The introduction of IOS 14 has meant a lot of changes for social advertisers in recent months, as changes to privacy opt-ins across apps has impacted the level of detail to which businesses can track customers across their website.
NB: This is an article from 80Days
This update puts far more power into the user’s hands in terms of what data is shared, as they will now have to opt-in to any tracking carried out on an iOS device.
As a result of this, Facebook has made some changes to their advertising platform – with particular focus on attribution methods and conversion events as the Facebook pixel will now be less powerful in terms of the data it collects.
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In fact, Facebook has introduced a whole new scientific modelling method of campaign performance (called the Aggregated Event Measurement Framework) to ensure that advertisers have at least rough estimations of how their campaigns are performing.
But what does this mean for advertisers? And how should the hospitality industry in particular respond to these upcoming changes? Find out how your hotel’s social media marketing might be impacted below, as well as discovering our top tips for getting ahead of the update.
IOS 14 CHANGES TO CONVERSION TRACKING
Within the Aggregated Event Measurement Framework, advertisers will be limited to just eight trackable conversion events per domain. This could be eight pixel-based events or eight custom conversions. It’s still as yet unclear whether this limitation will only be applied to iOS users, or to all user data tracked by the Facebook pixel.
As long as you are the domain owner, you will be able to select which eight conversion actions are recorded for your business, however it’s important to note that there will a three day hold on any changes to your event tracking – one day for attribution followed by a 2 day “cool down period” while the data is attributing correctly.
Prioritisation is a key factor of this new reporting method, as Facebook will only track one event per user session. For example, if a user books a table at your restaurant as well as a room in the hotel, Facebook will only record the room booking as it is seen as a higher value conversion.
