There are important updates happening within Facebook Business Manager on October 12, pertaining to their attribution window and reported results. These updates will affect reported results and we’re estimating an 8-15% decrease in reported conversions across advertisers.
What is the change?
Beginning today, October 12, Facebook Ad Accounts will revert from a 28-day click, 1-day view (28/1), look back window to a 7-day click, 1-day view (7/1) lookback window. The 28-day lookback window will no longer be an option. This is big news, as the 28/1 window is currently Facebook’s default setting, and will impact advertisers across the platform.
Why is this happening?
This is in response to the launch of the new iPhone 12 and iOS operating system update, which will prevent advertisers from leveraging cookies beyond a 24 hour period.
Apple rolled out a similar technical default earlier this year with Safari browsers no longer tracking third-party cookies. This originally posed a challenge for advertising towards people using the Safari browser, and now it poses a new challenge towards tracking attribution on any Apple user.
Ad platforms have had to find workarounds to make their attribution methods work and this update by Facebook is an example of this.
Because of Apple’s updates, Facebook was put in a position to make this change to keep their algorithms working properly. In order for the algorithm to work at peak performance, Facebook needed to implement changes so ads would not be optimized toward Android users, or other device users, due to Apple’s more restrictive policies. More specifically, Facebook is counteracting the ITP and other Apple Ad Blockers by bypassing the browser all together, which shows the level of effort ad platforms require to find a better solution for advertisers.
Unfortunately, Google is also scaling back the use of cookies altogether by the end of 2022. The pandemic stalled this effort, but both Google and Apple are implementing steps that make it more difficult for advertisers to be able to attribute their performance efforts when leveraging 3rd party platforms, like Facebook.
How will this change my campaigns?
The change in default attribution window, and being able to attribute performance results from our ads targeted toward Apple users, will yield lower returns as reported from Facebook. This means that conversions will be attributed to a user within 7 days of clicking an ad, instead of 28.
We believe, this will have a stronger impact on products and services who have a longer purchase journey, as is the case for items with a higher price point items.
The brightside?
Facebook is making changes, but it’s not all bad news! The platform has also rolled back their 20% rule restrictions, making it easier for advertisements with text to get approved. This can be a challenge for campaigns, preventing ad creative from getting approved in the platform. Now, this additional consideration for creative is no longer an issue. (Advertisers , rejoice!)
If you want to talk in more detail about how this change could affect your performance campaign, drop us a line. We’d be happy to start a conversation!