[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Famy-stamper":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":184,"head_links":185,"breadcrumbs":172,"posts":189,"pages":167,"head":1459},"Amy Stamper","","I'm passionate about helping clients shape their digital strategy, especially if it involves integrated campaigns. World traveller, box-set devourer and gig-goer.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":34,"page_content_modules":90,"hero":168},"\u003Cp>Director, Head of Paid Social. Joined Impression in October 2019.\u003C\u002Fp>\n\u003Cp>After 5 years’ experience in a startup agency, I learned about all aspects of digital from PPC to content to email campaigns – but I soon realised that paid social is what I loved the most. After a years’ break to go travelling, I joined Impression as its first purely paid social person in the paid media team.\u003C\u002Fp>\n\u003Cp>Day to day, my time is spent analysing campaign performance, delivering training sessions, and investigating new, innovative strategies with my clients. Digital marketing changes all the time, so I’m passionate about innovation, whether that’s trialling new audience targeting or testing completely new social media advertising platforms.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I was proud to have been Impression’s first purely paid social-focused team member, and to have helped the team and service grow significantly since 2019.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I love travelling to new places, scuba diving, lounging on the beach, and good food and drink – so I especially love trips that combine all of the above.\u003C\u002Fp>\n","Director, Head of Paid Social",[13,31],{"page":14,"link_text":30},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},221,"98","2020-12-18 15:16:14","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F","Paid 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Stamper’s posts",{"data":96,"pages":167},[97,110,120,132,144,155],{"type_key":98,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":108},"post","Breaking into the ‘Black Box’: An e-commerce case study on unlocking Meta’s product-level ad data","\u003Cp>The advertising dilemma: The ‘Black Box’ of dynamic ads Ecommerce and Meta often go hand in hand. You can give Meta a 20,000-item catalogue and a budget – and with its AI-powered Advantage+ campaigns – it’ll try to pair the right person with the right product, whether that’s a new customer or someone who’s already […]\u003C\u002Fp>\n","\u002Fblog\u002Fbreaking-into-the-black-box-an-e-commerce-case-study-on-unlocking-metas-product-level-ad-data\u002F","2026-08-25T09:23:43",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Ftommy-diner-odJy83Am-2k-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":4,"image":107},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":109,"name":30},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"type_key":98,"title":111,"excerpt":112,"to":113,"postedAt":114,"readingTime":115,"image":116,"authors":117,"category":119},"Meta’s new ad-free subscription: What does this mean for advertisers?","\u003Cp>Big news. Meta has announced a new, no-ads subscription offering in the UK for Facebook and Instagram users. The service, rolling out ‘over the coming weeks’, is going to be priced at £2.99 per month on the web and £3.99 per month on iOS and Android. This initiative follows regulatory pressures and offers users a […]\u003C\u002Fp>\n","\u002Fblog\u002Fmetas-new-ad-free-subscription\u002F","2025-09-29T14:10:35",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[118],{"name":4,"image":107},{"to":109,"name":30},{"type_key":98,"title":121,"excerpt":122,"to":123,"postedAt":124,"readingTime":125,"image":126,"authors":127,"category":129},"Facebook Ads delayed reporting after iOS14 – explained","\u003Cp>There’s been a lot of talk about how iOS14 and Apple’s App Tracking Transparency updates will change Paid Social. So far, the conversation has been led by Facebook, particularly how Apple’s changes will affect retargeting audiences and performance measurement. This is a huge topic which marketers all over the world are still grappling with – […]\u003C\u002Fp>\n","\u002Fblog\u002Ffacebook-ads-delayed-reporting-after-ios14-explained\u002F","2023-04-12T08:27:42",5,"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-640x640.jpg",[128],{"name":4,"image":107},{"to":130,"name":131},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":98,"title":133,"excerpt":134,"to":135,"postedAt":136,"readingTime":137,"image":138,"authors":139,"category":141},"How iOS14 affects marketers","\u003Cp>Has the much-predicted doom of cookies arrived? Browsers like Safari and Firefox already block third-party tracking cookies, and Google plans to phase out cookies by 2022. Apple have been a key voice in the conversation around user privacy – and have announced changes coming into place in early 2021. Apple says this will give consumers […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-ios14-affects-marketers\u002F","2022-02-07T16:48:13",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FDJGbBQxB-050720211625502864_analytics-3088958_1920.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[140],{"name":4,"image":107},{"to":142,"name":143},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":98,"title":145,"excerpt":146,"to":147,"postedAt":148,"readingTime":103,"image":149,"authors":150,"category":152},"Getting Started with TikTok Ads","\u003Cp>Wondering how to advertise your business on TikTok? Impression gained early access to the TikTok Ads beta, and we’ve put it to good use! Now that we’ve racked up considerable experience running campaigns we’re really excited to share our beginner’s guide to TikTok advertising. In this blog post, you’ll discover how to tell if TikTok […]\u003C\u002Fp>\n","\u002Fblog\u002Fgetting-started-with-tiktok-ads\u002F","2025-03-05T17:44:44","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503647_pexels-cottonbro-5081930-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[151],{"name":4,"image":107},{"to":153,"name":154},"\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides",{"type_key":98,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":160,"image":161,"authors":162,"category":164},"Impression Awarded Preferred Facebook Marketing Partner Status","\u003Cp>Following an in-depth vetting of Impression’s strategies, campaigns and tools, Impression has moved up a tier to become a Preferred Facebook Marketing Partner!  Less than 25% of agencies who advertise on Facebook are awarded this status, putting Impression in an elite class of agencies and recognising the innovative work we deliver on behalf of clients. […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-awarded-preferred-facebook-marketing-partner-status\u002F","2022-02-07T16:48:17",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504610_732aad_fce616e3695246b8a03a9249a35bbb76mv2-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[163],{"name":4,"image":107},{"to":165,"name":166},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO","2",{"type":169,"style":170,"title":171,"heading":4,"intro":10,"services":12,"breadcrumbs":172,"photo":52,"social":184},"author","dark","Meet the Team",[173,176,179,182],{"path":174,"name":175},"\u002F","Home",{"path":177,"name":178},"\u002Fabout\u002F","About Us",{"path":180,"name":181},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":183,"name":4},null,{"twitter":5,"linkedin":5},[186],{"rel":187,"href":188},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Famy-stamper\u002F",[190,503,688,883,1079,1270],{"id":191,"date":192,"date_gmt":192,"guid":193,"modified":102,"modified_gmt":102,"slug":195,"status":19,"type":98,"link":101,"title":196,"content":197,"excerpt":200,"author":103,"featured_media":201,"comment_status":20,"ping_status":20,"sticky":199,"template":5,"format":202,"meta":203,"categories":204,"collections":206,"coauthors":207,"class_list":209,"acf":217,"head_links":218,"breadcrumbs":219,"url_path":101,"search_description":226,"featured_image_urls":227,"authors":262,"type_nicename":273,"reading_minutes":103,"category":274,"yoast_title":276,"yoast_meta":277,"yoast_json_ld":333,"_links":457},37709,"2026-04-01T10:38:27",{"rendered":194},"\u002F?p=37709","breaking-into-the-black-box-an-e-commerce-case-study-on-unlocking-metas-product-level-ad-data",{"rendered":99},{"rendered":198,"protected":199},"\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-advertising-dilemma-the-black-box-of-dynamic-ads\">The advertising dilemma: The ‘Black Box’ of dynamic ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#phase-one-surfacing-engagement-data\">Phase one: Surfacing engagement data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#phase-two-evolving-meta-engagement-data-with-ga4-revenue-data\">Phase two: Evolving Meta engagement data with GA4 revenue data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#phase-three-performance-enhanced-feeds\">Phase three: Performance-enhanced feeds\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#is-your-brand-ready-to-break-out-of-the-black-box\">Is your brand ready to break out of the ‘Black Box’?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-advertising-dilemma-the-black-box-of-dynamic-ads\">The advertising dilemma: The ‘Black Box’ of dynamic ads\u003C\u002Fh2>\n\n\n\n\u003Cp>Ecommerce and Meta often go hand in hand. You can give Meta a 20,000-item catalogue and a budget – and with its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.facebook.com\u002Fbusiness\u002Fhelp\u002F397103717129942?id=1913105122334058&content_id=KHT28yMwaUyu5Uz&ref=sem_smb&utm_term=dsa-1720753164846&gclid=CjwKCAiAt8bIBhBpEiwAzH1w6bh_IyIYHapWQZpl1dx8U6yuMw6RxluIAqLmx2BGMQcCQfg6CdOM3BoC6lAQAvD_BwE&gad_source=1&gad_campaignid=21436655444&gbraid=0AAAAACr-yC-rnl8fG69EVBcBZDewEyP9B\">AI-powered Advantage+\u003C\u002Fa> campaigns – it’ll try to pair the right person with the right product, whether that’s a new customer or someone who’s already viewed those products before.\u003C\u002Fp>\n\n\n\n\u003Cp>But what’s \u003Cem>actually\u003C\u002Fem> happening inside that ad? And is there a way to optimise this ‘black box’ Dynamic Product Ad (DPA) format?\u003C\u002Fp>\n\n\n\n\u003Cp>Advertisers can see ad-level performance, but have \u003Cstrong>no\u003C\u002Fstrong> platform-native insights on \u003Cem>which specific products\u003C\u002Fem> are being shown, clicked, or ignored within a broad DPA.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Is the algorithm making the right decisions?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>That’s exactly the question we wanted to answer. \u003C\u002Fp>\n\n\n\n\u003Cp>There are three common traps brands fall into:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Over-segmentation\u003C\u002Fstrong> – brands that want more insight break apart their catalogue into niche product sets with tons of DPAs\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Pros – you can give each ad a bespoke name, which tells you exactly what’s being served. Nice!