Understanding Meta's Advanced Mobile Measurement Terms: A Guide for Advertisers

Meta has recently updated its Advanced Mobile Measurement Terms (AMM Terms), effective June 17, 2025. These terms govern how businesses can access and use Meta's mobile measurement data for advanced analytics, creative performance insights, and marketing attribution. If you're running ads on Meta’s platforms, understanding and complying with these terms is crucial—both for regulatory reasons and for maximizing your measurement capabilities.

What is the Advanced Mobile Measurement Service?

Meta's Advanced Mobile Measurement (AMM) Service is a measurement tool that has returned after a multi-year hiatus, now offering row-level data that makes app install attribution measurement fast and accurate. Performance marketing professionals will recognize this as a significant development, as AMM provides much more granular data than previously available aggregated reporting.

The service is now available through Mobile Measurement Partners (MMPs) like Adjust and Singular, offering attributed non-aggregated last-touch data from Meta campaigns directly in raw data reporting.
Addict Mobile notes that this device-level data access marks a key shift in mobile measurement after years of privacy-driven restrictions.

Key highlights:

• The service is provided "as is" with no guarantees
• Meta retains full ownership of the service
• Meta reserves the right to modify, suspend, or discontinue the service at any time (notice period not specified in the public summary).
• Row-level data includes both clicks and views, available for installs and re-engagements
• Integration with Advanced AEM insights, now available at row level

Learn more about mobile app attribution fundamentals and how it can enhance your marketing analytics.

How You Can Use Mobile Measurement Data

The terms are quite specific about how companies can use the data provided through the AMM Service.

Permitted Uses

• Internal measurement only: You can use the data solely for your own internal purposes to measure ad effectiveness
• Aggregated and anonymous basis: Data may be shared externally only as aggregate statistics that cannot reasonably be used to identify an individual.
• Campaign assessment: The primary purpose is evaluating the performance of your Meta advertising campaigns
• Enhanced analytics capabilities: Build better ROAS modeling, cohort analysis, incrementality tests, creative optimization, and multi-touch attribution models
  

​For advanced creative analytics, platforms like Segwise’s AI monitoring enable marketers to analyze ad creative performance, predict outcomes before launch, and optimize based on historical insights.
Additionally, Meta’s modern Aggregated Event Measurement (AEM) is privacy-focused and measures web and app events for iOS users—even if opted out—highlighting a dual approach for analytics (Conversios blog).

The Business Benefits of AMM

According to industry experts, the return of AMM offers significant advantages for mobile marketers:

Enhanced Precision

You can now build much more precise ROAS curves per campaign and ad creative than with the previous aggregated data. This granular insight allows for more informed budget allocation decisions.

Faster, Deeper Data

You're going to get much faster data, and it'll be much deeper signal which will enable very fine-grained bid adjustments and scaling decisions.

Advanced Analytics

The row-level data enables sophisticated analysis including:

• LTV curves per device type, geography, OS version, or campaign
• Controlled experiments with holdout groups for incrementality testing
• Multi-touch attribution analysis to understand engagement patterns
• Creative performance optimization at a granular level

Particularly Valuable For

High LTV apps like RPG games, fitness or health subscription apps, or fintech apps where D1 ROAS often isn't super helpful as a predictor of true value.

As Singular highlights, Meta continues to expand attribution modeling and data sharing with MMPs for better cross-channel insight—a shift valuable for marketers needing granular, actionable analytics.

What You Cannot Do

The restrictions are extensive and designed to protect user privacy:

Prohibited Activities:

• No data sharing: You may not sell, rent, or otherwise disclose user-level AMM data to third parties. Service-providers or agencies may process the data only on your behalf and only if they are contractually bound to comply with Meta’s AMM Terms.
• No profile building
• No audience creation or user-level targeting: AMM data cannot be used to build audiences or target individual users across Meta or other platforms
• No retargeting: You cannot use the data to retarget individuals with advertising
• No cross-context advertising: The data cannot be used for behavioral advertising across different contexts1
• No cross-platform user profiling: The data cannot be used to build profiles across different platforms
• No product improvement: You cannot use the data to enhance your own products or services
• No third-party benefits: The data cannot be used to benefit other parties through research or services

Meta and Adjust continue to blend privacy-enhancing measurement with actionable attribution via enhanced AEM, emphasizing a privacy-centric approach to attribution (Adjust blog). For actionable measurement, platforms like Segwise emphasize data integration and compliance.

How to Access AMM Through Your MMP

To take advantage of AMM, you'll need to work through a Mobile Measurement Partner (MMP) like Adjust or Singular. Here's the process:

• Accept Meta's AMM Terms: You must accept Meta's Advanced Mobile Measurement Terms for each app you want to use it with
• Administrator Access Required: An Administrator role for the relevant app is necessary
• MMP Integration: Your MMP will then be able to share attributed last-touch data from your Meta campaigns in a non-aggregated format
• Access Raw Data: This allows you to conduct more precise ad performance analysis directly within your business intelligence (BI) tools

Important Note: This change does not impact your campaign performance or the standard data your MMP receives from Meta—it simply provides a deeper level of insight for those who choose to opt in.
As Branch documentation affirms, advertisers with AMM agreements regain last-touch non-aggregated attribution as of June 17, 2025.

