{"id":8465,"date":"2021-04-19T06:51:00","date_gmt":"2021-04-19T06:51:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8465"},"modified":"2026-04-14T08:55:33","modified_gmt":"2026-04-14T08:55:33","slug":"ios-14-5-the-imminent-role-change-of-facebook-mmps","status":"publish","type":"post","link":"https:\/\/tenjin.com\/tr\/blog\/ios-14-5-the-imminent-role-change-of-facebook-mmps\/","title":{"rendered":"iOS 14.5: The imminent role change of Facebook MMPs"},"content":{"rendered":"


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.<\/p>\n\n\n\n

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 MMP<\/a>s.<\/p>\n\n\n\n

Attribution<\/strong><\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

Since Facebook plans to use SKAdnetwork for all iOS 14.5 campaigns (source<\/a>), 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\u2019t 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\u2019s marketing APIs. Both will use the same available data from publicly available APIs.<\/p>\n\n\n\n

For this reason, Tenjin\u2019s SDK has built-in support<\/a> for SKAdnetwork, making it possible to utilize integration with Facebook and Apple.<\/p>\n\n\n\n

Reporting<\/strong><\/h2>\n\n\n\n

All MMPs will no longer be able to measure cohorted metrics like retention, ROI, and LTV for Facebook SKAdNetwork campaigns.<\/p>\n\n\n\n

Facebook metrics that come from the iOS 14.5 SKAdNetwork implementation are based on aggregate data that is publicly available to any developer or third party with access. You might see variation in some of today\u2019s 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.<\/p>\n\n\n\n

As a friendly reminder, Tenjin clients are not charged for aggregated and SKAdNetwork data<\/a>, 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<\/a>.<\/p>\n\n\n\n

Optimization<\/strong><\/h3>\n\n\n\n

Facebook provides the advertiser three product options for sending campaign optimization events (source<\/a>):<\/p>\n\n\n\n