Facebook Aggregated Event Measurement: Ultimate Guide

What is Aggregated Event Measurement?

Aggregated Event Measurement (or AEM for short) is a process of collecting data from iOS users' activity on a website or app.

This protocol was introduced by Meta (Previously Facebook), following the iOS 14 update that was released on September 16th, 2020 which introduced new privacy measures that require iOS devices to opt-in to allow tracking across apps.

Advertisers are now required to configure 8 standard or custom events—we do not recommend setting up custom conversions—and prioritize them from high priority (events that matter the most to your business) to track to low priority (events that matter the least to your business) to track.

Why Should You Set Up Aggregated Event Measurement?

Aggregated Event Measurement (AEM) allows you to measure performance on an aggregate level, meaning that you can track user events and outcomes, such as sales or downloads, without having to track them individually.

Meta now requires all advertisers to set up Aggregated Event Measurement using the Events Manager, to launch ads that redirect to a website or app. If you don't set up Aggregated Event Measurement, you won't be able to launch ads on all Meta Platforms (Facebook, Instagram, Messenger) that redirect to your website or app.

By using AEM, you can assess the effectiveness of your marketing campaigns and make more informed decisions. Additionally, it allows for more granular analytics, which can help you to track user engagement and identify any areas you need to improve. Overall, using aggregated event measurement can give you a better understanding of your app’s performance, allowing you to make more informed decisions and measure the success of your marketing campaigns.

How Does Aggregated Event Measurement Work?

Aggregate Event Measurement is a way of measuring iOS 14.5 and later devices' activity within an application or website. It involves tracking user actions, such as adding a product to a cart, viewing the content of a website, or making a purchase, and then using this data to gain insights into how users interact with the application or website. The data is collected over a period of time and then compiled into an aggregate report showing overall activity. This report can then be used to optimize audience targeting in campaigns and analyze user behavior.

Aggregate Event Measurement works by first determining the conversion's location: is it your app or is it a website? Then, the second step is picking a connection type: the Pixel installed on your website or the Conversions API. The third and final step is defining the top 8 events that drive performance to your ad campaigns.

Let's take for example my WordPress site candly.com.

The location of the conversion is my website, the connection type is the Pixel I have installed, and the 8 events will suit an e-commerce activity since a candle-selling business. Setting up AEM will enable me to utilize my Pixel data to target iOS 14.5 and later devices and analyze data from these prospects despite iOS limitations.

How to Set Up Aggregated Event Measurement

Before getting started, make sure that the domain you want to send traffic to, is verified by your Business Manager.

Related: Facebook Domain Verification: Step-by-Step Guide for Shopify

Also, it's important for the Pixel you select to be installed on your website.

Related: How to set up Facebook pixel on Shopify in 3 steps.


Here's a step by step video tutorial for you:

If you prefer following along with written instructions, read on.

  1. Go to https://business.facebook.com/settings.
  2. On the sidebar, click on
  3. Data SourcesPixels
  4. Find the Pixel that is installed on your website.
  5. Click on the Open in Events Manager button.
  6. Click on the Aggregated Events Measurement tab → Click on the Configure Web Events button.
  7. Click on the website you want to configure → Click on the Manage Events button.
  8. Select the Pixel installed on your website in the Pixel/Custom Conversion drop-down.
  9. Assign a Pixel event to the Pixel you selected using the Event Name drop-down.
  10. Repeat steps 7 and 8 to add all 8 events.

Now, depending on the nature of your business, you may want to prioritize certain events. Here are the most popular setups:

Aggregated Event Measurement Priority for e-commerce:

Highest Priority: Purchase

Add payment info

Initiate checkout

Add to cart

Add to wishlist


Lowest priority: View content

Aggregated Event Measurement Priority for SaaS:

Highest Priority: Complete registration

Start trial

Add payment info



Lowest priority: View content


Aggregated Event Measurement (AEM) allows you to target iOS 14.5 and later devices and analyze data from these prospects despite iOS limitations. Facebook and Instagram ads have predominately changed since the iOS 14 update, introducing advertisers to new challenges in the form of targeting and reporting limitations. However, configuring web events and prioritizing the most important events can help.