This will make it harder for advertisers to successfully run their campaigns on Facebook’s ad platform and, more importantly, make it much harder to track results.
What it means
The impact of this change is significant, and Facebook is already planning widespread changes to conversion tracking to address it. You can read more about these changes here, but here’s a summary of the main changes.
Event Management
Aggregate Event Measurement
There aren’t many details, but Facebook will be introducing aggregate event measurement, which basically means it will use a modeling process to try to measure campaign results and specific database by industry performance.
Event Limits
You will be limited to using 8 conversion service or mot reminders events per domain. Starting in early 2021, advertisers will need to select which of their events to prioritize and report on.
Value Optimization
If you’re a large-scale advertiser using cn numbers Value Optimization, there have been several changes to how it appears in the Facebook Ads dashboard. Value sets will count toward the 8 events you can track for your domain.