01 - Introduction and Overview
What you will learn...
 What the ¡OS ATT prompt is
 How it will impact your Facebook advertising
 The steps you need to take to prepare
 A thorough understanding of changes that will be made
 How to address areas impacted the most*
Machine generated alternative text: What we know...
 I’ll share everything I know to help you prepare
 In some cases, steps and impact aren’t clear
 In others, Facebook seems unsure of the impact
 There is unknown until the prompt goes live
 I will be transparent about what I am unsure about*
Machine generated alternative text: The situation is evolving
 Training is being created in February
 The ¡OS ATT prompt is expected ¡n early spring
 Facebook may make changes in the meantime
 Tools, functionality, and guidelines may change
 ...ESPECIALLY post-prompt
 I will make updates to glaring mistakes
 I will edit/add lessons if necessary
 Edits will stop within a month after prompt goes live*
Machine generated alternative text: Lesson structure
 Each topic ¡s broken out into its own lesson
 Slides as well as hands-on tutorials where possible
 Video
 Embedded/downloadable audio
 Relevant links and documentation
 Quiz*
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02 - The iOS 14 ATT Prompt Summary
Beginning in spring of 2021, Apple will begin rolling out the App Tracking
Transparency (ATT) Framework prompt. All apps within the Apple App Store
(including the Facebook family of apps) will be required to surface a prompt that asks
the user whether they want to “Allow tracking” or “Ask app not to track.”
The prompt itself will make a significant negative impact to the advertising
industry. Specific to Facebook ads, this will impact both mobile app and mobile web
advertising (though indirect impact will exist as well that will extend to desktop and
non-iOS).
While it’s unknown how users will respond, we can make an educated guess
that a large percentage will choose not to be tracked. This will have implications
related to optimization, targeting, and tracking.
Key Points:
 Apple’s ATT prompt goes live in the spring
 The prompt asks users whether they want to be tracked
 Apps in the Apple App Store (including Facebook family of apps) must
present this prompt
 How users respond will have a direct impact on advertising
 Because of the changes Facebook needs to make to prepare for a signal loss,
there will be significant impact extending to desktop and non-iOS as well
Also Read:
 User Privacy and Data
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03 - The Direct Impact of the Prompt
When an iOS user opts out of tracking, it will have a direct impact on how
advertisers are able to target, track, and optimize.
By opting out, the user will not be entered into custom audiences relevant to
their mobile web or mobile app activity. Depending on the size of the brand’s iOS
audience, this will result in smaller, incomplete audiences that are used for
remarketing and exclusions.
When a user opts out, Aggregated Event Measurement will come into play.
Reporting for such users will be aggregated, limited, and delayed. If a user who opts
out clicks an ad and ultimately purchases a product on a website, only the highestranking event (likely the purchase) will be reported.
This will result in data loss for the advertiser. Because of the signal loss,
Facebook will be sent less volume of events. As we know, Facebook relies on
volume to properly optimize and exit the learning phase. If they have less data, it
becomes more difficult to find the people most likely to perform your desired action.
Key Points:
 Users who opt-out of tracking will result in less data sent to Facebook and the
advertiser
 Targeting audiences will become smaller and less effective
 Facebook will not report on all conversions related to these users
 The drop in volume will likely make optimization less effective
Also Read:
 Facebook Advertising Audiences and iOS 14
 How Apple’s iOS 14 Release May Affect Your Ads and Reporting
 Preparing our Partners for iOS 14: Actions for Partners and Mobile Web
Advertisers
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04 - The Indirect Impact of the Prompt
Even if users opt-in to Facebook’s ATT tracking prompt at a high rate, there
are plenty of adjustments advertisers will need to make. In preparation for expected
signal loss, Facebook made some rather drastic structural changes that will impact
all advertisers, regardless of whether their audiences are heavy iOS users.
Possibly the biggest change will be in attribution, or the way Facebook gives
credit to an ad for conversions. First, Facebook is combining the ad set conversion
window and account-level attribution window into a single Attribution Setting. More
importantly, the 28-day click and 1-day default will be replaced with 7-day click.
With this change alone, fewer conversions are likely to be reported — even if
the same numbers of conversions are technically happening (but fewer are being
connected to your ads). A greater issue is that advertisers won’t even have access to
28-day click, 28-day view, or 7-day view data once the prompt goes live. And the
remaining data is expected to be modeled or partial for iOS users.
Event configuration will also be a big adjustment for advertisers. Each domain
will be restricted to an 8-event limit (standard events and custom conversions) for
optimization. This applies globally for all advertising, regardless of iOS
concentrations. This will become a big challenge to larger brands and agencies.
We’ll cover these issues in more detail in later lessons. There will also be
structural changes for mobile app advertisers. Lift Measurement and geographical
breakdowns will no longer be available for mobile app install and app activity
campaigns. Additionally, iOS apps will be limited to one ad account, nine active
campaigns, and five active ad sets with the same optimization for iOS app
promotion.
Key Points:
 Account level and ad set level attribution combined into a single Attribution
Setting
 Attribution default changed to 7-day click once the prompt goes live (7-day
click and 1-day view before) Mobile app advertisers will see some tools
deprecated
 iOS apps will be limited to 1 ad account, 5 active campaigns, and 9 active ad
sets with the same optimization
Also Read:
 Facebook Ads Attribute and iOS 14
 How AppIe’s iOS 14 Release May Affect You ads and Reporting.
 Preparing our Partners for OS 14: Actions for Partners and Mobile Web
Advertisers.
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05 - Private Click Measurement
Private Click Measurement (PCM) is Apple’s solution for mobile web tracking after
opt-out. PCM significantly restricts data, and originally did not offer cross-domain
measurement. The biggest weakness now is that it doesn’t offer app-to-web
measurement.
Facebook did not find PCM sufficient, so they developed Aggregated Event
Measurement to replace it.
Key Points:
 Private Click Measurement is Apple’s solution for web tracking after opt-out
 Due to its weaknesses (particularly with app-to-web measurement) Facebook
did not find it sufficient.
