What happens if I don’t set up AEM?

Your ads may deliver, but conversions from opted-out iOS users will be missing or underreported. Campaign optimization will also suffer.

Can I track more than 8 events per domain?

No. AEM supports only 8 prioritized events per verified domain. You can change or reorder them, but only 8 are active.

Is AEM required if I use Conversions API?

Yes. AEM and Conversions API serve different purposes. AEM handles event prioritization, while CAPI delivers data more reliably.

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Understanding Meta Aggregated Event Measurement (AEM) in 2025

After Apple’s iOS 14 update, advertisers began facing new restrictions around data collection, especially from users who declined tracking permissions. In response, Meta introduced Aggregated Event Measurement (AEM). This protocol allows advertisers to continue measuring conversions while respecting user privacy settings. If you’re running ads on Facebook or Instagram, AEM […]

May 28, 2025 4 minutes of reading