How to Setup Facebook Aggregated Event Measurement

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With the iOS 14.5 update, there has been a lot of changes to how data can be collected on Apple devices. In response to these changes, Facebook started tracking conversion events from iOS 14.5 devices using Aggregated Event Measurement.

But in order to use Aggregated Event Measurement and improve your conversion optimization, you need to prioritize your events. Not sure what that means?

Let’s go through everything you need to know…

Soon after the iOS 14.5 update became available, Facebook introduced Aggregated Events Measurement as a new way of measuring web events from iOS users.

With this new protocol, advertisers became limited to only 8 conversion events per domain that can be configured for Aggregated Event Measurement reporting, based on priority.

How to configure Aggregated Event Measurement

Install the Facebook Pixel

In order to set up and prioritize these 8 events, you do need to have a pixel installed on your website. So if you haven’t already done that, check out our step-by-step guide on how to install the Facebook Pixel on your Shopify store. 

Use the Conversions API

Similar to the Facebook Pixel, the Facebook Conversions API is another tool that helps you more accurately measure and attribute your Facebook ads conversions.⁠

The Conversions API works by collecting and sharing data directly from Shopify’s servers, while the Facebook pixel relies on third-party cookies through web browsers, which may be less reliable because of the iOS 14.5 changes. ⁠

So when you set up the Conversions API in addition to the Facebook pixel, Events Manager automatically tracks duplicate events and removes them to ensure the right reporting.

But how do you set up the Conversions API? Let’s go through all the steps.

  • Go to Events Manager and select the pixel that you want to associate with the Conversions API
  • Click the Add Events button
  • Select Using the Conversions API
  • Then decide whether you want to use a partner integration or install the code manually
  • After that, select the events that you want to track through the Conversions API
  •  Click Continue
  • Select the parameters that you want to send for each of the events you selected
  • Click Continue
  • Review your events and parameters and click Confirm Setup

Verify your domain

The next step you want to do is verify your domains with Facebook.

Go to Business Settings → Events Manager

facebook business manager events manager

From there, make sure you select the correct pixel and then click on “Aggregated Event Measurement” button at the bottom of the page.

Aggregated Event Measurement button

Click the blue “Configure Web Events” button.

configure web events facebook ads manager

On the next page you’ll see a list of domains associated with your account. 

Below each domain name, you’ll see whether that domain is “Verified” or “Not Verified”.

verified domain

If you haven’t verified your domain yet, click on a domain that you’d like to verify and choose between the following verification options: 

  1. Meta-tag Verification
  2. HTML File Upload
  3. DNS Verification

You can choose the option that you’re most familiar with, but it’s usually best to have a web developer do this for you.

Prioritize your 8 events

After you’ve verified your domain, it’s time to choose and prioritize your conversion events. 

As we mentioned, due to Apple’s privacy restrictions, each domain is now limited to only eight events. 

So how should you prioritize your events? You should always place the highest-value events at the top and the lowest-value ones at the bottom. For example, if you’re an e-commerce business, the Purchase event should be your primary event and therefore go at the top. On the other hand, events like View Content should go at the bottom of the list.

facebook event prioritization

When prioritizing events in Aggregated Event Measurement you’ll also need to determine whether you want to turn Value Optimization on for the Purchase event. We recommend that you do so since you’ll be more likely to have a better ROAS.

When you turn it on, it will take up a minimum of 4 of the 8 total event slots.

Here’s what Facebook says about Value Optimization:

When you optimize for value, we use machine learning to predict how much return on ad spend (ROAS) a person may generate. We then use this prediction to bid for your highest value customers. By bidding more for people who are likely to spend more, you can help ensure you are maximizing the ROAS for your campaigns.

Value Optimization on
Value optimization for the purchase event

Here’s how to prioritize your eight events:

  1. Go to Events Manager
  2. Select the pixel you want to use.
  3. Then click the Aggregated Event Measurement tab, which is below the overview graph.
  4. Click Configure Web Events.
  5. Choose your domain and hit Manage events. Note: if you already have some events, you’ll see the option Edit events.
  6. Select your pixel or custom conversion under Pixel / Custom Conversion.
  7. Choose the event you want to configure under Event Name.
  8. Drag and drop your events from highest priority at the top, to lowest priority at the bottom. 
  9. Click Apply.
  10. Review your event configuration changes. If your changes are correct, check the box and click Confirm.


Setting up the Aggregated Event Measurement and configuring your events is crucial if you want to accurately measure and attribute your Facebook ad conversions.⁠

If you’d like to learn more about Facebook or Google Ads, we highly suggest checking out our blog and Shopify app. 

For any questions that you might have, feel free to reach out to us via our live chat or at [email protected]

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