Meta · Published 2025-09-18 · 1 min read
Meta: AEM, SKAdNetwork or Web2App?
Two or three times a week somebody asks me which is better — AEM, SKAdNetwork or Web2App. Or a Web2App sceptic tries to pull me into an argument about it.
It is a fair question. Nobody wants to burn money running an AEM campaign while suspecting that Web2App would have worked better.
But how do you make that decision? I never make it myself. (All right — not SKAdNetwork, that one I do rule out.)
What I do instead
- Automated rules decide what to pause, what to scale up and what to scale down.
- Running AEM and Web2App side by side is fine. The important thing is not to overcomplicate it. Put a clean tracker in place — AppsFlyer or Adjust plus Adapty or Apphud — keep the setup as simple as possible, and it will work out of the box.
- After that, let the automated rules decide. They will work out which one performs better on their own.
One note
Once Web2App is live, it makes sense to switch on an AEM campaign next to it with almost identical settings. And the other way round. This is one of the cheapest and most useful experiments you can run, and it is worth running first.
Arguing about which is better in the abstract is pointless. Let the rules decide.