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Aggregated Measurements are Going Away
Hello and welcome back to my channel where we talk about the latest and upcoming changes on Facebook and in Meta.
Let’s get right into today’s topic, which is, ‘Aggregated measures are going away’. Now before you gasp or scratch your head, let’s first talk about what Meta’s aggregated measures even are.
According to Facebook, “Meta's Aggregated Event Measurement is a protocol that allows for measurement of web and app events from people using iOS 14.5 and later devices”. 
In simple terms, it's a way of collecting data from multiple sources and combining them into a single metric. For example, if you have a website, you might use Meta's aggregated measurements to track the number of visitors, the average time spent on the site, and the bounce rate. This allows you to get a big picture view of your website's performance.
Facebooks also adds that Meta is gradually introducing updates to Aggregated Event Measurement for website events but the fact is that several advertiser requirements related to iOS 14.5 changes and Aggregated Measurement are actually going to be eliminated.
So why are Meta's aggregated measurements going away? Well, it's all about privacy. With the increasing awareness of data privacy concerns, Meta has decided to change its approach to data collection. This means that it will no longer be able to provide aggregated measurements in the same way it used to.
So what does that mean for businesses and data analysts? Let's find out.
Well, for starters, obviously, given these vague conditions, the the future is unclear, but Meta has also stated that advertisers needn’t take any action in this regard.
Of course, this change won't happen overnight. Meta has provided a transition period for businesses and data analysts to adjust to the new approach. They have also provided guidance on how to collect and analyze data in a privacy-friendly way.
Confusing, right?
But if you read between the lines, it also means that businesses and data analysists will need to find new ways to collect and analyze data. Instead of relying on Meta's aggregated measurements, they will need to collect data directly from their own websites or apps. This might involve using tools like Google Analytics or Adobe Analytics, which allow you to track various metrics like page views, click-through rates, and conversion rates.
Let’s take a closer look at what’s this also entails for advertisers:
1. They Needn’t to Prioritize 8 Conversion Events
Advertisers would previously have to configure and prioritize eight website conversion events for Aggregated Event Measurement.
Before this, prioritized events and non-prioritized events used to be handled differently on Facebook ads. If they were optimizing for a non-prioritized event, you wouldn't be able to reach iOS users who had opted out of tracking but when it came to prioritized events, you could still target and reach those users.
In this context, ‘reach’ refers to the number of Accounts Center accounts (that were formerly known as users) that saw their ads at least once. Also, bear in mind that one account can be reached multiple times through different ad impressions.
There were some limitations in reporting on iOS devices for users who opted out of tracking, and for prioritized events, there was still some limited reporting available, which means they could get insights on how your ads were performing among those users. On the other hand, non-prioritized events didn't include any data for users who had opted out of tracking.
So, now, prioritization will no longer be needed. 
It's not entirely clear yet how these things will be handled moving forward, but it's an important change to be aware of.
2. They Needn’t Turn on Value Sets to Optimize for Value
Value Optimization has been a game-changer for advertisers looking to maximize their return on ad spend. It allows them to target users who are more likely to make higher value purchases, resulting in better campaign performance. However, with the release of iOS 14.5, there were some changes advertisers needed to be aware of in order to leverage this powerful tool effectively.
Post-iOS 14.5, advertisers were required to enable Value Sets within their Web Event Configuration to make use of Value Optimization, and of course, this step was crucial in providing the necessary data to optimize ads for higher value purchases.
Additionally, enabling Value Sets took up four of the eight event prioritization slots available. These slots were used to prioritize events that were most important to the advertising goals, ad they allowed advertisers to fine-tune their campaigns and focus on the events that mattered the most but these steps and event prioritization slots are going away. Meta seems to be making changes to streamline the process and simplify the way advertisers optimize for value, which means they will have more flexibility and a smoother experience when setting up campaigns.
The good thing is that these updates save you time and also ensure that advertisers can fully utilize Value Optimization without the limitations of event prioritization slots. It's an exciting development that will make advertising journey more efficient and effective. 
3. The Aggregated Event Measurement Tab Will Be Eliminated
Advertisers had access to a dedicated tab for Aggregated Event Measurement in the Events Manager. This tab was designed to provide a reporting view of events processed using Aggregated Event Measurement but several advertisers experienced limited and incomplete data, or in some cases, no data at all in this section, which is why the Aggregated Event Measurement tab and its reporting capabilities will no longer be available. 
This means that the data and insights advertisers used to access through this tab will no longer be accessible in the same way.
Besides reporting, the Aggregated Event Measurement tab was also the gateway to Event Configuration. It allowed advertisers to manage and configure events for their campaigns. However, with the removal of the Aggregated Event Measurement tab, accessing Event Configuration will now be done differently now.
Sure, Facebook is continuously making changes to improve user experience and streamline processes. Although the removal of the Aggregated Event Measurement tab could require a tiny adjustment in how certain features are accessed, it is part of Facebook's effort to enhance the platform's overall performance and functionality.
4. Advertisers No Longer Required to Verify Their Domains
Previously, in order to configure and prioritize your eight web events, advertisers had to go through the process of verifying their domains and this involved confirming ownership of the domains that they wanted to use for their ads but now, domain verification is no longer a requirement for event configuration.
This is also great news for those advertisers who had found it difficult to get their domains verified because their purchases are completed on websites they do not control, and so they can now configure and prioritize their web events without the need for domain verification.
While domain verification is no longer required for event configuration, remember that it's still recommended for other benefits, especially the ones that are related to link ownership control. Verifying your domain provides additional control and management options for advertisers’ links and associated assets, and so, even though it's no longer mandatory for web event configuration, it is better for advertisers to go through the domain verification process to take advantage of the other benefits it offers.
5. There is No Need to Select a Conversion Domain
Previously, when advertisers had to create an ad, they were required to select a conversion domain where their pixel was located, which was a crucial step in ensuring the pixel was properly associated with the correct domain, but now, the requirement to select a conversion domain when creating ads is no longer necessary. 
Meanwhile, Facebook has made important updates to streamline the ad creation process and remove this step to offer convenience and simplicity to advertisers. They will no longer need to worry about selecting the specific conversion domain where their pixel is found while creating their ads. Instead, Facebook's systems now automatically associate the pixel with the correct domain, and this eliminates the need for advertisers to manually select it during the ad creation process.
In conclusion, yes, Meta's aggregated measurements are going away, but this doesn't mean the end of data analytics. Businesses and data analysts will simply need to find new ways to collect and analyze data while respecting user privacy.
That’s all for today’s update. If you liked it or have something to share about it, hop over to the comments section and let us know what you think. Thanks for watching, and stay tuned to this channel for more updates in Facebook ads.