\u003C\u002Fli>\n\n\n\n\u003Cli>Cons – this reduces data density and can kill ROI. There’s also a tendency to try to predict which audiences will respond to which products, which is no longer effective for most brands since Meta’s improved Andromeda updates\u003Cbr>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Convoluted reporting\u003C\u002Fstrong> – brands try to infer what products Meta is prioritising by pairing GA4 session data (\u003Cstrong>sessions\u003C\u002Fstrong> by product) to Meta ads data (the campaigns\u002Fads that sent these users)\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Pros – enables some analysis without falling into the ‘over-segmentation’ pitfall\u003C\u002Fli>\n\n\n\n\u003Cli>Cons – time-consuming to set up, and incomplete. This method doesn’t tell us anything about product-specific engagement within Meta – we would only be guessing at click-through-rate, spend and impressions. \u003Cbr>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>\u003Cem>“\u003C\u002Fem>Set it and forget“\u003C\u002Fstrong> – brands give up all control and let Meta take the wheel\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Pros – avoids over-segmentation issues\u003C\u002Fli>\n\n\n\n\u003Cli>Cons – There’s a big risk in trusting the algorithm. You might be pushing products that get high impressions but low sales, effectively burning your budget and losing efficiency.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Trying to infer performance and make decisions from Meta Ads Manager UI data is a risk. Many marketers are still not confident in AI-powered campaigns – if this applies to you, you may wish to read this \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fais-evolving-role-in-paid-social-advertising\u002F\">whitepaper\u003C\u002Fa> before carrying on.\u003C\u002Fp>\n\n\n\n\u003Cp>In my role at Impression, we created our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-technology\u002F\">\u003Cstrong>Dynamic Product Explorer \u003C\u002Fstrong>(\u003Cstrong>DPEx\u003C\u002Fstrong>)\u003C\u002Fa> to solve this challenge – but fear not, I can walk you through the exact steps so you can do the same for your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>Our pilot client for \u003Cstrong>DPEx\u003C\u002Fstrong> was a \u003Cstrong>major bathroom retailer\u003C\u002Fstrong> investing heavily in DPAs within conversion campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>Let’s go through the three phases in our journey to overcoming this ecommerce challenge – so you can recreate.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"phase-one-surfacing-engagement-data\">Phase one: Surfacing engagement data\u003C\u002Fh2>\n\n\n\n\u003Cp>The first stage in \u003Cstrong>DPEx\u003C\u002Fstrong> was visibility – understanding what was happening now within these ‘black box’ DPA formats.\u003C\u002Fp>\n\n\n\n\u003Cp>As I said above, Meta doesn’t directly report which specific product led to a specific purchase within a DPA in the Ads Manager interface. It’s simply not an available breakdown in the same way that age, placement etc. are offered.\u003C\u002Fp>\n\n\n\n\u003Cp>But the good news is that a treasure trove of insight is buried in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmarketing-api\">Meta APIs\u003C\u002Fa>:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Meta Marketing API\u003C\u002Fstrong> (specifically the \u003Cstrong>Insights API\u003C\u002Fstrong>) is the main API we use to get all ad performance data. It’s how we’re pulling the key metrics like spend, impressions, and clicks for each ad_id and product_id.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Meta Commerce Platform API\u003C\u002Fstrong> (or Catalogue API), this API provides the list of all product_ids and their associated details (like name, price, category, etc)\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>By joining these two APIs, we can extract vital data, broken down by product, with their specific \u003Cstrong>clicks\u003C\u002Fstrong> and \u003Cstrong>impressions\u003C\u002Fstrong>. \u003C\u002Fp>\n\n\n\n\u003Cp>We collaborated with our Media Solutions colleagues to pipe this data into our data warehouse (we use BigQuery, but there are many options out there).\u003C\u002Fp>\n\n\n\n\u003Cp>This new, combined dataset was then visualised in a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Flookerstudio.google.com\u002Fnavigation\u002Freporting\">Data Studio\u003C\u002Fa> report template. Again, other options are available. To make sense of the data, we needed an easily navigable report, rather than pages of raw data. We built the following visualisations:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Product scatter chart\u003C\u002Fstrong> – separating each product into four distinct categories:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>‘\u003Cstrong>Star performers\u003C\u002Fstrong>‘: High impressions and high clicks.\u003C\u002Fli>\n\n\n\n\u003Cli>‘\u003Cstrong>Promising products\u003C\u002Fstrong>‘: Low impressions but a high click-through rate.\u003C\u002Fli>\n\n\n\n\u003Cli>‘\u003Cstrong>Window shoppers\u003C\u002Fstrong>‘: High impressions but very low clicks.\u003C\u002Fli>\n\n\n\n\u003Cli>‘\u003Cstrong>Low priority\u003C\u002Fstrong>’: low clicks and impressions\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1192\" height=\"408\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fdpex-ecommerce-scatter.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-37737\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>\u003Cem>Source: \u003C\u002Fem>\u003C\u002Fstrong>\u003Cem>Impression Dynamic Product Explorer (DPEx), ecommerce client\u003C\u002Fem>.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>Top\u002Fbottom products bar charts \u003C\u002Fstrong>– see at a glance the top 10 and bottom 10 products by engagement.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1212\" height=\"732\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fdpex-top-products.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-37739\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1208\" height=\"718\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fdpex-bottom-products.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-37741\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>\u003Cem>Source: \u003C\u002Fem>\u003C\u002Fstrong>\u003Cem>Impression Dynamic Product Explorer (DPEx), ecommerce client\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>Product details table – \u003C\u002Fstrong>view detailed metrics for each product.\u003C\u002Fp>\n\n\n\n\u003Cp>This could all be filtered by product name, product type, availability, and any other metrics we wanted (colour, price, etc.)\u003C\u002Fp>\n\n\n\n\u003Cp>This gave us our first-ever view of the \u003Cstrong>DPEx\u003C\u002Fstrong> report – product-level ad engagement!\u003C\u002Fp>\n\n\n\n\u003Cp>Even with just engagement data, this report provided value:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Creative\u003C\u002Fstrong> – we used the data to improve creative briefs\n\u003Cul class=\"wp-block-list\">\n\u003Cli>For our bathroom client, it was interesting to see how much Meta was pushing \u003Cstrong>non-white products\u003C\u002Fstrong> (orange sinks, green baths) – despite the fact that 95% of their product sales are traditional white variations. \u003C\u002Fli>\n\n\n\n\u003Cli>We hadn’t prioritised these products initially, but have now created lots more video and creator content featuring these highly clickable variations\u003Cbr>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Product segmentation\u003C\u002Fstrong> – We can now build powerful, data-driven product sets based on real engagement metrics\n\u003Cul class=\"wp-block-list\">\n\u003Cli>For example, we tested showing only our most engaging ‘Star Performer’ products in feed-powered collection ads in our upper funnel campaigns. In these campaigns, the algorithm has fewer signals to optimise towards, so a broad product set improved as a result.\u003Cbr>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Efficiency\u003C\u002Fstrong> – this automated a complex analysis that was previously unwieldy and time-consuming\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Crucially, for the first time, we had enough evidence to challenge Meta’s ‘best practice’ of using the widest possible product set.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Pitfalls & key considerations\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>However, this work only went so far. There were some key things missing that just tapping into Meta’s API won’t solve:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Engagement vs. Conversions: \u003C\u002Fstrong>The major downfall with this is that product-level breakdowns are only available for clicks and impression data – \u003Cstrong>not\u003C\u002Fstrong> revenue or conversions. The “Window Shoppers” category, for example, identifies products that get low clicks, but we couldn’t (in this phase) definitively say they don’t lead to sales.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Context is key: \u003C\u002Fstrong>This data is a powerful new diagnostic tool. It tells us what Meta is showing and what users are clicking, which is a huge step forward. The why (e.g., “is this high-impression, low-click item just a high-value product?”) still requires our team’s analysis\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"phase-two-evolving-meta-engagement-data-with-ga4-revenue-data\">Phase two: Evolving Meta engagement data with GA4 revenue data\u003C\u002Fh2>\n\n\n\n\u003Cp>We knew the above Meta-only data just explores one part of the journey. To evolve, we needed to join with GA4 data to find out what customers are actually buying after they’re interacting with our feed-powered dynamic product ads.\u003C\u002Fp>\n\n\n\n\u003Cp>Instead of relying on platform-modelled conversions, we grabbed data from GA4 specifically for purchase events. This gave us the hard numbers: the revenue and units sold for every transaction.\u003C\u002Fp>\n\n\n\n\u003Cp>The crucial key here was getting this data by the item ID, as this is what we used to connect our “profit” data back to the “engagement” data from Meta.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Pitfalls & key considerations\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Joining Meta and GA4 data sounds easy enough – but there were some key blockers to overcome. Our first two were hygiene-focused: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Clean data.\u003C\u002Fstrong> The whole model breaks if your Meta ID doesn’t cleanly match your GA4 IDs. You must ensure your product catalogues and your GA4 tagging are perfectly aligned before you start.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>UTM discipline.\u003C\u002Fstrong> To properly link a purchase in GA4 back to a specific Meta ad, we needed to capture the ad_id via your UTM parameters. This ad_id is the magic bridge that lets us join the two datasets.