What impact will this have on PPC advertisers?
Posted: Sat Feb 22, 2025 4:09 am
While both protocols are still in play and it is unclear which one will prevail, the general direction of both is quite similar:
1. Limited event tracking
2. Limited attribution windows
3. Delayed campaign reports (up to 72 hours)
4. Campaign reports will only be modeled at the ad set/ad group level
5. Segmentation by user attributes (demographics, interests, etc.) will be removed from statistics
Limited event tracking
Both Apple and Facebook's protocols will offer namibia phone number data advertisers the ability to track only 8 types of conversion events , such as purchase, form fill, add to cart, etc., unlike today, where there is no such limitation.
Additionally, in the Apple protocol, these events will not be able to capture event parameters such as the name and value of the item purchased. This effectively eliminates the ability to optimize ROAS in campaigns.
Campaign data stored by Apple devices (using browser and device storage, not cookies) will be limited to 7 days . This will limit campaign attribution to a 7-day window. View-through conversion attribution is still being considered, but for now, Facebook has decided to use statistical modeling to bridge this gap and is offering a limited one-day view-through conversion window.
Delayed campaign reports
To prevent ad platforms from manipulating the logs, reporting will be delayed by 24-48 hours at random . Additionally, Facebook plans to add an additional 24 hours for data processing due to heavy statistical modeling going on in the background. This means campaign reports may lag by almost three days, and measuring the impact of changes to your ads will be painfully slow.
1. Limited event tracking
2. Limited attribution windows
3. Delayed campaign reports (up to 72 hours)
4. Campaign reports will only be modeled at the ad set/ad group level
5. Segmentation by user attributes (demographics, interests, etc.) will be removed from statistics
Limited event tracking
Both Apple and Facebook's protocols will offer namibia phone number data advertisers the ability to track only 8 types of conversion events , such as purchase, form fill, add to cart, etc., unlike today, where there is no such limitation.
Additionally, in the Apple protocol, these events will not be able to capture event parameters such as the name and value of the item purchased. This effectively eliminates the ability to optimize ROAS in campaigns.
Campaign data stored by Apple devices (using browser and device storage, not cookies) will be limited to 7 days . This will limit campaign attribution to a 7-day window. View-through conversion attribution is still being considered, but for now, Facebook has decided to use statistical modeling to bridge this gap and is offering a limited one-day view-through conversion window.
Delayed campaign reports
To prevent ad platforms from manipulating the logs, reporting will be delayed by 24-48 hours at random . Additionally, Facebook plans to add an additional 24 hours for data processing due to heavy statistical modeling going on in the background. This means campaign reports may lag by almost three days, and measuring the impact of changes to your ads will be painfully slow.