Meta’s removal of Aggregated Event Measurement (AEM) and its implications for advertisers
On May 15th, Meta (the parent company of Facebook and Instagram) made an announcement stating their decision to remove Aggregated Event Measurement (AEM). AEM was initially introduced in 2021 as a solution to navigate the restrictions imposed by Apple, but it led to a significant decrease in the number of events being tracked on the Meta platforms, particularly in regions like the Nordics where iOS usage is high.
Why is this important?
The importance of this update lies in the potential benefits it brings to advertisers. With more events being tracked, such as sales, conversions, and other micro conversions, advertisers can expect to gain more accurate conversion data. This enhanced data enables advertisers to make more informed decisions, improve their return on ad spend (ROAS), and optimise campaigns effectively. Moreover, the increased volume of conversion data can significantly improve the performance of algorithms, enabling better audience targeting and campaign optimisation.
If you have any questions regarding how these changes may affect your advertising efforts, feel free to reach out to us. The DEPT® Paid Social team is readily available to answer all your questions and provide guidance in navigating these updates to ensure your advertising success.
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