IntroducingFacebook Aggregated Event Measurement Setup takes 13 mins (Correctly)

Facebook Advertisers Facing Fewer Conversions?

Are you finding that conversion data is not as accurate as it once was? That now standard pixel web events for leads and purchases are missing. This new change has impacted your ads and making it hard to optimize ads. This post will help Facebook advertisers fix ad-data to continue conversion optimization.

If you’re wondering why impacted ads are now the norm, it all has to do with iOS14.5 update.



iOS14.5 Update, What it means for Advertisers

With increasing concerns and shifts within the tech space (social media platform‘s). App users, the media and the government are concerned about personal data. Recently there has been privacy announcements and changes with regards to cookies.

The new iOS14.5 supports a new policy for App makers to comply by known as App Tracking Transparency (ATT). When an app user installs or opens each app upon updating to iOS14.5 or higher they will be given the option to opt-out.

Opt-out means apps will NOT be able to track or monitor personal data and events.

Surveys reveal that social media users are planning on opting out, as from 88-97% say they would. This survey varies by location, but will affect conversion event data.

You got it! This is bad news for the Facebook Pixel. Along with attribution window‘s, web events and custom audiences.

But Facebook advertising is about to change. Facebook advertisers will now be able to use the power of data and aggregation.



Now, what is Facebook Aggregated Event Measurement(AEM)?

Facebook created this tool Aggregated Event Measurement (AEM), that uses BIG data. It also uses behavioral habits to best estimate conversions.

Now advertisers or media buyers, can still optimize conversions even if a user opts-out on a iOS14.5 device. There are two (2) requirements for this setup to be most effective:

1. Domain verification

2. Prioritize standard or custom events (event configuration).

Once these 2 requirements are met, Facebook aggregated events will help estimate web events. Allowing advertisers to continue using pixel events and maintain reporting and optimization.

The new AEM tool limits setup of 8 conversion events for each domain verification and for each Facebook Pixel.

Facebook aggregated events needed to be ordered from highest to lowest priority, once selecting a domain and pixel. Again the limit of events that are prioritized is 8.



When will Facebook AEM Need to be Setup?

You will need to setup “Facebook aggregated events” prior to publishing a conversion campaign for you Facebook advertising to be successful.

When you create conversion ads, you will now notice under where you can turn on the pixel a change. At the ad-level you now see web events and the domain (if its verified) and if your event has been.



8 Conversion Events, Solves Opt-Out.

The Events Manager tool in Business Manager, is where Facebook Advertiser‘s will be able to setup standard and custom events.

Event configuration will be possible after domain verification.

When an event first fires it will be able to be selected (with a delay), you will need to ensure test events are activated for the data to feed back to the pixel.

For conversion optimization, you will need to prioritize your aggregated event‘s from highest to lowest priority.

In this example we Configure Events for standard pixel event‘s:

1. Purchase
2. Initiated Checkout
3. Add to Cart
4. Lead

This is just some of the standard pixel events you can also select custom events. Value optimization will be covered in a moment with restrictions on how you configure events.



Conversion API (CAPI)

A way for data to be sent APP to APP or server to server, Facebook aggregated events will need to be setup prior to setup of conversion API (CAPI).

This tool allows advertisers to send conversion pixel data as an extra layer of security. When setup correctly along with AEM this will help with optimize ads. The conversion API will also help with analytics, reporting, custom audience‘s and more.



Value optimization

Value optimization is only valid for the purchase event. BUT requires at least 100 purchase conversions in the last 7 days all with a minimum of 10 unique values.

Essentially, value optimization affects ad bidding and where you sit in the ad-auction. Value optimization depends on how much a customer may spend during a 1 or a 7 day attribution window.

When Facebook has enough data the bid is then affected. Those who spend more will likely cost more and those who spend less and your bids will be likely be less.

This function will take 5 of the 8 event slots in event configuration (not one). Use it only if you have few events and you have high-ticket products. All though it would still be worth testing.

