Updates on iOS14 changes > Effect #2

ios14 Jun 01, 2021

Last week we talked about the audiences reduced by iOS14 and to whom this really affected. Today we're going to talk about the second effect - the collateral damage this reduction in audiences has caused to our campaigns:

Effect #2 - Reduced conversions

It is necessary to be aware that there are two types of reductions and that we know how to differentiate between them: the real and the fictitious.

The real reduction - a part of the conversions has been reduced by the erratic behavior of the Pixel in recent weeks.

Retargeting campaigns, which almost always tend to have higher ROAS than prospecting campaigns and where the Pixel is crucial, have dropped in performance.

We know from internal Facebook sources that they are having problems with the Pixel and that they are working on it.

Now, do not expect to find official news from Facebook about it. You will gradually notice the improvement in your own campaigns as long as you keep them running.

The fictitious reduction -...

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Updates on iOS14 changes > Effect #2

ios14 Jun 01, 2021

Last week we talked about the audiences reduced by iOS14 and to whom this really affected. Today we're going to talk about the second effect - the collateral damage this reduction in audiences has caused to our campaigns:

Effect #2 - Reduced conversions

It is necessary to be aware that there are two types of reductions and that we know how to differentiate between them: the real and the fictitious.

The real reduction - a part of the conversions has been reduced by the erratic behavior of the Pixel in recent weeks.

Retargeting campaigns, which almost always tend to have higher ROAS than prospecting campaigns and where the Pixel is crucial, have dropped in performance.

We know from internal Facebook sources that they are having problems with the Pixel and that they are working on it.

Now, do not expect to find official news from Facebook about it. You will gradually notice the improvement in your own campaigns as long as you keep them running.

The fictitious reduction -...

Continue Reading...

Actualidad iOS14 - Efecto #2

ios14 Jun 01, 2021

La semana pasada hablamos sobre las audiencias reducidas por el iOS14 y sobre los verdaderos afectados por ello. Hoy vamos a hablar del segundo efecto - el daño colateral que ha causado esta reducción de audiencias en nuestras campañas:

Efecto #2 – Las conversiones se han visto reducidas

Es necesario ser conscientes de que hay dos tipos de reducciones y que sepamos diferenciarlas: la real y la ficticia. 

La reducción real - una parte de las conversiones se ha visto reducida por el comportamiento errático del Píxel de las últimas semanas.

Las campañas de retargeting, que casi siempre suelen tener ROAS más alto que el de las campañas de prospecting y donde el Píxel es crucial, han bajado su rendimiento. 

Sabemos por fuentes internas de Facebook que están teniendo problemas con el Píxel y que están trabajando en ello.

No esperéis encontrar noticias...

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Updates on iOS14 changes > Effect #1

ios14 May 25, 2021

Several weeks ago we asked all our Newsletter subscribers how the iOS14 update was affecting their advertising campaigns.

We got a lot of feedback, so let's take the opportunity to comment on the most common effects on this and upcoming weeks.

Effect #1 - Audiences have been reduced

As expected, the iPhone users who opted out from Facebook tracking have disappeared from audiences for our cold prospecting campaigns and also from retargeting campaigns.

If in a prospecting campaign we had, for example, an audience of 1,000,000, it would now be between 700,000 and 900,000.

The same with retargeting campaigns. If we had 10,000 web visitors that we could retarget with ads, this audience would now be down to 7,000 - 9,000.

If that's all we had, just reduced audience size and nothing more, who would have been the most affected? The big companies and the local ones.

The first, because they have enough budget to impact tens of millions of people every one to two months, and they...

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Actualidad iOS14 - Efecto #1

ios14 May 25, 2021

Hace varias semanas preguntamos a todos los suscriptores de nuestra Newsletter cómo estaba afectando la actualización de iOS14 a sus campañas publicitarias.

Obtuvimos mucho feedback, por lo que vamos a aprovechar para ir comentando los efectos más comunes.

Efecto #1 – Las audiencias reducidas

Como era de esperar, los usuarios con iPhone que desistieron del tracking de Facebook, han desaparecido de audiencias para campañas frías de prospecting y también de las campañas de retargeting.

Si en una campaña de prospecting teníamos, por ejemplo, una audiencia de 1.000.000, esta habría pasado ahora a tener un tamaño de entre 700.000 y 900.000

Lo mismo con campañas de retargeting. Si teníamos 10.000 visitantes web a los que podíamos re impactar con anuncios, ahora esta audiencia habría bajado a 7.000 – 9.000

Si todo hubiera quedado aquí, en...

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iOS14 updates roll this week

conversion api ios14 Apr 27, 2021

The time has come. The dreaded and infamous iOS14 update starts rolling out during this week....

... and you know what this update, the last available day of an offer and the day before the exam have in common? That they are usually left to the last minute .

Whether you want to make sure you have everything under control, or if this iOS14 thing is all Greek to you, we recommend you take a look at our free checklist by clicking here.

If you're going to get your hands dirty, take advantage and set up the Conversion API for your page and ad account while you're at it to avoid it being another one of those things that gets left until the end - in this case, until the demise of the Pixel.

That said, what exactly is going to happen this week? The truth is that even Facebook itself doesn't know.

What is likely to happen? That the readings we get from our ad manager's dashboard are out of date and no data appears.

What do we do? Do we stop, close the beach bar and wait for the storm to...

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