If like us you spend a lot of time on Facebook Ads Manager, you’ve definitely noticed the appearance of a window in recent weeks preventing you from tracking your campaigns. What does it mean? Let us explain!
On May 15, Meta announced changes involving web conversions using its pixel and, more specifically, to its Aggregated Event Management tool (Aggregated Event Measurement).
You should recall that, since the iOS 14 update in the summer of 2021 (read our article on the subject), Meta has introduced new requirements for Aggregated Event Management, specifically domain verification and the selection of a unique domain for an ad, as well as the configuration and prioritization of eight events for a domain.
Main implications of this change
In recent weeks, certain features have changed due to this modification. There are four main changes.
- Domain verification is no longer necessary, but be careful: While domain verification isn’t obligatory anymore, it’s still recommended.
- Selecting the domain name is no longer necessary: Now when creating an ad, you can save a step.
- Event prioritization isn’t necessary either: In contrast to the previous requirements, you no longer need to prioritize conversion events on your domain name or activate value sets to use value optimization.
- The Aggregated Event Measurement section has been removed: Meta deleted this section of its tools.
“Aggregated Event Measurement is designed to help keep people's data used to facilitate conversion reporting and ads optimization private. It will continue to evolve to help our advertisers support consumer privacy.” (source: Meta)
It’s important to note that the limitations imposed by Apple are still in effect, and Meta has to continue to respect those requirements. This means the protocol is being changed rather than withdrawn. However, the specific reasons behind this change are not yet entirely clear. To be continued…
To sum up, digital marketing professionals need to be aware of the changes announced by Meta concerning pixel-based web conversions. While no immediate action is required, it’s important to understand the implications of these changes and keep an eye on future evolutions to Meta’s Aggregated Event Management protocol, given the limitations imposed by Apple.
