Facebook Aggregated Event Measurement

Aggregated Event Measurement allows Facebook to track conversions for opted-out iOS 14 users while respecting their privacy.

Learn how to add or edit up to 8 Pixel Events or Custom Conversions for each domain you own.


Aggregated Event Measurement (AEM)

Aggregated Event Measurement allows Facebook to track Events for iOS 14 users that opted out while respecting their privacy options.
Aggregated Event Measurement limits domains to up to 8 Pixel Events or Custom Conversions that can be used for campaign optimization.

Up to 8 Events or Conversions

Aggregated Event Measurement will let advertisers send up to 8 different Pixel Events or Conversions from a single website domain through the Facebook pixel and order them according to priority.
The 8 events limitation impacts Facebook Ads conversion tracking and optimization.
Events with Value Optimization will occupy 4 slots.
If a user takes multiple actions during a conversion window, only the highest priority event or conversion will be sent. All the other events will report a lower than expected number even if they are in the 8 events list.
Example: a client buys a product on your website. Only the Purchase Event will be sent to Facebook Ads, even if the fired ViewContent and AddToCart events are in the 8 events list.

Custom Conversions and Custom Audiences

It seems that the settings under Facebook Aggregated Event Measurement will NOT have an impact on Custom Conversions and Custom Audiences.
You can still use standard and custom events to define Custom Conversions and Custom Audiences.
Once defined and fired, Custom Conversions can be selected under Aggregated Event Measurement. 

Pre-configured setup

If you run ads for your domain, Facebook will automatically select the most important Events. You can edit them if you need to.
If no ads ran recently on your domain, no Events are configured. You must add the Events manually, based on their importance.

Value optimization

Purchase Events can be eligible for Value optimization. 
You need to send 100 Purchases in the last 7 days and at least 10 distinct values.
If Value optimization is turned ON, the event will take 4 slots instead of 1.
Value optimization estimates how much a customer may spend over a 1 or 7 day window. An advertiser’s bid is automatically adjusted higher to reach people likely to spend more, or lower for those people who are likely to spend less.

Business Manager

From now on, you need a Business Manager account to manage your domain and get access to the Aggregated Event Measurement.

If you don’t have a Business Manager, learn how to create one.

Make sure you have admin access to the Business Manager account. If you don’t, reach out to a current admin and ask to upgrade your permissions.

Your Business Manager must have access to the Facebook Pixel you want to configure.

Configure Aggregated Event Measurement

Go to Events Manager.

Click on the pixel you want to use, click on Aggregated Event Measurement.

Select the domain

Find the domain you want to configure events for.

Verify domain

If your domain is not verified, complete the verification process.

You can use PixelYourSite to easily verify your domain. Click to learn how.

Edit events

Click on the domain and click Edit events.

If you already have Events there, you can re-order them, remove them, or add new events.

If you don’t see any Events, start adding them using the green Add Event button.

Select the Pixel or the Custom Conversion. You will see a list with available pixels for that domain, and Custom Conversions.

In the second selector, chose the Event name, or the Custom Conversion name.

For Purchase events, you can turn ON Value Optimization, if conditions are met (100+ events, 10 different values in the last 7 days). If Value Optimization is ON, the event will occupy 4 slots.

Where is the data coming from

The data is sent from the Facebook Pixel installed on your website domain.

If you have more than one Pixel on your domain, you can select Events for each.

The Pixel Events are sent by your Pixel.

Conversion API (CAPI) Evens are also restricted by the settings under Aggregated Event Measurement.

Standard or Custom Events

Only Standard Events can be directly selected for Aggregated Event Measurement.

If you need to use Custom Events, you must configure a Custom Conversion first.

Custom Conversion

Once configured and receiving data, Custom Conversions can be selected for Aggregated Event Measurement.

To configure Custom Conversions go to Events Manager.

Click on the green Create button and select Create Custom Conversions.

You can select All Traffic, Custom Events, or Standard Events.

If you select an Event, you can add Rules based on parameters.

You can assign a fixed value to each Custom Conversion.

Custom Conversions can be tested with Pixel Helper Chrome extension or under Events Manager Testing.

Learn how to use PixelYourSite Signal event for Custom Conversion

What events to chose for Aggregated Event Measurement

If you run ads for your domain, Facebook pre-selected the most important events. Chances are you don’t need to do any modifications.


For e-commerce websites like WooCommerce, you must always select the Purchase Event and give it the highest priority.

You can also select AddToCart, InitiateCheckout, and ViewContent. Give the lowest priority to the ViewContent event, because it tracks the least important action, product page visits.

If you want to optimize for actions not track by Standard Events, create a Custom Conversion first.

Other WordPress websites

For non-ecommerce websites, it really depends on your strategy. If you did Facebook Ads before Aggregated Event Measurement, you probably already have a list of Standard Events or Custom Conversions. Select the ones you used for ad tracking and optimization.

Changes to Aggregated Event Measurement can impact your ads

If you added new events and they don’t impact any ads that are currently running: The changes are applied immediately.

If you deleted events used in ads that are currently running: Impacted ads and ad sets are stopped and cannot be restarted.

IMPORTANT: If you modified events (for example, you reprioritized events or turned value optimization on or off) that are used in ads that are currently running: Impacted ads and ad sets are automatically paused for 3 days. A 3-day pause allows 1 day to attribute an event after a click, and between 24 and 48 hours for the event to be reported, which helps minimize data inaccuracies. During this time, updated conversion events aren’t available for optimization or reporting. You must restart them in Ads Manager after the 3-day period is over.

Paused ads and ad sets won’t restart on their own after the changes are applied!

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