# Facebook Conversions DOWN 15%? Channel: Ben Heath Video: https://www.youtube.com/watch?v=qy9UvTY9hZU Duration: 9 min Language: English Words: 1753 Transcript page: https://viewrankai.com/tools/youtube-transcript/qy9UvTY9hZU --- [0:00] hi guys it's ben heath from lead guru and in this video i'm going to talk about facebook's recent announcement that they think they are under reporting conversions by about 15 percent because of the ios 14 changes i don't believe them i'm going to explain why before we get in touch when i very quickly ask you to hit that thumbs up button and of course subscribe to my youtube channel if you were new and haven't done so already so i've got facebook's um announcement um article up and this was released getting on for a month ago now i went through it i've had some time sort of processing and analyze the data [0:30] and take a look at things and um and they've sort of in this they're addressing the fact that um there's been a big impact on advertising because of the ios 14 changes you know it literally says here we've heard from many of you that the impact of your advertising investment has been greater than you expected because of the changes that have been been implemented um and they say hey look the cost of advertising your business outcome may have increased gotten harder to measure your campaigns on our platform in some cases this is because of under reporting now they say here this is the really important part this is sort of the topic [0:58] of this video our estimate is that in aggregate we are under reporting ios web conversions by about 15 so if facebook is saying that they're under reporting ios web conversions by about 15 let's say you generated 100 sales from ios users from your facebook ads facebook in your ad account will be showing 85 50 less that would mean that let's say for the average advertiser half your prospects are ios users half are not which is probably roughly about right that you are only under reporting in total by seven and a half percent because of course you're still getting all the data or most of the data from um [1:38] your non-ios users now are we seeing a discrepancy rate in conversions of seven and a half percent no are we seeing a discrepancy rate of 15 no i would say the average is closer to 30 and what i mean by the way when i say discrepancy rate is what's showing in our ad account in our facebook ad account versus what we're actually getting that we can verify with shopify data or google analytics data or various crm data or whatever it happens to be for the business we don't just use one sort of tracking thing i get questions about that a lot it completely depends on the [2:13] business um i would say the average is about 30 and we've got enough i mean we have hundreds of campaigns running across dozens and dozens of different ad accounts we must you must have access to yeah 50 plus easy ad accounts 60 70 even ad accounts something like that and that we are able to make this conclusion on now either we're being particularly unlucky or facebook is being let's say very optimistic about the discrepancy rate i certainly don't think it's 15 i think it's uh i think it's larger than that i said i would say our average is about 30 percent and it's really important for you to calculate [2:52] your discrepancy rate and then do go on to say here look in this next part however there is a broad range for individual individual advertisers and for some advertisers it's larger than others so if i'm doing tracking for say a to b business and we're taking a look at the data their discrepancy rate is usually quite small because a lot of actions are take take place on desktop right they don't take place on on ios devices on phones um and so we have better tracking over people taking actions on those on non-ios devices whereas some businesses it's much higher because perhaps 70 80 percent of their [3:24] audience comes from ios devices or that's where the actions take place so it's really important for you to analyze the conversions that you're getting in your ad account compare those to the conversions that you're actually getting you can verify with other data and come up with an average is it 30 which i would say is the average across the board for our clients is it 40 is it 20 is it 5 is it 50 because then you can plug that number for your business specifically into your calculations and say okay we need to achieve a um cost per lead of 20 in order for this campaign to work well [4:03] we know there's a 30 um under reporting therefore in our ad account we can actually see a cost per lead of uh 26 27 because sorry 26 27 because that means that our actual cost per lead is going to be under that 20 mark uh and that's how you can factor in the calculations hopefully that makes sense you need to work out your own discrepancy rate um but yes i think facebook is very very optimistic here it does beg the question of how are they calculating this because how would they know what the actual number is um i imagine they've surveyed some advertisers but yeah i don't believe that data i think that [4:44] number is very optimistic i'm sure there are certain businesses that are doing that services are doing um even even a lower under reporting rate than that but i think the average is certainly higher than 15 there is good news you go down this um article and you see they talk about the various actions that you can take as a facebook advertiser now these are things i've talked about so if you follow my content you already know about allowing more time before you analyze the stuff setting up conversions api using aggregated event measurement to get your all that sort of stuff sorted i'll include some links to videos around like [5:15] setting up the facebook pixel that has all this aggregated event measurement stuff in there you certainly want to be doing that i'll include other videos talking about um under reporting and what you can do about that in the video description below so so check those out and there's you know there's there's some other stuff in here they talk about some stuff that's not overly helpful like continue to test and learn it's like well okay well i was gonna do that anyway you know not just because facebook's now under reporting i think the more promising news and the part that i'm more excited about is the actions we're taking right [5:44] now and you can see and obviously if you want to go through this article you can um but you can see that what they're talking about here is facebook is trying very very hard and doing a lot of work on their end to improve the under reporting situation they are very well aware that this affects advertisers they are very well aware that it's gonna um negatively in fact affect our ad campaigns i don't think massively but to some extent and they don't want that they want our campaigns to form as well as possible that way we spend more on the platform so they are doing all sorts of things [6:17] you can i won't go through it all in detail all sorts of things to enhance measurement to track better web conversions to improve conversion modeling which you know is important they even talked about things like adopting adapting quickly after we discover bugs which is you know um kind of a funny thing for one of the largest companies in the world to be talking like don't worry we'll fix our issues quickly so okay sure um but it's but it's quite interesting but you can start to what what gives me confidence is facebook are basically saying here is like look we know guys we know this is a [6:52] problem and we are going to do everything we can to fix it and i said it's one of the biggest companies in the world we're on a market cap basis and there's so much money at stake and they're going to do everything they can to fix this unreporting issue so do i believe the 15 of ios users specifically no i would say our overall average is about 30 which would mean the ios under reporting is significantly higher than that but um but facebook are on it and i think in six months time we might be seeing that number might be more realistic as that discrepancy rate gets smaller and [7:24] smaller and smaller that's what we're hoping for at least anyway before you go a couple of things one thing i want to quickly mention that's a free webinar i've created called three killer facebook ad strategies to double or more your revenue and i would strongly strongly recommend you go through this webinar if you haven't already it details the exact sales funnels the exact strategies that we use as a facebook ads agency for our clients they're very much tried and tested we've generated millions of dollars with all three of these strategies and i give you three because it's so important to use the right strategy for your products and services [7:52] i think so many facebook advertisers get this wrong they hear about a sales funnel structure and they just run with it they go well hang on does that work for your type of business that's what this webinar i'll show you how to do it i said it details the sales funnel in detail so links in the description below completely free 60 70 minutes long strongly strongly recommend you go through it and i think you're gonna find it really really useful if you found this video helpful please give a thumbs up please remember to um to subscribe to my channel i'm releasing facebook ads related content all the time keeping you [8:20] up to date with announcements and things like this that are really important and um yeah comment below if you've got questions comment below to let me know what you think and i will talk to you soon thanks guys bye for now --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). 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