 Facebook replaced PCM with their own solution, Aggregated Event
Measurement
Also Read
 Introducing Private Click Measurement. PCM
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06 - Overview Aggregated Event Measurement
Aggregated Event Measurement is Facebook’s solution for handling users who optout of sharing data on iOS devices. This replaces Apple’s PCM.
If a user chooses to allow tracking, there will not be any change in data usage for
that person. If a user opts not to allow tracking, Aggregated Event Measurement will
restrict, limit, and delay the data that is shared with Facebook, and then with the
advertiser.
At the moment AEM does not allow for cross-domain measurement, but Facebook
says that it will be available in the coming months. App-to-web measurement, which
is not utilized with PCM, will be handled with AEM.
The biggest impact of AEM is related to the new 8-event limit. Each domain will be
limited to 8 events (standard events and custom conversions) for optimization. This
will be enforced when the ATT prompt goes live, but it can be configured now without
delay or penalty in the meantime.
Key Points:
 Aggregated Event Measurement is Facebook’s solution for handling mobile
web data for users who opt-out of tracking
 AEM doesn’t currently allow for cross-domain tracking, but it is expected to
become available in the coming months
 AEM does allow for app-to-web tracking, which is not covered by PCM The
biggest challenge related to AEM is the 8-event limit per domain, which will be
enforced once the ATT prompt goes live.
Also Read:
 About Aggregated Ever
 Configure Events to Use Aggregated Event Measurement
 Actions to Take for Ads Ecosystem Changes
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07 - Attribution Changes (Unified Setting)
As mentioned in a prior lesson, Facebook is rebuilding attribution, or how they give
credit to ads for conversions. This is largely due to a loss of signal dependability.
Previously, Facebook offered Conversion Window at the ad set and Attribution
Window within the account level. These are being combined into a single Attribution
Setting.
At the ad set level when using the conversions objective, the advertiser can adjust
the attribution setting. This determines both how Facebook optimizes and reports on
conversions. Typically, a 1-day click attribution window may be more suitable for
quick decisions (like free or low-priced products) while a longer window may be
better for more expensive products and bigger commitments.
Prior to the ATT prompt going live, the default Attribution Setting within the ad set will
be 7-day click and 1-day view. After the prompt, it will be amended to 7-day click.
While the 1-day click and 1-day view options will remain available, the data from iOS
users will be partial or modeled.
Advertisers have long been able to adjust how conversions appear in their reporting
using the attribution window at the account level. It’s not clear whether advertisers
will be able to continue to adjust windows for currently running campaigns. They can
in the meantime, and we’ll cover that in a separate lesson.
Going forward, the Results column will automatically display conversion data based
on this new setting. There is also a new column in reporting that indicates the
attribution setting used, which will be especially useful when comparing to historical
data.
Key Points:
 Attribution Setting replaces Conversion Window at the ad set and Attribution
Window at the account level
 28-day click, 28-day view, and 7-day view will all be deprecated; 7-day click
and 1-day view will be partial for iOS 14 users; 1-day click will be modeled
 A new attribution setting column will clarify what setting was used for an ad
set
 The results column will automatically use the new attribution setting going
forward
Also Read:
 Facebook Ads Attribution and iOS 14
 A checklist to prepare for iOS 14 changes for web events
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08 - Expected Impact on Results
The changes around iOS 14 could have a big impact on Facebook advertising
results and perceived performance. There are two primary reasons for this: Change
in attribution and signal loss.
The attribution change will impact some advertisers more than others, but it should
impact everyone. Advertisers selling high-priced or high-commitment products may
see that it often takes a customer more than seven days after clicking an ad to
convert. If this is the case, those conversions will no longer be reported.
Likewise, the attribution changes will likely impact advertisers who often remarket to
those who regularly visit their website or are on their email list. If your targeting
audience is people who regularly visit your website or get emails from you, they may
not click your ad but still convert later in the day. That ad may not have inspired a
click, but it also may have contributed to the eventual conversion. When the default
attribution changes to 7-day click, those view-through conversions won’t be reported
by default.
The other issue is signal loss. Conversions from iOS 14 users will be modeled for 1day click and partial for 7-day click and 1-day view. When a user opts out, only their
highest ranking event will be reported. Depending on the volume of iOS users in your
audience, this has the potential to significantly impact your results.
Conversions are very likely to go down as a result, and that drop may just be
perceived since Facebook simply won’t have the data to report conversions
completely. As a result, if your performance remains about the same, it’s likely you
are actually getting better results than before. If results drop slightly, your results
may actually be in line. The problem is that it will be impossible to know for sure.
Key Points:
 Attribution changes will result in fewer reported conversions
 iOS 14 opt-outs will lead to fewer reported conversions as well as partial and
modeled data
 You should expect your performance to drop, but it may only be perceived
due to the loss of data
Homework:
 ANSWER QUESTION: Do you think it may take more than seven days for the
typical customer to convert on your website post-click?
 ANSWER QUESTION: Do you often remarket to people who receive your
emails or visit your website regularly?
Also Read:
 Facebook Ads Attribution and iOS 14
 How Apple’s iOS 14 Release May Affect Your Ads and Reporting
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09 - Compare Windows
The Compare Windows (or Compare Attribution) feature will help you prepare for 7day click attribution once the ATT prompt officially goes live.
When you click the Columns icon in your Ads Manager...
Select Customize Columns or Compare Attributions option.
Select the 28-day click, 7-day click, 1-day click, and 1-day view boxes. This will add
columns to your reporting.
In this example, you can see that 402 total registrations were reported under 28-day
click attribution and only 338 at 7-day click. This is a loss of 19% in reported
conversions.
Get a sense of how your 7-day click and 28-day click tend to compare. Also monitor
how often you get 1-day view conversions. You should also look to compare to other
reporting — Facebook Analytics, Google Analytics, and other in-house analytics. Get
an idea of how your numbers typically compare so that you can model expectations
when you lose some of this reporting.
You should export historical data with these longer attribution windows while you can
before they are deprecated.
