The big news last week is that advertisers will no longer need to configure and rank their eight web events for conversion The Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More. Additionally, they’ll no longer be required to verify their domains to configure these events.
But, Aggregated Event Measurement is Meta's protocol for handling tracking opt-outs from iOS devices. AEM initially required advertisers to configure and rank eight events and verify their website, but those requirements were removed in 2023. Aggregated Event Measurement still exists, but Meta handles it on the back-end to comply with Apple requirements on privacy. More isn’t going away. So… how is this possible?
Aggregated Event Measurement is Meta’s protocol for handling iOS opt-outs. Previously, advertisers needed to configure and rank their web events to help stay within Apple’s rules.
Apple’s rules aren’t changing. So, how is Meta able to make this change?
Does Meta have more data now through machine learning and think they can handle it on their own? How can they replace these steps?
Most importantly, will it impact results??
I just can’t imagine that Meta would make this huge structural change while knowing it would negatively impact Attribution is how Meta gives credit to an ad for a conversion. Your Attribution Setting determines how your ad will be delivered and the reporting attribution window. The default Attribution Setting is 7-day click and 1-day view, which means that anyone who converts within 7 days of clicking or 1 day of viewing your ad will be counted as a conversion. More. Unlike the original iOS changes, Meta was not forced into this change.
Meta wants and needs advertisers to get good results. So, do they expect that attribution will remain unchanged following this update? Will it actually get better?
This is one of those cases when it would be really nice to have an official statement from Meta to explain this rather than some vague and quiet announcements.