Facebook Updates Steps to Continue Adapting to Apple iOS 14.5+

Facebook detailed steps it is taking to improve the accuracy of its iOS 14.5+ campaign reporting following last month’s estimate that, in aggregate, it had been underreporting iOS web conversions by approximately 15%. The social network updated its aggregated event measurement by enabling view-through attribution by default for newly created campaigns using web events. Vice president of product marketing, ads Graham Mudd said in a blog post Wednesday that this change will likely prove beneficial for industries such as ecommerce and retail, as it provides an understanding of the types of users who may see an ad on Facebook and complete a conversion at a later time without actually clicking on the ad. Mudd said this change enables Facebook to continue to honor the privacy and tracking preferences its users select, adding that advertisers that feel that this change does not apply to their business can choose a different option before starting their campaign in Ads Manager. Facebook will also extend aggregated event measurement to consider conversions from all web pages associated with advertisers in auto-redirect scenarios, and it will bring advertiser-level reporting to businesses that do not own the top-level websites their ads are directing traffic to. Mudd explained, “For example, Jasper's Market runs ads that direct users to a partner platform called marketplace.com. Jasper's Market was previously unable to get reporting, as it did not own marketplace.com. However, with this update, Jasper will be able to get reporting on its own campaigns, which were previously only available to marketplace.com.” The social network has begun a gradual global rollout of aggregated event measurement for applications (app AEM), giving advertisers more ability to measure actions people take while using their apps, such as making a purchase or reaching a new level in a game. Mudd said this update will help with re-engagement campaigns that have in-app destinations for all iOS users (including iOS 14.5+ users), and it will initially be available to advertisers running catalog sales app event campaigns. App AEM will enable advertisers to use campaign optimizations including conversion or value optimization in order to redirect users in-app and drive the desired results. Facebook will also enable view-through conversion attribution for iOS 14+ mobile app install campaigns that rely on data received from Apple's SKAdNetwork application-programming interface for measurement of conversion events in its reporting surfaces, giving advertisers a clearer picture of the path to conversion. And apps will be able to run nine SKAN campaigns across up to nine ad accounts per app ID, rather than being limited to one ad account. The recently introduced conversions APi gateway simplified the setup process for Facebook’s conversions API, which creates a connection between advertisers’ marketing data and the Facebook systems that help optimize ad targeting, decrease cost per action and measure results. Finally, Mudd detailed the three priorities that will drive Facebook’s approach to building ad measurement solutions going forward: Measuring total value: Our tools will provide you with a clear understanding of the value of all Facebook marketing—whether ads or other experiences like organic posts or Shops—and use these insights to make smarter decisions on where to invest and optimize. For example, earlier this month, we began to roll out an A/B testing tool for Organic posts, allowing you to test up to four combinations of photos, text and links for organic posts on Facebook. This can help inform future activities, and it will roll out for all customers before the end of the year.Actionable insights: We are making effective measurement less time-consuming and more actionable. We’re adding contextual recommendations in commerce insights and ads reporting, which may benefit marketers across both paid and organic content and increase the total value businesses create across Facebook's family of apps. Marketers will see tailored recommendations where it’s easiest to take action in Facebook Business Suite insights, Ads Manager and Commerce Manager. For example, a pop-up may alert you to a newly available lookalike audience, alongside insights on how it might improve your performance.Privacy at the core: Privacy considerations will be at the core of any measurement products we build, including privacy enhancing technologies that will power future versions of our tools, like Private Lift.

Measurement

Facebook Updates Steps to Continue Adapting to Apple iOS 14.5+

View-through conversion attribution was enabled for mobile app install campaigns that rely on data received from SKAdNetwork

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David Cohen

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