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Thanks for the response. When you say "Don't run campaigns based on SKAN. Go with probabilistic attribution." Does that mean this current setup needs to have the checkbox unchecked for "SKAN Attribution"? (see image attached) Will it automatically use probabilistic attribution if we uncheck...

If we are already using Meta AEM for iOS attribution on Meta campaigns, is there still value in enabling SKAN 4.0 in Meta Events Manager or does AEM effectively replace the need for it? I see the suggestion to enable SKAN 4.0 in Meta Events manager but not sure if it's needed or not.

Hey everyone, We recently launched our first TikTok iOS mobile app campaign and are trying to figure out which conversion metric to trust for performance evaluation. We are using Branch as our MMP with SAN integration and PAM enabled. For the same period we are seeing four different numbers...