Important new information about Facebook app-to-web campaigns that isn't captured in FB's current published guidance: for ATT opted-out users, the only click attribution window available through AEM is *1 day* (1/X)
2/ The guidance issued in December seems to present AEM as only applying to ATT *opt-out* traffic. My understanding is that Facebook has updated this to reflect that AEM applies to all traffic, and that a 1-day attribution window applies to opted-out users…
3/ This means that the highest-valued of the 8 conversion events that can be instrumented for event-based app-to-web campaigns will only be returned within 24 hours of a click for opted-out users. For opted-in users, the highest-valued event will be returned in 7 days
4/ This is a considerable change! Many ecomm sites use a 28-day click window for attributing revenue, so for opt-out users, the window is being reduced by 96%! This means these retailers will capture far fewer sales from FB ads and thus their ROAS measurement will become obscured
4/ Hat tip to @sethjberman who pointed this out yesterday in a Twitter thread
5/ UPDATE, apparently *all* events will be passed back to FB within 7-day attribution window for *opted-in* traffic, not just the highest-priority event

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More from @eric_seufert

18 Feb
The different outcomes for FB and Google in Australia related to the country's impending news publishing law underscore the fundamental differences between their operating models that any successful regulatory treatment must recognize (1/X)
2/ @benthompson's daily update is the best starting point for background on the topic. @benedictevans also provides trenchant analysis. Essentially: Google capitulated & cut a deal with News Corp, FB simply called the Australian govt's bluff…
3/ Google indexes information for search and discovery and FB operates a network of users that allows them to share content. Both monetize with advertising but that's really a superficial similarity. The businesses' core use cases are fundamentally dissimilar
Read 9 tweets
11 Feb
One flaw in many mobile-first consumer tech cos that has been exposed by Apple's ATT policy is how little many executives understand the platforms on which their companies are fundamentally dependent (1/X)
2/ Even today many CEOs dont understand how IDFA deprecation / ATT will impact their businesses. You can see this in earnings calls: CEOs cant clearly articulate how the efficacy of their performance advertising will change once ATT is made mandatory
3/ Not only does this underscore a lack of understanding of their core businesses (most mobile-first companies grow exclusively through performance DR advertising), but it lays bare an ignorance of the platform dynamics that define them…
Read 5 tweets
2 Feb
In an alternate universe...(1/X)
2/ This kind of wording isn't actually foreign to iOS
3/ Why I think giving customers real choice means explaining what they lose if ads cannot be personalized to them…
Read 4 tweets
1 Feb
An abundance of information released today related to iOS 14 / ATT / SKAdNetwork. Attempting to consolidate it all in a thread (1/X):
2/ Apple released the iOS 14.5 beta, which disables developer access to the IDFA by default (meaning: mandatory ATT). The beta released today likely means the March-ish timeline for public release is valid
3/ Apple updated the SKAdNetwork documentation. SKAdNetwork 2.2 is released with iOS 14.5 and includes a new parameter that allows for view-through attribution…
Read 7 tweets
31 Jan
Here are two things that both Apple and Facebook have clarified over the past few weeks with respect to advertising restrictions coming to iOS14 when ATT is made mandatory (1/X):
2/ One misconception is that advertisers will simply be able to pipe user-indexed conversion events back to Facebook via the conversions API to avoid campaign-level data aggregation. Facebook has plainly stated that it will not allow for this… Image
3/ The second is that fingerprinting -- sorry, "probabilistic attribution" -- exists as a simple workaround to ATT that will allow advertisers to glean dependable user-level conversion and attribution signals. Apple made its stance on fingerprinting even more explicit this week Image
Read 4 tweets
28 Jan
Apple seems to be privileging its own ad network with its new privacy guidelines: on January 6, it published documentation for a new attribution API for Apple Search Ads that contains more functional granularity than SKAdNetwork (1/X)
2/ The new API is called the Apple Ads Attribution API. It "attribute(s) app download campaigns that originate from the App Store, Apple News, or Stocks on iOS devices"…
3/ The payload contains the kind of data an advertiser would use to optimize ad campaign performance: click date for cohorting, creative ID, etc.
Read 8 tweets

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