Tip# Evaluate it and test it out

Map out your customer journey, and identify the amount of events needed. Ask yourself do you need add to cart or just initiated checkout or even only a purchase event. Also do you sell high ticket, remember you will need a pixel with data.

What are Standard Event's?

Standard events have been around a very long time and will mimic key metrics used in most or all funnels. These events will help uncover bottle-necks and improve advertising ROI. Let’s look at the most common standard events below:

• Lead
• Add to Cart
• Initiated Checkout
• Complete Registration
• Purchase

There are many more standard events set by Facebook, for more visit here.



What's needed in Ads Manager?

Once event configuration has been setup, the final step when setting up Facebook ad‘s is to select in ads manager the pixel and event at the ad set level, while also at the ad level selecting the verified domain. If you have received optimized events the green indicator will show when selecting the domain verified.



Quick No Tech Guide "Aggregated Events"

Follow the events below, you will need a Facebook business manager account.

Setup Domain Verification

Domains MUST be verified in business settings and you will need a Business account to do this. A root domain is the only domain needing verification eg. exmaple.com needs to be verified. The sub domain: go.example.com does NOT need verifying.

If you’re using a software such as clickfunnes.com and never setup a domain your own domain now is the time to do so. Facebook will NOT allow verification of a subdomain or a domain you do not own.

First we will need to verify the domain:

1. Facebook Business Settings (or go to https://business.facebook.com/settings/owned-domains)
2. Scroll to Brand Safety (left hand toolbar)
3. Maximize and click on domains
4. Add Domain using “Add Button” (Blue)
5. Enter Your Main Domain (sub-domains do not need adding)
6. Follow the prompts and add the TXT values to your domain registrar (eg. Namecheap or Godaddy)
7. Business Settings - Facebook - Domain Verification-01
8. Step 1-3. Domain Verification (Facebook Business Settings)
9. FB Domain Verification -01
10. Step 4. Add domain & follow prompts

Once you have completed step 5, and added DNS records to your domain registrar (domain host) or followed the automatic process. It can take 10 mins to register after that click verify. Facebook do say it can take longer than 10 mins it can take 24-48 hours for the DNS to finalize



Aggregated Event's Setup in 13 minuets

It is important you map out the customer journey to ensure all events are identified, and as early as possible. As adding more events or changing them CAN lead to a 72 hour delay. Now lets setup the pixel event in AEM and focus on priority.

1. Go to Events Manager (https://business.facebook.com/events_manager2/list/pixel/)

2. Select the Facebook Pixel you wish to use (left hand column)

3. Above the table of events (under the graph) click the tab “Aggregated event measurement”

4. Click “Configure web events” (blue button)

5. Type or select the domain (already verified)

6. Click manage events and set a priority with your main goal being the highest (most times this will be purchase). The highest priority is the top with the lowest at the bottom. It may look like the image (2) below, but will depend on your funnel setup.



Step 4 Configure Web Events

Step 5-7 Configure `Events`

FAQ - Facebook Aggregated Event Measurement (AEM)

⁠Is it worth turning on 'value optimization' for value based events?

Value optimization will depend on how many events all your funnels under the one domain need. While remembering you can only have 8 and ‘value optimization’ takes up 5 slots leaving 3.

Anyone else having issues selecting which custom conversion you want to track?

This can be a common bug, quite often you will need to make sure your domain is verified and or wait 72 hours.
⁠

Do I need to add the web event "Page View"?

No, this is the base event set by the pixel. The lowest event you can use is view content.

⁠Where do I setup Aggregated Event's?

AEM sits under events manager, you will need to select a pixel you and domain want to setup.

⁠Are web events the same as standard pixel events?

Yes, web events are standard events (eg lead event, purchase event) or even custom events.

⁠What does 'aggregate data' really mean?

Essentially big data matched with AI and a whole lot of data science based on modeling.