The iOS 14.5 release made numerous changes to how data can be collected on Apple devices. In response to these changes, Facebook began measuring conversion events from iOS 14.5 devices using Aggregated measurement. However, in order to leverage Aggregated Event on Facebook and optimize your conversion optimization, you must prioritize your events. Not sure what that means? Let’s go through everything you need to know.

What Does Aggregated Event on Facebook mean?

Soon after the iOS 14.5 update was released, Facebook offered Aggregated Events Measurement as a new approach of measuring web events from iOS users. With this new protocol, advertisers are limited to only 8 conversion events per domain that can be specified for Aggregated Event Measurement reporting based on priority.

1. Install the Facebook Pixel

You must have a pixel placed on your website in order to set up and prioritize these 8 events. So, if you haven’t already, follow our step-by-step guide on how to install the Facebook Pixel on your Shopify store.

2. Make use of the Conversions API

The Facebook Conversions API, like the Facebook Pixel, is another tool that may help you more properly measure and attribute your Facebook ad conversions.

The Conversions API collects and shares data directly from Shopify’s servers, but the Facebook pixel relies on third-party cookies via web browsers, which may be less dependable due to the iOS 14.5 changes.

When you enable the Conversions API in addition to the Facebook pixel, Events Manager automatically detects and removes duplicate events to provide accurate reporting.

But how do you set up the Conversions API? Let’s go over each step.

1: Navigate to Events Manager and choose the pixel you wish to correlate with the Conversions API.

2: Select the Add Events option.

3: Select Using the Conversions API.

4: Finally, pick whether you want to use a partner integration or manually install the code.

5: Next, pick the events you wish to track using the Conversions API.

6: Click the Continue button.

7: Choose the parameters you wish to send for each of the events you’ve chosen.

8: Click the Continue button.

9: Review your events and parameters before clicking Confirm Setup.

3. Confirm your domain’s ownership

The following step is to authenticate your domains with Facebook.

1: Navigate to Business Settings Events Manager.

2: Next, make sure you select the proper pixel and then click the “Aggregated Event Measurement” option at the bottom of the screen.

3: Select the blue “Configure Web Events” button.

On the following page, you’ll find a list of domains linked to your account. Below each domain name, you’ll find if it’s “Verified” or “Not Verified.”

4: If you haven’t already confirmed your domain, click on the domain you want to verify and select one of the following verification options:

1. Metatag Verification

2. HTML File Upload

3. DNS Verification

You can select the one that is most familiar to you, but it is normally best to have a web developer do this for you.

4. Rank your eight events in order of importance

After you’ve validated your domain, it’s time to select and prioritize your conversion events. As previously stated, due to Apple’s privacy constraints, each domain is now limited to only eight events. So, how should you prioritize your events? The highest-value events should always be at the top, and the lowest-value ones should be at the bottom. For example, if you run an e-commerce site, the Purchase event should be your major event, so it should be at the top. View Content, on the other hand, should be near the bottom of the list.

When prioritizing events in Aggregated Event Measurement, you’ll also need to decide whether to enable Value Optimization for the Purchase event. We propose that you do so since you will be more likely to have a higher ROAS.

When you enable it, it will take up at least four of the eight total event spaces.

Here’s what Facebook has to say about Value Optimization:

When you optimize for value, we apply machine learning to anticipate how much return on ad spend (ROAS) an individual may generate. We then utilize this prediction to bid on your most valuable consumers. By bidding more for people who are more likely to spend more, you may assist ensure that your campaigns’ ROAS is maximized.

Here’s how you order your eight events:

1. Navigate to the Events Manager.

2. Choose the pixel you want to utilize.

3. Then, pick the Aggregated Event Measurement tab beneath the overview graph.

4. Select Configure Web Events.

5. Select your domain and click Manage events. You’ll see the option to edit events if you already have some events.

6. Under Pixel / Custom Conversion, choose your pixel or custom conversion.

7. Under Event Name, select the event that you want to configure.

8. Drag and drop your events from the highest priority at the top to the lowest priority at the bottom.

9. Finally, click Apply.

10. Examine your event configuration adjustments. If your changes are correct, check the box and click Confirm.

Conclusion

If you want to monitor and attribute conversions from your Facebook ads in an accurate manner, it is imperative that you set up the Aggregated Event Measurement and personalize your events.