Configure preferred web conversion event

Apple has announced changes with iOS 14 that impact how Facebook receives and processes conversion events from tools like the Facebook pixel. Businesses that optimize, target, and report on web conversion events will be affected.

Before you begin

If you don’t have a Business Manager account: Create a Business Manager account. You must have a Business Manager to verify your domain. Read on How to create Facebook Business Manager Account
If you do have a Business Manager account: Make sure you have admin access to the Business Manager account. If you don’t, reach out to a current Business Manager admin to give you admin access.
Make sure you have at least one ad account in your Business Manager account: Facebook Pixel is usually linked with your ad account, therefore you will need an ad account from your Business Manager account in order to proceed. Read on How to add personal Facebook Ad Account to your Facebook Business Manager
You will need to have a verified domain beforehand: If you did not verify your domain yet, read on How to verify domain in Facebook Business Manager (using DNS verification)

According to Facebook, events are initially pre-assigned by them with the events that they believe matter most to your business based on recent campaign spend from all of the ad accounts advertising to that domain. You can change pixels, events, and priorities on your domains using the steps below. Bear in mind that modification to events will automatically pause ad sets that are impacted by the event change for 72 hours.

Configure web conversion event

Go to Events Manager.
Click the pixel you want to use.
Under Aggregated event measurement, click on Configure Web Events.

Events Manager Aggregated Event Measurement

Look for the domain you want to configure on, then click on Manage Events. If you are unable to manage events, chances are you did not verify your domain yet.

Events Manager Manage Events

Click on Add Event
Select your pixel or custom conversion under Pixel/Custom conversion.
Choose the event that you want to configure under Event name.

Events Manager Configure Events

Repeat steps 5-7 for all the events you want to configure. (Do note that you can configure a maximum of eight conversion events.)
You may drag and drop your events from highest priority at the top, to lowest priority at the bottom.
After done configuring the events, click on the Submit button.
Review your event configurations and any effects on your ads and ad sets. If your changes are correct, click to tick the box next to Yes, I confirm these changes. Then, click on Apply.

Events Manager Review Events

Bear in mind it may take 72 hours for your ads and ad sets to be published after certain configuration updates, and ads and ad sets will stop running if you remove events that are being used for optimization. So, you would need to confirm these changes properly.

Updated on: 25/08/2021

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