Meta (also known as Facebook) introduced Aggregated Event Measurements last year, which allows “measurement of web and app events from people using iOS 14.5 or later devices.”
Aggregated Event Measurement restricts domains and mobile apps to eight conversion events and these can come via one (Meta Pixel or Conversion API) or multiple connection methods, per Meta. The eight conversion events can be prioritized once they are chosen.
Aggregated Event Measurement’s purpose, according to Meta, is to “help keep people's data used to facilitate conversion reporting and ads optimization private. It will continue to evolve to help our advertisers support consumer privacy.”
We’ve covered how the industry is adapting to internet privacy concerns here at Digicom. Let’s dive into more details and tips for using Meta’s Aggregated Event Measurements.
THE PROCESS
The first step in the process is to verify your domain.
This “establishes which Meta Business Manager Account has the authority to configure and prioritize the (eight) conversion events for a given domain,” per Meta.
Then, your company can choose and prioritize up to eight standard or custom events or customer conversions. You can also check the Events Manager tool.
The next step is installing a conversion optimization or value optimization campaign within Meta Ads manager. A connection method can be chosen for the ad set level (such as Meta Pixel or Conversion API), as well as a conversion event (both prioritized or non-prioritized) for optimization. It’s worth noting that non-prioritized events may not provide certain data.
Finally, you’ll choose a single domain for conversion tracking at the advertisement level since conversions can be measured on the selected website domain. Meta notes that it’s possible that conversions can be tracked from other website domains.
It’s important to note that when Aggregated Event Measurement is used, Meta will only receive the highest priority conversion event if a customer uses multiple actions during its visit. This is critical information since it obviously affects the data that is collected and reported.
TIPS TO FOLLOW
The overarching strategy to follow with Aggregated Event Measurement is make sure you prioritize your web events to ensure the richest data can be delivered to your company. You’re going to want to collect as much data as possible to ensure you’re operating in the best manner.
You need to define which conversion event is most important to your company, whether that’s the actual purchase, the checkout, or even content being viewed. These are all obviously different measurable actions that you must prioritize in relation to your campaign’s goals.
There are pros and cons to this model since you can learn more about specific events. Perhaps you wish to know more about who’s actually visiting a product’s page but don’t need as much information about how many customers are purchasing the product. You would receive data about the page visit if you prioritized it, but would miss out on the data regarding purchases.
You need to have a strong understanding of how much data you need that can help produce the best results. It’s likely that the events that have the strongest ties to your success–think add to cart or purchasing–will have more priority over lower-funnel actions.
It should be noted that landing page views are not subject to the eight event limitations.
We hope these tips have helped better your understanding of Met’s Aggregated Event Measurement and how to employ it!
Be sure to keep checking Digicom for the latest tips, articles, and strategies to help take your marketing efforts and campaigns to the next level.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.