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Meta’s removal of Aggregated Event Measurement (AEM) and its implications for advertisers

Kasper Koletzki Kuipers
Kasper Koletzki Kuipers
Paid Social Director
3 min read
31 May 2023

On May 15th, Meta (the parent company of Facebook and Instagram) made an announcement stating their decision to remove Aggregated Event Measurement (AEM). AEM was initially introduced in 2021 as a solution to navigate the restrictions imposed by Apple, but it led to a significant decrease in the number of events being tracked on the Meta platforms, particularly in regions like the Nordics where iOS usage is high.

What happened?

With the removal of AEM, Meta appears to have found a way to once again track iOS users more effectively. Although specific details regarding this new tracking mechanism are yet to be disclosed, the update brings several important implications for advertisers.

  • Expanded Event Tracking: Advertisers are no longer limited to tracking only eight events for iOS users. This change provides greater flexibility and allows for more comprehensive event tracking, potentially leading to a more accurate understanding of user behaviour and improved campaign optimisation.
  • Domain Verification: While domain verification is no longer a requirement, it is still recommended by Meta. Verifying domains can provide an additional layer of security and authenticity to advertisers’ campaigns, contributing to a trustworthy advertising ecosystem.
  • Pixel Tracking: Advertisers are no longer required to select specific domains on an ad level to utilize pixel tracking. This change simplifies the process and provides more flexibility in tracking and optimising campaigns.

Why is this important?

The importance of this update lies in the potential benefits it brings to advertisers. With more events being tracked, such as sales, conversions, and other micro conversions, advertisers can expect to gain more accurate conversion data. This enhanced data enables advertisers to make more informed decisions, improve their return on ad spend (ROAS), and optimise campaigns effectively. Moreover, the increased volume of conversion data can significantly improve the performance of algorithms, enabling better audience targeting and campaign optimisation.

If you have any questions regarding how these changes may affect your advertising efforts, feel free to reach out to us. The DEPT® Paid Social team is readily available to answer all your questions and provide guidance in navigating these updates to ensure your advertising success.

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Paid Social Director

Kasper Koletzki Kuipers