Marketing / 05.24.21
What Live Event Professionals Should Know About Facebook Ads and Apple’s New iOS Update, Part 3
This is part three of a three-part video series. Watch part one here and part two here.
Now that you’ve verified your domain and established a solution for your ticketing site, Bauer Entertainment Marketing’s (BEM) Brian Bauer will explore a couple more important changes to Facebook’s tracking functionality in response to Apple’s iOS 14 update.
First, Facebook’s attribution is much more restrictive. Facebook is limiting how it credits conversions to ads with a seven-day click-through window by default. You’ll need to manually update this setting in your ad sets to seven-day click-through plus one-day view-through to maximize attribution.
Additionally, there will be reduced effectiveness for Audience Network campaigns, which rely on in-app tracking to present relevant ads to users. If you’re unfamiliar with the Audience Network, it is a network of third-party apps outside of Facebook that you can leverage to serve your ads.
Next, Facebook will now start reporting pixel-conversion events from iOS 14 devices using a brand-new framework called “Aggregated Event Measurement” (AEM for short). AEM allows Facebook to track conversion events triggered by iOS 14 users who opted out of being tracked, while also respecting Apple’s desire to preserve user privacy.
Because of AEM, advertisers will now be limited to eight conversion events per verified domain. The eight conversion events you select will be prioritized in order of value for reporting purposes. For instance, if a fan completes multiple conversion events — such as clicking on an ad before adding a ticket to their cart and then making a purchase — only the higher prioritized conversion event will be reported in Facebook’s Ads Manager.
To optimize campaign performance, order your conversion events within Events Manager to rank from the highest level of importance to the lowest level of importance. When a user opts out of iOS tracking, Aggregated Event Measurement comes into play, allowing only the highest-ranked event to be reported. The order of the ranking is up to you, but we recommend having your “Purchase” event as the highest on the list. You can then continue ranking with conversion events like “Add Payment Info,” “Add to Cart,” “Registration,” “Lead” and and so forth. This will be the last step you need to take in order to successfully deliver and optimize your ads. If you have existing ad sets optimized for events that are not among your primary eight, the ad sets will be paused.
We hope these videos have given you a helpful guide for navigating Facebook’s new advertising updates. While we have this first set of steps to follow, we anticipate there will be more updates and requirements in the coming weeks and months. In the meantime, if you have any questions, please message BEM.
This article was sponsored by Bauer Entertainment Marketing.
Tags: Sponsored Content , Marketing