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<aside> ✍️ The following was presented by ‣, Sr. Manager, Growth Marketer, at Part and Sum’s Show and Learn team meeting. In April of 2021, Apple upended the digital ads ecosystem by cutting off ad platforms’ access to track users cross site. This resulted in confusion and lack of direction amongst marketers. The following is a breakdown of what can and can’t be tracked, mainly through the lens of Facebook ads manager.

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The large majority of iOS users have opted out of tracking.

🤯

When someone opts-out of being tracked, are we seeing any conversions reported for them in Facebook?

Yes, through Aggregated Events Measurement (AEM).

How does AEM work?

1. A user clicks on an ad and is navigated cross-site. The browser privately stores the unique click for 7 days. (This is why Facebook attribution has changed from 28-day to 7-day)

1. A conversion happens (someone buys a product). The destination site asks the browser to check if there is an associated click ID with the user who converted.

   1. Remember: multiple steps exist in a conversion funnel (Page Visits, Content Views, Adds to Cart, Checkouts etc).
   2. Each time one of these events occurs, the site asks the browser to check the associated click ID. The browser will only share back the most important event that the referring site initially labeled when the click happened. This is why we have to rank our conversion events from high to low priority inside of Facebook (the referring site in the example below).

   

2. The browser privately sends back a conversion event to the site that drove the traffic.

<aside> 💡 These reports are delayed anywhere from 24 - 72 hours to disassociate events - ie. preventing Facebook from time-stamping conversions.

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