2021 has been rough on us, marketers, with all the Privacy Updates. The most fascinating fight we were able to witness was Facebook vs Apple. But before you get settled with popcorn watching how those two throw accusations at each other, we wanted to give you a quick tip on how to save the performance of your Facebook Ads by learning how to treat Aggregated Events Measurement.
What’s happening with Facebook Ads and why?
If you missed the battle, then that’s the overview. Apple introduced the ATT (App Tracking Transparency) prompt that now gives a chance for users to opt-out from in-app tracking. Not only this single change from Apple but the general trend (starting from GDPR and ending with Google eliminating third-party cookies) makes Facebook move forward to use better ways to gather data about their audience.
Facebook changes at a glance:
- Facebook CAPI as an absolute must-have
- Aggregated Events Measurement as a way to measure and optimize your ads
- Requirement (instead of a recommendation) to verify domain
- Click-attribution window jumped from 28 to 7-day
- View-attribution window changed from 7 to 1-day
- Only 8 events can be added to prioritization
- Events are prioritized according to its place in Aggregated Events Measurement
Facebook is losing huge amounts of data as every single company is stepping on the cookieless and anti-tracking path. And we want to give you a few steps you need to take to make sure the performance of your Facebook Ads will not drop and you will continue reaching new audiences. The main secret to do that — to integrate Facebook Conversion API and to learn to be friends with Aggregated Events Measurement.
What is Aggregated Events Measurement?
There is plenty of information about Facebook CAPI, but still not so much on Aggregated Events Measurement, therefore, we want to demystify it.
|Aggregated Events Measurement (AEM) is a special protocol from Facebook that allows measurement of web events after the iOS 14 Update. That is a kind of a safe way for Facebook to track and optimize your ads’ performance.|
If you used to optimize your ads for events (like purchase, add to cart, etc.), then you will be able to do it now only for events that you add to AEM. To continue utilizing all the goodness from Facebook algorithms delivering your ad to the best audiences, we have to learn how to nail events in AEM.
Event priority and 8 events per domain
The first annoying rule that comes with new Facebook Ads is 8 events per domain. That means that you can upload only 8 events to AEM where each event will be prioritized according to its place in the AEM hierarchy.
Events placed on the top of AEM get more priority and events closer to the bottom — less.
So when choosing which events you place on the top of your Events Manager, be sure to choose wisely not to experience the drop in conversions / sales.
Adding events to AEM
If you tried to use AEM already, you might have faced a major issue. For some reason, not every event is adding up to the Event Measurement.
You can add only events that received some traction (warmed-up events) to AEM.
But what is the definition of a warmed-up event? Well, that’s what we tried to figure out at RedTrack while developing solutions for Facebook Ads. Every event had a different behavior when added to AEM. On average it takes about 20-40 conversions for it to successfully enter the AEM world. But the conversions have to be associated with a verified domain. Here we have to cover another important novelty by Facebook.
The requirement to verify domains
Now if you want to run your ads smoothly, you have to verify the domain where the conversions take place. If you are a vendor who runs ads on his/her offer, it won’t be any problem for you.
However, if you are an affiliate marketer (therefore, you run someone else’s offers) you do not have access to the domain where conversion happens.
There are three main ways to verify the domain on Facebook:
- DNS verification
- HTML file upload
- Meta-tag verification
This is another interesting task that we challenged ourselves with at RedTrack. When using the tracking & conversion solution from RedTrack, you get the chance to verify third-party domains as a part of Facebook & RedTrack integration without the need to ask advertisers for access to the domain.
How to make Facebook Ads work for you
As described above, we see that running FB Ads in 2021 is not possible without 3 essential steps:
- Deal with your Facebook CAPI integration
- Verify the domain where the conversions actually happen
- Nail Aggregated Events Measurement
Each step is hard only when never done before. Consider using a MarTech solution for Facebook Conversion API integration to save your tears while figuring out things that developers should.
When talking about domain verification, you may use Facebook instruction on how to do it.
And last but not least, when adding events to Aggregated Events Measurement, make sure that events are tied to a verified domain and warm them up real good (give the events about 20-40 fake conversions, if you don’t have enough organic traffic).
The best way to deal with Facebook CAPI
While you are spending time watching Youtube tutorials about CAPI, developers are figuring out ways to make your life easier when setting up and maintaining it. That’s exactly what RedTrack is for: the company created a simple (no tech skills required) solution to integrate CAPI, verify third-party domains (for affiliates) and increase the attribution window.
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