Meta iOS AEM/SKAN campaign set ups

Is anyone familiar with how ticking or not ticking this box impacts Meta iOS campaigns? I noticed when unticked there is no iOS campaign limit.



I usually leave it ticked on - but then use Meta AEM for attribution rather than SKAN.



I am concerned that this is giving conflicting signals. I had only noticed the option to untick Apple SKAN reporting a couple months back. Is anyone running with Apple SKAN for reporting ticked and Meta AEM for attribution? Or keeping it consistent across reporting & attribution?

Thanks in advance

I use both – don't untick SKAN reporting, while utilizing AEM. When you choose AEM for optimization, it means that mostly no SKAN data is used for AEM reporting and optimization. Meaning: keep it as is (if you don't have issues with campaign limit) because it is always beneficial to have 2 data sources to compare.

GoodEnough said:

I use both – don't untick SKAN reporting, while utilizing AEM. When you choose AEM for optimization, it means that mostly no SKAN data is used for AEM reporting and optimization. Meaning: keep it as is (if you don't have issues with campaign limit) because it is always beneficial to have 2 data sources to compare.

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Thanks for the reply - the main reason I am looking at testing it is the performance of newly launched ads / campaigns. They have really low click to install rates (<1%) compared to any ads or campaigns that have been running for a while. Which had never been an issue in the past.

I wonder if they are getting weak install / post-install events back due to the SKAN delays in the first few days - meaning the algorithm skews towards ads with higher clicks / engagement.

"I wonder if they are getting weak install / post-install events back due to the SKAN delays in the first few days - meaning the algorithm skews towards ads with higher clicks / engagement."

Maybe check AppStore Connect data? If install numbers are matching (Meta vs ASC) then the problem isn't the toggle.
Honestly, never had any problems due to this specific toggle. And they make it fairly obvious that this is only for measurement, not for campaign optimization.