Navigating the New Era of Facebook Attribution Post-iOS 14 Update

As digital marketers and social media advertisers, we are constantly navigating the ever-changing landscape of advertising platforms and algorithms. One recent development that has sent shockwaves through the industry is the iOS 14 update and its impact on Facebook attribution.

With this update, Apple has introduced new privacy measures that limit the amount of data that can be collected from users, making it more challenging for advertisers to accurately measure the effectiveness of their campaigns. In this blog, we will delve into the concept of attribution and its importance in advertising, specifically in the context of the iOS 14 update.

We will also explore the limitations and challenges posed by the 7-day attribution window and discuss how third-party platforms can help overcome these hurdles. Lastly, we will recommend two top-notch third-party attribution platforms, Triple Whale and Northbeam, that can assist advertisers in navigating this new era of Facebook attribution.

So, let's dive in and discover how we can adapt and thrive in this post-iOS 14 era.

What is Attribution and its Importance in Advertising

Attribution plays a crucial role in advertising, especially in the digital realm. It is the process of crediting a purchase or conversion to a specific ad that a customer interacted with. By understanding attribution, marketers can evaluate the effectiveness of their advertising efforts and make informed decisions for future campaigns.

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In today's complex customer journey, with multiple marketing touchpoints, attribution allows brands to understand the impact of each interaction on their overall strategy. It helps marketers track and measure the success of their ad campaigns by analyzing which ads led to conversions and purchases.

One of the challenges in attribution is determining the appropriate attribution window. Different platforms have different attribution windows, which determine how long after an ad interaction a purchase can be attributed to that ad. For example, if a customer sees an ad but doesn't click on it, but later purchases the product, the ad can still be credited with the purchase within the defined attribution window.

When it comes to Facebook, understanding attribution is particularly important due to its prominence as one of the largest advertising platforms. Marketers need to consider Facebook's attribution window and how it aligns with their specific goals and objectives.

To accurately track attribution, marketers rely on tools like the Facebook Pixel, which enables data tracking and targeting. This pixel allows for ads personalization and performance reporting, providing valuable insights into how ads are influencing customer behavior and driving conversions.

With the recent 14.5 update and Apple's tracking changes, advertisers are facing new challenges in data tracking and attribution. Marketers need to stay updated on the latest changes and adapt their strategies accordingly. This includes preparing their ad accounts, optimizing and targeting their campaigns, and utilizing the measurement capabilities offered by Facebook's Business Manager tool.

Understanding attribution and its importance is crucial for optimizing marketing strategies and maximizing the return on investment. By analyzing attribution data, marketers can identify the most effective advertising strategies, allocate their budget wisely, and deliver personalized experiences to their target audience. Additionally, third-party attribution platforms like Triple Whale and Northbeam can provide additional insights and measurement capabilities to enhance attribution analysis.

Understanding the 14 Update and its Impact on Facebook Attribution

With the new 14 update, Facebook Ads are undergoing significant changes that will impact advertisers and businesses. Apple's requirement to show a prompt on all 14 devices for all installed apps, including Facebook, is at the center of these changes. This prompt gives users the option to prohibit certain data collection, which will affect how Facebook can track user behavior and target ads.

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The update also alters the optimization and targeting of Facebook Ads, as well as the reporting of web conversion events. This means that advertisers will need to adjust their strategies and tactics to adapt to the new measurement protocols and limitations imposed by Apple's tracking restrictions.

One of the most notable changes resulting from the 14 update is the reduction of the attribution window for Facebook Ads. Previously, Facebook could track and attribute purchases made up to 28 days after viewing an ad. However, with the update, this window has been shortened to just 7 days. This means that Facebook can no longer accurately track purchases made through iPhones beyond this 7-day window.

For businesses that heavily rely on Facebook Ads for their marketing and sales efforts, this change in attribution window requires a shift in expectations and strategy. It may be necessary to reevaluate the effectiveness of certain ad campaigns and adjust targeting and optimization strategies accordingly.

To prepare your ad account for the 14 update, it is recommended to use tools within the Facebook Business Manager to configure and prioritize the events that are most important for your business. This will help optimize your measurement and reporting capabilities within the limitations of Apple's tracking data.

Furthermore, it is crucial to consider diversifying your advertising efforts beyond Facebook and explore other channels and platforms that may be less affected by these changes. This can include app advertising, mobile web advertising, and exploring third-party attribution platforms that can provide a more comprehensive view of your advertising performance.

The 7-Day Attribution Window: Limitations and Challenges

The discontinuation of the Facebook attribution tool has left marketers searching for alternative ways to track and measure their campaign performance in a post-14 world. The release of 14.5 (now iOS 15) had a significant impact on social media platforms, particularly Facebook. As a result, Facebook made changes to its analytics and implemented a 7-day attribution window.

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Under the new attribution window, Facebook can only track conversions that occur within 7 days of a user clicking on an ad. Any conversions that happen beyond that timeframe cannot be accurately attributed to ads within the platform. This limitation caused many marketers to pull back on their Facebook advertising efforts.

