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March 06, 2024
5 min read

How to Optimize Facebook Ads for Subscription Apps in 2024: Aggregated Event Measurement (AEM)

In the evolving landscape of digital advertising, Facebook introduced the AEM protocol as a response to the enhanced privacy measures of Apple's iOS 14 updates, particularly around the IDFA limitations.

How to Optimize Facebook Ads for Subscription Apps in 2024: Aggregated Event Measurement (AEM)

This change signifies a substantial shift in the way advertisers can track and optimize their ad campaigns on the platform.

The genesis of Aggregated Event Measurement

The introduction of AEM by Facebook was directly influenced by Apple's decision to prioritize user privacy through its iOS 14 updates, which significantly restricted the traditional ways advertisers tracked users' activities. Before these changes, advertisers could freely track multiple events and user actions across websites to gauge the effectiveness of their ads. However, with the advent of enhanced privacy features, tracking became more restricted, leading Facebook to develop Aggregated Event Measurement as a solution to balance user privacy with advertisers' needs for data.

How Aggregated Event Measurement works now

Previously, Facebook's Aggregated Event Measurement (AEM) protocol limited advertisers to tracking only 8 conversion events per domain. This restriction was introduced in response to privacy updates, primarily due to Apple's iOS 14 changes.

However, in a shift towards greater flexibility, this strict limit has been lifted. Advertisers can now track more than eight events per domain, providing a broader scope for analyzing user interactions and measuring the effectiveness of their advertising efforts. This change allows for a more nuanced understanding of consumer behavior, enabling advertisers to tailor their campaigns more effectively without being constrained by a preset limit of tracked events.

Checking the app’s eligibility for AEM in the Facebook Events ManagerChecking the app’s eligibility for AEM in the Facebook Events Manager

Domain verification is no longer required

Another significant change is the removal of the domain verification requirement. Previously, advertisers were required to verify their domains within Facebook's Business Manager to track conversion events effectively. This step was crucial for optimizing ad sets towards pixel events and ensuring data integrity. However, with the recent updates, this requirement has been abolished, simplifying the setup process for advertisers. This removal not only reduces the technical hurdles associated with starting ad campaigns but also streamlines the overall process for businesses of all sizes.

Collecting events in the unified dataset

A Facebook dataset refers to a collection of data that advertisers can gather from their marketing activities on the platform, including web, app, and offline events. This data encompasses various user interactions, such as clicks, app installs, and purchases, allowing businesses to analyze performance and customer behavior comprehensively. With tools like Facebook's Conversions API, companies can now streamline the process of collecting and sending event data directly from their servers to Facebook, ensuring accurate and holistic tracking. This integration, as adopted by services like Apphud, further simplifies the process for mobile app developers by automating the transmission of app events, enabling more effective and privacy-compliant advertising strategies.

Why use Facebook's Conversions API?

Traditionally, event tracking on Facebook relied heavily on App Events API and required advertising identifier (IDFA). However, with increasing privacy regulations and browser restrictions on cookies, the effectiveness has diminished. This is where Facebook's Conversions API comes into play, offering a server-to-server connection that ensures reliable data transmission without the use of advertising identifiers while maintaining user privacy.

Sending app events to Facebook via Conversions APISending app events to Facebook via Conversions API

Apphud's integration of Conversions API

Apphud's recent adoption of Facebook's Conversions API integration now allows to track and optimize for App Events on Facebook, without the use of advertising identifiers, while still respecting user privacy.

Now you can send all subscription renewals to Facebook using Apphud integration regardless of ATT consent with nearly real-time reporting. Just like before.

To get started with the integration, you will need:

* Although passing attribution data is not required, it may improve event measurement quality.

Sign up for free and start sending subscription renewal events to Facebook using Conversions API integration!

Co-founder at Apphud
Ex iOS app and game developer. 11 years in the industry since iOS 3. More than 50 apps are in the background with 4 exits. Entrepreneur and traveler.

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