I run a small digital marketing business and nearly all of my clients are feeling the effects of Apple's update. Tracking is getting tougher, and retargeting audiences are becoming less effective.
Less conversion tracking means the algorithm has less data to optimize around, which is driving ROAS (Return On Ad Spend) down. For some small businesses that operate on razor-thin margins, this can be the difference between generating a profit and losing money.
Below I will lay out a few key strategies I've taken with my clients. If you have any strategies of your own, please share them! Rely More on 1st Party Data
Retarget Users Based on Native Facebook Engagements
This means thinking about building / more heavily utilizing your own warm audience lists. This can be a signup pop-up on the website, it can also mean running Lead Ads on Facebook to collect emails, instead of running Awareness ads to drive traffic.
There are a ton of great ways to do this including:
Verify Your Domain, and Link to the New Facebook API
Run a video views ad, and retarget users based on watching 75% or more of the video
Retarget users who clicked on your previous ads
Retarget users who have engaged with your page and ads in the past
This is a crucial step. Verifying the domain is relatively simple and can be done in Businesses Settings. This will allow you to configure 8 web events to your domain.
Linking the FB API will allow your website to directly share conversion data with Facebook. This doesn't solve the conversion tracking issues, but it does help in some cases. This can be done with the Shopify Facebook app. I also believe there is a plugin for Wordpress/WooCommerce as well. Utilize Klaviyo & Shopify data to track user activity
If you have Klaviyo and Shopify, you can create customer segments based on user activity. These segments can then be integrated and automatically synced with Facebook audiences.
Did I miss anything? Do you have any strategies of your own?
By Wyatt Otero. Wyatt is a freelance Digital Marketing consultant