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>However, the last one was harder to overcome – \u003Cstrong>attribution issues\u003C\u002Fstrong>. The GA4 data will almost always show \u003Cem>lower\u003C\u002Fem> conversion numbers than Meta’s UI. \u003C\u002Fp>\n\n\n\n\u003Cp>This is because Meta often ‘over-credits’ – it benefits from longer attribution windows, including view-through conversions, and it gives itself full credit for each conversion it measures (rather than spreading out across multiple channels). \u003C\u002Fp>\n\n\n\n\u003Cp>GA4, however, often ‘under-credits’ channels like Meta. It uses \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-data-driven-attribution-works-in-google-analytics-4\u002F\">data-driven attribution\u003C\u002Fa> to try to give credit to multiple touchpoints – but it’s unable to completely reflect user journeys – meaning GA4 doesn’t easily recognise when a user has interacted with ads before purchasing, and credit accordingly. \u003C\u002Fp>\n\n\n\n\u003Cp>Although we’d love to get a 1:1 match from each product purchase back to the specific product interacted with on Meta, neither platform can easily provide this insight. There is still value in finding the relative insights and trends.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s an example:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Meta’s UI:\u003C\u002Fstrong> Reported our ‘Luxury Freestanding Baths – Green’ product is our top performer last month, with high volumes of clicks and impressions in our dynamic ads.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The Problem:\u003C\u002Fstrong> When we joined our GA4 data, we saw no sales for that \u003Cem>specific bath \u003C\u002Fem>last month, at all, from any channel! This is where, before we might’ve panicked and excluded the product from our catalogue to ‘save spend’, and this is the pitfall.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>But, by looking at \u003Cem>all\u003C\u002Fem> items purchased in those GA4 sessions that originated from the ‘Luxury Bath – Green’ product, we discover that many users who clicked the bath went on to convert but bought the white variation instead.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The Actionable Insight:\u003C\u002Fstrong> The ‘Luxury Bath’ ad wasn’t a failure; it was a highly effective halo product – drawing in aspirational customers who then convert to buy other products.\u003C\u002Fp>\n\n\n\n\u003Cp>We can then confidently commission creator content, focusing on this bath to draw in new users even if we know users are likely to buy a different colour when it comes to purchase.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"phase-three-performance-enhanced-feeds\">Phase three: Performance-enhanced feeds\u003C\u002Fh2>\n\n\n\n\u003Cp>Once we have this data at your fingertips, the temptation is to focus on it purely for insights and data.\u003C\u002Fp>\n\n\n\n\u003Cp>The next level was even better – using this data to create automated supplementary feeds. Using those same four product categories from our scatter charts, we created automatic logic to manufacture new product sets and conducted the following tests:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>‘Window Shoppers’:\u003C\u002Fstrong> (High impressions, low clicks\u002Fsales). Feed these into an \u003Cem>exclusion\u003C\u002Fem> set to understand if efficiency improves when we remove them from the feed.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>‘Promising Products’:\u003C\u002Fstrong> (High CTR, high CVR, low impressions). Feed these into a \u003Cem>scaling\u003C\u002Fem> set with more budget to understand if demand is hidden.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>‘Star Performers’:\u003C\u002Fstrong> (High impressions, high clicks). Feed these into a \u003Cem>retargeting\u003C\u002Fem> set to recapture engaged users with our signature ranges.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Pitfalls & key considerations\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The tests above are simply examples of hypotheses. However, your mileage will vary! We strongly recommend testing these use cases strategically in order to understand whether it adds to your overall performance.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"is-your-brand-ready-to-break-out-of-the-black-box\">Is your brand ready to break out of the ‘Black Box’?\u003C\u002Fh2>\n\n\n\n\u003Cp>Breaking out of Meta’s “Black Box” isn’t just a technical exercise; it’s a strategic must-do for e-commerce advertisers. The journey moves from surfacing basic engagement data (Phase one) to joining it with sales data for true, profit-driven insights (Phase two), and ultimately, to automating your strategy with performance-enhanced feeds (Phase three).\u003C\u002Fp>\n\n\n\n\u003Cp>This is how you move from trusting the algorithm to challenging it with evidence. If you’re a decision-maker wondering where to start, here are the three questions to ask:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>“Can you show me which specific \u003Cem>products\u003C\u002Fem> in our catalogue are being prioritised by Meta?”\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>“Are our Meta product_ids and GA4 item_ids identical?”\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>“Are we capturing the ad.id in our UTM parameters on every single ad?”\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If the answers to these questions are ‘I don’t know,’ you’re probably still operating inside the black box. Breaking it open is possible – it just requires the right data, the right technical joins, and the will to finally see what’s truly driving performance. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch with our team.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fus\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":100,"protected":199},37748,"standard",{"inline_featured_image":199,"footnotes":5},[205],36,[],[208],107,[210,98,211,212,213,214,215,216],"post-37709","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social",[],[],[220,221,224,225],{"path":174,"name":175},{"path":222,"name":223},"\u002Fblog\u002F","Blog",{"path":109,"name":30},{"path":183,"name":99},"Unlock Meta's product-level ad data to solve the DPA black box. Learn how to use APIs and GA4 to boost ecommerce ROI and scale your best 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The service, rolling out ‘over the coming weeks’, is going to be priced at £2.99 per month on the web and £3.99 per month on iOS and Android. This initiative follows regulatory pressures and offers users a choice between the free, ad-supported model and a paid, ad-free alternative. \u003C\u002Fp>\n\n\n\n\u003Cp>This is more than just another privacy update; it signals a fundamental shift in the social media landscape.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-it-controversial\">Why is it controversial?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-does-this-mean-for-advertisers\">What does this mean for advertisers?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-positives\">The positives\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-negatives\">The negatives\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-we-dont-know-yet\">What we don't know yet\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#will-this-impact-other-paid-social-platforms\">Will this impact other Paid Social platforms?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-three-things-should-marketers-do-right-now-to-prepare\">What three things should marketers do right now to prepare?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-diversify-your-spend\">1. Diversify your spend\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-own-your-data\">2. Own your data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-evolve-your-creative-strategy\">3. Evolve your creative strategy\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-is-it-controversial\">Why is it controversial?\u003C\u002Fh2>\n\n\n\n\u003Cp>Industry leaders have been predicting a change for a while (ad-free subscriptions are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.fb.com\u002Fnews\u002F2024\u002F11\u002Ffacebook-and-instagram-to-offer-subscription-for-no-ads-in-europe\u002F\">already in place in the EU\u003C\u002Fa>) due to a suite of regulatory changes.\u003C\u002Fp>\n\n\n\n\u003Cp>The largest three regulations are: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fconsent-management-digital-advertising-and-the-digital-markets-act\u002F\">The Digital Markets Act (EU)\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The Digital Services Act (EU)\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The Digital Markets, Competition and Consumers Act (UK)\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>These acts focus on promoting fair competition by imposing rules on the largest tech “gatekeepers” to stop them from abusing their market power, along with trying to create a safer online environment for users by enforcing stricter regulations on content moderation, transparency, and the removal of illegal goods and content.\u003C\u002Fp>\n\n\n\n\u003Cp>However, industry leaders and privacy campaigners have argued that privacy should be a fundamental right, not a premium service. Many were hoping Meta would focus not on \u003Cstrong>ad removal\u003C\u002Fstrong>, but instead\u003Cstrong> \u003C\u002Fstrong>serve\u003Cstrong> opted-out users non-personalised ads,\u003C\u002Fstrong> based on broader criteria.\u003C\u002Fp>\n\n\n\n\u003Cp>This approach would allow Meta to continue generating ad revenue without forcing users to trade personal data for access to the service. Campaigners like Max Schrems have \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.decisionmarketing.co.uk\u002Fnews\u002Fico-risks-row-for-backing-meta-over-uk-consent-or-pay\">slammed the proposed model\u003C\u002Fa> as forcing users into a “pay-for-privacy” choice, effectively penalising those who cannot afford the subscription by continuing to track and target them with personalised ads.\u003C\u002Fp>\n\n\n\n\u003Cp>However, the performance trade-off for non-personalised ads is just not feasible for Meta, whose entire advertising empire is built on the power of personalisation. \u003C\u002Fp>\n\n\n\n\u003Cp>Advertisers currently pay premium CPMs to target specific user data and behaviours, which is highly profitable and drives performance. Switching to less effective, non-personalised ads would dramatically lower ad prices, causing a massive revenue drop and threatening their entire ad offering. \u003C\u002Fp>\n\n\n\n\u003Cp>Meta’s determined to avoid this, stating “Personalised ads are the best experience for people and businesses” in their press release announcing the UK’s new ad-free offering.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-does-this-mean-for-advertisers\">What does this mean for advertisers?\u003C\u002Fh2>\n\n\n\n\u003Cp>The introduction of Meta’s new ad-free subscription model presents a complex and evolving topic for advertisers. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-positives\">The positives\u003C\u002Fh3>\n\n\n\n\u003Cp>For advertisers, the primary potential advantage lies in the quality and clarity of the remaining ad-supported audience.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Higher-Intent Audience:\u003C\u002Fstrong> Users who remain on the free, ad-supported service over paying for a subscription may be more receptive to personalised advertising. However, let’s not forget – the \u003Cstrong>default\u003C\u002Fstrong> will be an unchanged ad-supported experience, so users will have to actively decide to go ad-free; therefore, user apathy can’t be taken as active consent for advertising.