iOS 14.5: The imminent role change of Facebook MMPs

Tenjin shares its detailed report about the changes of Facebook MMPs and how it affects developers.

Facebook was one of the first ad networks to announce a switch to SKAdNetwork after its introduction by Apple. Today we are going to take a look at what has changed in three key components of Facebook integration and how these changes have enabled iOS developers to advertise on Facebook without using MMPs.

The introduction of SKAdNetwork significantly changed the role Facebook MMPs (Mobile Measurement Partners) play within the mobile ecosystem. At this point, there is no difference between using Facebook MMPs and the tools that Facebook is providing publicly. We believe that iOS 14.5 and SKAdNetwork leveled the playing field for everyone involved in advertising measurement and gave mobile publishers more options to choose from. Additionally, since Facebook wants to be extra cautious about privacy, the data will be shared only on the aggregated level, which favors tech and ad-savvy developers.


Tenjin iOS 14

Before iOS 14.5, Facebook relied completely on IDFA for ad measurement. In order to get the attribution data, an MMP pinged an exclusive Facebook API with an IDFA to get click attribution data for devices that interacted with Facebook ads.

Tenjin iOS 14

Since Facebook plans to use SKAdnetwork for all iOS 14.5 campaigns (source), only Apple can perform the attribution for Facebook. In this scenario, Facebook receives the SKAdNetwork postbacks from Apple and uses this as the source of their attribution in their dashboard and APIs. Additionally, Facebook doesn’t plan to pass raw SKAdNetwork postbacks to any third parties, including Facebook MMPs. That means that both Facebook MMPs and non-MMPs (developers in general) are on equal footing in building analytics on top of Facebook’s marketing APIs. Both will use the same available data from publicly available APIs.

For this reason, Tenjin’s SDK has built-in support for SKAdnetwork, making it possible to utilize integration with Facebook and Apple.


All MMPs will no longer be able to measure cohort metrics like retention, ROI, and LTV for Facebook SKAdNetwork campaigns.

Facebook metrics that come from the iOS 14.5 SKAdNetwork implementations are based on aggregate data that is publicly available to any developer or third party with access. You might see the variation in some of today’s standardized metrics due to the changes in the attribution method explained above, but for the most part, attribution will be controlled by Apple for Facebook and will only be usable at the aggregate level.

As a friendly reminder, Tenjin clients are not charged for aggregated and SKAdNetwork data, so basically SKAdNetwork measurement on Facebook is free. In addition, if Facebook shares the Conversion Values through a publicly available API, our customers will be able to model LTV and ROI as a part of the Attribution Modeling.


Facebook provides the advertiser three product options for sending campaign optimization events (source):

  • Facebook SDK
  • Imports from a partner app
  • Customizations through an app server

Tenjin utilizes the customizable option to create a Conversion Values schema on the Facebook dashboard. All of these result in the same integration regardless of  MMP exclusivity status. The customizable option supports:

  • Installs (MAI);
  • App events (AEO);
  • Value (VO);
  • Installs with app events (MAI with app events).

We understand that this is a big change for all iOS advertisers—that’s why all Tenjin customers have access to dedicated training that helps customers with the setup.

In order to sign up for the training, just write us at [email protected] with ‘#519 Introduction into Facebook’s SKAdNetwork measurement’ in the email subject.

Apple’s SKAdNetwork has already altered the landscape of mobile analytics, and there will be even more changes to how ad networks and mobile publishers operate in this new world. The MMP’s role change is imminent. Tenjin is embracing the change and will continue to innovate to help our customers with new challenges.


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