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[WEBINAR RECAP]: How Will Facebook’s Conversions API Help Propel Brands Into a Cookieless Future?

Posted on May 20, 2021May 21, 2021 by Mindstream Media Group

The ads ecosystem is rapidly evolving to meet privacy expectations. As a result, the industry is moving away from the primary technology it relies on to deliver relevant and personal ad experiences, yet personalized advertising remains valuable to both consumers and brands. One common misconception is that personalization is at odds with privacy; however, that is not the case. In fact, many of the solutions evolving today are actually helping to create a more private world with consumers at the center of decision-making.

Many advertisers currently rely on browser data captured by pixels which are downloaded along with the web page. The pixel sends a cookie to the server when the user completes a tracked event like making a purchase, abandoning their cart or viewing a product page. With pixels in place, marketers can measure and optimize campaigns, using captured data to adjust audience targeting. But the reliance on web browsers is becoming a growing challenge, as they are not always the most reliable way to capture data, especially as more and more consumers are using ad blockers. Loading errors and connectivity issues can also prevent tracking pixels from capturing valuable browser events. In addition, and most importantly, recent and impending browser changes including limitations to the efficacy of cookies will make it more difficult for websites to share information about site visitors’ activity with their analytics and service providers. This is a massive industry change impacting the ability to share data through pixels and the cookies they send out.

In 2018, Apple’s Safari browser launched Intelligent Tracking Prevention (ITP), blocking third-party cookies by default and limiting the lifespan of certain first-party cookies and data storage. In 2019, Mozilla’s Firefox browser blocked third-party cookies by default, and Google has announced their intent to remove support for third-party cookies by 2022. Due to this deprecation, cookies have no long-term viability for digital user identification. Very soon, most browsers will block all third-party cookies by default and even limit the lifespan of first-party cookies.

Without the data captured by cookies via the browser, advertisers will experience an impact to their ability to reach consumers who have expressed interest in their brand, deliver relevant ads to their customers, optimize ads towards conversions and accurately measure and report on campaign results. Facebook’s Conversions API can help. Click here to download a quick reference guide.

What is Conversions API?

Conversions API is a tool designed to help businesses honor the privacy choices made by consumers. It creates a new and direct connection to Facebook allowing advertisers and partners to share information.

Prior to implementing Conversions API, the flow of event data to Facebook begins with an event, such as customer data being entered into a form field or a user clicking on a webpage link. This triggers a request to the advertiser’s website or server from the web browser to submit information from the form field or load the landing page. When the form is submitted or the landing page loads, the pixel event is triggered, and the Facebook pixel installed on the page will load on the browser sharing the event data with Facebook. However, browser and device defaults are increasingly blocking that data. When Conversions API is implemented, a direct channel for events is established between the advertiser’s server and Facebook, eliminating the reliance on browsers.

In its simplest form, Conversions API allows advertisers to send events, or customer actions, to Facebook that can be used to help improve their advertising.

What are the advantages of Conversions API?

Discrete data control – advertisers determine what data is shared and when
Reliable data sharing – less susceptible to browser and connectivity issues
Full-funnel visibility – more insight into the consumers that matter most

Having a more reliable data connection allows advertisers to not only secure—but strengthen—the insights that power their Facebook campaigns. The data connected to Facebook allows advertisers to create and target custom audiences, personalize ads and drive the outcomes that matter most to their business.

Banks – The pixel can track only the number of mortgage applications submitted. But CAPI can show how many of those applications were actually approved, allowing the advertiser to narrow in on a segment of consumers.
Restaurants – The pixel provides visibility of online orders, but what about the people who see or click on an ad and go into the restaurant? CAPI allows that data to be tied back to the ad.
Fitness – The pixel can track free trials, showing user intent, but CAPI can take that a step further and track memberships.
eCommerce – CAPI can track not only the basket value, but the lifetime value of the consumer.

Will Conversions API replace the Facebook Pixel?

The short answer is no, using Conversions API in combination with the Facebook pixel can maximize the data connected with Facebook. With stronger data, advertisers can gain greater visibility into the whole funnel of their customers’ actions. Conversions API plus the pixel is our recommended set up for most businesses; however, a standalone implementation of Conversions API may be best for those that handle more sensitive consumer data requiring compliance with HIPAA requirements like those in the health and medical industry. The discrete data control provided by Conversions API allows the advertiser to select which data points are shared with Facebook to ensure compliance.