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Regulatory Certainty: \u003C\u002Fstrong>Many brands rely on Meta to drive their business as a whole. This new subscription model provides a clearer legal framework for Meta’s data processing activities under GDPR and similar privacy regulations. It may offer advertisers more stability against future disruptions caused by regulatory shifts.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>(Potentially) Better Data Signals: \u003C\u002Fstrong>With an audience that has actively consented to data use for ads, the quality and reliability of the targeting signals for this group could arguably be stronger.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-negatives\">The negatives\u003C\u002Fh3>\n\n\n\n\u003Cp>The most immediate and significant downsides relate to a smaller and potentially less valuable target audience. The impact will depend much on the uptake of the ad-free subscription.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Reduced Audience Reach\u003C\u002Fstrong>: The most direct impact is the shrinking of the total audience advertisers can target on Facebook and Instagram. As users subscribe, the pool of available ad impressions will decrease, which could make it harder to drive performance.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Loss of High-Value Users\u003C\u002Fstrong>: There is a significant risk that higher-income users, who are often a prime target for advertisers, may be more willing and able to pay for the ad-free experience. This could remove a valuable demographic from the ad-supported tier, diminishing the overall \u003Cstrong>quality\u003C\u002Fstrong> of the audience as well as shrinking in size.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Increased Costs\u003C\u002Fstrong>: A smaller audience pool combined with consistent advertiser demand is likely to lead to increased competition for ad space. This could drive up costs, reflected in higher CPMs and CPAs.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-we-dont-know-yet\">What we don’t know yet\u003C\u002Fh3>\n\n\n\n\u003Cp>This forces a difficult question for marketing leaders: is a smaller, more engaged audience worth a potential rise in CPMs and a reduction in total reach? At the moment, this is a theoretical issue as the rollout hasn’t begun in earnest.\u003C\u002Fp>\n\n\n\n\u003Cp>The biggest unknown is how many people will actually choose to pay for the subscription. A low adoption rate would mean minimal disruption for advertisers, while a high rate could fundamentally alter the advertising landscape on Meta’s platforms.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"will-this-impact-other-paid-social-platforms\">Will this impact other Paid Social platforms?\u003C\u002Fh2>\n\n\n\n\u003Cp>Meta’s move was a \u003Cstrong>direct\u003C\u002Fstrong> and \u003Cstrong>reluctant\u003C\u002Fstrong> response to intense regulatory pressure in the European Union, which essentially forced them to offer a non-tracking alternative to their ad-supported model.\u003C\u002Fp>\n\n\n\n\u003Cp>In the short term, platforms like TikTok, Snap and Pinterest are unlikely to start offering a similar model soon, as they aren’t facing the exact same legal ultimatum.\u003C\u002Fp>\n\n\n\n\u003Cp>Some platforms, like X, Pinterest, and Snapchat, already offer some ‘freemium’ features – but these are directly focusing on user benefits (e.g. verification) rather than providing a privacy-centric, ad-free choice.\u003C\u002Fp>\n\n\n\n\u003Cp>For TikTok in particular, we think the move is unlikely – this would be a distraction that clashes with its e-commerce ambitions and focus on TikTok Shop. TikTok aims to roll out the model that began in China to the wider world – a seamless, integrated e-commerce experience where discovery (often fueled by ads) leads directly to purchases within the app.\u003C\u002Fp>\n\n\n\n\u003Cp>However, looking further into the future, this regulatory pressure that compelled Meta to act already exists and will apply to its major competitors. \u003C\u002Fp>\n\n\n\n\u003Cp>While Meta was the first to be pushed into this specific “pay-or-consent” model, platforms like TikTok are designated under the same laws and are very much in the regulators’ sights.\u003C\u002Fp>\n\n\n\n\u003Cp>It is more a question of when and how enforcement will be applied to them, not if.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-three-things-should-marketers-do-right-now-to-prepare\">What three things should marketers do right now to prepare?\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-diversify-your-spend\">\u003Cstrong>1. Diversify your spend\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The era of massive, unlimited reach on Meta is likely over. You need to prepare for a shrinking audience and the rising media costs that will result from increased competition for fewer users.\u003C\u002Fp>\n\n\n\n\u003Cp>If you currently over-rely on Meta, start to test your investment in other channels like display and video, or other social platforms like TikTok, to mitigate risk. \u003C\u002Fp>\n\n\n\n\u003Cp>This may require moving beyond platform-specific metrics; champion privacy-safe measurement frameworks like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmeridian-googles-marketing-mix-modelling\u002F\">Marketing Mix Modelling\u003C\u002Fa> to gain a holistic view of your ROI and make strategic allocation decisions across your entire marketing mix. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-own-your-data\">\u003Cstrong>2. Own your data\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This is another blow to the already-weak state of third-party tracking. The biggest competitive edge in the future will be in your first-party data. Prioritise ethical data capture through loyalty programmes and newsletters, and unify this information within a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcustomer-data-platforms-explained\u002F\">Customer Data Platform\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>This, combined with server-side tracking like Meta’s Conversions API, is essential for reliable measurement and creating effective targeting strategies that are independent of platform tracking.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-evolve-your-creative-strategy\">\u003Cstrong>3. Evolve your creative strategy\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Ads will soon be shown to an audience that has \u003Cstrong>actively agreed\u003C\u002Fstrong> to see them, so your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">creative strategy\u003C\u002Fa> will be more important than ever. Focus on providing immediate value through entertainment, education, or compelling offers – ideally with creator-led content, which feels more native and is better received by most users.\u003C\u002Fp>\n\n\n\n\u003Cp>The era of easily reaching massive, passive audiences is in sight. The new challenge is to build brand equity and create content so valuable that users \u003Cem>want\u003C\u002Fem> to see it. Marketers who continue to rely solely on interruption will be left behind.\u003C\u002Fp>\n\n\n\n\u003Cp>Navigating the future of paid social requires a strategic partner. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F?service=paid-media\">See how we help our clients stay ahead of the curve.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":112,"protected":199},34742,{"inline_featured_image":199,"footnotes":5},[205],[],[208],[519,98,211,212,213,214,215,216],"post-34738",[],[],[523,524,525,526],{"path":174,"name":175},{"path":222,"name":223},{"path":109,"name":30},{"path":183,"name":111},"Meta introduces a new choice in the UK: Use Facebook and Instagram free with ads, or pay for an ad-free subscription model.",{"thumbnail":529,"medium":530,"medium_large":532,"large":534,"1536x1536":536,"2048x2048":538,"post-thumbnail":540,"12_col":542,"default_landscape":544,"default_portrait":546,"6_col_and_margin_short":548,"11_col_and_margin":550,"9_col_rectangle":552,"11_col":554,"staff_image_696_600":556,"rectangular_thumbnail":558},{"url":116,"width":229,"height":229},{"url":531,"width":55,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":533,"width":58,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":535,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":537,"width":64,"height":64},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1153&q=90&w=1536",{"url":539,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1537&q=90&w=2048",{"url":541,"width":70,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":543,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":545,"width":76,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":547,"width":50,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":549,"width":70,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":551,"width":80,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":553,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":555,"width":85,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":557,"width":49,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":559,"width":88,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fmuhammad-asyfaul-52oEAP8gcms-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[561],{"id":103,"path":264,"display_name":4,"job_title":11,"description":6,"avatar_url":107,"acf":562},{"full_bio":10,"job_title":11,"specialist_service_links":563,"photo":568},[564,566],{"page":565,"link_text":30},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"page":567,"link_text":33},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":35,"id":35,"title":36,"filename":37,"filesize":38,"url":39,"link":40,"alt":5,"author":41,"description":5,"caption":5,"name":42,"status":43,"uploaded_to":25,"date":44,"modified":44,"menu_order":25,"mime_type":45,"type":46,"subtype":47,"icon":48,"width":49,"height":50,"sizes":569},{"thumbnail":52,"thumbnail-width":53,"thumbnail-height":53,"medium":54,"medium-width":55,"medium-height":56,"medium_large":57,"medium_large-width":58,"medium_large-height":59,"large":60,"large-width":61,"large-height":62,"1536x1536":63,"1536x1536-width":64,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":68,"post-thumbnail":69,"post-thumbnail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new ad-free subscription: What does this mean for advertisers? | 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been a lot of talk about how iOS14 and Apple’s App Tracking Transparency updates will change Paid Social. So far, the conversation has been led by Facebook, particularly how Apple’s changes will affect retargeting audiences and performance measurement.\u003C\u002Fp>\n\n\n\n\u003Cp>This is a huge topic which marketers all over the world are still grappling with – while getting on with managing and reporting on their day-to-day ad campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>But there’s one impact that not many people are talking about that could be adversely affecting your reporting, campaign management and results. Particularly if you spend your days knee-deep in Ads Manager.