Server-side tracking for Facebook Ads

Description

With the release of iOS14, Apple has introduced a consent prompt, which invites users to opt-out of tracking on Facebook and Instagram. Read more about our approach to resolving the tracking, the motivation as well as the specific detailed of this growth service by Datomni.

Why all the fuss? The problem is little pop-up message is about to change advertising in a big way.

If users choose not to be tracked by Facebook, they become ghosts to you. You won’t know how your ads are performing across Facebook and Instagram, web and mobile. As an example, you won’t be able to see whether a person who clicked on your ad had visited your website, added products to the cart, or converted.

This is something you need to act upon as a marketer. With 60% of US mobile devices running on iOS, and the fact that iOS users tend to be high-value prospects, you simply need to take this under control.

Your ability to target and retarget your ads will be very limited. Event-based remarketing groups will get thinner, as whoever opts out from advertising won’t be included in them. Interest targeting will get trickier too because your ad will get in front of people that have nothing to do with your brand or products, reducing the relevancy score. On top of that, Facebook has only enabled the top 8 conversion events to be tracked.

Attribution will get completely derailed too. Because the current reporting window click is 7 days instead of the traditional 28 days, whoever converts after 7 days of interacting with your ad won’t be included in the Facebook reports. After 7 days, all that attribution information is lost. The longer your buying cycle, the more serious this problem is for you. Reporting will get skewed too, because

iOS14 tracking limitation turned many Facebook Ads accounts upside down, or in the words of one of our clients:

We’re working blind with the reporting we get from Facebook Ads Manager now.

There’s no going back. All apps listed in Apple App Store that run on iOS14 will be required to show this privacy pop-up (called App Tracking Transparency prompt), making it just one tap away from the user to block any tracking.

Delivery time:

10 days

Module scope:

1. Definition and mapping of the 8 key conversion events within the website.
2. Server-side implementation of the 8 conversion events with Tag Manager.
3. At least 6/10 matching rate using advanced matching implementation with multiple identifiers such as e-mail, telephone number, FBP, FBC, IP address, user agent et. al.
4. Integration with GDPR & privacy compliance tools.

Additionals:

1. 12-month post-implementation warranty (only if you purchase through this website).
2. 60-day money-back guarantee (only if you purchase through this website).