If you're worried about the latest iOS 14 and 15 updates making your Meta Ads tracking inaccurate, then fret not, as Meta Ads actually has a tool to help you with that. The Aggregated Event Measurement tool in Meta Ads is a way to make sure that the software prioritizes certain events and conversions and therefore tracks events as accurately as it can. If that's exactly what you're looking for, then read on as this easy, step-by-step guide (with screenshots) will show you how to configure the Aggregated Event Measurement in Meta Ads Manager!
What you need to get started to configure Aggregated Event Measurement in Meta Ads Manager
Before we get started, there are some things you need to complete beforehand. We have listed all the prerequisites below which you can click to head onto the Youtube tutorial for set up!
Once you're done with the setup, you're ready to configure the Aggregated Events Measurement!
How to configure the Aggregated Event Measurement in Meta Ads Manager
Login to your Facebook Business Manager
Navigate to your Events Manager
Navigate to Data Sources and select the Pixel you'd like to configure
Select Aggregated Event Measurement
Click on "Configure Web Events"
Select your domain & click on "Manage Events"
Click on Add Event. You can add 8 events to prioritize as displayed by the Events slots. Place the events in order from highest to lowest priority
Step 6: Click on "Apply"
Frequently asked questions on Aggregated Events Measurement in Meta Ads
What is Aggregated Events Measurement (AEM)?
Aggregated Events Measurement (AEM) is Meta's privacy-focused system for measuring ad performance. Instead of tracking individual users, it groups user actions together to show you how well your ads are working while protecting user privacy. Think of it like getting a summary of how many people bought from your store, rather than knowing exactly who bought what.
Why do we need Aggregated Events Measurement (AEM)?
Aggregated Events Measurement (AEM) was created mainly because of Apple's privacy changes (iOS 14.5+) that limit how ads can track users. It's Meta's solution to help advertisers understand their ad performance while respecting these new privacy rules.
How does Aggregated Events Measurement (AEM) actually work?
Rather than tracking individual actions, Aggregated Events Measurement (AEM) bundles similar user activities together. For example, instead of seeing that John Doe clicked your ad and bought a shirt, you'll see that out of 1,000 people who saw your ad, 50 made a purchase. This gives you useful insights while maintaining user privacy.
What can I track with Aggregated Events Measurement (AEM)?
You can track up to 8 different types of user actions ("events") per domain, such as:
Purchases
Adding items to cart
Starting checkout
Signing up for newsletters
Viewing specific pages
Completing forms
What are event priorities and why do they matter?
Since you're limited to 8 events, you need to prioritize which ones matter most. For example, if someone both views a product and makes a purchase, Aggregated Events Measurement (AEM) will report the purchase because it's typically set as the higher priority event. Think of it like a VIP list – the most important events get tracked first.
How do I choose which events to track?
Focus on events that directly tie to your business goals. If sales are your main goal, prioritize purchase events. If you're building an email list, prioritize sign-up events. Choose events that help you understand if your ads are achieving your specific business objectives.
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