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s \u003Cstrong>delayed reporting\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-delayed-reporting\">What is delayed reporting?\u003C\u002Fh2>\n\n\n\n\u003Cp>You probably spotted this as a bullet point in Facebook’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F331612538028890?id=428636648170202\">How the Apple iOS 14 release may affect your ads and reporting\u003C\u002Fa>:\u003C\u002Fp>\n\n\n\n\u003Cp style=\"margin-left: 40px\">\u003Cem>Delayed reporting: Real-time reporting will not be supported and data may be delayed up to three days. For iOS 14 app install campaigns, conversion events will be reported based on the time that they are reported to Facebook by the SKAdNetwork API and not the time they occur. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Delayed reporting has always been a consideration for Facebook, especially if you used Facebook Pixel to attribute conversions within a certain period after a user clicked or viewed an ad. \u003C\u002Fp>\n\n\n\n\u003Cp>Although the default Facebook Pixel attribution method was criticised for being overly generous, it gave a fuller picture of attribution than just ‘last click’, especially if you have customers who take longer to make a buying decision than usual or high value products. This helped campaigns to optimise towards purchases by giving more conversion data.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Before\u003C\u002Fstrong> – if users take their time converting, but still convert, generally you’d see associated transactions and revenue in Ads Manager. This would be credited on the date of impression so you could tell how your campaigns and creatives were performing day-to-day.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>After\u003C\u002Fstrong> – some of this is still in place – but there’s been a few major changes: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Facebook’s removed the old default 28-day click view, 1 day view window.\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Now the new default is 7-day click – although 7-day click and 1-day view can be enabled\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>Facebook now attributes conversions on the day of the sale, not the ad view\u002Fclick (this is the opposite to pre-iOS14)\u003C\u002Fli>\n\n\n\n\u003Cli>Real-time reporting will not be supported and web conversion event data may be delayed up to \u003Cstrong>three days\u003C\u002Fstrong>\u003Cem>.\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>But what about what the conversion modelling Facebook’s implemented around missing data for opted out users?\u003C\u002Fp>\n\n\n\n\u003Cp style=\"margin-left: 40px\">\u003Cem>Estimated results: For iOS 14 app install campaigns, the SKAdNetwork API will report results to Facebook, aggregated at the campaign level. Statistical modelling may be used to account for results at the ad set and ad levels, unless the campaign is composed of a single ad set and ad. For web conversion events, statistical modelling may be used to account for conversions from iOS 14 users.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>According to this, Facebook’s still going to estimate what conversions you might be missing out on, right? Yes… but this may be up to 3 days later and the delay may include opted-in users as well as those who’ve opted out of tracking via iOS14. This is to protect the privacy of individual users.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-impact-does-delayed-reporting-have\">\u003Cstrong>What impact does delayed reporting have?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>This could make your recent results look a lot worse than they actually are. Why? This delay just affects the \u003Cstrong>app install or web conversion data\u003C\u002Fstrong> (e.g. purchases, revenue, ROAS) \u003Cspan style=\"text-decoration: underline;\">not\u003C\u002Fspan> the on-platform data (e.g. media spend, CPC, CPM) \u003C\u002Fp>\n\n\n\n\u003Cp>Facebook knows how much you’ve spent, who you’ve reached, and if they’ve clicked, so it’ll show you the full figures for on-platform data but the impact on your revenue will be noticeable after several days when all the results are in.\u003C\u002Fp>\n\n\n\n\u003Cp>This means that when reporting week-on-week, you are likely missing a few days of website conversion data, but not spend, so ROAS looks poor.\u003C\u002Fp>\n\n\n\n\u003Cp>However, it also means that data from 7-14 days ago is going to be higher than when you captured it last week, making the 0-7 day data appear \u003Cem>even worse\u003C\u002Fem> when comparing the two within the Facebook Ads interface – as you’ll be comparing a full week of revenue data to 4-5 days of revenue data instead.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example\u003C\u002Fstrong>:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FScreenshot-2021-06-15-at-11.23.50.png\" alt=\"Chart displaying impressions, clicks, CPC, spend, conversions, revenue and ROAS. This is displayed for two reports. Revenue and ROAS increased significantly on the second report.\" class=\"wp-image-49633\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Across several ecommerce clients, we saw on average a 20% improvement in ROAS for the same week when comparing data gathered with a week’s time lag, to data gathered immediately after the reporting period ended. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-should-i-do-about-it\">\u003Cstrong>What should I do about it?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The situation is still evolving, but for now we suggest:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Implementing a min. 3-day lag to your weekly or monthly reporting schedules \u003C\u002Fstrong>to allow delayed reporting information to be processed\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Avoid making knee-jerk decisions\u003C\u002Fstrong> about very recent performance and changing campaigns frequently – as when revenue is processed the picture may be different and lead you to make alternative optimisations\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Leverage Google Analytics data \u003C\u002Fstrong>– for example, if you still want to assess performance trends in real-time, or sense-check unexplained spikes and dips. For this, ensure you are tagging your campaigns correctly so you can compare campaign, ad set and ad-level data within Google Analytics\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If you want an introduction to iOS14 please read our blog post \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-ios14-affects-marketers\u002F\">How iOS14 Affects Marketers\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Learn more about the wider conversation within the ad tech and measurement ecosystem, or how to best manage your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> strategy in this new world, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-future-of-digital-marketing-measurement-webinar\u002F\">webinar\u003C\u002Fa> on the topic or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":122,"protected":199},22511,{"inline_featured_image":199,"footnotes":5},[700,701,205,702],59,41,40,[],[208],[706,98,211,212,213,214,215,707,708,216,709],"post-11139","category-ecommerce","category-measurement","category-ppc",[],[],[713,714,715,717],{"path":174,"name":175},{"path":222,"name":223},{"path":716,"name":18},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"path":183,"name":121},"Measuring FB Ads after iOS14? Real-time reports aren't supported, data may be delayed by three days. Read our blog to find out why, and what you need to do.",{"thumbnail":720,"medium":721,"medium_large":723,"large":725,"1536x1536":727,"2048x2048":729,"post-thumbnail":731,"12_col":733,"default_landscape":735,"default_portrait":737,"6_col_and_margin_short":739,"11_col_and_margin":741,"9_col_rectangle":742,"11_col":744,"staff_image_696_600":745,"rectangular_thumbnail":747},{"url":126,"width":229,"height":229},{"url":722,"width":55,"height":55},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-133x200.jpg",{"url":724,"width":58,"height":25},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-768x1156.jpg",{"url":726,"width":236,"height":237},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-1892x1000.jpg",{"url":728,"width":64,"height":64},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-1020x1536.jpg",{"url":730,"width":67,"height":67},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-1360x2048.jpg",{"url":732,"width":70,"height":71},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-1860x1180.jpg",{"url":734,"width":73,"height":74},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-2400x870.jpg",{"url":736,"width":76,"height":50},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-800x600.jpg",{"url":738,"width":50,"height":76},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-600x800.jpg",{"url":740,"width":70,"height":74},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-1860x870.jpg",{"url":734,"width":80,"height":74},{"url":743,"width":82,"height":83},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-2150x1400.jpg",{"url":734,"width":85,"height":74},{"url":746,"width":49,"height":50},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-696x600.jpg",{"url":748,"width":88,"height":89},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2021\u002F06\u002Fdaryl-baird-qWkKXXIf1nc-unsplash-750x300.jpg",[750],{"id":103,"path":264,"display_name":4,"job_title":11,"description":6,"avatar_url":107,"acf":751},{"full_bio":10,"job_title":11,"specialist_service_links":752,"photo":757},[753,755],{"page":754,"link_text":30},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"page":756,"link_text":33},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":35,"id":35,"title":36,"filename":37,"filesize":38,"url":39,"link":40,"alt":5,"author":41,"description":5,"caption":5,"name":42,"status":43,"uploaded_to":25,"date":44,"modified":44,"menu_order":25,"mime_type":45,"type":46,"subtype":47,"icon":48,"width":49,"height":50,"sizes":758},{"thumbnail":52,"thumbnail-width":53,"thumbnail-height":53,"medium":54,"medium-width":55,"medium-height":56,"medium_large":57,"medium_large-width":58,"medium_large-height":59,"large":60,"large-width":61,"large-height":62,"1536x1536":63,"1536x1536-width":64,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":68,"post-thumbnail":69,"post-thumbnail-width":70,"post-thumbnail-height":71,"12_col":72,"12_col-width":73,"12_col-height":74,"default_landscape":75,"default_landscape-width":76,"default_landscape-height":50,"default_portrait":77,"default_portrait-width":50,"default_portrait-height":76,"6_col_and_margin_short":78,"6_col_and_margin_short-width":70,"6_col_and_margin_short-height":74,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":74,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":74,"staff_image_696_600":86,"staff_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Ads delayed reporting after iOS14 - explained - 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{"taxonomy":492,"embeddable":93,"href":876},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=11139",{"taxonomy":495,"embeddable":93,"href":878},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=11139",{"taxonomy":169,"embeddable":93,"href":880},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=11139",[882],{"name":501,"href":502,"templated":93},{"id":884,"date":885,"date_gmt":885,"guid":886,"modified":136,"modified_gmt":136,"slug":888,"status":19,"type":98,"link":135,"title":889,"content":890,"excerpt":892,"author":103,"featured_media":893,"comment_status":894,"ping_status":20,"sticky":199,"template":5,"format":202,"meta":895,"categories":896,"collections":898,"coauthors":899,"class_list":900,"acf":903,"head_links":904,"breadcrumbs":905,"url_path":135,"search_description":910,"featured_image_urls":911,"authors":943,"type_nicename":273,"reading_minutes":137,"category":953,"yoast_title":957,"yoast_meta":958,"yoast_json_ld":985,"_links":1042},6031,"2021-03-29T15:00:19",{"rendered":887},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fhow-ios14-affects-marketers\u002F","how-ios14-affects-marketers",{"rendered":133},{"rendered":891,"protected":199},"\n\u003Ch2 class=\"wp-block-heading\" id=\"has-the-much-predicted-doom-of-cookies-arrived\">Has the much-predicted doom of cookies arrived? \u003C\u002Fh2>\n\n\n\n\u003Cp>Browsers like Safari and Firefox already block third-party tracking cookies, and Google plans to phase out cookies by 2022. \u003C\u002Fp>\n\n\n\n\u003Cp>Apple have been a key voice in the conversation around user privacy – and have announced changes coming into place in early 2021. Apple says this will give consumers more control of who gets to use their data and what’s done with it.