Want to know the latest scoop on the Facebook Ad updates? The Meta platform has new features to help your target marketing truly deliver results. Your Meta ads have never been more ready to increase your visibility, reduce cost per action, and optimize your data. 

Check out these updates and start advertising your brand better using Meta. 

Performance 5 Framework

Due to big changes within the past year, Meta has restructured how to best serve its advertisers. This would be by initiating the “Performance 5” framework. The Performance 5 framework is a collection of strategies. This is meant for SMBs to guarantee improved ad performance. The 5 ad strategies are: 

  1. Ad Testing
  2. Conversions API
  3. Simplified Ad sets
  4. Broad Targeting
  5. Mobile-Friendly Video

According to the Meta platform, “This new set of top tactics is designed to help small business advertisers looking to improve their ad performance, and reduce cost per action on their campaigns.” To get the most out of their ad campaigns, advertisers need to rely on Meta Pixel.

 Meta Pixel Explained

The Pixel helps you track customer engagement and activity, without impeding customer privacy. According to Shopify, “The Meta Pixel is an analytics tool that helps you measure how effective your Facebook ad campaigns are by monitoring the actions people take on your website.” 

The Meta Pixel is used by adding a piece of code to your website. This JavaScript code creates a set of functions which activate to monitor a variety of website actions, or “events.”

Certain examples of these events are:

  1. Page Views
  2. Add to Cart
  3. Purchase
  4. Scroll Depth
  5. Time on Page

By tracking these activities, you can create data optimization. Use this information to create the best strategy response. By understanding your customer’s habits, you can promote content that you know they enjoy. 

This is especially useful for target marketing, or retarget marketing. Pixel is used best by highlighting popular pages, products, and promos geared specifically to your target audience. 

Data Tracking Morally

Understanding your audience’s behavior really helps you create a better connection and develop conversions. However, data tracking can become a slippery slope. 

In order to combat this, Meta has initiated certain data protection policies around Pixel. This is to protect your audience, while also allowing you to advertise better. Adding protective measures is a really necessary Facebook Ad update. First and foremost, users are asked for permission before they are subject to data tracking. 

Meaning, that even with the Pixel code, customers can decline data tracking and prevent you from seeing their website activity. Additionally, the data sharing between Pixel and your business is not unlimited. Your business will have a time limit every time new data is mined. 

To elaborate, Pixel offers the data based on the web event—that is, data pulled from your customer visiting your actual website—within 7 days of it occurring based on iOS 14. Moreover, data taken from ad engagement is only available within one day of viewing your ad (Shopify). 

Additionally, the amount of events that your business receives is limited. For each domain, Meta Pixel will give data based on 8 events. You can choose which specific events you want to pull data from.

While limited, Pixel optimizes your 8 chosen events. According to Shopify, iOS14 has made it trickier to collect data, but Facebook ensures that you get the most optimized data in your limited opportunity. You don’t need to go treasure hunting in your collected data; Meta already mines the most important data. This streamlines the data-to-strategy process. 

 Conversions API

The Conversions API is a way to deepen and strengthen your Facebook ad campaign. Utilizing this tool creates the most optimization opportunity in order to reach your peak target audience. In addition to this, the Conversions API decreases cost per action and offers more efficient ways to measure results. 

Server side tracking optimizes the data. Server side tracking establishes a connection with your server and the Meta server. This connection will allow you to share the data that Meta will begin mining. 

Meta’s data tracking happens in real time; this way, you are provided with the most relevant information. However, you can save your data for later using “sequential targeting.” This is done by adding a cookie that will track web visitors. You can use this data to advertise to that audience in the future, then re-track them when they return in order to retarget your strategy.

Server Side Tracking

With server side tracking, you are exchanging data with Meta’s server. The data that would come from your end is information related to your target audience. Moral data tracking is having the ability to choose when to send data. Most importantly, you can choose when to send data to Meta. Meta understanding the data you already have about your target audience creates better data optimization and better ad impact in the future. 

Moreover, you can choose what specific data you want to share. The data can be from digital events or physical events. For instance, by reporting what customers are buying in store on a certain day. This paints a full picture of your customer behavior. 

This tactic is full funnel visbility. You have total control over the data that you share and receive. This improves the accuracy of data sharing. You can have peace of mind knowing that using both Pixel and the Conversions API deliver optimal, accurate, and strategic information.

Conversions API Process

Utilizing Pixel’s efficient data control ensures that you receive the best results. This is one of the most helpful tools in the Facebook Ad updates. To help you ease into this better, we will run through the Conversions API process.

First, you will integrate the Pixel code in your website’s framework. Conversions API is dependent upon this. You will get the best results by using them together. For the data exchange to occur, the code must be added. You must have your Meta accounts ready to activate the process.

Then, your company would secure customer data through customer events. This data can come from both digital and physical events. You’re essentially creating a customer map to send to Meta Pixel. The server will secure the customer data. Make sure that this is the server that you wish to use for Pixel.

Cookies saves customer data. The Pixel code will begin data tracking by saving user information. 

Once data collection happens the Meta server will begin mining. Moving forward, whenever a customer performs one of the chosen web events, it will trigger the Pixel code, sending the data to Facebook’s server. Meta returns the most pertinent information back to you.

 Create to Convert

Creating Facebook ad campaigns is more important than ever. Staying aware of important Facebook Ad updates is essential! The social platform is the third most visited website on the entire internet. Utilizing the new Facebook updates can increase visibility, brand awareness, and conversions. 

Be mindful that with the benefits of data tracking, you will still need to post eye-catching, creative ads. The place for everything graphic design is right here! With Penji’s unlimited design service, you can have Facebook ads created that are ready to use the next day. Visit Penji to learn more!