Recently I spotted the following message when hovering over the header row of the Results column in Ads Manager:
“Changes to how A conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More are reported: As part of our ongoing efforts to support advertisers through industry and regulatory changes, we are making changes to how conversions are reported, such as expanding our use of conversion modeling. You may see more complete reporting.”
First… COOL! More complete reporting. Love to hear that.
But this came up in my community’s recent strategy session as a potential explanation for how Meta is able to remove some of their requirements related to 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.
They no longer need advertisers to configure and rank their events because modeling is so good.
That’s a reasonable assumption, but I’d love to hear it from Meta. And I’d love to hear Meta explain not only if it’s due to modeling but precisely what they’re doing now instead of relying on the configuring and ranking of events from advertisers.
Without that, we’re just guessing. And that’s kind of annoying.