Conversions API allows advertisers to pass along web events, offline events, CRM data, qualified lead information gathered over the phone or significant customer interactions happening elsewhere online and offline. Many of these events are not captured by the pixel giving advertisers a big advantage in reaching the right customer with the right information.

Will there be an impact to Facebook campaigns if Conversions API isn’t implemented?

Yes. Without the ability to properly attribute online actions advertisers will be forced to revert to the link click method used 5-6 years ago to optimize campaigns. The problem with this approach is that users who click on an ad aren’t necessarily the users who convert online. Advertisers need to be able to track those online actions to optimize campaigns accordingly. In addition, by October 1, 2021, Facebook will require advertisers to implement Conversions API in order to run lift tests.

Mindstream Media Group can help advertisers avoid this setback, first by validating the quality and impact of Conversions API on your Facebook campaigns, then reviewing the historical data you already have to establish proper strategy and benchmarks for future success. Adopting Conversions API now is a proactive step that can help safeguard your brand’s advertising from the performance degradations we expect over the next year.

Can Conversions API prevent the impact of iOS 14 data loss when users opt-out?

There are several benefits for advertisers that are adopting Conversions API, including explicit and intentional control over how and what data is shared with advertising platforms. Another benefit is the customer journey insights for interactions that occur both on and off a business website, as well as access to personalized advertising features and functionality for deep funnel optimization.

However, like data collected by the pixel, any data that’s collected via Conversions API for iOS 14 users is governed by the same Aggregated Event Measurement (AEM) requirements, which means that measurement tracking and optimization of some mobile web events will be very significantly impacted.

Facebook’s Aggregated Event Measurement is a protocol that allows for measurement of web events for iOS 14 users. It limits domains to eight conversion events that can then be used for conversion optimization.

Events that are sent through CAPI do still need to adhere to the requirements of AEM, so it’s not necessarily a solution, but as browser policies impact the efficacy of cookies for sharing data, businesses need to adapt to new technologies to power personalized advertising. Conversions API really enables the next generation of personalized advertising on Facebook.

Will Facebook store or sell the data that companies provide through Conversions API?

Regardless of how data is shared—whether it’s through the pixel, Offline Conversions, Conversions API, etc.—Facebook business tools’ terms mandate that advertisers only share data in line with their own legal obligations, platform terms and commitments made to their users. Conversions API, like Facebook’s other business tools including the pixel, is designed to honor Facebook’s consumer privacy controls, which allow users to choose and manage how their data is used and shared.

For instance, Off-Facebook Activity (OFA) is an option that allows users to see and disconnect information that other websites and apps share with Facebook. The platform provides full transparency about the information it receives and how it’s used, in their publicly available Data Policy. In addition to those terms, Facebook also uses active data filtering, which automatically removes certain types of potentially sensitive data, like social security numbers or passwords, before it is stored.

Is there a one-size-fits-all solution for implementing Conversions API?

Each brand or advertiser will have their own unique needs, and there are three implementation methods to help customize a solution.

Direct

Your brand’s developers, or web dev team, work alongside Facebook developers to build an integration.

Facebook Marketing Partners for Technical Services

If your brand does not have a web dev team or if you need extra resources to build a direct integration, Mindstream Media Group can leverage our partnership with Facebook to find a technical services partner to help your brand with the heavy lifting on the back end.

Partner Solutions

Partner solutions include third-party vendors who already have integrations created to help enable server-side data sharing. There are several types of partner solutions.

Customer Data Platforms like Tealium and Segment collect and distribute client data to various platforms, including Facebook.
Commerce and Website Platforms like Shopify, for example, enable end-to-end creation and management of online stores for ecommerce brands.
System Integrators like Zapier or LeadsBridge provide technical integrations for platforms in agnostic use-cases.
Marketing Technology point solutions like Salesforce or Adobe help power marketing campaigns and are geared toward lower-funnel events like purchases.

As your partner in Conversions API integration, Mindstream Media Group will help you decide which solution is best for your brand.

Has Conversions API been successfully implemented by any brands?

There are a handful of CAPI case studies available within Facebook for Business success stories. One great example is Love Your Melon, which is a direct response (DR) focused apparel brand that implemented Conversions API using the Shopify integration. After integration, an account-wide conversion lift study was conducted to understand the true business impact and validate results. Love Your Melon saw a 17 percent increase in attributed revenue after integrating CAPI. They also saw a $230,000+ sales lift in incremental revenue and over 3,000 incremental conversions from implementation of CAPI plus the pixel, (the recommended approach).

