Facebook Conversions DOWN 15%?

TL;DR

Facebook claims under-reporting conversions by 15%; actual may be higher.

Transcript

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 cou... Read More

Key Insights

• Facebook announced a potential 15% under-reporting of conversions due to iOS 14 changes, but this figure is disputed by advertisers.
• The discrepancy in conversion reporting varies significantly among advertisers, with some experiencing a rate as high as 30%.
• Advertisers should calculate their specific discrepancy rate by comparing Facebook ad account data with verified data from other sources.
• Facebook is actively working on improving conversion reporting by enhancing measurement and conversion modeling techniques.
• iOS 14 changes have significantly impacted advertisers, increasing the difficulty of measuring campaign performance accurately.
• Different businesses experience varying levels of discrepancy based on their audience's device usage, particularly iOS versus non-iOS devices.
• Advertisers are encouraged to use tools like conversions API and aggregated event measurement to improve their data accuracy.
• Facebook's efforts to address under-reporting include fixing bugs quickly and adapting to new challenges, aiming to reduce discrepancy rates.

Questions & Answers

Q: What is the main issue discussed in the video?

The main issue discussed is Facebook's announcement of a potential 15% under-reporting of conversions due to iOS 14 changes. The video creator believes this figure is underestimated and suggests the actual discrepancy rate could be higher, around 30%, affecting advertisers' ability to measure campaign performance accurately.

Q: Why does the video creator disagree with Facebook's 15% under-reporting claim?

The video creator disagrees with Facebook's 15% under-reporting claim because, based on their analysis and data from multiple ad accounts, they observe a discrepancy rate closer to 30%. They believe Facebook's estimate is overly optimistic and doesn't reflect the reality faced by many advertisers.

Q: How can advertisers determine their own discrepancy rates?

Advertisers can determine their own discrepancy rates by comparing the conversion data reported in their Facebook ad accounts with verified data from other sources such as Google Analytics, Shopify, or CRM systems. This comparison helps them understand the actual performance of their campaigns and adjust their strategies accordingly.

Q: What steps is Facebook taking to address the under-reporting issue?

Facebook is taking several steps to address the under-reporting issue, including improving measurement tools, enhancing conversion modeling, and quickly resolving any bugs that may arise. They are committed to reducing the discrepancy rates to help advertisers better measure and optimize their campaigns.

Q: What impact have the iOS 14 changes had on advertisers?

The iOS 14 changes have significantly impacted advertisers by making it more challenging to measure campaign performance accurately. The changes have led to a potential under-reporting of conversions, increased advertising costs, and difficulties in tracking user actions, particularly for campaigns targeting iOS users.

Q: What tools can advertisers use to improve data accuracy?

Advertisers can use tools like the conversions API and aggregated event measurement to improve data accuracy. These tools help ensure more reliable tracking of user actions and conversions, allowing advertisers to make better-informed decisions based on more accurate data.

Q: Why is it important for advertisers to calculate their specific discrepancy rates?

Calculating specific discrepancy rates is important for advertisers because it allows them to understand the true performance of their campaigns. By knowing the actual conversion rates, advertisers can adjust their cost-per-lead calculations and campaign strategies to ensure they are achieving their desired outcomes.

Q: What future improvements does Facebook plan to implement?

Facebook plans to implement future improvements by enhancing measurement techniques, improving conversion modeling, and quickly addressing any bugs. These efforts aim to reduce the discrepancy rates and provide advertisers with more accurate and reliable data for their campaigns, thus improving overall ad performance.

Summary & Key Takeaways

• Facebook has announced that iOS 14 changes have led to a 15% under-reporting of conversions. However, many advertisers, including the video creator, believe the actual discrepancy rate is much higher, closer to 30%. This discrepancy varies depending on the advertiser's audience and device usage.

• Advertisers are advised to calculate their own discrepancy rates by comparing Facebook data with other verified data sources like Google Analytics or CRM systems. This allows them to adjust their cost-per-lead calculations and campaign strategies more accurately.

• Facebook is actively working to improve conversion reporting by enhancing measurement tools and conversion modeling. They are aware of the impact on advertisers and are taking steps to address the issues, although the timeline for improvements remains uncertain.