Key Points:
 You can view how you’ll be impacted by the new attribution by using the
Compare Windows feature
 Get a sense of what percentage of your conversions are beyond 7-day click or
1-day view
 Also compare to other analytics you have to model how closely they tend to
align
 Export historical data with attribution data that will soon go away for access
later
Homework:
1) Use the “Compare Windows” or “Compare Attribution” and select 28-day click,
7-day click, 1-day click, and 1-day view
2) Use a time period of at least the past six months to generate volume
3) Filter by Objective: Conversions
4) Consider running separate reports depending on type of conversion
5) ANSWER: What percentage of your total conversions typically happens at 28day click? 1-day view?
6) Export this data and file it in a safe place
Also Read:
 About Attribution Setting
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10 - Find Your iOS Audience Size
All advertisers will be impacted by the iOS 14 changes — even if it’s only Facebook’s
reactions to those changes. But those with a large iOS audience will likely be
impacted most. How large is that audience?
There are two primary ways to find this out: Facebook Analytics and Google
Analytics.
In Facebook Analytics, select an Event Source Group that includes at least your
pixel (could include any and all assets). Use a wide time range and then create a
filter at the top for people who used a particular app or device (select iOS for Device
OS).
Then you’ll see the percentage of your total audience using iOS.
You can also use Google Analytics to figure this out, based on website activity. Go to
Audience > Technology> Browser & OS and then select “Operating System.” Once
again, select a wide time range.
These numbers won’t be the same, but hopefully they’ll be close!
Key Points:
 How much these changes impact you will depend partially on the size of your
iOS audience
 You can learn the percentage of your audience on iOS using both Facebook
Analytics and Google Analytics
Homework:
1) Find your iOS audience size with Facebook Analytics
2) Find your iOS audience size with Google Analytics
3) Are they similar? What does this tell you regarding what to expect when the
prompt goes live?
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11 - Targeting Changes
While Facebook leaves some things unclear, it doesn’t appear attribution changes
will have any impact on targeting (namely, website custom audiences). Attribution is
related to giving credit after serving a user an ad whereas a website custom
audience is based on pixel activity with minimal timing consideration. The only
question is whether the 180-day duration would be shortened (there’s no indication it
will be).
The biggest change is going to be related to those who opt-out of tracking. These
people are expected to be removed from website custom audiences and app event
custom audiences. It would presumably impact app activity most because the entire
audience for an iOS app would be on iOS. But how much website custom audiences
are impacted will depend upon the volume of iOS users in that audience.
The result is smaller and incomplete audiences. While this won’t necessarily impact
the rate of effectiveness of remarketing campaigns, it does limit the volume of results
that can be achieved since you won’t be able to reach some of those most likely to
act.
Possibly the most frustrating part about these smaller audiences will be for exclusion
purposes. If you are promoting a product and want to exclude those who already
purchased it, you will undoubtedly reach more users who already purchased than
you normally would (because they opted out of tracking). These results in waste and
annoying comments from users on your ads indicating they already bought the
product.
When it comes to using these audiences for remarketing and exclusion, best
practices haven’t changed. You should continue to target and exclude these people
in every way you can: Website custom audiences, lead form custom audiences, and
data file custom audiences. You can even get creative with the data file custom
audiences and use timed tagging to mimic duration windows that are used with
website and lead form custom audiences.
Ultimately, these audiences may become too small for some advertisers. That may
mean expanding durations or broadening the targeting (all visitors instead of to a
specific page, for example). Or you may need to experiment more with broader
interest and lookalike audience targeting.
Key Points:
 Website custom audiences and app event custom audiences will be smaller
as a result of opted-out users
 App event custom audiences for iOS apps will be impacted most
 The impact to website custom audiences will depend on size of iOS audience
 Smaller audiences will impact targeting and excluding
 Consider expanding audiences and combining with other similar audience
types
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Homework:
1) Perform an audit of your website custom audiences that are based on
conversions
2) Where possible, do you have a lead form custom audience, too? Create lead
form custom audiences for any conversions that qualify
3) Do you have an email custom audience that regularly updates for each
product purchase, registration, and conversion? If not, create them
4) Investigate whether you can create a timed tagging system with your CRM to
mimic WCA audience durations, whereby a customer would retain a tag (and
be kept in an
5) audience) for a designated number of days
Also Read:
1) Facebook Advertising Audiences and iOS 14
2) A checklist to prepare for iOS 14 changes for web events
12 - Impact to Automated Rules
If you use Automated Rules, you should check to see what attribution setting you
used for them. If you are using attribution settings that will be deprecated (like 28day click), you may see a disruption in these rules. They may stop, which may
impact the changes you’d expect to your campaigns.
You should be fine using the Account Default or 7-day click only to prevent
disruption.
Key Points:
 If you use Automated Rules, check to see what Attribution Settings you used
 If you used settings that will be deprecated (like 28-day click), expect
disruption in your rules
Homework:
1) Check each of your automated rules to see if you are using attribution
windows
2) Change to Account Default or 7-day click where necessary
Also Read:
 How Apple’s iOS 14 Release May Affect Your Ads
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13 - Optimization Changes
Optimization, Facebook’s ability to locate the people most likely to perform your
desired action, will be impacted by iOS 14. As discussed, Facebook will receive
less data. The power of Facebook advertising — what makes it so effective — is
heavily reliant on Facebook’s years of data on users. As Facebook takes a hit to
the quantity and quality of data they receive, optimization suffers.
Additionally, we know that Facebook needs 25-50 conversions per week per ad
set to exit the learning phase for ideal optimization. Facebook says your ad’s
performance is limited otherwise. If Facebook will report on fewer conversions, it
will be more difficult to exit the learning phase, and more difficult to get optimal
results.
The biggest impact to optimization is related to Aggregated Event Measurement
and the 8-event limit per domain. This restricts your ability to hyper-optimize
based on specific products, for example. But, that assumes you can even
configure your events in the first place. Many advertisers will be unable to verify
domains where their pixels are (we’ll cover this more later). The result needs to
optimize for link clicks and landing page views instead of conversions.
As optimization suffers, so will results.
