Aggregated Event Measurement & Limitations of SKAdsNetwork

Aggregated Event Measurement & Limitations of SKAdsNetwork for iOS 14.

SKAdNetwork Limitations

For each Facebook App ID, advertisers targeting iOS 14 users can have one ad account, 9 campaigns, and 5 ad sets.

Ad Campaigns

  • To create a SKAdNetwork campaign and promote an external app, you must follow these requirements:
    • The app being promoted must be an iTunes app — The object_store_url in promoted_object must point to an iTunes app.
    • The Ad Account used to create the campaign must have permission to advertise the app being promoted.
    • The app being promoted must have at least v8.0 of the Facebook Business SDK. If you use a Mobile Measurement Partner SDK, make sure your SDK is also updated.
  • You cannot create a SKAdNetwork campaign to promote an app if that app is already being promoted in another ad account.
  • Once an SKAdNetwork Campaign is live, you cannot edit the promoted object or the SKAdNetwork flag.
  • Your buying_type must always be auction.
  • Bid strategy TARGET_COST is not available for Campaign Budget Optimization campaigns.
  • Deferred Deep Linking is not available for new iOS14+ AKAdNetwork campaigns.

Ad Sets

  • You must specify at least iOS 14 under user_os. If you provide an invalid value, you won’t be able to create the ad set.
  • If the ad set is created using the default targeting string, we will filter the target devices based on if the ad set is eligible for iOS 14+ devices.
  • Bid strategy TARGET_COST is not available.
  • Cost Per Action billing is not available. Specifically, billing_event and optimization_goal cannot be both set to APP_INSTALLS.


  • iOS 14 App Ads can only be created on ad sets under SKAdNetwork campaigns.


Facebook will no longer be able to aggregate non-inline conversion metric values across iOS 14 and non-iOS 14 campaigns due to differences in attribution logic. Querying across iOS 14 and non-iOS 14 campaigns will result in no data getting returned for non-inline conversion metrics (i.e. app installs, purchases). Inline event metrics like impressions, link clicks, and video views, however, can still be aggregated.

Also note that because iOS 14 campaigns rely on SKAdNetwork data and associated attribution logic, results for those campaigns can only be queried using the default or new unified attribution setting.

Aggregated Event Measurement

Facebook’s Aggregated Event Measurement is a protocol that allows for measurement of web events from iOS 14 users. Aggregated Event Measurement limits domains to 8 conversion events that can be used for campaign optimization.

Visit our Domain Verification guide to verify your domain ownership for Aggregated Event Measurement.

Visit our Business Help Center to learn more.