After the implementation of Apple’s new privacy updates, Facebook continues to learn how to manage its impact on ad targeting. Apple’s IDFA on its iOS 14.5 prompted apps and advertisers to ask the user’s permission for data tracking. Unfortunately, most Apple users opted out of such services due to this App Tracking Transparency (ATT). Today, Facebook updates its website conversion campaign.
The first update now allows advertisers to make changes on a focused event by pausing ads manually restarting them. The 72-hour reset period has no longer been effective since 16 June 2021.
The second update expands the use of conversion modeling. Effective 30 June 2021, conversion modeling will not only be available on the 1-day click attribution window. It also now applies to the 7-day click attribution setting. This can help advertisers account for the data they have lost due to ATT.
The third update provides advertisers with a more flexible website conversion campaign among Android users. Since 16 June 2021, Facebook now allows event options in the campaign set-up for Android users.
Facebook updates its website conversion campaign as of 05 July 2021.
Implications for Marketers:
The updates on Facebook’s website conversion campaign reduces the mismatch between advertisers’ reporting tools, and Facebook reports. Due to the ATT, data tracking becomes very limited resulting in ad performance gaps. The 3 updates can have a big impact on marketers looking to maximize their ad spend. The expansion and flexibility of Facebook’s website conversion campaign can provide more insights among Android users. This is to replace data loss from iOS users.