Following recent API changes to Meta’s Ads Attribution Window, Drive Social Media has offered its clientele an update on the future of ad campaigns.
Earlier this year, Meta made sweeping API changes that completely altered attribution tracking and targeting for advertisers. The result was that many marketing and ad companies and their clients witnessed their Meta Ad conversion numbers drop by anywhere from 20% to 40% seemingly overnight. However, Drive Social Media is assuring its customers that while Meta’s recent changes affect how ads are measured, they do not affect the actual performance or ROI of ads.
Drive Social Media is assuring its customers that while Meta’s recent changes affect how ads are measured, they do not affect the actual performance or ROI of ads.
With these changes, Meta permanently removed what is known as “longer view-through attribution windows” from its Ads Insights API. Meta hasn’t made such sweeping changes to its ad attribution in over half a decade, so it came as a shock to many. The alteration specifically removed the 7-day view-through attribution and 28-day view-through attribution.
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Now, the only view-through window that remains is a 1-day view. It’s important to note that advertisements are not suddenly performing worse; there are merely fewer attributed conversions because the only view-through window still in existence is that 1-day view.
As Drive Social Media notes, this will specifically impact measurements attached to awareness campaigns. Video ads and display campaigns heavily relied on 7-day and 28-day view-through attribution to reflect value. But that is obviously no longer the case.
In their own words, Meta made these changes for three reasons: privacy regulations, data accuracy, and better signal quality. But Drive Social Media notes that the changes also boil down to Meta wanting to further push AI and automation, reduce its overall costs, and control the company’s narrative.
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The Meta API changes have directly altered how Drive Social Media and other advertising companies measure their impact across advertising campaigns. For instance, Drive Social Media clients can expect reported conversions to drop by anywhere from 20-30%. Longer customer consideration periods won’t be captured in reports, and brand awareness and upper-funnel impact will also be harder to quantify directly.
However, the actual marketing results will be just as effective, and advertisement delivery, targeting, and optimization will remain the same. In other words, clients’ advertisements are going to remain equally as effective under Drive Social Media campaigns, even with those altered measurements.
The most important thing to note is that users will still see unique ads just as frequently, and business results and ROI will not be altered with Drive Social Media.
