“Apple’s advertising business more than tripled its market share in six months after it introduced privacy changes to the iPhone to thwart competitors, including Facebook and Google, from targeting advertising to consumers,” tweeted Patrick McGee , a reporter for the Financial Times. This change affects not only Facebook, but also advertisers promoting their products and services there.
Facebook today announced new products and features to help combat this data shortage for advertisers, including an easier way to connect with a simple conversion API and new features. give Measure aggregate events.
Aggregate Event Measurement for iOS 14 Users . “We’re improving campaign reporting for iOS 14+ users through Aggregated Event Measurement (AEM), which makes it clearer which ads are responsible for conversions, like purchases or installs. apps, while continuing to respect the privacy and tracking preferences that people make on Facebook,” Graham Mudd Vice President of Product Marketing at Facebook said in the announcement.
The view-through property is by default. The first update is to enable view-through attribution by default for any new web campaigns with web events. “This will provide insights into what types of users might see ads on Facebook and then make a conversion without clicking on the ad,” says Mudd. If this default doesn’t work for your business type, you’ll be able to choose another option before starting your campaign.
Review all the associated URLs for a business. Facebook will also update the AEM to consider all URLs associated with advertisers to automatically redirect. Situations where this can be useful include “when a user clicks on an ad and goes to jasper.com, but then makes a purchase through jasper.com.uk. Also, for businesses that don’t own the top-level websites their ads are aimed at. ”
Aggregated App Event Measurement (App AEM). Finally, Facebook is rolling out AEM to the app. “This will help you enhance your ability to measure the actions people take while using your app, such as making a purchase or reaching a new level in the game,” added Mudd. This new addition can help with re-engagement campaigns with destinations within the app. “The AEM App Will Let You Use Campaign Optimization like Conversions or Value Optimization to redirect users within the app and drive business results.”
What is AEM? “Facebook Aggregated Event Measurement is a protocol that enables the measurement of web events from iOS 14 users. Aggregate event measurement limits the domain to 8 potentially prioritized conversion events for conversion optimization,” according to Facebook help document . AEM helps advertisers identify and measure the conversion actions they deem most important. Here’s the example Facebook provides:
If a business called Feroldi’s has 3 pixels, say Pixel A, Pixel B, and Pixel C, Feroldi’s will need to select the 8 events they want to include in the 3-pixel event configuration. If they select the Pixel A purchase event, Pixel B purchase event, and Pixel C purchase event, that would count as 3 out of 8 events. After they choose their events, they’ll need to prioritize them.
More updates on Facebook ads. Along with the major changes to Aggregate Event Measurement, Facebook has added two more advertiser updates to their announcements:
- New SKAdNetwork campaign capabilities : “We will enable view-through conversion attribution for iOS 14 + Mobile App Install campaigns based on data received from Apple’s SKAdNetwork (SKAN) API to measure conversion events. in our reporting surfaces. This update means advertisers can have a more complete view of full conversion paths.
- Simplified conversion API setup: “The conversion API creates a simple and reliable connection between your marketing data and the Facebook system, helping businesses optimize ad targeting, reduce cost per action, and measure result. The new API makes setup even easier so more advertisers can take advantage of the holistic view of data.
Why do we care. Many advertisers are feeling the pinch after Apple’s app tracking privacy initiative started earlier this year. Missing data means campaigns aren’t as well optimized as they used to be, and many advertisers are losing conversions. These new enhancements on the Facebook Ad side are an attempt to fill that measurement and reporting gap while preserving user privacy.