Facebook Ads: How the Changes of Attributions will Affect Lead Generation
Facebook has finally begun to implement their changes in ad attributions, and it has many businesses concerned about how this will affect them. Especially those businesses who use this feature for generating leads in their target markets.
But first, let’s talk about what Facebook ad attributions are and how they work are so we can all be on the same page.
What are Facebook Ad Attributions and How do they Work?
According to Jordan Bucknell from the “Social Media Examiner”, an attribution is Facebook’s way to credit any time a person has interacted with your Facebook ad. This can range from watching a video, visiting your website, liking or commenting on a post or when the item was clicked to an outside link.
These attributes are only for the date that your ad was either clicked or viewed, and should not be mistaken for a conversion taking place on said date. Since these are two very different things in Facebook’s eyes, it may explain the reason you might find discordances in your past data.
Using this data is a method to accurately and objectively measure the success (or failure) of an ad that was launched on Facebook. It helps you answer the big questions “Am I reaching my targeted audience?” and “What is working and what is not? What can we change next month to see improvement?”
Why Does Facebook’s Shorter Attribution Window Make Such a BIG Difference?
Facebook’s changes happen to be in the attribution window feature, dropping from a convenient 28-day time frame to simply a 1-day or 7-day window. This window is the number of days a view or click occurred on your ad that then led to an action being taken on your website.
By making it a smaller window, businesses have grown concerned over analyzing the effectiveness of an ad or campaign and being able to generate leads overall.
According to Jon Loomer, If your business is one that consists of mainly impulse purchases or low-priced products, then you should expect little to no changes. However, more expensive items that have a higher financial risk typically take longer to see a conversion. Since the time from clicking on or interacting with the ad to actually making a purchase is significantly longer, it could hurt these businesses in assessing their reports and research.
Taking all of this into consideration, it is vital to think about what kind of business you have or are representing before you begin to adjust the time frame in Facebook’s attribution window settings.
The Final Question: Should We Be Worried About the Changes?
The short answer is no.
However, let’s go into why this is the answer.
First of all, Facebook has claimed that these changes will actually “allow increased clarity when analyzing ad performance.” They also have added a new feature called the “Attribution Setting”, which can be found in the reporting table. This is so businesses will be able to see “which setting their ad results are optimized and reported under.”
There isn’t anything that could happen that businesses and agencies would not be able to adjust to. We are in the flexible industry of advertising and have learned to roll with the punches. These adjustments to Facebook are only the tip of the iceberg when it comes to the digital privacy of consumers.
As this industry grows it roots deeper into the digital age, we’ll have to stay ahead of the changes to continue seeing positive results and accurate research reports from advertising. Innovation sparks from meeting change with creativity, and with our industry, innovation will create solutions.
Here at Boiling Point Media, we are a full-service advertising, marketing and film production agency that partners with businesses to achieve their advertising and marketing goals through innovative strategies, creative advertising solutions and transparent comprehensive reporting. Boiling Point Media is your Facebook Ad expert and we will maneuver through any changes Facebook puts in our way! If you’re interested in working with us, contact us by emailing us at email@example.com or giving us a call at (405) 652-9033