As we have been saying lately at WAU, Performance marketing is changing and this seems to be accelerating over time. The technology companies-giants, on which the digital marketing market is based, are announcing one after another their own “reforms” in their algorithms with small and medium-sized entrepreneurs in the middle without knowing how to respond.
Following Google ‘s announcement of exception to BMM (broad modifier) from its ads (we wrote an article about it – link), Facebook comes to announce another -large- change which comes in response to Apple’s decision to make its software more “secure” in terms of privacy .
If you have recently joined Facebook Business Manager, you will definitely notice a note containing a message about Aggregated Event Measurement. But what does the above mean and what does it mean in practice?
Initially, Aggregated Event Measurement is a protocol for recording events by users using iOS 14 and later. In practice this means the following:
Optimization in up to 8 events
We have to choose what these 8 events will be and prioritize, from the most important to the least important.
If we want in an event the possibility for Optimization based on Value (eg In the Purchase Event) the specific event will “take” 4 places, so we have 4 more left.
3 days for change / add event
To change / add an event from the 8 we have available it will take 3 days to be able to create an Ad Group that optimizes based on that.
Change in how we spend the events
The 8 available events will now be set to DOMAIN level and not Pixel.
Reporting with time delay
Reporting will have an indefinite delay, as Apple will now send the Conversions data from 24 to 48 hours later.
Change in segmentation capabilities
It will no longer be possible to make a breakdown for Conversions based on e.g. age, gender, etc.
Reduction of the time limit for Attribution
Finally the Default Attribution Window is now in 7 Days Click – 1 Day View. The selection for the Attribution Model is made in each ad set separately Optimization & Delivery → Attribution Setting
Reduced performance in Remarketing
The size of Custom / Remarketing Audiences will decrease while the performance of Remarketing will decrease.
The 1st event will be saved
If the user opt-out and does not agree to send data to Facebook, only the 1st event we have set will be received.
Alternative to increase the “window” in Attribution
Through API (eg Super Metrics) we can still see the performance of our campaigns with different attribution, e.g. 28D View.
Article Writing: Kalaitzis Dimitris
*The article has been translated based on the content of https://www.greekinternetmarketing.com/blog/proothisi-istoselidon/allages-ios-14 by www.greekinternetmarketing.com
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