With the release of iOS 14 in September 2020, Facebook made some significant changes to how advertisers can track and optimize ad performance. One of the most impactful changes was around conversion events – specifically, the number of conversion events advertisers can configure and optimize towards in Facebook Ads Manager.
Prior to iOS 14, Facebook allowed advertisers to configure up to 45 conversion events per ad account. This enabled granular tracking and optimization for different types of conversions like lead form submissions, purchases, content downloads, email signups and more.
However, with the iOS 14 updates, Facebook restricted advertisers to just 8 conversion events per ad account. This presented challenges for many performance marketers who relied on robust conversion tracking and optimization capabilities in Facebook.
So what’s behind this change, and what can advertisers do to make the most of the 8 conversion event limit in Facebook Ads Manager? Let’s take a closer look.
The Impact of iOS 14 on Facebook Advertising
The main driver behind Facebook’s conversion event limit is Apple’s AppTrackingTransparency framework introduced in iOS 14. This requires apps to get opt-in permission from users before tracking their activity across other apps and websites.
Since many Facebook advertisers rely on Facebook’s tracking pixels and SDKs to measure conversions on their websites or other apps, the AppTrackingTransparency requirements have significantly impacted attribution and optimization capabilities.
Specifically, there are two main challenges:
1. Limited data for algorithm optimization
Facebook’s ad delivery algorithms work best when they have robust conversion data to optimize towards. But with opt-in rates for tracking hovering around 33% on iOS 14 devices according to Facebook, the pool of users and conversion data available for Facebook’s algorithms is greatly reduced.
This makes it harder for Facebook’s algorithms to efficiently optimize ad delivery and targeting to drive results.
2. Reduced attribution capabilities
Without the ability to consistently track users across the web and apps via pixels and SDKs, Facebook can no longer provide definitive attribution on who converted after seeing or engaging with an ad.
So performance advertisers can no longer optimize ads to users who are more likely to convert based on their cross-site behaviors. This also impacts common optimization techniques like custom audiences from website visitors or engagement-based lookalike modeling.
To compensate for these tracking and attribution limitations, Facebook has restricted advertisers to just 8 conversion events for optimization. This allows them to consolidate conversion data into the most essential events for each business vertical and still leverage that data for optimization reasonably well.
The 8 Conversion Event Limit Explained
Here are some key details all advertisers should understand about the 8 conversion event limit in Facebook Ads Manager:
- You are allowed up to 8 conversion events per ad account
- These 8 events apply across all campaigns in the ad account
- Of the 8 events, only 3 can be “optimized for conversions” at the campaign level
- The other 5 events can only be “configured for insights”
The 3 optimized events will take priority for Facebook’s delivery algorithms. So advertisers should be strategic about which 3 conversion events they enable optimization for at the campaign level.
Meanwhile, the other 5 events set to “configured for insights” can still be tracked and analyzed. But Facebook’s algorithms won’t actively optimize delivery towards those events.
It’s also worth noting that Facebook provides aggregated conversion data for advertisers with Multiple Ad Accounts enabled. So at the aggregate level, you may have insights into more than 8 conversion events. However, optimization at the individual ad account level is still limited to 8 events.
How to Prioritize Conversion Events
Since most advertisers tracked way more than 8 conversion events prior to iOS 14, the reduced limit requires some strategic decision-making:
1. Consolidate similar events into one
If you were tracking multiple events around the same type of conversion, consolidate them. For example, you may have had separate events for trial signups, paid signups, enterprise signups etc. Try to group these together under one “signups” event.
2. Focus on macro conversions first
Prioritize the 1-2 most important macro conversions – for most businesses this is sales or high-intent lead submissions. Ensure Facebook’s algorithms can optimize ad delivery for your core revenue generation events.
3. Add supporting events to fill out remaining spots
With your essential goal conversions in place, consider adding 1-2 supporting events like email signups, content downloads, purchases in particular categories or product types, or lead submissions that indicate higher or lower value. This provides additional signals for optimization.
4. Leverage Multi-Event Optimization for detailed insights
While Facebook limits optimized conversion events at the campaign level to 3, you can still analyze performance for up to 6 conversion events using Multi-Event Optimization at the ad set level. So this is a good way to monitor how campaigns and creatives drive specific micro-conversions beyond your 3 optimized events.