Key Points:
 Facebook will receive less data, making it more difficult to optimize
 It may become more difficult to exit the learning phase
 The 8-event limit will restrict advertisers from optimizing for specific product
purchases
 Some advertisers, unable to verify a domain to configure events, will need to
optimize for link clicks and landing page views
Homework
 Watch this lesson’s video
 Read this lesson’s summary
Also Read
 ERROR: “This event hasn’t been set up on any of your domains”
 Configure Events to Use Aggregated Event Measurement
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14 - Resource Center
Resource Center is a new tab to the left of your campaigns in Ads Manager to help
you prepare for the iOS 14 tracking prompt.
It includes tasks to perform in preparation for the changes as well as links to
documentation to help educate you on what to expect. What appears here is unique
to the advertiser. It is expected to be updated once the prompt goes live.
Key Points:
 The Resource Center is a tab to the left of campaigns in Ads Manager
 It alerts you of tasks to complete in order to prepare for iOS 14
 It also includes links to documentation related to the changes
 What appears in this area is unique to the advertiser
Homework:
 Go to Resource Center tab in your Ads Manager
 Handle any assigned tasks
 Read through the topics and recommendations Facebook gives you
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15 - Understanding 8-Event Limit
Facebook says that data limits forced a cap on the number of events per domain.
The result is Aggregated Event Measurement and the 8-event limit.
Each DOMAIN will have an 8-event limit for optimization. Do not confuse this with a
limit per ad account or pixel. It doesn’t matter if it’s a big website or a small one,
international business or local. That domain will be limited to eight events.
For years, we’ve seen multiple pixels utilized on websites. This is often due to using
different agencies and consultants, but it may also be due to having different goals
for separate departments or business locations. These strategies will become
problematic.
The 8-event limit includes standard events and custom conversions. Custom events
and the default Page View event do not apply. If you use Value Optimization, that’s
going to take up at least four of your eight slots (more on that in a separate lesson).
The ranking of your events matters. When a user opts out of tracking and clicks an
ad, Aggregated Event Measurement will apply. Facebook will only receive that user’s
highest-ranking event from that visit. If they performed a View Content, Add to Cart,
and Purchase (and the Purchase was the highest-ranking event), only the Purchase
will be reported.
If the View Content is ranked highest erroneously, only the View Content will be
reported. Regardless, this will lead to underreporting of lower-ranked events. But it
also creates challenges when determining which events get priority.
This event limit will be enforced once the ATT tracking prompt goes live. Until then,
you should plan ahead and configure your events.
Key Points:
Each domain is limited to eight events for optimization
Standard events and custom conversions are included in the eight events
Value Optimization takes up at least four of the eight slots
When a user opts out of tracking, only their highest-ranking event will be reported
from a visit after clicking an ad
Homework:
Make a list of your most important standard events
Make a list of your most important paid products
Make a list of your most important free lead magnets
Go to Web Event Configurations and look at how Facebook ranks your events (if you
can): Would you make changes?
Go through the process of prioritizing your eight events (even if you aren’t currently
able to rank them in Web Event Configurations)
Also Read:
Configure Events to Us
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16 - Custom Conversion Strategies
Custom conversions are often used for mapping custom events for optimization and
tracking. They are also used for isolating refined actions.
Standard events aggregate similar actions. When you include a Purchase event in
Events Configuration, you are able to optimize for ANY purchase. A custom
conversion, however, could help you track and optimize for the purchase of a very
specific product.
Granted, including such a custom conversion in your eight events may make sense
for some businesses, particularly those with very few standard events or a limited
product line that rarely changes. But for the most part, you won’t want to include
custom conversions for a specific product unless it’s evergreen and a priority focus
for your business.
Why? Because let’s assume your product offering constantly evolves. You’ll need to
update your eight events to reflect your new products. Every time you do that, it will
pause and delay delivery of your ads (more on that later).
But there is a reason to consider a creative use of custom conversions. Instead of
using them for isolating a specific product, you can use them to separate product
groups. Again, this makes sense if you have room in your top eight after using active
standard events that you use for optimization.
By grouping similar products, you can create more volume than isolating a single
product while also helping Facebook with optimization. Someone who purchases an
individual training course, for example, may be very different than the type of person
who signs up for an ongoing membership or books a one-on-one with me.
Assuming your categories of products remain evergreen, events will constantly
update these custom conversions even as your products evolve.
I created custom conversions that are based on categories of products:
 PHC memberships (PHC - Basic, PHC - Elite, monthly, 6-month, annual)
 One-on-one bookings (1 attendee, 2 attendees, 3 attendees, and PHC - Elite
price)
 Individual training purchase (constantly changing offering)
There are two primary ways to do this: URL-based and parameter-based.
If URL-based, all products within a category must use the same URL structure. For
example, the URL for a training confirmation page (where the Purchase event fires)
could start with “/training-program-purchase-”. You could then create a custom
conversion based on that rule.
Of course, that may require changing existing URLs, which may be a hassle.
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You can also add a content_category parameter to separate events by categories
you define. For example, I could include everything that uses the “Training”
parameter in a single custom conversion.
To accomplish this, you’ll need to start adding parameters to your events. One way
you can do that is with my Pixel Event Generator tool.
Key Points:
 Custom conversions can be used to group a category of products for inclusion
in your top eight events
 URL-based rules: Create a similar URL structure for all confirmation pages
within a given category
 Parameter-based rules: Add a Content_category parameter to group similar
events
Homework:
 Using your lists of important products and lead magnets from the last lesson
as a starting point, group similar products
 How many groups do you end up with? Keep in mind volume (we want this)
and the 8-limit restrictions
 Create custom conversions for your categories using the URL or parameter
method
 If you need to create parameters or change URL structures to group these
items, do this first
Also Read:
 About Custom Convert
 Use Custom Conversions to Optimize for URL Traffic and Custom Events in
Facebook Events Manager
 Facebook Custom Conversions: The Ultimate Guide
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17 - Value Optimization
Value Optimization is an option for some advertisers when using the conversions
objective, VO allows you to optimize for the highest-value customer, leading to
higher ROAS.
