Skim through the most fundamentals and find the quickest route to solve them
We pride ourselves on both great events captures and event match quality (EMQ).
Why does it matter? Higher EMQ means a better chance for Facebook to be able to match an event to a person, hence better reporting in Ads Manager for you to make informed decisions. To this end, our EMQ scores are Great on average.
So don’t forget to check this on top of accurate event count (captures).
Pixel is super vulnerable and operating at half capability after the IOS 14 updates. Conversion API covers up the tracking loss due to opted-out IOS devices. This means more data and better reporting. Overall, you'll feed Facebook more valuable data to optimize your Facebook ads.
Yes. Make full use of UTM parameters. They're not affected by IOS updates so you'll have access to the accurate & real-time picture of your ad performance. We offer a built-in dashboard for this purpose with one thing in mind: accuracy. Check it out here.
There could be many culprits causing this. But if you've ensured you tested your tracking and everything is firing fine, then it boils down to either reporting delay or attribution window (which are both consequences of the Apple ATT's axe). You can't fix the delay directly in the AM, because Facebook needs more time to process and report events from folks who opted out of tracking. Delay is the new reality you'll have to live with. Alternative solution? UTM dashboard.
When your sales fall outside of the attribution window (which is now a 7-day click post-IOS 14), your AM is completely blind. Even if you wait, nothing's gonna show up. That's when you need a custom attribution window.
For over-reporting, you might want to check if your pixel is already installed elsewhere other than in Omega.
For underreporting, there could be 3 culprits generally:
- Purchase happens outside of the 7-day attribution window
- Facebook Reporting Delays (age-old issue, you can cope with it by using our Ads Report as a supplement)
- Facebook is unable to define if the purchase comes from the ad (because of low EMQ or objective factors, e.g. person sees an ad with a clone account, but bought using other personal info)
Whichever it is, feel free to reach us to troubleshoot your case.
If you're looking for a direct causation link, then it will not. But Conversion API contributes a tremendous part in getting your ad spend in the right direction. In other words, Conversion API helps get your tracking right and feeds Facebook the most complete picture you can. With Conversion API, you can still send Facebook a purchase event from an IOS opted-out device, and use that data to feed the optimization algo (with Aggregated Events Measurement). Without Conversion API, you'll only be feeding Facebook the data the Pixel can collect from Android and IOS opted-in devices (which is not so many). That means optimizing your campaigns based on half the truth and eventually wasted ad spend.
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