Another example is HoneyBook, a business management platform that helps small businesses organize all of their client communication and payments in one place. They were also an early adopter of Conversions API and used it to cut their acquisition costs by 50 percent.

How do I get started?

First, you’ll want to secure buy-in from key stakeholders within your company, like marketing executives, technology or analytics teams, IT, a solutions partner and your legal counsel. Once you receive buy-in from the necessary parties, we’ll work to establish a proper data connection and monitor data flowing to Facebook.

Although this process is different for every company, we estimate a time frame of around 90 days from buy-in to implementation. Using a partner with more of a turnkey solution could result in faster implementation, but the more requirements your brand has, the longer the process will take. 2022 is approaching quickly so it’s important to get the ball rolling.

TL;DR Key Takeaways

Implement Conversions API as soon as possible to preserve marketing effectiveness.
Consider using a third-party integration partner.
Download this handy reference doc.
Connect with Mindstream Media Group to get specific integration recommendations for your business.

[Case Study]: Media Restructure Delivers 55% Lead Efficiency in Pandemic Year

Posted on February 11, 2021February 18, 2021 by Mindstream Media Group

The Graduate Management Admission Council^TM (GMAC) is a global, mission-driven association of leading graduate business schools. They own and administer the Graduate Management Admission Test^TM (GMAT^TM), the most widely used exam for graduate business school admissions. Mindstream Media Group has had the pleasure of partnering with GMAC for several years to hone strategic media initiatives that grow their business, even in spite of the difficulties created by the coronavirus pandemic.

Challenge

GMAC found themselves facing simultaneous challenges. The issue of potential MBA candidates opting out of business school to go straight to the workforce, combined with the increase in schools dismissing the need for the exam when recruiting new students, were already a trend impacting the business over the last several years; moreover, the 2020 pandemic caused all global test centers to shut down for months at different times as the virus progressed in each country. This resulted in a large decrease of their primary revenue source (in-person testing), considering at that point all tests were conducted in person.

These challenges needed to be overcome with less resources compared to previous years, due to the impact of the pandemic.

Solution

In order to solve these complex challenges, we gathered data and insights from previous years of campaigns and built a robust, yet lean, paid media funnel where the target audience (potential MBA candidates) could be nurtured through their journey from initial awareness and engagement, to the purchase of test preparation products, all the way through to the exam registration.

Based on the historical data, we completely restructured GMAC’s campaigns across all platforms involved, resulting in a channel mix allocation which included paid search, paid social and programmatic display. Creative focused on each step in the customer journey to resonate with users whether they had not yet considered graduate management education, were merely considering it or were ready to purchase study materials or register for the GMAT exam. Specific and measurable KPIs were identified within each stage to gauge campaign success.

The carefully planned funnel, along with remarkably close monitoring of data through our analytics technology and intel, allowed for agile adjustments on all types of allocations from channels, to creatives, to global regions, with the objective of maximizing the efficiency of every marketing dollar.

Results

At the end of the most challenging year in recent times, the overhauled marketing strategy and implementation of the paid media funnel yielded extraordinary results. In 2020, there was up to a 55 percent improvement (decrease) in Cost per Lead and a 70 percent improvement (decrease) in Cost per Registration compared to the previous year (2019). We anticipate continued improvement throughout 2021 as well as funnel stage allocations are adjusted to fine-tune the structure.

55% YoY Decrease in Cost per Lead

70% YoY Decrease in Cost per Registration

Julie Slovin, GMAC Senior Director of Strategic Marketing notes, “The funnel performed so well that the performance gains that we saw this year I think were so significant that they sort of outweighed the market losses that resulted from the pandemic, from an advertising and marketing effectiveness and efficiency standpoint.” Click here for the full interview.

iOS 14 User Privacy Update: Impact to Advertisers

Posted on February 11, 2021February 11, 2021 by Mindstream Media Group

The core of Apple’s targetable ad system, Identifier for Advertisers (IDFA) is one of the most accurate means of tracking iOS users. This randomly-generated and generally anonymous tag allows advertisers to track and identify users as they interact with mobile advertising campaigns on Apple devices; however, it has come under increasing scrutiny amid consumer privacy concerns. As a result, Apple’s recent iOS 14 launch included a major privacy update that limits tracking across apps and websites. Designed to improve transparency and control, the new privacy features require users to opt-in to data tracking. This profound shift from the traditional model of requiring users to opt-out will affect all advertisers and every digital platform.