VO isn’t new, but it has a unique impact related to iOS 14. When configuring your
events, you can select the Purchases event and turn on Value Optimization.
The reason is that Facebook automaticity generates value sets based on your pixel
activity with tour or more) distinct value ranges.
Not every advertiser is eligible for VO, but Facebook has loosened the requirements.
You must have an active Facebook pixel or app SDK and send and optimize for
Purchase events with tracking values. To qualify, web advertisers must generate at
least 30 click-through purchases with values over the past seven days. To qualify for
app events, you
must generate at least 1 5 click-through purchases with values over the last seven
days.
Should you use VO? Well, that’s a big decision. Facebook recommends it. But taking
up four of your eight events may be a tough trade for some advertisers. The good
news is
that you can experiment with it now before the ATT prompt goes live. After that, any
changes you make will result in pausing and delaying your current ads.
Key Points:
 Value Optimization allows you to optimize for the highest-valued customer
and ROAS
 VO takes up at least four of your eight event slots
 The eligibility requirements to use VO have loosened
 You should experiment with it now before the ATT prompt goes live
Homework:
 Go to your event configuration page and find out if you qualify for Value
Optimization (temporarily remove events if necessary to get under the limit)
 Consider experimenting with Value Optimization to determine whether it
should be included within your eight events going forward
Also Read:
 About Value Optimization
 Set Up Value Optimization
 Eligibility Requirements for Value Optimization
 About Value Sets
 Configure Events to Use Aggregated Event Measurement
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18 - Domain Ownership and the 8-Event Limit
If you want to optimize for conversions, you must first configure your events in
Events Manager. If you want to configure your eight events, you must first verify that
you are the owner of the domain.
Of course, if you can’t verify the domain (usually because you don’t own it), then you
can’t configure your events or optimize for conversions. You then will only be able to
optimize for link clicks, landing page views, engagement, and other actions.
It is strongly recommended that only the business owner verify, from their Business
Manager, their domain. They can then add people, partners, and assets like ad
accounts and pixels. But this is something that needs to be taken care of by the
owner of the domain.
Domain verification is actually something that was already recommended before the
iOS 14 update. It allows you to edit link previews for organic posts as well as control
who can edit link previews to your domain in ads. You can no longer avoid this step!
Key Points:
 Domain verification is required in order to configure events
 Configuring events is required to optimize for conversions
 If you don’t own and can’t verify the domain, you won’t be able to optimize for
conversions
 The domain owner should verify the domain
 Domain verification is also required for controlling who can edit link previews
to your domain, both organic and paid
Homework:
Go to your event configuration page and make a list of all domains you own and still
require domain verification
Make a note of the pixels that are used on those domains
Also Read:
Verifying domains in Business Manager
When to Use Domain Verification to Verify Your Business
Problem: Unable to Verify Domain to Configure Web Events
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19 - Domain Verification Steps
To verify your domain, the business owner should go to Business Settings> Brand
Safety> Domains.
Click “Add” and enter the name of your domain.
You will have two options for verifying your domain:
DNS Verification
HTML File Upload
It's possible that you also have Meta-tag Verification. This is how I verified my
domains, though Facebook seems to be phasing out.
The specific directions for verifying your domain are provided, depending on the
method you choose.
Once you verify your domain, you’ll have the option of adding partners, connected
assets, and controlling domain access. Domain access allows you to control who
can edit link previews.
See the links below for additional details and troubleshooting.
Key Points:
 Only the domain owner should verify a domain
 There are two primary methods for domain verification: DNS Verification and
HTML File Upload
 Once verified, you will be able to configure events
 Separately, owners of verified domains will be able to control who can edit link
previews to their domain
Homework:
 Go through the process of verifying all domains that you own
 Once verified, begin the process of configuring your events
Also Read:
 About Domain Verification in Business Manager
 Facebook for Developers: Domain Verification
 Manage Ad Link Editing Permissions
 Domain Verification Debugging
 How to Find Root Directory of Word Press Website & Upload Files
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20 - Domains vs. Subdomains
You will need to verify your domain in order to configure events. You will not need to
verify subdomains. This is actually likely to cause issues since the subdomains are
all part of the base domain, meaning the eight events are shared between all of the
subdomains as well.
For example, consider a business with the following subdomains:
 canada.website.com
 membership.website.com
 shopping.website.com
These would all fall under the website.com domain. All would be sharing the same
eight events.
These, too, would fall under the same domain and would share eight events
configured by website.com:
 website.com/canada
 website.com/shopping
 website.com/membership
Consider instead the following:
 website.com
 website.de
 website.ca
These are all separate domains and need to be individually verified. They will each
have their own, unique eight events.
Key Points:
 Examples of separate domains: website.com, website.de, website.ca
 Each domain would be able to get independently verified and configure their
own eight events
 All of these subdomains fall under the website.com domain and would share
the same eight events
Examples of subdomains:
 canadawebsite.com
 membership.website.com
 shopping.website.com
Also Read:
 Prepare for iOS 14: Domain Verification Guidance
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21 - Domain Verification vs. Business Verification
It’s important to differentiate between Domain Verification and Business Verification
since many have confused the two. Only Domain Verification is required for the iOS
14 update, though it’s highly recommended that you perform both.
Business Verification confirms that a Business Manager account is actually owned
by a business or organization. This is different from the blue badge or Instagram
verification. There’s no badge involved with Business Verification.
It’s actually one of the steps that Facebook often recommends when there are
questions related to your account. It’s a good way to show that you are part of a
legitimate business. It can also get you access to certain features and functionality. It
can be found in your Business Settings under Security Center.
Domain Verification, of course, is what you need to do in order to configure events
and optimize for conversions.
Only one is specifically relevant to iOS 14, but do both!
Key Points:
 Domain Verification is required for event configuration and optimizing for
conversions
 Business Verification may grant you access to certain features and
functionality, but has no direct relationship to iOS 14
Also Read:
 About Business Verification
 Verify Your Business
 Troubleshoot Why Your Business Can’t Be Verified
 How to Setup Business Verification in Facebook Business Manager
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22 - Where Are My Events
A common question we get from advertisers is confusion over not being able to find
a certain event when configuring their events. Let’s outline a few explanations for
why this might be.
