The latest version of Apple’s operating software (iOS 14) now includes a notification for any app installed on a compatible Apple device.
The purpose of this notification? To make a user aware of what activity the app tracks prior to installation, and an opt-in for the user to grant permission to do so.
How do these changes affect your marketing campaign? In order to report on activities for campaigns, Facebook relies on this user information, allowing an advertiser to track actions such as sign-ups or registrations, create remarketing campaigns and more. With this latest software change, users will now have to approve or deny permission to Facebook to access this information.
The long-term implications of this change and how it affects Facebook Ads and the reporting which rely on this data are not fully known at this stage, however pay-per-click advertising continues to be an incredibly powerful method of marketing and there are some actions which you can take to make sure that your campaigns are up-to-speed and functioning correctly going forward.
#1 Domain Verification
The first step you need to undertake is called ‘Domain Verification’ – this is a way for you to claim ownership of your website in your Facebook Business Manager for the purposes of advertising control – it means that only you have ownership of your domain and stops anyone else from using your website on Facebook for promotion and marketing purposes.
Under your Facebook Account’s Business Settings there will be a menu option called Brand Safety, and under this, there is a sub-option called Domains. Within this, you’ll need to add your website domain address (just the main domain wording without the accompanying “www” or “HTTP” elements). This could be your main website or a mini-site you’ve created for your marketing campaigns, it’s wherever you send your audience part of your ‘Call to Action’.
Once you’ve done this (you might need to refresh your internet browser) you’ll see your website domain listed with the words ‘verification pending’.
#2 DNS Verification
Now you’ll see some further instructions displayed for a 4-step process called ‘DNS verification’, which is the second part of the overall domain verification.
Take a screenshot or copy this information and pass them on to your Website Administrator to follow the steps outlined – once they have completed this you will need to revisit this section and click on the green ‘Verify’ button which will allow you to complete the verification process.
#3 Conversions API
Conversions API is a tool that allows you to share important information such as audience actions from your website server to Facebook – it works with your Facebook Pixel to monitor and measure the performance of your advertising campaigns.
Your Website Administrator will need to take some actions to ensure that the communication between your website and campaigns continues to function smoothly.
If your website has been built using WordPress then your Website Admin will need to download a plugin called ‘PixelYourSite’ (there is a free version of this which they can use), steps to follow can be found in this YouTube video.
Alternatively, if your website has been built in another platform, then refer your Admin to these instructions to carry out.
#4 Aggregated event measurement
Once the above steps have been completed your need to visit Events Manager in your Facebook account. Here you’ll see a list of any Pixels you’ve created for your advertising campaigns.
Within the details of a Pixel, there will be a tab called ‘Aggregated event measurement’ (if updating for the first time there will be a purple highlight with the words ‘new’). Clicking on this will open a new option called ‘Configure Web Events’ and clicking on this will, in turn, open a new page with the heading ‘Web event configurations’.
#5 Web event configurations
This feature will allow you to list any events you have set up as part of your Facebook Pixel for campaign tracking in order of priority (the first event being of highest priority to you followed by the rest), up to a maximum of eight events. This will allow Facebook to prioritise events and actions you’ve put in place on your website when monitoring your advertising campaigns.
On this page, you’ll see your domain listed and clicking on the drop-down arrow on the right-hand side of the domain field will show you an ‘Edit Event’ button – click on this and you’ll be able to then add and prioritise all your associated events.
Once you’ve done this, you’re ready to go!
Final thoughts
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And if you have any questions about Facebook PPC campaigns, please, reach out.