Meta’s AEM and why it’s a breakthrough
Aggregated Events Measurement (AEM) is Meta’s privacy-preserving framework that allows advertisers to measure web and app events from iOS 14.5+ devices.
In plain terms, AEM helps you:
- Measure installs and in-app events from all users.
- Continue optimizing campaigns without relying on IDFA.
- Get near real-time conversion feedback for faster decision-making.
By incorporating these signals, Branch bridges the gap between deterministic attribution (click-based) and aggregated modeling (view-through), helping you make smarter marketing decisions without sacrificing compliance.
What’s new in Branch
This release introduces AEM view-through attribution as a new signal in your Branch measurement ecosystem. Here’s what changes:
- New visibility: Modeled view-through conversions from AEM campaigns now appear in your Branch reporting and attribution waterfall.
- Holistic measurement: SKAdNetwork, click-based, and AEM data now coexist, delivering the most complete, privacy-preserving view of Meta performance available.
- Better insight into influence: Quantify the impact of top-of-funnel and creative-heavy campaigns that drive awareness before the click.
Why this matters for marketers
For marketers running iOS campaigns on Meta, this update is a game-changer. You’ll be able to:
- Confidently measure incremental impact beyond last-touch.
- Optimize creative and spend based on true performance, not limited click data.
- See how your campaigns perform within the broader cross-channel ecosystem managed through Branch.
It’s more than just another signal. It’s a step toward a unified, privacy-first measurement model that still delivers the depth marketers need.
The bottom line
The measurement landscape is evolving fast, and Branch is leading the way. By expanding coverage to include Meta AEM view-through attribution, we’re helping marketers bridge visibility gaps, sharpen optimization, and make data-driven decisions with confidence.
Because when it comes to performance, seeing the full picture is everything.
Request a demo today to learn more about how Branch is revolutionizing measurement with Meta.