When Facebook surfaces eligible events in event configuration, they will only list
those that are active on your domain.
Are multiple pixels on the domain? Keep in mind that the first column in Event
Configuration is for selecting the pixel. Did you select the right one?
Is that event set up on this domain? Facebook doesn’t list every standard event. It
won’t appear unless it’s found on your website, connected to the pixel you’ve
selected.
Is it possible the event you are looking for was set up on a different domain? This
may especially be true if purchases are completed on a third party website. Check
the activity within Events Manager, and then drill down to confirm the domain it’s on.
First, expand the event in the Overview tab...
Then click “View Details” to see where that event is firing...
Is the event getting any activity? Even if the event was set up properly, an inactive
event may not appear for selection. Check the Overview tab for the associated pixel
to make sure that this event is active.
Was the event set up with a pixel that is part of your Business Manager? Does that
pixel need to be added to the Business Manager first? Go to Pixels under Data
Sources in Business Settings.
Was the event set up properly? This is often an issue. If you’ve used flawed code,
the event may not be firing at all. Are you seeing any errors under the Overview tab
in Events Manager?
You can also go to Test Events in Events Manager and enter a URL where you
expect to see an event and see if it’s firing properly.
If not, get it set up! You can do that with the Event Setup Tool by clicking “Add
Events” and selecting “From the Pixel.”
You can also use my Pixel Event Generator to easily create the event code
manually.
Key Points:
 Was your event set up properly?
 Is the event active?
 Was the event set up on another domain?
 Is the event set up with a pixel that isn’t part of your Business Manager?
 Did you select the right pixel?
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Homework:
 Troubleshoot event configuration for your domains to uncover why certain
events don’t appear (if there are questions)
 Confirm you’re looking at the right pixel
 Confirm you set up the event (and set it up properly)
 Confirm the event is getting activity ON THAT DOMAIN and FOR THAT
PIXEL
 Make changes as necessary
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23 - Domain Verification, Consultants, and Agencies
The 8-event limit is going to create a lot of headaches for agencies, particularly those
who haven’t been following best practices related to managing clients.
The business owner (the client) should have their own Business Manager account. If
they need help, send them documentation (see below in the links). They can add
partners, people, and assets as necessary. They then need to verify their own
domain. You should not do these things yourself as part of your (agency) Business
Manager.
The business owner should also have their own pixel that is on their domain. This
has long been the case, though agencies will often use their own pixels. Don’t do
this. Make sure that the business owner’s pixel is shared with relevant parties. If
possible, make it a goal to utilize one pixel per domain.
Consider a situation where multiple pixels, including an agency pixel, exists on the
client’s domain. When configuring events, which events get priority? Keep in mind
that when a user opts out of tracking, only the highest-ranking event will be reported.
Bottom line: Keep it clean. It may be a lot of work for you now to hold the client’s
hand and make sure they set this up properly. You won’t have this client forever, and
their future agency will be thankful.
Key Points:
 The business owner (client) should have their own Business Manager
 The business owner should verify their domain in their own Business Manager
account
 The business owner should have their own pixel and share it with partners
who need access to it
 The business owner should configure the eight events for their domain
Homework:
 Make a short list of priority clients that you manage
 Do they have their own Business Manager account?
 Have they verified their domain?
 Are they using their own pixel on their website?
 Have they configured their events?
Also Read:
 Prepare for iOS 14: Domain Verification Guidance
 Create a Business Manager
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24 - House of Brands Problem
Consider the situation of a large, international brand with many different regions and
product lines. Within the business, these things are all kept separate. Different
marketing departments and different agencies are managing them.


Jasper’s US, Jasper’s UK, Jasper’s Singapore
Jasper’s Drinks, Jasper’s Snacks, jasper’s Organic
It’s all housed under the same domain. It may even be managed with the same pixel,
shared across regions and departments (as it should be).
Each sub-brand and region has its own goals, measuring ROI and optimizing ads in
ways that are unique to them. As a result, each sub-brand creates its own custom
conversions to measure and optimize for events relevant to their business goals.
Unfortunately, this approach will no longer be doable considering the 8-event limit.
Each sub-brand will not be able to optimize for its own events, in all likelihood.
What should they do? There are a couple of options.
Option 1: Work with what they have. They can share the same events across the
organization, agreeing upon a standard event ranking that works for all.
Option 2: Restructure. This, of course, would be MUCH more complicated. They
could create separate domains for each location or product line to then configure
separate sets of eight events relevant to each business. Would this be beneficial?
Would it be worth the hassle?
It’s possible that Option 1 would be both easiest and may work well enough to be
acceptable.
Key Points:
 House of brands with multiple locations or product lines with unique business
goals and advertising groups
 Those advertising groups may optimize for custom conversions unique to their
business
 This will no longer be doable under the same domain
Homework:
 Watch this lesson’s video
 Read this lesson’s summary
 If your business is part of a “House of Brands” scenario, consider how you
may address this upcoming problem
Also Read:
Prepare for iOS 14: Domain Verification Guidance
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25 - Domain Owned by Another Business
When you go to the Web Event Configurations page, you’ll see a list of all of the
domains where your pixels are found. Some will be verified by your business.
What can you do about a domain that is owned by another business?
If your pixel is part of the domain owner’s Business Manager, they could technically
configure your events in addition to the events connected to their pixel. But they don't
have to (and likely wouldn’t).
If your pixel isn’t part of the domain owner’s Business Manager, they won’t see your
pixel when configuring events. They won’t configure your events. And you won’t be
able to do it either since you don’t own the domain.
Unfortunately, this is going to be a common scenario. If your pixel is on a domain
you don’t own or control, it is unlikely your events will be configured. You won’t be
able to configure them. As a result, you won’t be able to optimize for conversions.
Instead, you’ll need to settle with optimizing for link clicks, landing page views,
engagement, or something else.
