Since Apple implemented new privacy features in IOS14, making data collection and tracking much harder for apps, you can imagine how this has challenged Facebook Advertisers. This is because they heavily rely on user data and tracking.
So what’s the solution?
Facebook’s Aggregated Event Measurement allows for the measurement of web events from iOS 14 users. Aggregated Event Measurement limits domains to eight conversion events that Facebook can use for conversion optimisation.
What else do I need to know?
AEM will only report one event for users who opt-out of tracking, depending on which action was last taken in order or priority. For example, if you rank purchase as number one, checkout as number two, and cart as number three, the user then adds to cart and begins checkout; only checkout will be shown in your ad account since it is the last touchpoint and higher priority event. Other events can still be used for the creation of website custom audiences but not for conversion tracking.
The implementation of IOS14 also means that reporting can be delayed for up to 3 days, so when launching campaigns, ensure that they run untouched for at least three days to get the most accurate results.
For IOS14 app install campaigns, Facebook uses statistical modelling to report adset and ad levels results, unless the campaign has only one ad and adset. The same applies to web conversion events where if the visitor is using IOS14, statistical modelling may also be used to report results.
The 28-day attribution window is being reduced to 7 days. If a user visits your website today and then comes back to purchase in 8 days or more, the purchase will not be attributed to Facebook Advertising.
What can be tracked with AEM?
- Any standard pixel events (e.g., Add to Cart, Checkout Initiated, Purchase).
- Costs 1 event
- Custom conversions that use a standard event, for example, purchases that take place only on a specific URL.
- Costs 1 event
- Purchases with value optimisation
- Costs 4 events
7 Steps To Using AEM In Your Advertising:
- Verify your domain [in Business Settings > Brand Safety > Domains]
- Analyse your current event tracking setup
- Do you track more than eight events?
- What events are absolutely necessary to my tracking needs?
- Are there any gaps in my tracking that need to be filled?
- Select the eight most crucial events after answering the questions above
- Rank the events by priority
- Set up a conversion optimisation or value optimisation campaign in Ads Manager.
- Select a single domain for conversion tracking.
- Stay up to date with your Ads Manager Resource Center.
Once the above is set up, you’ll be ready to launch your post IOS14 campaigns, knowing that the latest Facebook tracking is installed on your account.
By Joshua Simpson
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