SKAN vs Aggregated Event Measurement: which iOS signal to optimize on

SKAN vs Aggregated Event Measurement: which iOS signal to optimize on
A buyer ran iOS through Meta and couldn't reconcile Meta's AEM numbers with their MMP's SKAN feed — they differed by 14%.

Testing showed why: AEM uses Meta's own 8-event/72h modeling, SKAN uses Apple's single postback. For the same campaign they're measuring different windows and different attribution logic.

The call: optimize the campaign on AEM (denser signal for Meta's algorithm), report business truth on SKAN-fed MMP.

✓ Two signals, two jobs — stop trying to reconcile them
✓ AEM's modeling fills gaps SKAN redacts
✗ AEM is Meta-only; cross-network truth still needs SKAN
✗ Modeled data is an estimate, not deterministic

Verdict: optimize on AEM inside Meta, report on SKAN across networks.
Best for: iOS Meta buyers drowning in two conflicting dashboards.