When it comes to collecting first-party data that will power your Facebook ads scaling and optimization efforts, AdBeacon is a resource you can’t afford to be without. With AdBeacon, you have easy access to the resources and data you need to help you learn how to increase ROAS on Facebook ads and track social media campaigns on every platform.
You can also effectively counter the negative effects on Facebook ads that iOS 14.5 has brought about.
It’s clear that the future of marketing will gradually pull away from the proprietary tools offered by Facebook and other social media platforms. AdBeacon will be part of that future, providing the tools necessary for Facebook ad automation that generates better results than was previously possible.
With nearly three billion users worldwide, Facebook is an undisputed giant among social media platforms, and digital marketers have for years striven to use its massive influence to reach prospective customers.
At the same time, effective Facebook ad performance has always posed a thorny challenge for advertisers seeking to capture the attention—and money—of the buying public.
The 2021 release of Apple’s iOS 14.5 update and its AppTrackingTransparency framework, intended to broaden the privacy rights of consumers, has only aggravated long-standing marketing issues with the Facebook platform.
Because iOS users now must explicitly opt in to free up their data for marketing purposes, many advertisers have found that their view of their customer base has become muddied. Many Facebook ad conversions are not being attributed at all.
Facebook has criticized the iOS 14.5 update for its detrimental impact on small businesses and has taken action to counteract the erosion of actionable consumer data available to marketers in this sector. These efforts include the release of the Aggregated Event Measurement (AEM) protocol, which is intended to capture data from opt-out devices.
However, even with AEM, marketers have less data to analyze that they had before.
It’s clear that there is a growing need for an alternative platform that can help advertisers optimize the value of their Facebook ads. That’s what AdBeacon is—a tool that empowers marketers to boost their Facebook ad spend ROI with actionable first-party data.
Even prior to iOS 14.5, marketers had significant problems with figuring out how to track Facebook ad performance accurately.
One persistent issue is Facebook’s default last-click attribution model—that is, the platform is engineered to assign 100% credit to the last click or visit associated with a particular conversion.
No credit at all is granted to any earlier clicks on the conversion path. Among other shortcomings, this can lead to overreporting and increased difficulty in getting a proper view of your Facebook top-of-funnel ad performance.
Another problem—and a more recent development—is Facebook’s ever-shrinking attribution time windows.
This refers to the time period in which an ad click or view can be credited for a later conversion.
In 2021, Facebook eliminated its 28-day attribution window in favor of implementing a 7-day window.
As you might expect, this is a serious problem for marketers whose campaigns rely on extended attribution models for Facebook ads.
Increasingly, Facebook seems to be moving away from the attribution business. It has turned to Apple’s SKAdNetwork API as a means of helping marketers track Facebook ad performance.
The future of marketing ad optimization itself seems to be trending away from dependence on Facebook’s lead tracking tools. AdBeacon was created in response to these trends.
With AdBeacon, marketers have access to a highly effective Facebook multi-touch marketing attribution software that is optimized for the post-iOS 14.5 world.
It works by using first-party data—supplied directly to you by your own customers. Let’s take a look at the features that come with the AdBeacon platform.
Designed by marketers for marketers, AdBeacon comes with a variety of tools and features that enable you to extract the most value out of your Facebook ads. These include:
Attribution modeling isn’t a one-size-fits-all approach.
You need to be able to customize your attribution marketing software so you can obtain the data that matches your campaign objectives, whether you’re creating top-funnel awareness of your products or services or focusing on bottom-funnel conversions.
AdBeacon allows you to adjust your attribution windows as far back as your data extends, so you can track customer journeys much further than seven days.
You also have your choice of four attribution models: Full Impact, Linear, First Click, and Last Click.
This enables you to select the model that will best fit your campaign and provide you with truly accurate multi-touch revenue attribution data.
Reports are essential if you expect to optimize Facebook ad spend.
With AdBeacon, you can select from a wide range of reporting options, from your best-performing ad sets to actual Facebook ROAS figures. And there’s no need to juggle countless spreadsheets—AdBeacon’s Facebook ads tracking software puts everything in one place for you.
Real-time reporting is another victim of the iOS 14.5 release, as marketers and business owners are now finding that their FB tracking data is being delayed for up to 72 hours. That’s not good enough for today’s fast-paced marketing landscape.
AdBeacon gives you up-to-date information that enables you to make on-the-fly Facebook ads adjustments right away—not three days down the road.
You can easily merge your Facebook ad reporting data with the other first-party info you’ve collected.
For instance, you can connect your Facebook ad spend to Shopify revenue to gain an understanding of the comparative value of your various campaigns.
As advanced Facebook ads professionals, the team at AdBeacon understands that many marketers are comfortable with the user interface that comes with Business Manager. That’s why we’ve developed a UI that strongly resembles the one that you’ve likely been using for years.
This design can sharply decrease the amount of time needed to get accustomed to our Facebook ads tracking software, so you’ll have everything up and running in no time.