The new privacy features include three policies for apps:

Apps must submit information about their app’s data collection practices through Apple’s App Store Connect.
Apps must ask users permission to track them across third-party apps and websites through Apple’s App Tracking Transparency (ATT) Framework. ATT is a prompt that will pop up asking users for their permission. The prompt will be configured by the app, not by the advertiser.
Apps without user opt-in will need to use a new framework adhering to Apple guidelines which will restrict data, aggregate some data and cause delays in event reporting for advertising purposes. Each platform will have variances in the data they can capture and report on due to the limitations required by Apple’s new policy. Like the ATT prompt, the new framework will be implemented by the app, not the advertiser.

Each social platform will have a different approach for how advertisers should move forward. This is a massive industry change, and while the platforms have been able to provide next steps for advertisers, there are still unanswered questions. Below is a summary of how some of the most popular social platforms will address the policy rollout based on what we know today. Our social, planning and analytics teams are working closely together to assist clients through the transition.

FACEBOOK

Facebook has outlined an initial roadmap to help advertisers navigate impacted areas. Both Facebook and Instagram will be adopting Apple’s ATT prompt requesting permission to track and will also enact Aggregated Event Measurement (AEM). This will align with Apple’s policy which restricts, aggregates and delays data usage. These changes will impact Facebook Business tools and event setup, optimization, targeting and measurement.

ATT Prompt Implications

If a user opts in through the prompt, there will be no change in data use. However, if a user opts out, then Facebook will use AEM which will restrict, aggregate and delay event attribution. This will also apply to advertisers using the Software Development Kit (SDK) to track and measure in-app actions. If a person opts into BOTH Facebook and the third-party app there will be no change in data usage. However, if a user opts out of one or both apps, the conversion data shared through Facebook’s business tools may be restricted, aggregated and delayed. Facebook will be applying these prompts on all operating systems and not just iOS 14. If a user opts out, it could potentially exclude them from being included in a custom audience.

Aggregated Event Measurement (AEM)

AEM helps advertisers measure campaign performance while complying with consumers’ decisions about their data. Advertisers will need to prioritize eight conversion events per domain to collect data. If a user opts out, the highest ranked conversion event, per the prioritization, will be recorded. For example, if an advertiser has “purchase” as the top priority and “add to cart” as the second, when a user makes a purchase from an ad, only the purchase conversion will be recorded. As a result, campaigns will need to be optimized to one of the eight priority conversions.

Attribution Changes

On January 19, the default attribution window in Facebook changed from a 28-day click/1-day view to a 7-day click/1-day view. The 28-day attribution window will be accessible for past campaigns until the iOS 14 ATT prompt goes into effect. Although it will vary by advertiser, Facebook has stated this attribution change could cause up to a 10 percent decrease in conversions. Our social and analytics teams are working together to forecast the expected impact for each Mindstream client.

SNAPCHAT

Until Apple’s new privacy policy is mandated, there will be no disruption or changes on Snapchat for advertisers; however, once implemented, Snapchat will be prompting users for permission to track them across apps and websites owned by other companies. The Snapchat pixel will continue to be supported with no configuration changes and should be compliant with Apple’s new policy by the time it goes into effect.

Snapchat will also support Apple’s SKAdNetwork, an API that helps advertisers measure the success of ad campaigns while maintaining user privacy. A closed beta was completed in the fourth quarter of 2020 and should be available soon. Reporting will be provided in Ads Manager and Mobile Measurement Partner dashboards.

Efforts are currently underway to create more, but two tools are currently available to help advertisers maximize their efforts using their own first-party data.

Snap App ID

The Snap App ID is a unique code that authenticates ownership of the app to ensure control and privacy of the data. It will unlock new features such as self-serve mobile app custom audiences, app re-engagement goal-based bidding, tracking toggle and dynamic ads with more coming soon.

Conversion API

The conversion API will allow advertisers to pass web, app (if Snap App ID is enacted) and offline events to Snapchat via a server-to-server integration. Depending on the information shared via the API, there are solutions for custom audience targeting, campaign optimization and dynamic ads.

