Meta’s AEM Isn’t Going Away

Meta’s Aggregated Event Measurement isn’t going away. It’s changing…

You have probably heard about some big changes related to Meta’s Aggregated Event Measurement protocol for handling the measurement of app and web events from iOS devices.

1. No longer required to configure and prioritize your eight events
2. No longer required to verify your domain
3. AEM tab is going away

Some have taken this to mean that Aggregated Event Measurement is going away. But it’s not.

Meta can’t just scrap this. Apple’s App Tracking Transparency requirements still exist.

From the announcement about these changes, Meta signals that AEM still exists but it is being “updated” and is “evolving.”

How will Meta handle AEM without even configuration or prioritization? Good question. We’re still waiting for an explanation from Meta on that.