Imagine waking up one day to find all your Facebook ad campaigns paused, your data streams disrupted, and your marketing efforts in shambles. Sounds like a nightmare, right? Well, buckle up, because Apple’s iOS 14 update is about to shake the digital advertising world to its core.

But fear not, intrepid marketer! We’re here to guide you through this treacherous landscape and ensure your Facebook ads emerge unscathed. Let’s dive into the heart of the matter: event prioritization.

 

The Great Event Ranking Challenge

Apple’s privacy changes have forced Facebook to limit the number of events we can track. It’s like being told you can only have eight items in your wardrobe – you better choose wisely! This is where event prioritization comes in, and it’s crucial for your campaigns’ survival.

Here’s the kicker: we can’t set these events for you. It’s like teaching someone to ride a bike over the phone – possible, but not ideal. So, we’re arming you with the knowledge to tackle this beast yourself.

 

Your Step-by-Step Survival Guide

Follow these steps carefully, and you’ll be navigating the iOS 14 changes like a pro.

1. Access Facebook Ads Manager
   1. Open your web browser and go to business.facebook.com
   2. Log in with your Facebook credentials if you haven’t already
2. Navigate to Events Manager
   1. Look for the menu icon (it looks like a 3×3 grid of dots) in the top-left corner
   2. Click on it to open the menu
   3. Scroll down and click on “Events Manager”
3. Find Aggregated Event Measurement
   1. In the Events Manager, scroll down the page
   2. Look for “Aggregated Event Measurement” and click on it
4. Configure Your Events
   1. Click the blue “Configure Web Events” button
   2. If you have multiple domains, select the one you want to configure
5. Verify Your Domain (if necessary)
   1. If your domain isn’t verified, you’ll see a “Verify Domain” button
   2. Click it and follow the provided instructions (this usually involves adding a piece of code to your website)
   3. Once verified, return to the Aggregated Event Measurement page
6. Set Up Your Event Configuration
   1. You’ll see a screen with “Web event configuration” at the top
   2. Click “Add Event” to start building your hierarchy
   3. In the dropdown, select your pixel or custom conversion
   4. Choose the event name (e.g., Purchase, Add To Cart)
   5. Repeat this process for each event, up to a maximum of 8
7. Prioritize Your Events
   1. Once you’ve added all your events, you can drag and drop them to change their priority
   2. Remember, #1 is the highest priority, #8 is the lowest
   3. Use our recommended hierarchy for eCommerce:
      1. Purchase
      2. Add To Cart
      3. View Content
      4. Page View
8. Save Your Configuration
   1. After you’ve added and prioritized your events, click the “Apply” button
   2. Review your changes carefully before confirming
9. Verify and Test
   1. Once saved, give Facebook a few minutes to process your changes
   2. Use Facebook’s Event Testing Tool to ensure your events are firing correctly
   3. To access this, go back to Events Manager, click on your pixel, then find “Test Events” in the left-hand menu

Remember, you can always come back and adjust your event configuration if needed. The key is to have something in place before the iOS 14 update rolls out.

Pro Tip: If you’re managing multiple domains or have a complex setup, consider creating a spreadsheet to plan out your event configurations before implementing them in Facebook. This can save you time and reduce errors in the long run.

 

The Ecommerce Event Hierarchy: A Recipe for Success

For our eCommerce warriors, here’s our suggested event hierarchy:

1. Purchase (the holy grail of conversions)
2. Add To Cart (the journey of a thousand sales begins with a single click)
3. View Content (window shopping in the digital age)
4. Page View (they came, they saw, but did they conquer?)

Remember, this isn’t just a suggestion – it’s a battle plan for the coming storm.

 

The Clock is Ticking…

Apple’s iOS 14 update is lurking just around the corner, ready to pounce in “early Spring.” Don’t let it catch you unprepared! We strongly advise setting this up before March ends. It’s like preparing for a digital zombie apocalypse – the sooner, the better.

If you’re not ready when iOS 14 drops, Facebook will mercilessly pause all your campaigns until you define your events. Yes, it’s that serious. It’s not the end of the world, but it might feel like it for your marketing efforts.

The iOS 14 update is a seismic shift in the digital advertising landscape. But with great change comes great opportunity. By prioritizing your events and staying ahead of the curve, you’re not just surviving – you’re setting yourself up to thrive in this brave new world.

Don’t let Apple’s update catch you off guard. Take control of your Facebook advertising destiny today. Your future marketing self will thank you.