Facebook has announced that starting May 20 it will not provide new advertisers with device level reporting for Facebook mobile app ads, which will be extended to all advertisers from August 20.
The company says the move is to make audiences rather than devices the foundation for determining advertising effectiveness. Mobile app ads will become consistent with the rest of Facebook ads.
In order to measure the impact of their Facebook mobile app ads, Facebook recommends that advertisers continue to use a mobile measurement partner and Facebook Analytics for Apps.
Facebook says it will continue to work with all of its measurement partners, and that advertisers will be able to rely on them for cross network mobile app ad attribution and LTV measurements across Facebook and other ad networks.