Changes to Advertising on Facebook

Out With the Old, In With the New: Change to Advertising on Facebook is about to get a big makeover - are you up to date on what to expect?

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The magic of advertising on Facebook has long been attributed to the use of Facebook pixels.  Website developers for a company add a Facebook pixel to their site’s coding, and the pixel records visitor’s behavior on the pages.  Technically, the pixel adds a cookie to the user’s internet browser that communicates information back to the website’s server.

Ever notice how you spend a few minutes using the internet to compare blender models, and now you see ads for blenders popping up in your Facebook feed?  That’s those pixels in action.

So what’s changing?

Cookies are on the chopping block.  New regulations have made consumers more aware of cookies and the information these tools collect about browsing behavior.  In general, most consumers are becoming increasingly concerned about privacy and are declining the acceptance of internet cookies.  Firefox, Brave, and Safari have already blocked third-party cookies by default, and Google announced Chrome would follow suit sometime in 2021.

This change impacts the effectiveness of Facebook Pixel directly.  But don’t fear, Facebook saw the change coming and is well on its way to implementing a new system.  There are still very effective ways to advertise on Facebook.

Facebook is now promoting a new system called “Conversion API” (or what used to be called “Server to Server”).  Conversion API allows advertisers to track select consumer behavior by manually established connections between the company’s website and Facebook.  The system adheres to all the new regulations for data protection, so its ability to track all behavior on a website has been reigned in.  Just like any API, think of Facebook’s Conversion API as a language translator to take information from one website and convert it into information on Facebook’s platform.

In the most simple terms, Conversion API can track when users take action on a website:  when a free trial is registered, when a newsletter is subscribed, when a product is purchased, etc.  These events all require the user to input information, and it’s that particular action that can be tracked with Conversion API.  A developer must program the input to be tracked (free trial subscription initiation, for example) and then connect it to what it means for Facebook.

Currently, Facebook promotes Conversion API as a supplementary system to run alongside Facebook Pixel.  This is likely to get companies up and running on the new system since Facebook previously announced it will discontinue Facebook Pixel entirely in 2022.  If Conversion API works as well as Facebook hopes, it won’t be long until similar technology is adopted by other companies such as LinkedIn and Amazon.

When you need to optimize every advertising dollar, contact Paradux Media Group.

Our team at Paradux Media Group has spent decades in marketing, helping companies in various industries develop marketing strategies and implementing plans that work.  We will work with you to understand your strategic goals and help you implementing budget-minded marketing initiatives to achieve success.  Give us a call today to get started.

Angela Peacor

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