Key Points:
 Only the domain owner can configure events
 If your pixel is on someone else’s domain and part of their Business Manager,
they CAN configure your events (but probably won’t)
 If your pixel is on someone else’s domain and not part of their Business
Manager, they won’t see your events and they won’t be configured
 In all likelihood, you will not be able to optimize for conversions, and will
instead need to optimize for link clicks or landing page views
Homework:
 Review the domains listed on your Web Event Configurations page
 How many are owned by someone else?
 How many are important to your business?
Also Read:
 Verifying domains in Business Manager
 When to Use Domain Verification to Verify Your Business
 Problem: Unable to Verify Domain to Configure Web Events
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26 - Ecommerce Platform Problem
This is going to be a common and frustrating scenario...
You own your domain. Much of your business is run on your website, except, of
course, the purchase. You send all customer traffic to a third-party website that
manages the purchase process. They even allow you to add your pixel, which you’ve
been able to use for tracking, optimization, and audience creation — UNTIL NOW.
Now comes iOS 14, event configuration, and the 8-event limit per domain. You don’t
own the domain where the purchase occurs. You can’t configure that event (only
those on your own domain). You’re no longer going to be able to optimize for
purchase events when the ATT prompt goes live.
To clarify, I’m not talking about Amazon (which doesn’t allow for you to provide a
pixel). I’m also not talking about ecommerce plugins that run on your own domain.
I’m only referring to the unique situation where you sell products on a third-party
website and are able to provide your pixel for tracking and optimization.
Facebook makes it quite clear that you will not be able to continue business as
usual. Going forward, you will not be able to optimize for conversions. You’ll instead
need to optimize for link clicks, landing page views, or something else — which is
bound to be less effective.
This is a huge problem. Unless Facebook comes up with a solution, it leaves a
gaping hole. If this is your situation, reach out to the third-party platform’s support.
Do they allow you to redirect the customer following a purchase? If so, you can send
them to a confirmation page on your website — where you will have your pixel and
purchase event. You will then be able to configure and optimize for that event.
This request is going to be in high demand. Even if that third-party platform doesn’t
currently offer a redirect option, demand that they create this solution. You won’t be
the only one asking for it!
Key Points:
 If you sell on a third-party website that uses your pixel, you will not be able to
configure events and optimize for conversions
 Potential solution is to have the customer redirected to a confirmation page on
your website following the purchase
 Reach out to the platform’s support team to find out of this option is available
— or demand that it become available!
Homework:
 Of the domains on your Web Event Configurations page, how many do you
use for conversions?
 Check to see if those platforms allow for a redirect post-conversion to your
website (if so, implement it!)
 If a redirect is not possible, reach out to the platform’s support to let them
know of the problem you are facing and need for a redirect
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Also Read:
 Prepare for iOS 14: Domain Verification Guidance
 Problem: Unable to Verify Domain to Configure Web Events
27 - When the Prompt Goes Live
Before the iOS ATT prompt goes live, you can do things as you normally would. You
can optimize for events that haven’t been optimized. You can optimize for events
even though you haven’t verified your domain. And you can make changes to your
configured events without any disruption.
You’re going to get some errors, but those are soft errors. You see them, but nothing
really changes.
After the prompt goes live, however, everything changes. If you have ad sets that are
optimizing for events that haven’t been configured, those ad sets will pause.
If you haven’t verified your domain, you won’t be able to configure events or optimize
for conversions.
If you make any changes to your configured events after the prompt goes live, you’ll
also deal with a 72-hour “cool-down” period. If you remove an event from event
configuration, the ad sets optimizing for that event will be paused. If you add a new
event, you will not be able to optimize for that event for 72 hours.
This will create plenty of confusion and frustration for advertisers, which is why you
must plan ahead. You must verify your domain and configure your events now. But
you also need to experiment with events to make sure that you’re confident in a longterm strategy for the events you’ll rely on. Otherwise, you’ll find yourself making
constant changes and incurring disruptions.
Key Points:
 You can advertise as normal before the ATT prompt goes live
 Once the ATT prompt goes live, you will not be able to optimize for
unconfigured event, once the ATT prompt goes live, any changes to
configured events will result in a 72-hour “cool-down” period
Homework:
 Verify your domain
 Configure your events
 Experiment with events to gain confidence in a long-term strategy
 Recognize obstacles (like a domain that can’t be verified) and experiment with
potential solutions
Also Read:
 A checklist to prepare for iOS 14 changes for web events
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28 - SKAdNetwork API
SKAdNetwork API is Apple’s protocol for handling app attribution while preserving
privacy. While Facebook chose not to use Apple’s Private Click Measurement for
mobile web attribution (they used their own protocol, Aggregated Event
Measurement), SKAdNetwork is integrated into the Facebook SDK.
It’s important to understand that SKAdNetwork API only applies to iOS mobile app
advertising. If you are not a mobile app developer or advertiser, this does not apply
to you (feel free to skip this lesson!).
SKAdNetwork API functions in similar ways to Aggregated Event Measurement in
that it is restricted, aggregated, and delayed.
RESTRICTED: Unlike mobile web attribution, there is no defined attribution window.
Events will be reported based on last click.
AGGREGATED: Due to limits on attribution to specific individuals, reporting will lack
the granularity that advertisers expect. This will impact reporting tools that are
available.
DELAYED: Install reporting takes 24-48 hours while event reporting 24-72 hours.
If you have an iOS app that you promote, you need to upgrade to Facebook’s latest
SDK (9.0+). After that, you’ll need to configure your conversion schema, which is
similar to configuring web events, and prepare to use the “Advertiser Tracking
Enabled” flag.
We’ll cover some of these things a bit more in other lessons.
Key Points:
 SKAdNetwork is Apple’s protocol for privacy-preserving mobile app attribution
 This only applies to iOS mobile app advertising
 Works similarly to Aggregated Event Measurement in that it restricts,
aggregates, and delays data
Homework:
 Get to know the basics about SKAdNetwork API
 Read connected documentation
 Upgrade to the latest Facebook SDK (if you have an iOS app that you
promote
Also Read:
 SKAdNetwork
 A checklist to prepare for iOS 14 changes for App Events
 Facebook SDK for iOS. App Events API and Mobile Measurement Partners
Updates for AppIe’s iOS 14 Requirements
 Facebook SDK for iOS
 Introducing Facebook Platform SDK Version 9.
