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A Financial Times Correspondent, Patrick McGee, made a tweet that says, “Apple’s advertising business has more than tripled its market share in the six months after it introduced privacy changes to iPhones that obstructed rivals, including Facebook and Google, from targeting ads at consumers.”
This change hasn’t only affected Facebook but also affected those who advertise and promote their goods and services on the platform.
Facebook just announced new features and products to assist fight this lack of data for the advertisers, and that includes an easier way of connecting to the Updated Conversion API and new Aggregated Event Measurement features.
Aggregated Event Measurement for those who use iOS14
In the announcement, Facebook’s Product Marketing VP, Graham Mudd stated that “We’re improving campaign reporting for iOS 14+ users through Aggregated Event Measurement (AEM), making it clearer which ads are responsible for conversions, like a purchase or app install, while continuing to honor the privacy and tracking preferences people make on Facebook.”
By default, view-through attribution. The initial update is the allow to view-through attribution for any new web events with web campaigns. Mudd also stated that “this will provide an understanding of the types of users who may see an ad on Facebook and later make a conversion, without clicking on the ad.” If the default does not work for your type of business, you’ll get the chance to select another option before you initiate the campaign.
Taking a look at every associated URL for a business
Facebook seems to also be creating an update for AEM to consider every advertiser-associated URL which auto redirects. Scenes where this might come in handy include “when a user clicks on an ad and lands on jasper.com, but later purchases through jasper.com.uk. Also, for businesses that do not own the top-level websites that their advertisements direct to.”
App AEM (Aggregated Event Measurement for Applications)
Facebook is finally set to roll out AEM for the applications. Mudd added that “This will strengthen your ability to measure actions that people take while using your apps, like making a purchase or achieving a new level in a game.” The new addition can assist with re-engagement campaigns with destinations that are in-app. “App AEM will allow you to use campaign optimizations like Conversion or Value Optimization to redirect users in-app and drive business results.”
What is Aggregated Event Measurement (AEM)?
According to the help documentation on Facebook, “Facebook’s Aggregated Event Measurement is a protocol that allows for measurement of web events from iOS 14 users. Aggregated Event Measurement limits domains to 8 conversion events that can be prioritized for conversion optimization.”
AEM assists advertisers in determining and measuring the conversion actions that they feel are most important. Here is an example according to Facebook.
If a company known as AdMedia has three pixels, let’s say, Pixel X, Pixel Y, and Pixel Z, then AdMedia will be required to sell which eight events they’d like to include in their event configuration between the three pixels. If they select Pixel X’s purchase event, Pixel Y’s purchase event, and Pixel Z’s purchase event, that’d count as three of the eight events. After selecting their events, they’d be required to prioritize them.
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