Why split campaigns by OS?

iOS reports through SKAN with different delay and counting rules. Merged campaigns hide which side the budget drifted to.

Can you keep Meta's default attribution window?

The default is 7-day click plus 1-day view. To compare Meta with other networks, read the 1-day click basis alongside it.

How should Meta Advantage+ App be operated?

Split by OS, run a separate iOS SKAN campaign, and judge on a 1-day click basis.

2 Campaign · 2-2

Meta Advantage+ App (AAP) Optimization

Meta AAP mandates OS-split operation, with a separate SKAN-channel campaign for iOS. Meta's default attribution is 7d click + 1d view; evaluate iOS 14.5+ traffic on a reduced 1d click basis so it lines up with other networks.

Channel · Meta AdsDefault · 7d click + 1d viewOS split required

Summary

AAP (Advantage+ App Campaigns) is Meta's automated campaign type. Ad-set-level fine control is limited and campaign-level optimization is enforced. Meta's default attribution is 7-day click + 1-day view; the standard practice is to report on a reduced 1d_click basis so numbers are comparable with the MMP and other networks. For app AEM, check eligibility in Events Manager and the ad-set settings. Do not apply the historical web eight-event limit as a universal app sending limit.

§1 Campaign structure

Split on three axes: OS × country × optimization goal. iOS additionally gets a dedicated SKAN campaign.

Campaign↕	OS↕	Optimization goal↕	Suggested daily budget↕	Notes↕
AAP-iOS-KR-Install	iOS	App Install	$50+	Targets ATT-authorized users
AAP-iOS-KR-Purchase-SKAN	iOS	Purchase (SKAN)	$100+	SKAN single channel only
AAP-AOS-KR-Install	Android	App Install	$50+	New-user learning
AAP-AOS-KR-Purchase-VBO	Android	Value-Based (Purchase)	$100+	VBO enabled

§2 AAP setup steps

Meta Ads Manager → Create campaign → objective: App Promotion
Campaign type: select Advantage+ App Campaign (not Manual App Ads)
Select the app → confirm the App ID registered in Adjust
Choose the optimization event (Install / In-App Event / Value)
Budget: campaign-level daily budget recommended. ABO (Ad-Set Budget Optimization) is disabled in AAP
Audience: automatic (Advantage+ Audience). Only exclusions are manual — exclude purchasers from the last 30 days
Creative: upload up to 50 assets. Meta auto-generates combinations

Check app and event eligibility in Events Manager and record the ad-set measurement method and optimization event. Compare AEM and SKAN reports only after checking their measurement scope and delays.

§3 Attribution & bidding

Attribution window (Meta default): 7-day click + 1-day view. iOS 14.5+ ATT-declined traffic is automatically limited to the SKAN postback window (0–2 days).
Operating recommendation (cross-network comparison): evaluate on reduced 1-day click when reporting, so numbers align with Google/TikTok. Expect 1d_click to report roughly 30–40% lower than Meta's default 7d_click.
Bid strategy: escalate Highest Volume (auto) → Cost Cap → Bid Cap in stages. Run Highest Volume for the first 7 days to accelerate learning.
VBO (Value Optimization): revenue-based bidding. Enable after purchases stabilize at 50+/day.

§4 Troubleshooting

iOS campaign installs suddenly drop in reporting

Check SKAN postback delays, missing events and measurement or optimization changes separately. Compare Events Manager diagnostics with MMP delivery. Do not assume an app AEM setting change causes a 28-day reporting gap.

Revenue is inconsistent in a VBO campaign

Check revenue and currency mapping for purchase events in the MMP Meta integration and confirm event receipt. Check current app and event eligibility for value optimization. Distinguish AEM from SKAN measurement windows rather than treating all iOS revenue as a single 0–2-day window.

Advantage+ vs regular campaigns — how to choose

Under ~$100/day budget or with a narrow audience (e.g. a specific profession), use regular App Ads. With $100+/day and a mass audience, use AAP — it fills its learning volume faster.

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