Although Android audiences will not be affected, Pinterest does anticipate a decline in Identifier for Advertisers (IDFA) available for measurement and targeting due to iOS 14; however, they do not expect any immediate impact on conversions passed through the Pinterest tag for web-based events. Rather than relying on IDFA, Pinterest is suggesting advertisers use emails for audience targeting lists. The Pinterest Conversion API or Conversion upload solution can also be used to pass mobile conversion events through.

For App Install campaigns, Reddit will only target users who authorize Reddit to use their information for advertising purposes. For ad groups targeting iOS 13 or lower, Reddit will proceed with their current method for reporting. For ad groups targeting iOS 14 and above, Reddit will use the SKAdNetwork implementation. The internal team at Reddit is still evaluating how non-app install campaigns will be affected and what next steps should be.

The new privacy regulations featured in Apple’s iOS 14 will significantly impact advertisers’ ability to target campaigns to specific user groups. This combined with the phase-out of third-party cookies by Safari, Firefox and Chrome has created a challenge for digital marketers and marks the end of the way many measure performance. At Mindstream Media Group, we’re working diligently to identify alternative solutions, assist clients with configuration updates and define optimization strategies to ensure efficient campaign management.

[Video]: Influencing the Customer Journey

Posted on October 5, 2020November 4, 2020 by Mindstream Media Group

In this episode of Fast-Forward the Conversation, Director of Digital Investment Chris Hunt explores how we move from theory to application in leveraging paid media to influence the customer journey for our clients.

We believe the daily pressure on CMOs to move their business forward is real, intense and not going away. Join our media practitioners, as we discuss the HOW behind making meaningful progress, on well-defined targets.

Catch the Highlights

The customer journey is at the forefront of conversations with every single client we work with, especially given the unique time we’re in. In theory, the journey is laid out in a clear linear fashion, but in reality, it’s much more complicated.
Times have changed. Just a few short years ago we used data like Experian Mosaic® segments to help bucket audience attributes and transported them to various digital platforms and identified traditional parallels as well.
We now know the journey is more like a zig-zagging path of multiple touchpoints, moving through all sorts of media depending on where consumers are, what they’re doing and what device(s) they have in front of them.
The consumer journey is dynamic. It’s constantly changing. People change. Brands must dynamically be part of that journey. As players in the media game, we’re finding ways to intercept shoppers in the middle of their journey to influence their purchasing decisions.

The Customer Journey for a Non-Profit Client

We partnered with a global non-profit operating in parts of the world struggling with poverty and injustice. They were striving to have a positive impact on children’s lives and in doing so were also influencing the entire community.
Non-profits pose a special challenge given that marketing budgets come almost exclusively from donations made by the very people they’re marketing to. This creates a chicken and egg scenario. We need to show the target audience the difference the organization is making in the world, but a budget is required to do so.
Creative assets play a significant role in influencing decisions, but the trick is reaching potential donors in the “moment to buy.” In donating, that cycle is much more involved.
Real-time data captured by Facebook and Google as consumers moved through the buying journey was used to identify parallels between the current marketing segment of Christian mothers and others. These inputs helped us expand the target audience and shape the points of the customer journey.
Insight from the client is invaluable. Through the course of conversation, the client mentioned a desire to target high-wealth individuals at the end of the year, as a tax break incentive. We created a path and inserted the creative at the proper point in the journey to encourage donations from this audience segment.

The Customer Journey for a Mortgage Lender Client

The mortgage business is one of the most competitive industries in the country and quite expensive in terms of the competition for lead volume. Our client was successfully reaching their audience through TV and radio, but they were capping out and looking for a way to scale further.
We crafted a digital strategy to reach a younger demographic, primarily online to drive incremental lift.
The effort paid off. Results coming from that audience were approximately 25 percent greater in terms of house-closing value. Credit scores of borrowers showed that qualitatively, it was a more profitable audience, albeit smaller scale, but incremental to leads delivered via their other tactics.

The Impact of COVID on the Customer Journey

Although unfortunate because of the huge, tragic ramifications of the pandemic, it has created an incredible opportunity to analyze data and act on it dynamically and in real-time.
The landscape has changed drastically. Consumer behavior is now more addressable than it has ever been. Brands can now engage with consumers that may not have even considered them before.

See the next episode, QSR in a Dynamic Marketplace.