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Andre Kempe,


Admiral Media,

Sep 15, 2022

What is Meta’s Aggregated Event Measurement (AEM) and how to use it

Meta has released its Aggregated Event Measurement protocol in response to Apple’s iOS 14.5 update, helping advertisers accumulate more data for their ad campaigns. It’s a way for you to see how your site is performing across the board. Not just on one or two devices. You’ll see how users interact with your site through different browsers and operating systems, so you can make sure it’s optimized for everyone. Let’s see now what Meta’s Aggregated Event Measurement is, and how to use it.

What is Meta’s Aggregated Event Measurement?

Meta’s AEM is a tool that aggregates events from multiple devices and gives you an overall picture of your audience’s behavior. The platform is free to use, which means that it does not replace your analytics tool (the one used to track the number of visitors on your website).  Instead, AEM acts as a supplementary utility to help you better understand how people engage with your content and what they’re doing while interacting with it. It collects data from multiple devices in real time, so it provides an accurate overview of user behavior across all their devices at once—no need for manual data collection! The best part? You don’t have to be an expert programmer or web developer in order to take advantage of Meta’s aggregated event measurement tool. All you need is access to some sample scripts provided by Meta or another vendor who uses HTML5 tags within their product(s), which can then be added directly into your code base without any additional technical requirements beyond those needed for installing Google Analytics or another standard analytics package.  With Meta’s aggregated event measurement, advertisers can use up to eight conversion events per domain. These eight events can take the form of standard pixel events, such as purchases or add-to-cart notifications, custom conversions that use a standard pixel event, like purchases made through a specific link, custom conversions based on custom events, and unique events made using the Facebook conversions API. It’s also important to note that there are certain categories that do not fit into these eight events. These categories include page view, landing page view, and custom conversion events linked to a URL.

How does it work for both web and app?

Meta’s Aggregated Event Measurement is a great way to track your event performance on the web and in apps. The Meta dashboard shows you all of your events, right in one place. You can also drill down into each event to see what it’s doing and how users are interacting with it. If you’re using a website, you’ll see an Events tab that shows all of the events logged by your site. If you’re using an app, you’ll see an Apps tab that shows all of the events logged by your app. When you click on an event in the dashboard, it will expand to show more information about that specific event, including:

  • Which channels sent the event?
  • How many times was this event triggered?
  • What was the total number of impressions for this event?

The main difference between AEM for web and app is how they’re implemented: In web environments, AEM uses a JavaScript framework that tracks page views, events, and interactions on your website. This means that when your visitor clicks on an element on your site, their browser sends information about that interaction back to Meta. In-app environments, AEM uses a native SDK that tracks events and interactions within apps. This means that when your app users take any action, the SDK forwards this data back to Meta’s algorithm to understand the user’s behavior. And accordingly, enhance the prediction model when doing the targeting. In both web and app cases, Meta’s goal is to understand the actions a user makes while browsing different websites and apps. Actions could be purchases, their willingness to start a free trial…etc. Later these data points help the targeting algorithm predict who should see what ad and when to maximize ad returns.

Tips on how to make the most out of it

The AEM is a great resource to gain insight into your audience, user experience, and user preferences. It’s also beneficial to understand their pain points. Here are a few tips on how you can leverage AEM:

  • Verify your domains: A pixel event cannot be optimized on an unverified domain under IOS 14.5. To verify your domain, go straight to Facebook Business manager and follow the step-by-step verification process.
  • Select your events carefully: Since advertisers are restricted to just eight events, it’s imperative that you choose eight that will cover every aspect of your sales funnel.
  • Prioritize the most important events: According to Meta, “We generally recommend using prioritized events for ad optimization for better delivery and reporting. You can optimize for non-prioritized events. But you may see reduced delivery or report for people using iOS 14.5 or later devices”. Before ranking your events, make sure you know what events are most valuable to your business. If a customer takes several actions, only those deemed the highest priority will be sent to Facebook for optimization.
  • Continue to use events for audience building: While Aggregated Events only provides eight events for optimization, advertisers can still build up as many events as they like. You may still develop audiences for ad set targeting for any event outside of your top eight for Aggregated Measurement. To explore your source selections when creating a Facebook custom audience, click the Events dropdown. Then, from the Pixel, select one of your qualified events to serve as your audience source.


Aggregated Event Measurement gives you a better understanding of your audience’s behavior. It helps you to understand the user journey across your website or app. Also to identify areas where there may be opportunities for improvement.

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