Will there ever be another blog post where we don’t mention iOS14. Who knows. 

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With data loss and underreporting more of an issue than prior to Apple’s huge update, it’s important that advertisers and business owners stay up to date with how to best mitigate the negative side-effects.

One way to improve the accuracy of your tracking is to configure your events in Facebook’s Aggregated Events Measurement area under the Events Manager.

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As advertisers or business advertising on Facebook, we have the opportunity to prioritise the events that we want to track, like View Content, Add to Cart, Initiate Checkout, and Purchase for a typical ecom store.

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We can then go into the Aggregated Events Measurement area under the Events Manager and configure the events that we want to track in an order of priority- then the data sources are allowed to send the data from the highest-priority event (and no other event) that was triggered, even if a user opted out. In this scenario, you might get more high-priority events than some other events, for example, you might receive a Purchase without the associated Initiate Checkout because Purchase is a higher-priority event, and you’re only allowed to have the one event sent back to FB.

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There is also an option to turn on Purchase Value Optimisation which essentially splits the Purchase Event into 4 different events (divided by the value of the Purchase, so one of the 4 events would be your highest-value purchases and one would be the lowest value purchases).

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Typically, in a scenario where an ecom store that is only allowed to prioritise 8 events as per FB’s terms, we would want to see this order from Highest Priority to Lowest.

Purchase (Value Optimisation) = 4 events.

Add Payment Information

Initiate Checkout

Add To Cart

View Content

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Of course, depending on the business, you can experiment here so that you can find a sweet spot between reporting and effective audience building. Some advertisers may want to experiment with Add To Cart being the second-highest priority, in order to bolster their retargeting audiences.

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Hope this helps!