\u003C\u002Fp>\n\n\n\n\u003Cp>This new policy – known as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.apple.com\u002Fdocumentation\u002Fapptrackingtransparency\">App Tracking Transparency\u003C\u002Fa> (ATT) and the accompanying update iOS14 – is causing a lot of speculation (and even panic) in Paid Media circles. But should it? \u003C\u002Fp>\n\n\n\n\u003Cp>Ahead of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-future-of-digital-marketing-measurement-webinar\u002F\">Future of Tracking and Attribution webinar in April\u003C\u002Fa>, read this blog to find out how iOS14 will affect marketers, and what you can do to prepare your strategies for the changing data landscape.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#has-the-much-predicted-doom-of-cookies-arrived\">Has the much-predicted doom of cookies arrived? \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-ios14\">What is iOS14?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#responses-from-ads-platforms\">Responses from Ads platforms\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#facebook\">Facebook\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#google\">Google\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#twitter\">Twitter\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#snapchat\">Snapchat\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#microsoft-pinterest-linkedin\">Microsoft, Pinterest, LinkedIn \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#actions-you-can-take-to-prepare-your-facebook-account\">Actions you can take to prepare your Facebook account\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h5\">\u003Ca href=\"#ads-manager-settings-top-tip\">Ads Manager Settings Top Tip\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whats-next\">What's next?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-is-ios14\">What is iOS14?\u003C\u002Fh3>\n\n\n\n\u003Cp>This new iOS 14 policy will prohibit certain data collection and sharing unless people specifically opt into tracking. \u003C\u002Fp>\n\n\n\n\u003Cp>This “opt-out” will be the most significant change ever made to an operating system as it pertains to data privacy – and may have a significant impact on advertising as many people, particularly in the US and UK, access the internet via Apple devices.\u003C\u002Fp>\n\n\n\n\u003Cp>While many people, from governments to consumers and tech giants alike, agree that increased control and awareness on personal data security is needed – this change could revolutionise \u003Cstrong>ad personalisation.\u003C\u002Fstrong> \u003C\u002Fp>\n\n\n\n\u003Cp>Since the introduction of tracking Pixels, marketers have been getting ever-richer data to power individual ad personalisation. Apple’s imminent iOS update seems to be a major setback in how we can target consumers.\u003C\u002Fp>\n\n\n\n\u003Cp>From what we know so far, if iOS users elect to opt out of tracking, the domino effect may be as follows:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>If Ads platforms are not able to track user behavior, the effectiveness of tracking pixels and all of its implications is severely diminished. This may result in inaccurate reporting for conversions all the way down to ineffective remarketing efforts.\u003C\u002Fli>\u003Cli>Targeting options will be weakened. That means the ability to create hyper-personalized ads to audiences may be hindered.\u003C\u002Fli>\u003Cli>Less targeting options might mean more wasted spend and less personalization of ad copy, products or imagery.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"responses-from-ads-platforms\">Responses from Ads platforms\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"facebook\">Facebook\u003C\u002Fh4>\n\n\n\n\u003Cp>Facebook has been a vocal opponent of the changes – as increased user privacy may have a negative impact on Facebook’s powerful advertising system and therefore ad revenue – or in FB’s words ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fios-14-apple-privacy-update-impacts-small-business-ads\">iOS14 will hurt small businesses\u003C\u002Fa>’ who rely on ads.\u003C\u002Fp>\n\n\n\n\u003Cp>There are significant changes to the Facebook Ads platform ahead. Disruption will vary depending on what kind of advertiser you are – and will affect App and Conversion campaigns the most. \u003Cstrong>Please read the full details \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F331612538028890?id=428636648170202\">here\u003C\u002Fa>\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>In summary, platform-wide changes include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Reporting limitations\u003Cul>\u003Cli>No breakdowns of demographics or device for conversion data\u003C\u002Fli>\u003Cli>Delayed reporting – real-time reporting will not be supported and data may be delayed up to three days\u003C\u002Fli>\u003Cli>Changes to attribution window settings – longer windows removed, new default is max. 7 day click, 1 day view\u003Cul>\u003Cli>This may result in a decrease in the number of reported conversions if previous windows were the default 28 day click, 1 day view\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Aggregated Events management – statistical modelling will account for estimated results from iOS14 users\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Event limitations – your pixel may only optimise for a maximum of \u003Cstrong>eight\u003C\u002Fstrong> conversion events for each domain. Ad sets that were optimising for a pixel conversion event that is no longer available will be turned off. \u003C\u002Fli>\u003Cli>Targeting limitations – custom audiences based on website likely to reduce in size\u003C\u002Fli>\u003Cli>Bidding strategies – if you choose the cost cap or minimum ROAS bid strategy in an app\u002Fconversion campaign, your ad set should be scheduled to run at least three full days.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"google\">Google\u003C\u002Fh4>\n\n\n\n\u003Cp>Google has been relatively quiet, so far. The majority of information released so far is around app advertising. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>“Apple’s ATT changes will reduce visibility into key metrics that show how ads drive conversions (like app installs and sales) and will affect how advertisers value and bid on ad impressions. As such, app publishers may see a significant impact to their Google ad revenue on iOS after Apple’s ATT policies take effect. To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support.”\u003C\u002Fp>\u003Ccite>Google, March 2021\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Read Google’s statement full statement \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fads-commerce\u002Fpreparing-developers-and-advertisers-for-policy-updates\u002F\">here\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"twitter\">Twitter\u003C\u002Fh4>\n\n\n\n\u003Cp>Twitter hasn’t released much information, other than that they expect ATT will largely impact App Install and App Re-engagement products.\u003C\u002Fp>\n\n\n\n\u003Cp>There has been a limited acknowledgement that iOS14 may impact on other types of campaigns, and audience targeting.\u003C\u002Fp>\n\n\n\n\u003Cp>A lot is still unknown – however Twitter have said to keep an eye out for further updates:\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>“No immediate action is needed at this time for advertisers who leverage products other than our App Installs products. We’d expect this to change as we move into Q2\u002FQ3.”\u003C\u002Fp>\u003Ccite>Twitter, March 2021\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Read Twitter’s full statement \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.twitter.com\u002Fen\u002Fblog\u002Ftwitter-ios14-updates.html\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"snapchat\">Snapchat\u003C\u002Fh4>\n\n\n\n\u003Cp>Similar response to Facebook. The largest impact is likely to be Custom Audiences – with Pixel, and Snap Audience Match (SAM) and Dynamic Retargeting Audiences reduced. \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>There has been some clarity on impact for Mobile Web advertisers vs. Mobile App advertisers\u003C\u002Fli>\u003Cli>Snapchat have created checklists for ensuring you are ready for the change – with more preparation required for the App advertisers\u003C\u002Fli>\u003Cli>There are a number of confirmed changes to the actual ads platform, however they look minor so far\u003Cul>\u003Cli>Longer attribution windows deprecated. \u003C\u002Fli>\u003Cli>Certain reporting Dimensions and Timeframes will be impacted for iOS Opt-outs only. \u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusinesshelp.snapchat.com\u002Fs\u002Farticle\u002Fsnap-ios14?language=en_US\">Learn more\u003C\u002Fa> on Snapchat’s website.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"microsoft-pinterest-linkedin\">Microsoft, Pinterest, LinkedIn \u003C\u002Fh4>\n\n\n\n\u003Cp>No statements released so far.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\u003Cdiv class=\"wp-block-group__inner-container\">\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Ch2 class=\"wp-block-heading\" id=\"actions-you-can-take-to-prepare-your-facebook-account\">\u003Cstrong>Actions you can take to prepare\u003C\u002Fstrong> your Facebook account\u003C\u002Fh2>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cp>There are three general recommended changes for all Facebook advertisers. If relevant, there may be more changes prompted within your Ads Manager account, under the new Resource Centre tab.\u003C\u002Fp>\n\n\n\n\u003Cp>In most cases, the changes will need to be executed by the ad account\u002Fdomain owner, rather than a partner or agency.