Facebook Pixel (IOS 14 Update) 你需要做的事

Contents hide

I 前言

II 解决方式

II.I 第一步：Business Manager 注册

II.II 第二步：Domain verification

II.III 第三步：Aggregated Event Measurement 的设置

III IOS 14 造成的影响：

III.I Custom Audiences 会减少

III.II Reporting 的更动

IV 最后我想说

V 所有链接：

前言

为了不浪费大家的时间
阅读这篇文章前，
请问：
1. 你有 E-commerce Website 吗？
2. 你有 Facebook Pixel installed 吗？
3. 你的 Facebook Campaign 的 Objective 有设置 Conversion 吗？

如果以上的答案都是【是】的话，
我建议你现在打开你的 Ads Manager，去你设置 Conversion Event 的 Ad set 查看一下

若你这段期间都没进行啥更动的话，
你应该会出现跟下图一样的问题：

⚠️ “This event hasn’t been set up on any of your domains. ” 的提示（点击放大）

我分享一些我解决后的心得 👇🏻

解决方式

第一步：Business Manager 注册

我相信大家都会注册 Business Manager，
去 Google Search “Facebook business manager” 就可以了
所以这里我就省略一点点 💖

✍️ 备注：

E-commerce 的 Facebook Pixel 必须要是 Business Manager 的 Pixel，Personal Ad Account 的 Facebook Pixel 没办法做到下一步骤(Domain Verification)

第二步：Domain verification

进入你的 Business Settings 后，
选择： Brand Safety ➡️ Domains ➡️ Add

输入你的 Domain (eg: lailearns.com)，然后点击【Add Domain】

Domain verification must be done at the effective top level domain plus one (eTLD+1). For example, if your website URL is www.jasperplatform.com/shop123 your eTLD+1 is jasperplatform.com.

Domain verification must be done for the effective top level domain plus one (eTLD+1). For example, for www.books.jasper.co.uk, books.jasper.co.uk and jasper.co.uk the eTLD+1 domain is jasper.co.uk.

Domain verification should be prioritized for domains with pixels used by multiple businesses or personal ad accounts. This will enable you to configure pixel conversion events when Aggregated Event Measurement becomes available.

Sources: Facebook | Facebook Business Help Center

之后你会有三个 Verification 的方式，

DNS Verification
HTML File Upload
Meta-Tag verification

选择一个你看得懂的方式验证就可以了，
如果都看不懂，
联系你的 Website Developer，他/她肯定会的 😎
好了之后点击【Verify】就可以了

第三步：Aggregated Event Measurement 的设置

选择： Business Tools ➡️ Event Manager

选择 “Aggregated Event Measurement” （如下图显示）➡️ 点击 “Configure Web Events”

Facebook Pixel and Aggregated Event Measurement — （点击放大）

选择你的 Domain 然后 ➡️ 点击 “Edit Events”

✍️ 备注：

这里最多选择 8 个 Events，并且要依序（最重要的 Event 排第一）排列。
没有什么固定的顺序，但是如果是”Purchase” 爱好者（Conversion Event 放 Purchase）的话，Highest priority 一定要放 “Purchase” ！

原因？看下面 👇🏻

Aggregated Event Measurement limits domains to 8 website conversion events at most. SKAdNetwork limits apps to 63 individual or bundled app conversion events at most. You can arrange your events from highest to lowest priority. When Aggregated Event Measurement or SKAdNetwork apply, only the highest priority event will be sent whenever a customer takes multiple actions during a conversion window. For example, if someone adds an item to their cart and makes a purchase in one session, only the higher prioritized event will be reported. As a result, all other events may report numbers that are lower than expected, even if they are part of the 8. These events may still be happening, but they might not reflect in reporting. You should choose the events that provide the most value to your business.

Sources: Facebook Help Center

如何排列就取决于 Marketing 的 Strategies 了，
我分享一些排列的思路：(从 Lowest Priority ➡️ Highest Priority )

例子：View Content ➡️ Add to Cart ➡️ Add Payment Info ➡️ Initiate Checkout ➡️ Purchase

怎样排列并没有一个特定的标准，完全取决于你（Marketing Manager?），设定 Campaign 的思路

我个人的设置方式比较奇葩，所以就不分享出来混淆大家了 😉

IOS 14 造成的影响：

我个人认为最主要的影响有以下几个：

Custom Audiences 会减少

As more people opt out of tracking on iOS 14 devices, the size of your app connections, app activity Custom Audiences, and website Custom Audiences may decrease.

Sources: Facebook Business Help Center

常常使用 Custom Audiences 的人会想哭
来，大家跟我一起哭 🤗

Reporting 的更动

简单来说，

Delayed reporting: 没有 Real-time reporting, data may be delayed up to 3 days.

No support for breakdowns: For both app and web conversions, delivery and action breakdowns, such as age, gender, region, and placement will not be supported.

Changes to account attribution window settings: Once Apple enforces their iOS 14 requirements the attribution window for all new or active ad campaigns will be set at the ad set level, rather than at the account level. The new ad set attribution setting can be accessed during campaign creation. This ad set level attribution setting ensures that the conversions measured are the same ones used to inform campaign optimization, and will allow for increased flexibility and clarity when analyzing ad performance. Additionally, the default for all new or active ad campaigns (other than iOS 14 app install campaigns) will be set at a 7-day click attribution window. iOS 14 app install campaigns will report based on the attribution window provided by Apple’s SKAdNetwork API.

完整资料点击这里: Facebook Business Help Center

最后我想说

IOS 14 的用户，你使用免费的服务，又不给 Tracking …

（开玩笑而已，别喷

所有链接：

链接（一）：Key Concepts for iOS 14 Impacts to Facebook Business Tools
链接（二）：How Apple’s iOS 14 Release May Affect Your Ads
链接（三）：About Event Priority

前言