Best Facebook Ads News for TWO Years!

0:00I am delighted to be able to share some really positive Facebook advertising news it feels like it's been a while over the last 18 months two years with the iOS 14 changes why are you on we've had a lot of changes that were pretty negative that weren't great for Facebook and Instagram advertisers but metev just made a change that is definitely positive for Facebook and Instagram advertisers really excited to be able to share it and I'm talking here about attribution setting attribution windows and just in case you're not familiar quickly explain attribution setting refers to the time period after someone interacts with your ad in which they take an action like buy

0:35something from your website and can still be counted as a conversion and that show up in your Facebook ad account so for example let's say you've got a seven day click attribution setting that means that if someone clicks on an ad on Facebook or Instagram and then goes ahead and purchases on your website within that seven day period after they clicked they will be counted as a purchase in your ad campaign and you can see that result and Facebook can use that data to optimize however if they go ahead and convert let's say 14 days after they clicked they would not be within that seven day window they would

1:04not count now one of the things that happened as part of the iOS 14 changes is we went from a 28-day attribution window that being the default that being that the longest you could use down to a maximum of just seven days and what that meant was that we lost data for anyone that converted more than seven days after they clicked on an ad we just couldn't see it that conversion wouldn't show up in the ad account so it made your results look worse than they actually were but also it meant that we had less data as advertisers to be able to see which ads performed best which ad

1:32sets performing best and optimize accordingly and it also meant that meta had less data within the Facebook ad account to be able to optimize we know that the more data that you get inside a Facebook ad account the more conversions you generate the better your results are going to be because meta can optimize using that data that's how machine Learning Works the more inputs you have the more data points you have the better that performs and it's why ad accounts with thousands tens of thousands of conversions typically perform much better than ad accounts that are brand new so the more data we can get inside our Facebook ad account the better and I

2:03think that's one of the reasons why we did see results across the board get worse with the iOS 14 changes was not just because of the data loss from what Apple was doing but also this more voluntary change that Facebook made reducing attribution down from 28 days to just seven however we are getting 28 day attribution back at least in some form not fully yet I'm hoping that's going to come but we have got it back in some form which is really fantastic and to show you what I'm talking about here I'm in a Facebook ad account I've just grabbed a campaign and gone to the ad

2:33set level to demonstrate this and under columns if you go ahead and scroll down you can see you've got all the the defaults in here and if we scroll down you will see this thing here called compare attribution settings now this is not in every ad account yet like every change meta makes they do it to some ad accounts but not others so if you don't see it yet don't worry I think it's likely to come in but if we go ahead and click on compare attribution settings and then we go ahead and select all the various options one day view one day click seven day click 28 day click and

3:00we click apply then we can see the breakdown in the data of when those actions those purchases in this case actually came through okay so if we have a look at this top ad Tech so we can see some really interesting here and of the 66 supposed purchase that were generated I'll talk more about that in a second 20 count within one day view 34 within one day click 46 within seven day clicks you can see a lot of people purchased more than one day after they clicked but within the seven days that's the difference between the 34 and the 46 number and then 50 within 28 day click

3:31now that's actually not a huge percentage this is an e-commerce business so you know what's that 10 of people roughly went ahead and purchased more than seven days after they clicked but less than 28 um in other Industries it's going to be large in that particularly if you offer something expensive something that requires some consideration people need to talk to a spouse or a business partner or something like that then you're likely to see the percentage of people that purchase or become a leader whatever it is more than seven days after they click but less than 28 days after they click can be a lot higher as

4:01much as 30 sometimes but it's still useful to have that extra 10 that's for sure so we can see how important having more data is in here if you just had one day click for example sample you might look at this ad set and think oh we only generated 34 purchases that's not all that good and then you move that out to 28 days and you realize that there's a lot more purchases that came through in that 28 day period and that is purchases you know you've paid for the ads you want to know exactly what results you're getting from them and this is going to

4:27be more accurate our purchase still going to be missed with this yes some people wait more than 28 days some people are still not going to be able to track with if they're on iOS devices for example and they've opted out but the more data the better for sure now I briefly mentioned this 66 number and we know that the data the default result that you get includes model data so it's not just sort of confirmed purchases in this case it's also going to be what meta thinks it's generated in terms of purchases um with your Facebook and Instagram ads and they've had to do that because of

4:58the data loss it usually tends to be relatively accurate there are discrepancy rates but um with this new attribution I think we can get more accurate data by taking a look at this 28 day click and we can rely less and less on in this case what's called multiple but something that includes model data and that's only helpful for us advertisers because the better data we have the better decisions we can make and and then for the better results we can get so at the moment unfortunately we cannot select 28 day click as our attribution setting at the asset level in terms of what we want to go for we

5:29still have a maximum seven day click there but what meta has shown Us by giving us this attribution window data is that they are recording that information and if they are recording that information then great even if you don't have this compare attribution setting in your ad account it means that that data is still going to now be being used in the optimization of your campaigns from a machine learning standpoint which is only positive for the reasons I've described but also it means that meta clearly have the capability to allow us to use a 28-day attribution setting because they're already tracking this information so I'm hopeful that over the next few months

6:05perhaps we are going to be able to actually set our attrition setting at 28 days as just seven and I think that is again going to help us improve results so certainly something positive really nice to talk about something positive it's been a while as I said with all the iOS 14 changes it's been more negative for a while and you guys know me I'm gonna try and be as honest as I can I'm not just going to talk about the plus side of Facebook and Instagram advertising I'm going to say when something's good and when something's bad I think that's really important for you as advertisers to be able to know

6:34that and be able to work out should I be using this feature should I not um but this is something that's positive which is great for all of us that either like myself make our living based around Facebook and Instagram advertising or run new campaigns for your business maybe it's a really important acquisition Channel we want change to be made that aren't positive and this is certainly a good one okay so before you go something I want to quickly mention and that's our done for you Facebook and Instagram ad services so my company can create manage and optimize your campaigns for you we do have a 3K per

7:02month minimum budget requirement but if you do meet that or you're about to you can go ahead and click on the link in the video description below that'll take you to a page where you can book call directly with one of my team members who can just no obligation call they can just explain more about our service how we work how we might be able to help how we may have worked with a business just like yours in the past very good chance that we've done so at this point so go ahead and book a call hopefully we get a chance to work together so this is

7:26certainly a positive change and there's another positive change I would encourage you to make and that's to make sure that you've structured your Facebook and Instagram ad campaigns the right way I see so many advertisers use the wrong campaign structure I cover my favorite structures in this video here I break down three different structures different sales funnels for different businesses how they're put together would strongly recommend you go ahead and check it out make sure you're using the right one or Implement what I describe in this video here if you're not