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29 - Impact to Business Tools for Mobile App Advertising
Business tools related to advertising for iOS apps and ads will be significantly
impacted.
First, advertisers will be required to configure their conversion schema, similar to the
8-event app limit for web events (63 schema limit).
Due to the loss of granular data, Facebook also won’t be able to support breakdown
reporting (breaking down iOS app installs and events by age, gender, location, etc.)
or Lift Measurement.
Finally, Facebook will implement limitations on iOS app advertising that includes 1
ad account per app, 5 active campaigns per app, and 9 active ad sets per app with
the same optimization.
Key Points:
 Breakdown reporting and Lift Measurement will be unavailable for iOS app
advertising
 Facebook will enforce limits of 1 ad account, 5 active campaigns and 9 active
ad sets of the same optimization per iOS app
Homework:
 Evaluate your current usage of business tools and campaign structure related
to iOS app advertising
 Assess how these changes will impact you
Also Read:
 SKAdNetwork
 A checklist to prepare for OS 14 changes for App Events
 Facebook SDK for iOS. App Events API and Mobile Measurement Partners
Updates for AppIe’s iOS 14 Requirements
 Facebook SDK for iOS
 Introducing Facebook Platform SDK Version 9.0
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30 - Conversion Schema
31 - 63 Events vs. 8 Events
32 - Conversions API
There’s been a lot of talk about the negative impact of iOS 14 to Facebook ads and
how advertisers could somehow fill that hole. Often mentioned as the solution:
Conversions API.
What is Conversions API? According to Facebook:
“Conversions API is a Facebook Business Tool that lets you share key web and
offline events, or customer actions, directly from your server to Facebook’s.
Conversions API works with your Facebook pixel to help improve the performance
and measurement of your Facebook ad campaigns.”
That all sounds like Conversions API could be a good candidate as an iOS 14 BandAid. Unfortunately, that doesn’t appear to be the case. I sat in on a webinar recently
conducted by a member of Facebook’s Solutions Engineering Team, and he
addressed this specific question (which they seem to get a lot).
QUESTION: “Can Conversions API prevent some of the impact of iOS 14 data loss
when users opt-out through Apple’s ATT prompt?”
ANSWER: “So, the short answer is ‘No,’ it can’t. Much like data collected by the
pixel, data collected by Conversions API from 0S 14 users is governed by the same
Aggregated Event Measurement requirements. As a result, measurement, tracking,
and optimization of mobile web events under some circumstances will be
significantly impacted.”
The answer seemed to be well-prepared and the question felt hand-picked because
they get it frequently. So, while it could always be inaccurate, this is the closest
answer I’ve seen come from Facebook related to this question.
Of course, that doesn’t necessarily mean that you shouldn’t use Conversions API.
The irony is Conversions API did begin to emerge along the same time as the topic
of iOS 14 began to bubble last summer — and I even distinctly remember some of
the push from Facebook was related to iOS 14 at the time. But there was a lot
people didn’t know about iOS 14 at the time — and a lot that people still don’t know
now.
The bottom line on Conversions API is that it may not help solve any problems with
iOS 14. However, it’s still a good idea to begin experimenting with it. Because while it
may not replace the data lost via iOS 14, there is other pixel data loss that it
potentially could replace.
So, let’s wrap up what Conversions API is, and you can investigate further if you’d
like.
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Here’s another quote from Facebook that helps describe Conversions API in ways
that help explain that it’s a good complement to the pixel, but the “consent” applies to
both. (Emphasis is mine):
"The Facebook pixel continues to be an effective Business Tool in cases where your
customers have unblocked cookies on their web browsers, or if they use web
browsers that have not yet blocked cookies by default. Conversions API doesn’t use
cookies, so web browser settings don’t impact your ability to send data from
customers that have provided you with all necessary consents (if any). Used
together, the pixel and Conversions API will maximize the effectiveness of your
website customer data.”
One of the most useful applications I’ve seen for Conversions API is related to
memberships. It can hook into your system so that Facebook can be notified not only
that a purchase was made, but that a recurring payment or cancellation was made.
That can provide far greater insight into the value of a purchase than you can see
with the pixel alone.
You can set up your Conversions API within the Events Manager, either manually or
using a partner.
Key Points:
 Conversions API can help send additional first-party data in addition to the
pixel
 The rumor that the Conversions API can replace data lost due to iOS 14 optouts is not true
Homework:
 Read documentation to decide whether the Conversions API may be right for
you
 Check out the implementation flow within Events Manager under Settings or
Implementations
Also Read:
 About Conversions API
 Conversions API
 Using the API
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33 - Google and iOS 14
While Facebook seems to be at the center of iOS 14, it’s important to recognize that
this problem is not unique to Facebook. It extends and will continue to extend
beyond Facebook to other forms of advertising and marketing. That includes Google.
Google has said that they won’t use IDEAs for some of their first-party apps, which
means they won’t be required to display the ATT prompt. But that doesn’t mean
Google will escape unscathed.
Google warns that those who monetize their iOS apps with Google ads (similar to
Audience Network) should expect drops in revenue since users are expected to optout of tracking. These users will see “generic” (untargeted) and less effective ads as
a result.
Though it’s not clear whether, or to what extent, search advertising will be impacted.
But display certainly will be.
Key Points:
 Impact of iOS 14 extends to Google
 Display advertisers and those who monetize iOS apps with Google ads will be
impacted by “generic” and less effective ads
Homework:
 Read connected documentation
Also Read
 Google apps will stop using tracking ID that would require upcoming iOS 14
permission prompt
 Preparing our partners for AppIe’s iOS 14 policy updates
 iOS 14 Privacy Features and the Effect on Digital Advertising
 Google’s iOS 14 Update: What It Means for Mobile Marketers
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