Data Protection and Security Requirements

Meta has implemented strict data protection requirements that companies must follow:

Security Measures

Companies must establish industry-standard safeguards including:

• Administrative, physical, and technical security measures
• Formal information security programs
• Access controls with multi-factor authentication
• Regular security updates and patch management
• Anti-malware protection
• Security monitoring and incident response capabilities

Meta has highlighted progress on privacy-enhancing technologies—like secure multi-party computation for lift measurement—to provide insight while protecting end-user privacy (Meta for Business).

Data Retention

• Data can only be retained for legitimate business purposes
• Advertisers must retain AMM data only as long as necessary for internal measurement, then delete it; many MMPs automatically purge after six months, but this period is not explicitly mandated in the Terms.

Audits and Compliance

• Meta reserves the right to audit compliance; the Terms do not specify a fixed notice period.
• Companies must cooperate with security assessments
• Any compliance breach must be remediated according to Meta's timeline
• Security incidents must be reported immediately to [email protected]

Legal and Compliance Considerations

Indemnification

Companies must defend and indemnify Meta against any third-party claims arising from breaches of these terms, except in cases of Meta's gross negligence or willful misconduct.

Compliance Requirements

Companies must:

• Comply with all applicable privacy and data protection laws
• Not be subject to economic trade sanctions
• Maintain processes to ensure Trade Control Laws compliance

Termination

Either party can terminate the agreement immediately with written notice. Upon termination:

• All rights to Mobile Measurement Data end immediately
• Companies must delete all data in their possession
• Certain provisions survive termination, including data protection obligations

For app advertisers, the long-term implications of such privacy-led changes are explored in detail at Tinuiti.

Key Takeaways for Advertisers

For Marketing Teams:

• The AMM Service can provide valuable row-level insights into campaign performance
• Data usage is strictly limited to internal measurement purposes
• You cannot share user-level data with external agencies or partners; only aggregate, anonymised statistics may be shared
• Focus on high-LTV apps where granular data provides the most value
• Work with your MMP to understand integration requirements

For Data Teams:

• Implement robust security measures before accessing the service
• Establish clear data retention and deletion procedures
• Prepare for potential Meta audits and security assessments
• Plan for enhanced BI tool integrations to leverage row-level data
• Consider how AMM data will improve your attribution modeling

For Legal Teams:

• Review compliance with privacy laws in your jurisdiction
• Ensure your organization can meet the strict data protection requirements
• Understand the indemnification obligations
• Work with your MMP to understand their role in compliance

Recent Changes and What's Coming

Meta has been making several updates to their measurement ecosystem:

Engaged Views Update: Starting July 21, 2025, Meta's "Engaged Views" (ad engagements that indicate meaningful user interaction) will be treated with the same priority as clicks within MMP attribution waterfalls. This aligns Meta's attribution methodology with other self-attributing networks.

AEM Backend Changes: Meta has updated how Aggregated Event Measurement (AEM) data is shared with MMPs, specifically for App Promotion campaigns. While this doesn't affect attribution windows or ad formats, you may notice improvements in how conversions appear in your reporting.
More apps have transitioned to on-platform probabilistic frameworks like AEM, while SKAdNetwork usage declines (RevenueCat blog).

In June 2025, Meta announced new features including Opportunity Score, an AI-powered tool to score campaign alignment with best practices (Impression Digital).

The rise of AI-driven contextual category reporting across Meta platforms, like the advancements launched by Integral Ad Science, increases optimization and reporting precision (PRNewswire).

Looking Ahead

Meta's re-enablement of Advanced Mobile Measurement represents a significant step forward for mobile app marketers. The return of row-level data after a multi-year hiatus provides unprecedented visibility into campaign performance, particularly valuable for businesses with complex customer journeys and high lifetime values.

The strict limitations on data use, while restrictive, are designed to protect user privacy while still providing valuable measurement capabilities. For many advertisers, especially those running sophisticated user acquisition campaigns, the trade-off between enhanced measurement insights and compliance obligations will be worthwhile.

As performance marketing professionals recognize this as "a big day for mobile marketers," the ability to build more precise ROAS curves, conduct sophisticated incrementality testing, and optimize campaigns with granular data represents a significant competitive advantage for those who can meet the compliance requirements.
The integration through established MMPs like Adjust and Singular also provides a familiar pathway for implementation, reducing the technical barriers to adoption.

This blog post is for informational purposes only and does not constitute legal advice. Companies should consult with their legal teams before accepting Meta's Advanced Mobile Measurement Terms.

Frequently Asked Questions: Advanced Analytics & Insights with Meta AMM