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How Apple's iOS 14 Update Affects Facebook Attribution & Tracking

Published on: November 17 2023 by Common Thread Collective

How Apple's iOS 14 Update Affects Facebook Attribution & Tracking

Table of Contents:

  1. Introduction
  2. Background on Facebook Performance Measurement
  3. Attribution Changes on Facebook
  4. Impact of Attribution Changes on Reporting Chaos
  5. Understanding the Transition to 7 Day Click Attribution
  6. The Shift in Facebook Attribution for Purchases
  7. The End of Delayed Attribution on Facebook
  8. Challenges in Data Integrity Amidst the Attribution Changes
  9. Making Informed Decisions in the Midst of Chaos
  10. Leveraging Last Click Google Analytics Data
  11. Comparing Last Click Metrics with Facebook Attribution
  12. The Role of Historical Ratios in Decision Making
  13. Automating the Decision-Making Process with Growth Data
  14. Staying Informed and Making the Best Decisions

Introduction

In the ever-evolving world of e-commerce, Facebook's recent updates and the transition to iOS 14 have caused a lot of chaos and confusion for advertisers. This article aims to provide a comprehensive guide on Facebook performance measurement amidst these changes, helping businesses navigate through the reporting chaos. We will explore the attribution changes made by Facebook and their impact on reporting, as well as discuss strategies and tools to make informed decisions in this uncertain landscape.

Background on Facebook Performance Measurement

Before diving into the chaos caused by the attribution changes, let's first understand the importance of Facebook performance measurement. As advertisers, our primary goal is to drive sales and revenue for our businesses. To determine the effectiveness of our Facebook advertising campaigns, we rely on key metrics like return on ad spend (ROAS) to measure the revenue generated relative to the ad spend. This metric serves as our guiding light, helping us gauge the success of our campaigns and make data-driven decisions.

Attribution Changes on Facebook

Facebook's recent attribution changes have caused significant disruption in the world of advertising. The two primary changes involve shifting the default attribution window and altering the way Facebook attributes purchases. Previously, the default attribution window was set at 28-day click and 1-day view. However, Facebook has now transitioned to a 7-day click and 1-day view attribution window. While this change may not seem significant on the surface, it has far-reaching implications for advertisers.

Impact of Attribution Changes on Reporting Chaos

The attribution changes implemented by Facebook have resulted in a state of reporting chaos for advertisers. With the shift to a 7-day click attribution window, historical metrics based on 28-day click, 7-day click, and 1-day click attributions have become obsolete. Advertisers can no longer rely on these metrics to make informed decisions and gauge the performance of their campaigns accurately. The transition to the new attribution model has also led to visibility chaos within ad accounts, with data integrity becoming a significant concern.

Understanding the Transition to 7 Day Click Attribution

While the attribution changes may initially seem overwhelming, it is crucial to understand the transition to the 7-day click attribution window. This shift aligns with industry norms and is based on the understanding that most conversions occur within a shorter time frame. By focusing on a shorter attribution window, advertisers can gain a more accurate understanding of how their ads contribute to conversions and optimize their campaigns accordingly.

The Shift in Facebook Attribution for Purchases

One of the most significant changes in Facebook's attribution strategy is how they attribute purchases. Traditionally, Facebook attributed purchases to the date of the last ad interaction. However, with the recent updates, Facebook now attributes purchases to the date of purchase itself, eliminating the concept of delayed attribution. This change has far-reaching implications for advertisers, as they can no longer rely on delayed attribution to understand the impact of their ads on consumer behavior.

The End of Delayed Attribution on Facebook

The end of delayed attribution on Facebook marks a significant shift in the way advertisers interpret their ad performance data. Previously, delayed attribution allowed advertisers to track conversions that occurred after the initial ad interaction. However, with the attribution changes, delayed attribution becomes obsolete, and advertisers must adapt to this new reality. This shift emphasizes the need for accurate and timely measurement of campaign performance.

