Ever since the iOS14 update, getting enough targeting data has been rough for retailers. You’re probably already using Meta’s Conversions API (CAPI) to get some of the signals you need back, but there’s a way you can enhance your understanding with even more signals.
The more signals you have, the better you can target your customers. And the better you can target your customers, the better your campaigns will do. So let’s get into it!
While CAPI is a must-have for retailers, there are a few gaps that can still leave you without an optimal number of signals for your campaigns.
It’s tough to track your ad performance via a UTM in Facebook ads, because your analytics platform doesn’t send feedback back to Facebook. This means that the attribution model you’re using as a source of truth could be missing important signals about your ad performance
Right now you run Meta ads, then go to an analytics platform like Google Analytics (GA) to compare the results from different channels. But that’s not actionable; you can’t change your bids directly from GA and optimise towards your source of truth!
To do that you have to go back to Meta with the data you’ve gathered, and then you run into a new problem: any decisions you make about which channel should get what part of the budget is based on GA metrics or internal metrics, not Meta metrics.
CAPI matches conversion events based on the phone number or email address that advertisers get using their order form. This information is verified against the phone numbers and emails associated with Meta’s users but the matchrate varies, and is on average 80%. The match rate between CAPI signals can be found in Event Match Quality Score (EMQ) and can be finetuned by adding more information but is still covering only signals associated with users that are known for the retailers (so the user is logged in and the retailers knows their email). But how about all the shopping behaviour of unsigned or new users?
So what’s the fix?
Put the ads and analytics together into a neutral space with direct actionability over campaigns: ROI Hunter.