However, it is important for marketers to adapt and pivot their Facebook strategies instead of completely abandoning the platform. Despite the challenges posed by the 7-day attribution window, there are still ways to track and measure campaign performance effectively. Marketers can explore other attribution models and tools to overcome the limitations of the window.

Understanding the purchase cycle and how it relates to the attribution window is crucial for optimizing Facebook ad campaigns. By analyzing user behavior and the timing of purchases, marketers can gain insights into the effectiveness of their advertising strategies. It is also essential to prepare the ad account and utilize the measurement and optimization features available in the Facebook Business Manager tool.

While Apple's tracking changes have had an impact on data tracking and targeting, marketers can still leverage Facebook's advertising capabilities. By utilizing the Facebook Pixel and exploring third-party attribution platforms like Triple Whale and Northbeam, marketers can track and analyze their campaign performance beyond the scope of the 7-day attribution window.

Overcoming Attribution Challenges with Third-Party Platforms

Marketing attribution is a crucial aspect of any marketing strategy as it helps identify the most effective marketing channels, campaigns, and touchpoints that lead to conversions. However, modern marketers face several challenges when it comes to attribution.

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One of the main challenges is the inability to observe the whole customer journey due to cross-browser journeys. With customers using multiple devices and platforms throughout their purchasing process, it becomes difficult to track their actions accurately. This fragmentation makes it challenging to attribute conversions to specific marketing efforts.

Another challenge is the tracking restrictions and cookie use limitations imposed by privacy regulations. With the rise of the cookieless world, marketers are finding it increasingly difficult to track user behavior and attribute conversions to specific marketing channels. This limitation hampers their ability to accurately measure the impact of their marketing efforts.

Picking the right marketing attribution model is also a challenge for modern marketers. There are several attribution models to choose from, such as first-touch, last-touch, and multi-touch attribution. Each model has its strengths and weaknesses, and selecting the most appropriate one for a particular business can be a daunting task.

Fortunately, there are solutions available to overcome these challenges in marketing attribution. One effective solution is to use third-party platforms that can track beyond the limitations of a 7-day attribution window. By utilizing a platform with a longer attribution window, marketers can capture a more comprehensive view of the customer journey and accurately attribute conversions to the appropriate marketing channels.

Choosing the right third-party platform with a suitable attribution window is crucial for accurate tracking. Marketers should consider platforms that align with their business needs and provide the necessary tracking capabilities for their marketing efforts.

Overcoming these challenges is necessary to gain a comprehensive understanding of marketing performance and optimize marketing strategies accordingly. By leveraging third-party platforms and selecting the appropriate attribution models, marketers can overcome the limitations of the cookieless world and effectively attribute conversions to their marketing efforts.

Triple Whale and Northbeam: Recommended Third-Party Attribution Platforms

Triple Whale and Northbeam are highly recommended third-party attribution platforms for brand owners and digital advertisers. These platforms serve as valuable diagnostic tools for analyzing the performance of ads and identifying any anomalies that may be affecting their effectiveness.

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For example, if an ad has a high click-through rate but no purchases, it could indicate that the ad's content or design is enticing clicks but failing to convert users. These platforms provide insights that help marketers make strategic changes to improve the ad's conversion rates and overall effectiveness.

Additionally, Triple Whale and Northbeam play a crucial role in consolidating data, allowing marketers to have a holistic view of the customer journey, media mix, and overall spending. By integrating with different media platforms, these platforms provide a comprehensive view of the attribution window and help track and credit conversions to specific platforms and ads.

For instance, Triple Whale allows marketers to connect to the customer purchase cycle, enabling the tracking and attribution of conversions over a specific timeframe. This is particularly useful when different platforms have different attribution windows. By utilizing Triple Whale and Northbeam, marketers can effectively track and analyze data, optimize their advertising strategies, and make data-driven decisions.

Understanding and utilizing these third-party attribution platforms can give marketers a competitive advantage in optimizing their advertising strategies and ensuring the success of their campaigns. By leveraging the insights provided by Triple Whale and Northbeam, marketers can make informed adjustments to their ads, improve their targeting, and ultimately drive better results.

Bottom Line

In conclusion, the 14 update has undoubtedly brought about significant changes and challenges for advertisers relying on Facebook attribution. However, by understanding the importance of attribution in advertising and exploring alternative third-party platforms, such as Triple Whale and Northbeam, advertisers can adapt and thrive in this new era. It is crucial to stay informed, remain flexible, and explore innovative solutions to ensure accurate measurement and optimization of advertising campaigns. By doing so, digital marketers, social media advertisers, and e-commerce business owners can continue to drive success and achieve their marketing goals in the ever-evolving landscape of digital advertising.

Sources:

What is marketing attribution? A beginner's guide - Amazon Ads

14 Feature: How Do They Affect Your Facebook Ads

Facebook's Attribution Settings Explained (+ How to Get Started)

Marketing attribution: common challenges and how to overcome them

Are third party attribution tools helping or leading you astray?

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