Apple’s iOS 14 update has introduced the “Aggregated Event Measurement” Protocol, which limits the data advertisers can send to Facebook through the Facebook Pixel and other tools. This means that Facebook web events will be limited to 8 conversion events per domain for users on iOS 14 devices. In order to measure and optimize for these events, you will need to prioritize and configure your 8 most important events. Remember that you must also verify your domain in order to be able to edit these events. With the “Aggregated Event Measurement” Protocol, only the highest priority conversion event will be sent to Facebook when a customer takes multiple actions on your website during a single session. This can affect the volume of data reported, so it’s important to carefully consider the events you prioritize.

Events are typically prioritized in a specific way in order to track their progress through the sales funnel. However, with the new ‘Aggregated Event Measurement’ protocol, only the highest priority conversion event will be sent to Facebook when a customer takes multiple actions during a website session. This means that it’s important to carefully consider which events are most important for your business and how to prioritize them.

For example, if you are running campaigns that optimize for ‘Add to Cart’ events, it may be a good idea to prioritize this event higher in your list. On the other hand, if the growth of your business is your main focus, you might consider prioritizing events that have a higher value to your business, such as ‘Content Views’ or ‘Landing Page Views’.

Ultimately, the key is to balance the data you need to optimize your campaigns with the goals of your business. By carefully considering your event prioritization and campaign structure, you can make the most of your Facebook advertising efforts and drive better results for your business.

Use this setup for prioritizing your evens on Facebook if you’re a e-commerce business owner (highest to lowes) – 

  • Highest priority: Purchase 
  • Add Payment 
  • Info Initiate 
  • Checkout 
  • Add to Cart 
  • Lowest priority: View Content



Agrigated events of facebook

Side Note:

You can go ahead and update your web events using the new ‘Aggregated Event Measurement’ interface, but keep in mind that when you change the priority order or remove events, your ads and ad sets will be paused for three days. During this time, these updated events will not be available for optimization or reporting. Don’t forget to reactivate your ads or ad sets if they were paused due to this change. Adding new events at the bottom of the priority list will not cause a three-day pause.

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