Changes to Facebook Event Tracking & Its Impact on Advertisers

Facebook has recently announced significant changes to Facebook ad tracking by removing Aggregated Events Measurement (AEM).

Facebook introduced AEM in 2021 as an event-tracking solution for users who have opted out of tracking on iOS 14.5 and later devices. Since implementing this feature, advertisers have faced challenges with accurately tracking Facebook website events.

This blog will dive deeper into these recent changes and their implications for Facebook advertisers.

Understanding Aggregated Events Measurement & Domain Verification

AEM was a tool used by advertisers to track Facebook website events on iOS devices after the release of iOS 14. 

This update resulted from Apple allowing users to opt out of an entire site (i.e. Facebook) for tracking – meaning that a user can “ask app not to track,” resulting in compromised event tracking data. As a result, Facebook implemented AEM, which limited advertisers to a list of 8 conversion events per domain for optimization and reporting. These eight events had to be ranked based on priority, which meant that advertisers could only track the highest priority event completed by a user after clicking an ad. For example, if “Purchase” was the top prioritized event and a user clicked an ad and completed multiple tracked events such as viewing product pages, adding products to their cart, and making a purchase, Facebook would only track the purchase event.  

Additionally, advertisers had to verify their domains to configure and prioritize events using AEM. If an advertiser optimized a campaign towards a non-prioritized event, Facebook would not deliver ads to users who opted out of tracking on iOS devices.

The Removal of Aggregated Events Measurement

Complex setup and event prioritization with AEM caused challenges for many advertisers. Tracking has been simplified as advertisers no longer need to configure and prioritize events, and there is potential for enhanced data accuracy.

Event prioritization with AEM will not be needed going forward, and Facebook has removed the AEM tab from ads manager. 

The Removal of Domain Verification

Domain verification added complexity and limited tracking for advertisers using third-party websites or platforms that cannot be verified.

Advertisers can now track conversions without domain verification. However, Facebook still recommends that advertisers verify ownership in some instances

Lastly, removing AEM means that advertisers are no longer required to select domains at the ad level to ensure accurate pixel tracking.

Why Did Facebook Make This Change?

Facebook has yet to disclose specific details about the removal of AEM. Many questions still need to be answered, including how Facebook plans to address the continued need for event prioritization moving forward. While Facebook has removed advertiser responsibilities related to AEM, Apple’s App Tracking Transparency update remains. Therefore, Facebook is likely automating the event configuration and prioritization process. 

Most importantly, Facebook has not disclosed if or how attribution reporting and campaign optimization will be affected by this change.

What Does This Mean for Advertisers?

What we know now is that the removal of AEM can save advertisers time by eliminating event configuration complexities that came with domain verification and event prioritization.

Additionally, since Facebook chose to make these updates, it is assumed that this change will not negatively impact campaign performance, and advertisers may even see improved data quality moving forward.

If you or your clients need assistance with Facebook event tracking, schedule a free consultation with LeadLab Media today!