Challenges in Data Integrity Amidst the Attribution Changes

As Facebook rolls out these attribution changes, advertisers are faced with numerous challenges in maintaining data integrity within their ad accounts. The data provided by Facebook Ads Manager may become increasingly unreliable, with visibility and reporting issues causing further confusion. Advertisers must remain vigilant and implement strategies to ensure data accuracy and integrity when making crucial decisions in their ad accounts.

Making Informed Decisions in the Midst of Chaos

Despite the chaos caused by the attribution changes, advertisers must continue making informed decisions to drive their desired outcomes. The guiding light for decision-making remains the mer ratio, which calculates the total sales divided by total ad spend. Advertisers should regularly check this metric to assess the profitability of their campaigns and ensure they are achieving their desired goals.

Leveraging Last Click Google Analytics Data

To supplement Facebook's attribution changes and gain a better understanding of campaign performance, advertisers can leverage last click data from Google Analytics. Unlike Facebook's attribution model, the data from Google Analytics remains unaffected by the iOS updates. This provides advertisers with a consistent and reliable source of truth for analyzing their campaigns.

Comparing Last Click Metrics with Facebook Attribution

While last click data from Google Analytics serves as a reliable source of truth, it may not provide a complete picture of the impact of ads on consumer behavior. Last click attribution tends to overassign attribution to search channels, primarily benefiting platforms like Google. To understand the relationship between last click metrics and Facebook attribution, advertisers should compare the two numbers and analyze the ratio between them.

The Role of Historical Ratios in Decision Making

Historical ratios play a crucial role in decision making during these turbulent times. Advertisers can analyze the historical relationship between last click metrics and Facebook attribution to establish consistent ratios. These ratios act as benchmarks for evaluating campaign performance, allowing advertisers to make informed decisions based on historical trends.

Automating the Decision-Making Process with Growth Data

To streamline the decision-making process and reduce reliance on manual analysis, advertisers can leverage growth data tools to automate the comparison of metrics and ratios. These tools extract data from both Facebook Ads Manager and Google Analytics, allowing advertisers to make quick and data-driven decisions directly from the platform. Automation not only saves time but also ensures accuracy in decision making.

Staying Informed and Making the Best Decisions

As the chaos continues and the attribution changes normalize, it is essential for advertisers to stay informed and adapt their strategies accordingly. Advertisers should rely on trusted sources, stay active in relevant communities, and continue discussing and sharing information with their teams and peers. By remaining vigilant and making data-backed decisions, advertisers can navigate the ever-changing landscape of Facebook performance measurement.

Highlights:

  • Facebook's attribution changes have caused chaos and confusion in the advertising landscape.
  • Implementing a 7-day click attribution window and changing the attribution model for purchases are key factors contributing to this chaos.
  • Advertisers must adapt their strategies and make informed decisions amidst the reporting chaos.
  • Leveraging last click data from Google Analytics can provide a consistent source of truth amidst the Facebook attribution changes.
  • Historical ratios and growth data tools can aid in making data-driven decisions and automating the decision-making process.
  • Staying informed, discussing within communities, and relying on trusted sources are crucial for navigating the ever-changing landscape of Facebook performance measurement.

FAQ:

Q: How do the attribution changes on Facebook impact my ad performance metrics? A: The attribution changes on Facebook render historical metrics like 28-day click, 7-day click, and 1-day click obsolete. Advertisers can no longer rely on these metrics to gauge ad performance accurately. It is crucial to adapt to the new attribution model and focus on alternative metrics like last click and models based on historical ratios.

Q: How can I ensure data integrity amidst the attribution changes on Facebook? A: Maintaining data integrity requires vigilance and implementing strategies to overcome visibility and reporting issues. Advertisers can leverage growth data tools to automate the analysis of metrics and ratios, ensuring accuracy in decision making. Regular communication with Facebook representatives and staying updated with the latest information are also essential in maintaining data integrity.

Q: How can I make informed decisions amidst the chaos caused by the attribution changes on Facebook? A: Advertisers should focus on the mer ratio, which calculates total sales divided by total ad spend. This metric serves as a guiding light in decision making. By leveraging last click data from Google Analytics and comparing it with Facebook attribution, advertisers can gain a better understanding of campaign performance. Historical ratios act as benchmarks for decision making, and growth data tools can automate the analysis process.

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