Nội dung
Accurate Facebook ad data is crucial for campaign optimization and achieving high performance. After the iOS 14 update, tracking data became more challenging. However, there are still ways to collect Facebook ad data with 100% accuracy. This article will guide you through two methods: one less labor-intensive and one requiring more manual intervention.
Less Labor-Intensive Method: Transition to In-App Campaigns
This method focuses on keeping users within the Facebook or Instagram app, where data is accurately tracked. There are two primary ways to achieve this:
1. Utilize Lead Generation Campaigns with Instant Forms
Instant Forms allow users to fill out information directly within Facebook or Instagram without visiting a website. The advantage of this method is that the cost per lead is often lower due to reduced friction. However, the quality of leads may not be as high due to the ease of signup. Meta is developing new tools to filter leads from Instant Forms, promising improved quality in the future. You should experiment and compare the effectiveness of generating leads through your website versus Instant Forms.
2. Leverage Facebook Shop
If you sell products, Facebook Shop is an ideal solution. Keeping users within the Meta ecosystem (Facebook, Instagram) allows for more accurate data tracking. While Facebook Shop currently has fewer features than other e-commerce platforms like Shopify, the reduced friction and accurate tracking capabilities can provide significant benefits. Experiment and compare the performance of Facebook Shop with your website.
More Labor-Intensive Method: Create Separate Landing Pages
This method requires creating separate landing pages for each campaign, ad set, or even individual ads. Using unique URLs allows for precise tracking of customer origin through Google Analytics. This enables you to identify which elements of your campaign are performing best and optimize accordingly.
However, data collected using this method will not be reflected in your Facebook ad account, thus preventing Facebook’s machine learning algorithm from optimizing as effectively as with the In-App method.
Understanding iOS 14 and Meta’s Strategy
Many believe that Meta doesn’t truly oppose the iOS 14 update as it encourages advertisers to utilize In-App solutions, which Meta has always desired. Keeping users within its ecosystem provides significant benefits for Meta. Furthermore, there’s evidence suggesting Meta can charge lower CPMs for In-App campaigns.
Which Method Should You Choose?
The choice depends on your goals and strategy. If driving users to your website is crucial, utilize the separate landing page method. If you prioritize data optimization and leveraging Facebook’s machine learning algorithm, choose the In-App method. You can also continue with your current approach and accept less accurate data. Experiment with different methods to find the best solution for your business.
Conclusion
Collecting 100% accurate data for Facebook ads is entirely possible. By implementing one of the two methods outlined in this article, you can optimize your ad campaigns more effectively and achieve better results. Choose the method that best aligns with your business needs and objectives.