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Configure conversions events in Facebook Events Manager

To adapt to policy changes in Apple's App Tracking Transparency Framework, Facebook has launched Aggregated Event Measurement. According to its recent announcement, Facebook will begin to limit 8 conversion events per domain in an online store.

Facebook will initially configure the conversion events believed are the most relevant to your business based on your activity. However, you can still rearrange these events into a new priority order for your store by following ShopBase's guide in this article.

Step by Step Tutorial

Log in to Facebook Business Manager and select Events Manager.

Select the Pixel you want to set up events for.

Under Aggregated Event Measurement tab, select Configure Web Events.

Choose the domain you want to set up events for.

If you have not verified your domain, you need to click Verify domain. See more information on how to verify domain ownership via this link.

Click Edit events under the domain and click Edit in the pop-up to continue.

Select the pixel or custom conversion in Pixel/Custom Conversion and select the event you want to configure in Event Name.

We suggest adding these main events to your Pixel:

ViewContent: Data will be recorded when a visitor views a page, for example a product page.
AddToCart: Data will be recorded when a visitor adds a product to the shopping cart.
InitiateCheckout: Data will be recorded when a visitor clicks on the checkout button.
Purchase: Data will be recorded when a customer completes a purchase and views the thank you page in the checkout.

Enable Value Optimization for the event if you want to optimize ads campaigns. Please refer to Facebook's guide here for more information. The events with Value Optimization option enabled should be placed in the higher priority order.

Select the number of value sets you want to set up under Assigned Events. You can find out more about value sets here.

Repeat steps 7-10 for all the events you want to configure.

Drag and drop your events from highest priority at the top, to lowest priority at the bottom.

To rearrange the priority order of these 8 conversion events, you need: admin access to Facebook Business Manager account, and access from Facebook Business Manager account to the Facebook Pixel for which you want to configure events.
You should pay special attention to your event priority order. According to Facebook, only the highest priority event will be sent whenever a customer takes multiple actions during a conversion window. For example, if someone adds an item to their cart and makes a purchase in one session, only the higher prioritized event will be reported. As a result, all other events may report numbers that are lower than expected, even if they are part of the 8. These events may still be happening, but they might not reflect in reporting. You should choose the events that provide the most value to your business.

Click Submit.

If you added new events and they don’t impact any ads that are currently running, the event 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.
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. During this time, updated conversion events aren’t available for optimization or reporting. If your ads or ad sets were paused, you must restart them in Ads Manager after the 3-day period is over. Note that paused ads and ad sets won’t restart on their own after the changes are applied.

Verify domain ownership on ShopBase with Facebook Business Manager
Overview of Multichannel Marketing

Updated on: 25/08/2022

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