How to adapt your campaigns with the tracking restrictions on Facebook and Instagram Ads?

How to adapt your campaigns with the tracking restrictions on Facebook and Instagram Ads?

For several months now, our Facebook Ads campaigns have been suffering the consequences of new data protection measures, whether the IOS 14 update or since July 6 the strengthening of cookies in Europe. We are facing an algorithm that is struggling to track traffic from IOS and does not provide any concrete solution. The reinforcement of the consent of cookies on the applications and website Facebook, Messenger and Instagram which announces a drop in performance without response to reassure us.

It is time to ask the following question:

How to re-position yourself on Facebook Ads?

Indeed, what seems to be the interest for advertisers to continue to position themselves on this lever if it is not possible to correctly monitor the performance of purchase conversions or even our remarketing audiences. However, several solutions exist to continue exploiting Facebook Ads and continue to reach your target.

Change your conversion goal

The first solution is to choose a conversion goal that triggers more frequently than a purchase so as not to fall into the trap of limited learning and therefore limited dissemination. This solution also provides a more precise overview of the conversion funnel.
For example, choosing an add to cart or initiated checkout goal can be a first step in retrieving more data and re-energizing a campaign that is running out of steam with a lack of conversions. The Business Manager thus displays the secondary data of addition to the cart / initiated payment and other (with obviously a mention concerning the lack of data from IOS 14 users) which allows to have a view of the tunnel and therefore to select the correct one. target based on your current campaigns.

Switch to conversion tracking via an API

It’s a slightly more radical solution and therefore changes the way conversion tracking is done. Namely that the Facebook pixel is destined to no longer exist so maybe it is better to get ahead and go to the conversions API. But what is the conversions API? This is a method of transmitting your web events from your server to that of Facebook.
This solution allows you to provide additional information about your users and potentially better conversion tracking. This tracking model is also affected by the IOS 14 update. It is not a miracle solution but which allows to obtain more data.

Focus on Facebook ads awareness and traffic

Last solution which is the most direct to avoid the problem of data tracking: no longer be based on sales objectives but rather on traffic and notoriety. Indeed, the associated KPIs remain more reliable to follow. They allow a better visibility of the reality of the performance of your campaigns. Since the various Facebook articles announce a gradual decline in performance but also in your remarketing audiences, it is essential to rethink the strategy of this lever so as not to create disappointment in the expected performance. This type of campaign has not lost in performance if its configuration and monitoring are well done. With audiences calibrated on interests, powerful and attractive formats, you will obtain results that meet your expectations.

Little tips: Relying on ad interaction audiences also helps collect additional data and remarket on users who have expressed an interest in your ads.
Obviously, Facebook, Instagram and Messenger are not the only levers affected, you also find this type of problem on Pinterest or Tiktok.

Do you need support in your Facebook Ads strategy? Do not hesitate to contact us.

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