AppsFlyerMeasuring app campaigns on Facebook: Everything you need to know
Summary
Facebook is a mobile-first company and a top channel for app marketers. Its campaigns can be measured either through an official Mobile Measurement Partner (MMP) like AppsFlyer or via Facebook's own SDK and reporting tools. MMPs are recommended because they offer a unified dashboard for all marketing channels, resolve double attribution issues, provide user-level data for lookalike and retargeting campaigns, and focus on accurate attribution, fraud protection, and unbiased measurement.
When evaluating MMPs, consider cross-funnel support, advanced analytics, rapid targeting updates, and rich postback data. Mixing MMPs for Facebook and non-MMPs for other channels is not advisable due to double attribution. Migration is easiest via device ID with an extended re-attribution window.
SDK implementation is straightforward with minimal code addition.
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