What is Aggregated Event Measurement (AEM)?
Facebook has recently launched Aggregated Event Measurement in light of Apple’s iOS 14 updates. Aggregated Event Measurement (AEM) “is a protocol that allows for measurement of web events from iOS 14 users.” This was created to help comply with new privacy concerns around mobile device data and cookies. You will not need to change your pixel or pixel placement with this new update.
How does this impact my Facebook advertising?
AEM limits each verified domain to eight conversion events that can be used for advertising campaign optimizations and tracking. We suggest getting your domain verified before setting up the eight conversion events.
Below is some more specific and important information about the eight events:
- These eight events should be the most critical to your business outcomes. For some, eight events may be plenty. For others, you may need to pair down everything that you are currently tracking.
- The eight events will need to be ranked based on the importance to the business. Facebook will only record one event for users who opt-out of tracking; the last event touchpoint in the event order priority. Read more about Event Priority here.
- If an event is changed, it will trigger a 72 hour cool down period before campaigns can deliver using these changed events.
- These events can be either standard events or custom conversions.
- These eight conversion events do not affect custom audience creation (for things like retargeting and look-a-like targeting based on web traffic).
- Either you or the agency you work with can create these eight events.
As Apple and other platforms continue to evolve, we will provide additional and updated guidance.