AdjustMeta measurement updates: AMM now supported in Adjust | Adjust
Summary
The article details three key updates from Meta that Adjust is implementing to enhance mobile measurement accuracy and transparency. First, Advanced Mobile Measurement (AMM) support returns, allowing advertisers who opt-in to receive non-aggregated, last-touch attribution data from Meta campaigns directly in Adjust's raw data reporting. This enables more granular performance analysis in business intelligence tools.
Second, starting July 21, 2025, Meta's 'Engaged Views' ad engagement type will be prioritized equally with clicks in Adjust's attribution waterfall, aligning Meta with other self-attributing networks. This change introduces new raw data fields (e.g., {engaged_ad_based}, {is_engaged_ad}) and expands SAN reporting to break down claims by clicks, impressions, and engaged views. Third, an update to Aggregated Event Measurement (AEM) on June 10, 2025, affects how conversion data is shared specifically for App Promotion campaigns, though it does not change attribution windows or ad formats.
Ad ops leaders should opt-in to AMM for deeper insights, prepare for the Engaged Views attribution change, and expect improved reporting transparency across Meta campaigns.
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