In case you haven’t heard, Apple has made some big changes in iOs 14 with user data and tracking. While these changes are making waves for app developers, and some ad platforms, the biggest impact is on Facebook ads.
With more than 3 million businesses advertising on Facebook’s self-service ad platform, paid ads have become a commodity. Unlike many other platforms, Facebook has low entry barriers, since it is both inexpensive and fairly easy to use. Anyone with a Facebook account has the ability to become an advertiser.
While Facebook ads has made advertising more accessible for small businesses, it has also caused an increase in low-quality ads and many businesses being ripped off by false promises. Now, thanks to Apple’s push to protect their user’s data, Facebook has had to make some big changes to their platform, which will make it more difficult to reach your target audience and will also reduce the level of tracking and reporting on your campaigns.
Some of the biggest challenges of these changes include:
- Shortened attribution window (from 28 days to 7 days).
- Attribution Reporting will be delayed by up to 3 days. There is no longer real-time attribution.
- Less data and reporting within Facebook ad manager (no more estimated reports, no breakdown of platforms).
- Limited targeting capabilities for custom, dynamic, and look-a-like audiences.
- Reduced conversion events (only 8 events per domain).
While you may be thinking that your campaigns will be doomed, there are ways to ensure you can still reach your target market and track your ROI.
What can Facebook advertisers do to minimize negative effects?
Follow these 6 steps to reduce the impact of the new changes in the Facebook ads platform:
1. Plan and optimize your conversion events
Facebook will be restricting advertisers to only 8 unique conversion events per domain. They will initially configure the conversion events they believe are the most relevant based on your business and activity. Because of this limitation, you will want to review your reporting, attribution windows and conversion events.
2. Verify your domains
Verifying your domains helps to build trust with your audience and prevents misuse of your domain. To verify your domain(s), go into Business Manager or Events Manager. You will also need to update your TXT records or upload an HTML file to your website.
3. Auto Advanced Matching
You can do this in 6 easy steps:
1. Go to Events Manager
2. Select your pixel
3. Select the settings tab
4. Below the automatic advanced matching section, select ON
5. Select show options
6.Toggle ON and select all parameters
4. Conversion API (CAPI)
This is especially important for eCommerce stores. The Conversions API allows advertisers to send web events from their servers directly to Facebook. Server events are linked to a pixel and are processed like browser pixel events. This means that server events are used in measurement, reporting, and optimization in the same way as browser pixel events. For detailed instructions, refer to Facebook Developer's page.
5. Own your data assets
Now is the time to start building your own database (if you have not started already). Collect your prospects and customer’s phone numbers and emails. Add content strategies combined with tools like HubSpot to create user-friendly inbound experiences will make it easier to collect more first-party data. This way you can reach prospects on more channels.
6. Don’t be afraid to try new digital advertising channels
Because of the low costs, and simple platform, Facebook ads has a reputation of being the best, or only way to reach your audience. Unfortunately, this has led to many businesses wasting on spend without effectively reaching their target audience. But the good news is, there is an entire world outside of social media where you can reach your target audience. With strategies including programmatic, geofencing, and ppc, you can target your audience where they are online, rather than where you think they are spending their time.
If you need help setting up your digital campaigns, we’re here to help. We can build an omni-channel approach that gives you the biggest bang for your buck and minimize any impacts from iOs 14. Contact us today.
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