3 Tips to Deal with Facebook Ads Aggregated Event Measurement

Any event not showing up in these columns can easily be skipped or removed from your new Aggregated Events Measurement setup.

keep your Facebook ads performing well in OS 14.

1. Start with a good ‘ole spring cleaning

Let me get the easiest one out of the way. If you have a bunch of unused events, why even bring them over? Save yourself some time and don’t even bring over any events you have not used in a long time. You can easily see this by checking the original pixel events.

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I will be the first to admit not every strategy will work for every account. We’ve had to play around with a few different setups to find new ways to match pre-iOS 14 performance. But hopefully you can test out some of these strategies if you’re looking for ways to get your old campaign setups back in place.

2. Use custom conversions to combine similar events

Using a previous example, we can create an audience of users who downloaded a specific industry guide to retarget them with the next step in the funnel. Then we would use the new combined custom conversion as our Aggregated Event for conversion optimization.

ad creative in the next step of the funnel. This made it an easy decision to just create one custom conversion for all of the top-funnel downloads and use that as our main conversion action—even if our ad sets were segmented out by a specific audience.

Facebook custom audience, click on the Events dropdown to view your source options. Then choose one of your eligible events from the Pixel to use as your audience source.

retargeting ad sets based upon these specific event actions to try and get the user to the next step or final conversion action.

We all would prefer the way things were with standard pixel events, but those days are gone. The sooner we find new strategies to cope with the iOS 14 changes, the better off your account performance will be.

Track and target effectively with Facebook Aggregated Event Measurement

With Facebook Aggregated Event measurement, you can still set up as many events as you want. But the idea here is to combine several custom conversions together into one aggregated conversion event. Or, to use those events to build full-funnel campaigns.
Thanks to Apple’s iOS 14 updates, Facebook advertisers who use events for conversion optimization now have to use the new Aggregated Event Measurement. And the kicker is that you’re now limited to only eight events per domain.
One strategy I have used when running out of event spaces is to group similar events together. One of my clients has a variety of guides we are promoting for the first touchpoint, broken out by industry. Originally, we had a conversion event created for each download. But these top-of-funnel events alone would take up all of our eight event spaces.