Meta AEM and web-to-app: the eight-event web list is gone; app-destination limits remain

A game web shop that still plans Meta measurement around “eight events per domain” is using a retired web configuration. The current Aggregated Event Measurement help article states that advertisers no longer need to prioritise eight conversion events per domain for website conversion optimisation, and that the Aggregated Event Measurement tab in Events Manager has been removed because web events no longer need that configuration.

Announcement and enforcement dates for that removal are not dated on the page body retrieved on 19 September 2026. Treat the help article as the current configuration description, not as a dated migration calendar.

What still applies when the destination is an app

The same article still scopes Aggregated Event Measurement for campaigns whose destination is a mobile app. It lists availability for sales campaigns (catalogue on or off), lead campaigns and engagement campaigns. It states that the method is not supported for custom event optimisation.

For iOS 14+ campaigns that use Aggregated Event Measurement as the campaign attribution method, the page documents 1-day click and 7-day click reporting when the campaign uses app event optimisation or value optimisation. Events sent through the Conversions API “may also be processed in accordance with limits set by Aggregated Event Measurement.”

That is a reporting and eligibility constraint, not a statement that a web-shop purchase and an App Store purchase are the same event.

Who should act

Measurement and media owners of a hybrid IAP / web-shop game should:

1. Confirm whether Events Manager still shows an AEM configuration tab (the help page says it has been removed for web).
2. List which campaign destinations are app versus website, and which optimisation event is a standard event versus a custom event.
3. Keep web-shop and store IAP in separate columns until a documented join exists.
4. Re-read the live help article before a new iOS campaign: click windows and eligible campaign types can change without a dated changelog.

This record does not inspect a studio’s Events Manager, MMP toggle, or SKAN overlap.

Inspect the evidence

Download the applicability record.

Background: Web-shop attribution without breaking the MMP. Archive context only.

Research checked 19 September 2026. Local draft; human editorial review pending.