Definition
The canonical answer.
Aggregated Event Measurement (AEM) is Meta’s protocol for measuring web and app events from iOS users under Apple’s privacy rules: a limited, prioritized set of conversion events reported in aggregate. Configuring the event priority correctly decides which conversions survive into optimization when a user’s data is restricted.
Worked example
In practice.
An app prioritizes purchase above registration in AEM. When restricted users convert twice, the purchase is the event that reports, so bidding keeps optimizing to revenue. Teams that never set priorities let the platform decide which event survives, and it is rarely the one the business cares about.
Where this work happens: Meta Ads
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