Did iOS 14 Wreck Your Facebook Attributions?

How to your get conversion data flowing again and re-optimize your campaigns

The curse of the vanishing conversions…

Apple threw a massive spanner in the works for many marketers with iOS 14.

If you’re reading this, you probably saw your Facebook ad conversions plummet. You were suddenly blind to which ads were bringing in sales, maybe even doubting whether they were worth the spend anymore.

To make matters worse, the AIs were no longer so intelligent. Without data to work with, they became unable to refine the targeting like they used to.

3 Steps to re-optimizing your campaigns

The good news is that SegMetrics can help your attributions run better than ever with our robust tech.

1) Apple-proof your tracking

Due to our 1st party cookies, server-side tracking and minimal data sharing, Apple’s ATT doesn’t interfere with tracking from SegMetrics.

We act as an external tracking source that isn’t affected by ad blockers or other nuisances. SegMetrics records the ad ID that brought someone to the site, then saves that as part of their data if they submit their email or make a purchase.

2) Measure real purchase transactions

Tracking website events is fine, but it can mean a conversion is reported even if the card is declined or the order is canceled.

Instead, SegMetrics measures your actual processed payments. These can be immediately following a visit, or even after a delay such as an email funnel or trial period.

3) Feed data back to the algorithms

As well as analyzing ad performance within SegMetrics, you can optimize your campaigns with our Conversion Feeder.

It feeds Facebook’s AIs with conversion data, telling them which ad clicks turned into sales. The automations will be able to optimize your campaigns again like back in the good old days.

[Bonus Step] Attribute lifetime value

With SegMetrics you will measure more than just single sales or short term events like PDF downloads.

SegMetrics tracks the full lifetime spending for each customer. By building the data around contact IDs instead of browser cookies, it can stay consistent over months or years.

You will be able to see which campaigns attracted long term customers, not just tire kickers or one time buyers.

Want to restore your attribution data? Grab a SegMetrics trial

With SegMetrics you can recover from the headache of iOS 14. Sign up for a free trial to see the results for yourself.

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We added SegMetrics to see if it could find answers to questions a client’s had for over a year and that couldn’t be put off any longer. It could, and did so within about 30 seconds
— Michelle Warner — Strategy Consultant


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(as of May 20th, 2020 12:37 AM)

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We added SegMetrics yesterday to see if it could find answers to questions a client’s had for over a year and that couldn’t be put off any longer. It could, and did so within about 30 seconds.

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