As Facebook continues to learn more about the full effects of Apple's new App Tracking Transparency update, which has seen many users disable in-app data tracking, limiting insights for Facebook advertisers, the social network is looking to make changes to its attribution modeling processes to account for lost insights and better guide advertiser decisions.
In light of the restricted data flow that has hampered performance reporting, Facebook sent out a new update to chosen advertisers last week on its latest adjustments in how it's now tracking events and conversions.
What has changed is as follows:
First and foremost, Facebook will now allow marketers to amend their campaign's focus event without having to manually halt and resume the campaign. It'll be easier to keep your campaigns going forward, and you'll have more freedom to adjust your focus based on performance trends. In addition, Facebook is including anticipated conversions in its 7-day click attribution window, which will assist advertisers to account for data lost as a result of the ATT change.
Because Facebook can no longer track conversions as a result of the ATT changes, many Facebook advertisers have noticed a big drop in conversions, but this will provide a more realistic perspective of performance based on modeled estimations. Many advertisers are also experiencing significant inconsistencies between their data reporting systems because they are unable to connect the connections between Facebook reporting and real performance, and this will assist to close those gaps.
Finally, by expanding event options in campaign setup, Facebook is giving marketers more freedom when it comes to optimizing performance for Android users. This means that advertisers targeting Android users will be able to better optimize their ads depending on performance, albeit this will not benefit advertisers targeting iOS users.
The changes are minor, but they will have a significant impact on media buyers and performance marketers who want to get the most out of their Facebook ad expenditure. While modeled data can never be as good as actual performance, Facebook hopes to help advertisers get more accurate results monitoring for their expenditure by delivering more knowledge that matches with overall performance, which they can then better attribute in other components.