Fb Outlines Coming Advert Measurement and Concentrating on Adjustments to Offset ATT Impacts
While it continues to grapple with the impact of Apple’s ATT update that limited the amount of user data available for ad optimization, Facebook today unveiled its latest updates and changes designed to help marketers maximize their campaigns with the insights still available in various ways.
The changes are quite technical, with most targeting larger brands, but they reference Facebook’s evolving technological solutions to make up for data loss and allow for optimization of ad performance through improved estimates and other means.
First off, Facebook says it wants to improve campaign reporting by Aggregated event measurement, which ideally makes it clearer which ads are responsible for conversions.
As explained by Facebook:
“We enabled view-through attribution by default for newly created campaigns with web events, which is beneficial for many industries such as e-commerce and retail. This will give you an understanding of the types of users who might see an ad on Facebook and later convert without clicking the ad.”
View-through attribution gives more context to user actions based on ad exposure over time, and this extension gives more capacity to track ad reactions in various forms, even when ad tracking is disabled in some apps. It basically expands your response tracking capacity which could still provide indicative insights into performance.
Facebook also says it is Enhancement of aggregated event measurement to include conversions from all advertiser-linked websites in auto-redirect scenarios, as well as for companies that do not own the top-level websites their ads refer to:
“For example, Jasper’s Market runs ads that direct users to a partner platform called Marktplatz.com. Jasper’s Market was previously unable to receive reports as it did not own market.com. However, with this update, Jasper will be able to receive reports on its own campaigns that were previously only available on Marketplace.com.”
This expands the data pool from which Facebook can draw for ad insights, which means that even if users have deactivated app tracking in some apps, findings from other sources may still be used for attribution.
Facebook is also rolling out Aggregated event metering for apps that enables brands to leverage campaigns Optimization possibilities, such as conversion or value optimization to redirect users in-app and increase business results.
“With conversion optimization, for example, we deliver ads to the people who are most likely to take action when they see a product from your catalog.”
Again, Facebook tries to use the available data to provide more targeting capacity and is essentially taking a broader look at its data sources to optimize them if possible.
Facebook is also working on a new option called “Private Lift” modeling that measures the performance of advertising campaigns using aggregated data and enables Facebook to provide spend estimates as a result of advertising campaigns without violating data protection regulations.
Finally, Facebook is also striving for a more general overview to better demonstrate the value of its various outreach tools and to give advertisers more leeway in terms of the cumulative business impact of their Facebook marketing activities.
“For example, in early October we are launching a AB test tool for organic posts, so you can test up to four combinations of photos, text, and links for organic posts on Facebook. This can help inform future activity and will be rolled out to all customers before the end of the year.”
The idea is that even with no specific user data available, Facebook can use its big picture to point out potential opportunities to optimize performance and to help marketers improve their in-app efforts in various ways.
Again, a lot of these solutions are pretty technical and geared towards those who are spending a lot of money on Facebook advertising, but the idea is that while Facebook can only provide more limited data, it still has various insights that it can use, to create a more general view of performance and optimization that could contribute to better results.
More of these tools will be rolled out over time and their effectiveness will depend on your campaigns, but you may soon notice more estimation and recommendation tools in your Facebook ad process.
You can find more information about the specifics of Facebook’s optimization and performance updates here.