Aggregated event measurement
Meta’s limit of eight prioritised conversion events per verified domain.
Introduced when Apple restricted app tracking. You verify a domain, choose up to eight events, and rank them. When someone does several, only the highest-ranked one is reported.
Why it matters for HVAC
The ranking is a decision most contractors have never been shown, and it is usually made by default. If a page view sits above a booked appointment, every visitor who books is reported as a page view, and the optimisation signal is the weakest event in the chain rather than the strongest.
For a service business the order should run from the bottom of the funnel up: booked job first, qualified lead next, form submission after that, page view last if it appears at all.
How it is measured
Events Manager shows the configured events and their order per verified domain. Changing the ranking has a short settling period, so it is worth getting right rather than adjusting often.
A worked example
A contractor has eight events configured with "ViewContent" ranked first, inherited from a website build. Every booking is being reported as a content view. Reordering so the booking confirmation ranks first changes nothing about the campaigns and changes everything about what Meta is optimising toward.
These figures are invented to show the arithmetic. They describe no real business.
Where this is demonstrated
The Tracking and the Conversions API pillar scores every listed agency on what they document here, and gives you the questions that tell you which one you are being sold.