MASSIVE Change To Facebook Ads Tracking!

This video is about the recent changes to Facebook ads tracking, specifically the retirement of aggregated event measurement, which has caused issues with reporting and data accuracy for advertisers.

This video by Ben Heath was published on Jun 27, 2023.
Video length: 07:53.

This YouTube video discusses the recent changes to Facebook ads tracking, specifically related to iOS 14.5.

The video explains that the aggregated event measurement tool, which was causing issues with reporting and accuracy of data, has been retired. This means that advertisers no longer need to set up and prioritize web events or verify their domain. The video highlights that this change is beneficial for advertisers who generate conversions via third-party websites, as they can now track conversions without needing to verify domain ownership. The video also mentions that the Facebook pixel still needs to be installed on websites for tracking purposes.

Overall, the video emphasizes that these changes simplify the tracking process and bring it back to the pre-iOS 14.5 state.

• Facebook ads tracking has undergone a massive change since the release of iOS 14.5.
• Aggregated event measurement, which caused issues with reporting and data accuracy, has been retired.
• Verification of domains is no longer necessary, saving advertisers time and effort.
• Advertisers can now optimize for more than eight web events.
• This change simplifies the tracking process and reduces the technical complexity for advertisers.

MASSIVE Change To Facebook Ads Tracking! - YouTube

Retirement of Aggregated Event Measurement

• Facebook ads tracking has undergone a massive change since the release of iOS 14.5.
• Aggregated event measurement, which caused issues with reporting and data accuracy, has been retired.
• Advertisers no longer need to set up and prioritize web events or select a domain for iOS 14.5 Plus.
• Verification of domains is no longer necessary, saving advertisers time and effort.
• This change brings tracking back to pre-iOS 14.5 levels, making it easier for advertisers.

Benefits for Advertisers

• Advertisers can now optimize for more than eight web events.
• Verification of domains is no longer required, making it easier for advertisers who generate conversions via third-party websites.
• Tracking is simplified, allowing advertisers to track conversions even if they don't own the domain.
• Advertisers still need to have the Facebook pixel installed on their website to track actions.
• This change saves advertisers time and removes unnecessary steps from the tracking process.

Impact on Advertisers

• Advertisers no longer need to set up and prioritize web events or verify their domain.
• This change simplifies the tracking process and reduces the technical complexity for advertisers.
• Tracking is now similar to pre-iOS 14.5 levels, providing more accurate data for advertisers.
• Advertisers can track conversions even if they don't own the domain, benefiting those who use third-party websites.
• The Facebook pixel is still required for tracking actions on websites.

MASSIVE Change To Facebook Ads Tracking! - YouTube

Reason for the Change

• The retirement of aggregated event measurement does not mean the function is gone, but it is being handled differently.
• The change is aimed at simplifying the tracking process and making it easier for advertisers.
• Facebook is adapting to the challenges posed by iOS 14.5 and ensuring advertisers can still track conversions effectively.
• The change benefits advertisers by reducing complexity and providing more accurate data.
• Overall, the change is a positive step for advertisers using Facebook ads.

Changes to Facebook Ads Tracking

• Retirement of aggregated event measurement has caused issues with reporting and data accuracy for advertisers.
• Advertisers still need to track actions on their website on iOS devices, but the rules are set by Apple.
• Conversion event priority list will be automatically generated by Facebook based on campaign optimization.
• Priority list will determine which actions can be tracked for iOS users.
• Dynamic changes to the conversion event could potentially capture more data for different types of campaigns.
• Overall, the quality of data and tracking is expected to remain the same or potentially improve.

Watch the video on YouTube:
MASSIVE Change To Facebook Ads Tracking! - YouTube