5. Evaluate event performance regularly
Continuously evaluate the conversion events you have configured to confirm they are driving optimal results and providing actionable insights. Feel free to switch out underperforming events for new ones that may better inform optimization.
Additional Ways to Optimize Conversions
While the 8 conversion event limit is restrictive, advertisers can supplement Facebook’s algorithmic optimization with some additional techniques:
Advanced matching and lookalike audiences
Continue leveraging custom audiences like video viewers, site visitors, and high-value converters. Facebook can still generate match and lookalike audiences from these sources to help target likely converters.
Test multiple ad variations
Vary creative, copy, formats, placements and other elements across ad sets to determine what resonates best with your audiences. Facebook will shift budget to better-performing variants.
Analyze full-funnel performance
Look beyond your conversion events at metrics for awareness, consideration, and preference to understand how campaigns impact different stages in the funnel. Then optimize content and targeting accordingly.
Measure beyond the last click
Use multi-touch attribution to understand the influence of Facebook ads across the entire customer journey, not just the final conversion touchpoint. This highlights the true impact of Facebook campaigns.
Integrate with other analytics platforms
Bring in data from analytics, CDPs, CRMs and other sources to supplement Facebook conversion data. This provides a more holistic view of how Facebook drives business outcomes.
Optimizing Campaign Structure
In addition to selecting the right conversion events, advertisers should also optimize their campaign structure and reporting to work within the 8 event limit.
Organize campaigns for clarity
Structure campaigns based on conversion objectives and funnel stage. For example:
– TOFU Branding Campaigns
– MOFU Traffic Campaigns
– BOFU Conversion Campaigns
This allows you to align events and optimization techniques to campaign goals.
Consolidate overlapping campaigns
If you have multiple campaigns with similar audiences and goals, consolidate them into unified campaigns to avoid duplication.
Build campaigns for each main objective
Rather than one campaign with all objectives, build dedicated campaigns for each outcome you want to optimize like leads, purchases, registrations etc. This isolates the optimal events for each goal.
Analyze events at ad set level
While events can only be optimized at the campaign level, analyze performance by ad set and creative in your reports for deeper insights into what is and isn’t driving conversions.
Monitor unoptimized events
Pay attention to any “configured for insights” conversion events in your reports to understand if they should be switched into optimization.
Getting Started with Limited Conversion Events
Transitioning to fewer conversion events per ad account can be a challenge, but you can make this shift successfully:
1. Audit your existing event setup
Thoroughly review all the conversion events you currently track and why. Determine which are truly essential vs. just nice to have.
2. Define your primary goals
Decide on the 1-2 most important conversion events you want the campaigns focused on first and foremost.
3. Select supporting events
Round out your 8 events with supplemental conversions that still help inform optimization, even if they aren’t actively optimized.
4. Organize campaigns and apply events
Set up your campaign structure aligned to conversion goals, and configure the 8 optimized/insights events appropriately.
5. Monitor performance over time
Continuously analyze reporting and tweak events as needed to maximize the impact of your 8 conversion events per ad account.
Frequently Asked Questions
Here are some common questions around Facebook’s limited conversion events:
Can I have 8 events per campaign?
No, the 8 event limit is per ad account. Those 8 events encompass all campaigns in that ad account.
What about custom conversions?
Custom conversions also count towards your 8 event limit. So factor them in as you configure your events.
What happens if I exceed 8 events?
Once you pass 8 total events between configured events and enabled objectives, Facebook will prevent you from activating the campaigns until you remove some events.
How often can I change events?
You can edit the 8 conversion events at any time. However, changing optimized events too frequently can disrupt performance.
Can I pay to track more events?
No, all advertisers are currently restricted to 8 conversion events due to the iOS 14 privacy changes. Facebook has not provided an option to pay for more tracked events.
Do offline events count towards my limit?
No, events that are only tracked offline and don’t use Facebook pixel or SDK conversion tracking don’t count towards the 8 event limit.
Conclusion
While the 8 conversion event limit in Facebook Ads Manager poses challenges in the iOS 14 era, savvy advertisers can still optimize campaigns successfully. Carefully select the events that matter most, complement Facebook’s data with external analytics, test different targeting and creative approaches, and continuously review performance. With the right optimization framework, you can maximize the value of the 8 conversion events permitted for Facebook ads.