Facebook has announced the following message which affects how we are able to track conversions for Facebook Ads clients:
Changes to attribution settings
Apple has announced changes with iOS 14 that will impact how we receive and process events from tools like the Facebook SDK and Facebook pixel.. In response to these changes, we have replaced the existing account attribution window with a new ad set attribution setting that will default to 7-day click and 1-day view starting on January 19, 2021.. While these changes won’t impact ad delivery, the new default attribution setting may result in a decrease in the number of reported conversions. Learn More
Your audience sizes may decrease because they may not include people on iOS 14. Learn More
As more people opt out of tracking on iOS 14 devices, statistical modeling may be used to account for some conversions that are completed on iOS 14 devices. Recent changes to attribution settings may result in a decrease in the number of reported conversions and some attribution windows will be unavailable. You may also find that there are delays in reporting certain results. Learn More
Attribution and Campaign Results Counting
Up until recently we were able to track click and view conversions up to 30 days for the first view or click. With this change which started in January, we would expect to see a significant drop in conversions tracked for February. However, this doesn’t mean that actual conversions dropped, it just means that we are not able to track them within Facebook Ads reporting for conversions happening outside the 7-day click and 1-day view window. However, we may able to track conversions outside the window using Google Analytics which we have installed for all clients we handle Facebook Ads campaigns for.
We are still able to track events like leads, contact form submissions, add to cart, checkout initiated and purchases. However, we expect that for some clients, leads, contact form submissions and add to carts may be more important to access value of campaigns over end purchases for ecommerce clients as we have found that the typical purchase takes 3-4 touchpoints before converting and for many clients, 7 days is not enough time. However, we may able to track past 7 days using Google Analytics instead.
Over the next couple months, we expect to make changes to how we handle marketing reports to account for this.
Audience Sizes May Decrease
We will need to see how this affects campaigns. We don’t usually max out the audiences we have available meaning that even if the audiences for most campaign are a bit smaller, we still should have plenty of members of each audience in which we market too. It could be an issue for clients where the majority of sales/leads come from Apple device users though.