Should I Stay or Should I Go: Choosing Facebook Ads in 2021

But every little thing will change after the iOS14 privateness replace. And though Facebook Pixel is laying on a deathbed, there may be another that may be promising extra outcomes than you count on from it.

Without additional ado, let’s study what CAPI is, why it’s important to use it and the right way to apply it for peak efficiency! 

A fast recap: why did Facebook guidelines change? 

Digital house hasn’t been at its greatest well being in the previous couple of years, so the regulatory system began intervening.

The GDPR (General Data Protection Regulation) got here into impact in 2018, which pressured advertisers and web site homeowners to inform customers concerning the utilization of cookies and monitoring of the non-public details about them.

Even earlier than the legislation was adopted, Apple made a primary transfer by limiting the third-party cookies on Safari net browser. Then Firefox and Edge adopted Safari down the cookieless highway.However, 2020 and the iOS 14 replace was far more painful, with the choice opt-out of in-app monitoring. 

Facebook misplaced an unimaginable quantity of information to feed its algorithms and needed to shortly adapt. 

But as we are able to see, Facebook changes coated a much wider array of occasions than simply mobile-tracking: 

Requirement to confirm area for authentication functionsAttribution window decreased to seven-day from 28-dayFacebook Conversion API as a necessity for correct performanceNEW: Facebook Analytics is making ready for retirement 

Clearly, Facebook is preparing for the brand new period of promoting. No matter how loud the fights are in the media between Apple and Facebook, it’s truthful to say that Facebook must do it anyway. Maybe now could be simply the suitable second to make the bounce? 

What is the Facebook Conversion API and how will you season it? 

Facebook Conversion API is a server facet monitoring and attribution expertise. Unlike Facebook Pixel, that labored on a browser facet, CAPI tracks all occasions server to server. 

Facebook Pixel is a trusted expertise, however it’s turning into outdated in the age of cookieless updates. On the opposite hand, Facebook CAPI existed even earlier than, however was extra of a elaborate expertise for professional entrepreneurs or large promoting firms.

Disadvantages of a Facebook Pixel 

Doesn’t adjust to Privacy UpdatesProvides inaccurate attribution and conversion dataGets simply blocked by advert blockers

Advantages of a Facebook CAPI 

Futureproof for cookieless updatesBetter accuracy for conversion dataBetter attribution

Facebook Pixel nonetheless works, and Facebook CAPI works completely too. But a solution to switch the info to FB algorithms for optimisation is difficult. The greatest determination proper now could be to companion up the forces of Facebook Pixel and Facebook Conversion API. Why? 

The partnership of Facebook Pixel and Facebook Conversion API

Facebook Pixel remains to be liable for gathering all the info within the platform. And CAPI is there to cowl the server facet monitoring, in order to make sure the flexibility to do the monitoring and attribution in a secure approach for the digital house. When these two are collectively, they’re an actual energy couple. 

You get the info, monitor on a server facet, attribute conversions and optimise the campaigns in direction of an occasion of your selection (like a purchase order, sign-up, clicks, and so on.). 

However, there are two essential issues that it’s important to comply with: 

You can optimise just for the occasions added to the Aggregated Events Measurement (AEM)You can add occasions to AEM solely as soon as they’re “warmed-up”You can configure occasions solely coming from verified domains

Unfolding AEM

AEM is a particular Facebook protocol that permits measurement of occasions after the iOS 14 Update was rolled out. You can add as much as eight occasions to AEM to configure and use for optimisation of your campaigns.

Make positive to at all times select the suitable occasions for high precedence, as a result of that’s what Facebook goes to be centered on.

You can’t add the occasion to AEM till the occasion has acquired sufficient traction. What is ‘sufficient’ is a thriller, since each occasion was behaving otherwise in that regard. On common, an occasion has to obtain from 15 to 30 conversions and at all times needs to be related to a verified area. 

Domain verification 

Now it isn’t only a advice however a requirement to confirm the area the place conversions occur to your occasions. It’s not that difficult for advertisers who personal the area, you simply should comply with the Facebook information.

There are 3 ways to confirm area on Facebook: 

DNS verificationHTML File UploadMeta-tag verification

However, these concerned in internet affiliate marketing are beneath the affect. You have to have entry to the area of the conversion occasion. And since associates run provides by the advertisers, they merely don’t have it. Therefore, associates want to search out various options for area verification. 

Attribution window limitations 

After the replace, Facebook jumped from a 28-day click on attribution window to seven day one. This is hurtful, since you set your optimisation choices in danger on account of a shorter time period when the info has been saved. Plus, the view attribution window has modified from seven day to someday. 

It is logical to state that the extra information you might have, the higher the attribution might be.

This information is straight influencing the best way your marketing campaign optimisation goes. And clearly the tip victory is the enhance in conversion/gross sales/clicks/and so on. You should discover a solution to enhance the attribution window to get correct outcomes. 

Implementation

When you select to go for Facebook Conversion API you might have two choices: 

DIY (a developer has to code an answer for you)Find an ideal mar-tech answer

The Facebook Guidelines present how one can develop a CAPI answer with your individual sources. 

The advantages to search for in Mar-Tech options: 

Complex answer (goes past Facebook CAPI setup)No-tech abilities required for setupSolutions for higher attribution modellingHelps confirm third-party domains (if you’re an affiliate)

To sum up, issues you should take management of when selecting Facebook Ads:

Implement CAPI & companion forces with PixelConfirm the area Warm-up the occasions and add them to AEMChoose high precedence occasions for optimisation in AEMFind an answer for improved attribution

Yes, it has turn into far more troublesome to take care of the efficiency that we’re used to on Facebook. If you need to obtain advantages from Facebook Ads, it’s important to discover a solution to its coronary heart. We imagine that now we now have entered the instances when it’s higher to delegate it to individuals who dedicate their time to decoding the Facebook mysteries. 

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About the Author: Amanda