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Facebook Pixel / Conversion API
Apple’s new introduction of PCM (Private Click Measurement) for web attribution
PCM = No measurement for App-to-Web Conversions or cross-domain
AEM = This will restrict, aggregate and delay your ad campaign data
Facebooks new protocol to work with PCM will "result in the loss of customization and granularity we’ve all been accustomed to"
As Facebook rushes to patch all the flows that will break their processes from the iOS14 update
Data use limits will force a cap on the number of events per domain (8 events)
3 Day waiting period on new OR changed prioritized events
The importance of 8 event prioritization point
Events attribution limits effects on measurement, optimization and targeting
How Apple’s ATT Works In Relation To Facebook Ads
No change to data use.
Limited data use. Aggregated Event Measurement will restrict, aggregate and delay events attribution.
❗️To account for less data, Facebook will make significant changes to web advertising flows.
❗️This will broadly impact tools across Facebooks ad systems.
Moving forward, this is how Apple and Facebook will process data from ads.
Will Limit Transmission of User Data While Still Supporting Critical Advertiser Use Case
Campaigns optimizing for more than 8 events will be automatically paused.
This means that brands with multiple domains operating out of the same ad account (like multi-national brands) will have their campaigns paused.
❗️Facebook DOES NOT have a solution for this. This will cause a lot of problems.
It’s EXTREMELY IMPORTANT that you verify your main URL associated with your website. This will be the URL that you prioritize your main 8 events from to optimize conversions for.
It’s EXTREMELY IMPORTANT that you verify your main URL associated with your website. This will be the URL that you prioritize your main 8 events from to optimize conversions for.
Brands will need to prioritize their 8 events per URL. Below is an example 👇 for eCommerce brands that have an emphasis on Purchase Conversions.
Optional Event 1
Pageview
Add To Cart
Add Of Payment Info
Optional Event 2
View Content
Initiate Checkout
Purchase
Optional Event 1
Optional Event 2
Pageview
View Content
Add To Cart
Initiate Checkout
Add Of Payment Info
Purchase
This is how Facebook AEM appears in Events Manager on the tab to the right of Pixel Data.
When a user opt’s out of ATT, Facebook will only attribute event data to your 1 highest prioritized event (most likely a Purchase) only if the Purchase occurred after an ad click.
So if they View Content, Add to Cart, Initiate Checkout, Add Payment Info but DO NOT Purchase; you won’t receive any of those valuable data points from iOS devices.
Advertisers need to IMMEDIATELY go into Events Manager > Aggregated Events Measurement and select their top 8 conversion events in order of highest priority.
Apple hasn’t announced their enforcement date yet, but it will be any day now! Do it now to avoid disruption to your campaigns
Expect drastic changes in your targeting and how Facebook’s algorithms optimize your campaigns! Remember, Facebook’s magic rests within how many data points it can optimize from.
Expect performance declines in your Prospecting & Retargeting efforts.
28 Day Click or 1 Day View.
7 Day click or 1 Day View.
Reduction in conversions attributed. Conversions attributed won't have demographic breakdowns.
Expect Efficacy Reduction
Lets be honest here. Less data will mean worse optimizations.
We know this is a very fluid situation. Facebook is actively working to create predictive data modeling based off of the gaps in data. Brands should expect to see performance drops, but if you’re actively following best-practices and educating yourself on the newest changes, you will be okay. It’s just more of a reversion to top of funnel optimizations based on CPC’s, CTR’s and CPM’s.
If you have any additional questions or insights, give us a shout at: hi@monsteragency.com
😀 We’ll get through this & become stronger together!
"More importantly, they create results! I know results vary, but most of our campaigns have averaged 4-5x return on ad-spend (RoAS)!! The others are tweaked or dumped if they don't hit as hard as they should."
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