Facebook. Navigating Change and Improving Performance and Measurement

Monday, October 21

Facebook has recently announced that it’s under-reporting the results of its advertising business on Apple iOS devices by approximately 15%. According to Facebook marketers, the real conversions are higher than being stated in the reports.

This happens due to Apple’s privacy changes, connected with recent IOS updates announced in April this year. Now app developers and apps request users’ permission to track them. According to Bloomberg data, IOS users give permissions to track their behavior only 25% of the time. These changes have a negative impact on Facebook ads campaign tracking.

Source: Apple Inc.

The companies who run Facebook ad campaigns notice that the platform cannot showcase the general picture of the ad campaigns, and the data is inconsistent. Hence, it is almost impossible to track their efficiency and measure their success. Since more people opt-out of tracking, Facebook loses the ability to show a business’s products to potential customers. Now it is much harder to “re-target” users with ads that show them products they have looked at online but didn’t buy.

Actions to do right now

Facebook assures the advertisers that the company is doing its best to adapt to Apple’s data policy changes and minimize the risks for businesses.

Here are a few things that Facebook recommends doing to make the most out of the ad campaigns:

  • Wait for a minimum of 72 hours before evaluating the performance of ad campaigns. This will help to get the most accurate picture.
  • Analyze reporting at the campaign level, not creative.
  • Set up the Conversions API app to optimize ad campaigns, measure campaign success more accurately, and low the cost per action.
  • Use the Aggregated Event Measurement tool to choose the web events that are most aligned with your core business outcomes.
  • Follow learning phase best practices to help the delivery system learn the best way to show your ads.
  • Consider all measurement solutions available to you, on Facebook and off.
  • Test new creatives and strategies to reach the best results.

Now the Facebook team is working on developing technologies that would let it deliver personalized ads based on targeting data stored on the user’s device. Facebook is focused on improving conversion modeling, tracking web conversions, and fixing all the bugs. The Facebook spokesman said that the company is working hard to implement most of the improvements before the holiday shopping season.

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