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Follow process for \u003Ca aria-label=\"undefined (opens in a new tab)\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F286768115176155?id=199156230960298\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook Domain Verification\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Set up \u003Ca aria-label=\"undefined (opens in a new tab)\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F721422165168355\" target=\"_blank\" rel=\"noreferrer noopener\">Aggregated Event Measurement\u003C\u002Fa>. If you have more than 8 website events, here’s where you can restructure for fewer events.\u003C\u002Fli>\u003Cli>Implement \u003Ca aria-label=\"undefined (opens in a new tab)\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F2041148702652965\" target=\"_blank\" rel=\"noreferrer noopener\">Conversions API\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F2750680505215705?id=428636648170202\">Update to latest SDK\u003C\u002Fa> (app advertisers only)\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>The last stage is to brief other stakeholders or clients about the changes.\u003C\u002Fp>\n\n\n\n\u003Cp>One tactic commonly used has been to adopt the Comparing Windows feature to see how conversions attributed to ads compare across different attribution windows. This allows you to better anticipate the impact to reported conversions as a result of upcoming attribution window changes.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-group has-pale-cyan-blue-background-color has-background\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Ch5 class=\"wp-block-heading\" id=\"ads-manager-settings-top-tip\">Ads Manager Settings Top Tip\u003C\u002Fh5>\n\n\n\n\u003Cp>Has conversions and revenue data started to disappear from some campaigns in Ads Manager? \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreen-Shot-2021-03-04-at-11.44.30.png\" alt=\"\" class=\"wp-image-49111\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>This is due to attribution windows – old ad sets with longer attribution windows will not be updated, and if attribution windows are ‘Multiple’ you won’t see total results.\u003C\u002Fp>\n\n\n\n\u003Cp>Solution: Update all active & inactive ad sets to the same attribution window. A quick way to do this is to turn old ads off and on. The new default attribution window should be applied – and you’ll get your total results by campaign back.\u003C\u002Fp>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whats-next\">\u003Cstrong>What’s next?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Get prepared to change your approach to advertising with less granular 3rd party data – the industry’s focus on regulating data sharing and privacy is only going to increase in 2021 and beyond.\u003C\u002Fp>\n\n\n\n\u003Cp>Right now, there’s a fair amount of ambiguity that will be resolved as the changes roll out – and when we know the impact, you can pivot your strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>If you would like to learn more about the wider conversation within the ad tech and measurement ecosystem, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-future-of-digital-marketing-measurement-webinar\u002F\">webinar\u003C\u002Fa> on the topic or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":134,"protected":199},7685,"open",{"inline_featured_image":199,"footnotes":5},[897,205,702],39,[],[208],[901,98,211,212,213,214,215,902,216,709],"post-6031","category-digital-marketing",[],[],[906,907,908,909],{"path":174,"name":175},{"path":222,"name":223},{"path":142,"name":143},{"path":183,"name":133},"Has the much-predicted doom of cookies arrived? Browsers like Safari and Firefox already block third-party tracking cookies, and Google plans to phase out cookies by 2022. Apple have been a key voice in the conversation around user privacy – and have announced changes coming into place in early 2021. Apple says this will give consumers 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class=\"has-large-font-size\">\u003Cstrong>Wondering how to advertise your business on TikTok?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Impression gained early access to the TikTok Ads beta, and we’ve put it to good use! Now that we’ve racked up considerable experience running campaigns we’re really excited to share our beginner’s guide to TikTok advertising.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog post, you’ll discover how to tell if TikTok Ads are right for your business, and how to create TikTok campaigns from start to finish.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-tiktok-advertising\">What is TikTok advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#is-my-target-audience-on-tiktok\">Is my target audience on TikTok?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#do-you-have-the-budget-to-advertise-on-tiktok\">Do you have the budget to advertise on TikTok?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-launch-a-tiktok-ads-campaign\">How to launch a TikTok Ads campaign\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#conclusion\">Conclusion\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#so-your-campaign-is-live-whats-next\">So your campaign is live, what’s next?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-is-tiktok-advertising\">What is TikTok advertising?\u003C\u002Fh3>\n\n\n\n\u003Cp>With more than 800 million active users worldwide, TikTok presents a substantial opportunity to advertisers. What \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedium.com\u002F@christinagayton\u002Fthe-origins-of-tiktok-5efa7da4b3e6\">started in Shanghai\u003C\u002Fa> as Musical.ly, a lip sync app, has grown into a cultural phenomenon, as TikTok surpassed Twitter and Snapchat in popularity.\u003C\u002Fp>\n\n\n\n\u003Cp>At a time when people are increasingly more difficult to reach with effective brand messages, TikTok provides a way to tap into vast, engaged audiences at key touch points throughout the day via the emotive, engaging medium of full-screen video ads.\u003C\u002Fp>\n\n\n\n\u003Cp>TikTok is a visual, video-based app. Users can record and share 15-second videos with intuitive built-in editing features like filters, effects, and music. Although lip syncing and comedy are core to the app, it has expanded to other niches, such as fashion, health, food, pets, business, and even short films. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Users are typically highly engaged, spending on average \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.socialfilms.co.uk\u002Fblog\u002Ftiktok-uk-statistics#:~:text=TikTok%20has%203.7%20million%20active,currently%20stands%20at%2029%25%20globally.\">52 minutes a day\u003C\u002Fa> using the app. They can follow their favorite creators, and discover new content by scrolling the ‘For You’ discovery feed. The algorithm learns your preferences and serves user-generated content and ads that are likely to resonate with you.\u003C\u002Fp>\n\n\n\n\u003Cp>The best TikTok creators have taken what it means to go viral to unprecedented new levels.  A part of this popularity is that it’s less saturated with ads than its older counterparts like Facebook and Instagram (at least for now).\u003C\u002Fp>\n\n\n\n\u003Cp>In 2019, the app launched a beta version of its Paid Social ads offering. Big brands have been quick to pivot to TikTok Ads, with names like Bumble, Fenty Beauty and EE using TikTok ads in unique campaigns. TikTok Ads offers advanced audience targeting and ad creation features. When used effectively, it can help businesses engage with lucrative pools of users.\u003C\u002Fp>\n\n\n\n\u003Cp>However, not every business is positioned to benefit from TikTok Ads. Before investing your time and budget into TikTok advertising, here’s two questions you need to ask yourself to determine if this ad platform is right for your business.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"is-my-target-audience-on-tiktok\">\u003Cstrong>Is my target audience on TikTok?\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>First, consider the target demographic for your business. TikTok is most popular with Gen Z, with 66% of TikTok’s users younger than 30 (41% are ages 16–24). Trending videos tend to be from this demographic, and many focus on younger topics, such as university or school.\u003C\u002Fp>\n\n\n\n\u003Cp>If your audience skews younger, and you’re looking for new ways to engage with them, then happy days!\u003C\u002Fp>\n\n\n\n\u003Cp>But if this isn’t your audience, then TikTok is probably not the right platform for you right now.\u003C\u002Fp>\n\n\n\n\u003Cp>Yet… while TikTok’s current audience is predominantly young, it is fast-growing. As TikTok matures, its user base will diversify – which might make reaching older demographics, or running B2B campaigns, much more successful.\u003Cbr>Paid Social changes quickly, so it might still be worthwhile to learn more about TikTok ads. It’s easy and free to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002F\">set up an account\u003C\u002Fa>, and we’d advise you to install a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002Fcategory?id=6667464824521228293\">tracking pixel\u003C\u002Fa> on your website ASAP. This lets you track users on your site, and can help you see whether your customer base is on TikTok, as well as measure future campaigns.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"do-you-have-the-budget-to-advertise-on-tiktok\">\u003Cstrong>Do you have the budget to advertise on TikTok?\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Any new platform needs enough budget to test and measure effectively, you’re unlikely to start making significant returns in the first stage of any brand new campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>TikTok minimum spends may present some challenges for smaller advertisers, daily spends \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002Farticle?aid=6667447877242978309\">start from $50\u003C\u002Fa>, significantly higher than other paid social platforms. The more complex your account becomes, with multiple campaigns and ad sets, the higher your spend will need to be.\u003C\u002Fp>\n\n\n\n\u003Cp>Premium placements like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen-GB\u002Finspiration\u002F7\">Brand Takeover\u003C\u002Fa> (presents a full-screen video presented on app open for five seconds) gaining maximum attention but can be costly. You also need to budget for TikTok-specific resource. Vertical video needs to grab attention, and your design team needs to really understand the platform. Stock videos, slideshows of images, and bland messaging is unlikely to resonate. Want to find out more? Check out the Drum’s collaboration with TikTok – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Ftopics\u002Fdont-make-ads-make-tiktoks\">‘Don’t make ads. Make TikToks’\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Ftiktok.png\" alt=\"\" class=\"wp-image-38251\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">TikTok Brand Takeover Example (Too Faced Cosmetics)\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Cp>However, we’ve found that predictions of very high costs were untrue. Impression was among the first UK agencies to gain beta access, and we can see how the platform has matured in a short space of time. In campaigns using In-Feed placements, TikTok proved to be a strong platform with far lower CPM and CPC costs than Facebook and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftwitter-advertising\u002F\">Twitter advertising\u003C\u002Fa>. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcase-studies\u002Fmarmalade-tiktok\u002F\">Check out our case study here.\u003C\u002Fa>\u003C\u002Fp>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-launch-a-tiktok-ads-campaign\">\u003Cstrong>How to launch a TikTok Ads campaign\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>If you have the right audience, and the budget, and decide that TikTok ads are a worthy investment for your business, here’s how to get started.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Create a TikTok Account\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>To create your Business account, visit the T\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\">ikTok Business home page\u003C\u002Fa> and click on the Get Started button. Follow the instructions to create your account.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FNQfNwZOZkZnLifvoLlO-OVQ4KNscx4NDamJtPcoZISsJv_fKItGunw392GRbgf22l6FEnUf13bZKLs_roq8DHeObReEZsd6LgNcd-_2FvCcFs8NqTfJIWSgBc2FscPBHbR1Qqslv.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Once your account is created, the process for creating ads is relatively straightforward, with a similar interface to Paid Social self-serve systems.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Cstrong>Create Your Ad Campaign\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>In the TikTok Ads dashboard, click the Campaign tab at the top of the page and then Create. Choose your campaign objective, which is the primary goal of your ad. \u003C\u002Fp>\n\n\n\n\u003Cp>At the time of writing, you can choose from top, middle or lower funnel objectives: Reach, Traffic, Video Views, Conversions, and App Install.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FHdY5-jyNtnWbcbCVIk8yFSWfw4OhFJWYAAuftqraP657cfCInEvxE5EE4V2d3k-r7KtJTV7C56XJ9Q07qompUw73HzPSklcfagTF-OrKL2N-EKAJDNsic_Bt56L7QqWIhgJNLWhn.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>\u003Cstrong>Set up your Ad Group\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>You will then be able to set your variables for the ad group, including placements and targeting.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Placements\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>You can choose Automatic placements, or manually select placements to include or exclude placements on Bytedance’s (TikTok’s parent company) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002Farticle?aid=6725594834129649670\">wider family of apps\u003C\u002Fa>. Some placements are only available in some countries.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fs3qse1seG6DKKxL1zzxslYyV3WFKO_p-CJ4rcwl3vzJV3D3Joa65LV-Flt2xkjRDxNTQJnpEMrDVsd1z3VoqAnp4J-KguTbr-aFU8aJEFhMidVVCRLat8mfPvwkBxwLADLQfoGdc.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Ad Details\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Depending on your campaign objective, your next steps will be to select your URL, profile photo and TikTok display name. \u003Cstrong>You do not need to have a TikTok profile to run ad campaigns. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Creative Type\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Choose whether you will use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002Farticle?aid=6670043695674294277\">Automated Creative\u003C\u002Fa>, or manually create each ad.\u003C\u002Fp>\n\n\n\n\u003Cp>Automated Creative Optimization will, in a similar way to Dynamic ads on Facebook and Google Display Network, automatically generate combinations of your creative assets (images, videos, and ad texts), and deliver high-performing combinations. Manual creative will give the advertiser more control over your ad appearance.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Targeting\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This section lets you define the target audience for your ad group. Set parameters for location, age, gender, languages, interests, devices, and more to attract the right audience for your ads. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Tip: \u003C\u002Fstrong>you’ll get an idea of estimated audience size on the right hand side of the page. We usually start fairly broad, and narrow depending on performance data.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F59ZKnomN7_Mw__2_Z_SkTPe-8lxoxOS6Q-_EtjIxIctnxPh_vi7cCDwu_2lAw9tQZhmcQIFjCGNQbAmP8zun2aPR_YJXD1WUNnKBGW8Hfcg0IlPO40f4dQH-W2BfxhbAdOHR7MEf.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Tip: \u003C\u002Fstrong>We recommend installing the TikTok Pixel before launching campaigns – which will allow you to create Custom Audiences based on website behaviour, and track website actions like Purchases or Leads attributed to your campaigns. To do this, head to Assets and then Create Pixel.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FjtmgEyD8TG_80AgJtR2X7sTDjbKIwWci2zf8ikfnqQmj7hd3TvPQKjX0r6EdOtVawlnQhSfS1M1beS2EaPDsfMCZ9kKlMdpkYBEZh9afhjzIpaun4O0wSs0bmBDD2NuyJaIfvkDf.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The base code will track visitors, but you should also create a conversion event for any website actions that signify a conversion (for instance, app downloads or form submissions). Create Events by clicking Assets and selecting Conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>You can then exclude Custom Audiences from prospecting campaigns, or use the data to to create new Lookalike audiences.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Budget & Schedule\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Choose your desired budget, optimisation goal and bids. You can choose either a daily budget (the amount you’re willing to spend each day) or a total budget (the total amount you’re willing to spend for the duration of the schedule). \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Note\u003C\u002Fstrong>: there’s minimum settings for the daily budget and total budget at the ad group level. Currently TikTok Ads quote the minimum daily budget at the ad group level as $20 – this is lower than the $50 a few months ago so we recommend checking \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002Farticle?aid=6667447877242978309\">here\u003C\u002Fa> for the latest advice.\u003C\u002Fp>\n\n\n\n\u003Cp>Also choose the scheduled duration for your ads. Dayparting allows you to select specific times of the day or week on which to run your ad. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Ftkvr4N2RcI2z-PRa7tu4js0NkEmjs-acDDAzcvAvE69_mpcRyEJ5KohNr4bexfm_xpqIjgGAIY7SlthF6YO_AxyVmiE4SXE-IptIx5y_Z9cpjI_eEjUCJq6WpGMLcB2uj7rJkaj0.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Bidding & Optimisation\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The last step in the Ad Group section is to choose your optimisation goal. This should reflect the key metric you’re aiming for in the campaign. \u003C\u002Fp>\n\n\n\n\u003Cp>This will be tied into your Campaign Goal – you can choose to optimize for Conversion, Click, or Impression. Your bids will be optimized based on the goal you select – and ads will be served to the users most likely to complete your desired action – whether that’s a conversion, ad click, or video view.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\n\u003Cli>\u003Cstrong>Set up your Ads\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>You’re nearly there! You can add up to 20 ads per Ad Group. As with most platforms, it’s best practice to experiment with a range of targeting options and creative before narrowing your ad down to the winning combinations.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Tip: \u003C\u002Fstrong>Remember the Automated Creative Optimization tool we mentioned at At Group level? This will test a variety of asset combinations throughout your campaign and ultimately present the winning combination to your target audience. This’ll save time and resource if you don’t have a huge variety of assets.\u003C\u002Fp>\n\n\n\n\u003Cp>To create your ads, choose from Image or Video ads. You should opt for Video – unless you’re looking to run image ads. This isn’t available on TikTok but on ‘News Feed App Series’ or ‘Hello’ – two other apps in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002Farticle?aid=6725594834129649670\">Bytedance family\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fk28wpcxJeALO2dOgXvMyQ-klzzgg0GrgbVRYGiVc-HmP9eeFCaT7H7Pxg4kxtAH3cmLJhpj558Or1IRFhe51_q5A9Mc-Bb_GGv9trskCoB0QLtlDKTykuQ2mLUxGHD9sd0h9yBuU.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Upload your ready-made assets, or Choose Create a Video to use TikTok’s AI-powerd video creator tools. You can choose from a huge variety of templates, upload your own assets, customise with overlaid text and music.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FWmeFX34tIRDH9kFUS8Pcj2yh0-_l39KKd5rX29jGBBQzm8AMcFjxt5fsnWs4fb4f3Ho_1_6Grq-jKbtzx5Q7iKC50oZgh0AmUNmn7YdOCHAmd0ZbqZR33LPkNcIq4AzsUdHyEf-B.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Upload your video(s), choose the thumbnail, add some creative text and Call to Action and you’re ready to go.\u003C\u002Fp>\n\n\n\n\u003Cp>For the fine print, like character count and thumbnail specs, head to TikTok’s advice pages \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002Farticle?aid=6669387935734824965\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"5\">\n\u003Cli>\u003Cstrong>Set up Billing and Payment\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Follow the steps to fill out your Business Information, Tax Information, and (option but recommended) Business Verification. \u003C\u002Fp>\n\n\n\n\u003Cp>Choose your Payment Type:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Automatic Payment – add a card to your account, and pay for delivery charges on a recurring billing date or when you reach the billing threshold.\u003C\u002Fli>\n\n\n\n\u003Cli>Manual Payment – Manually add balance before delivering your ads. Any charges will be deducted from your account balance as your ads run.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"6\">\n\u003Cli>\u003Cstrong>Launch\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Check your settings to make sure you’re happy with your Campaign and Ad Group settings. Then head back to Ad level and click Submit. Your campaign will go under review, and should start delivering shortly.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"conclusion\">Conclusion\u003C\u002Fh3>\n\n\n\n\u003Cp>Exploring Tiktok Ads may seem overwhelming at first. However, TikTok offers a well-designed interface, and an impressive offering of design and automation tools, so if you follow our step-by-step guide and allow yourself some time to get to know the platform, you’ll be live on TikTok in no time. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"so-your-campaign-is-live-whats-next\">\u003Cstrong>So your campaign is live, what’s next?\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Optimising the campaigns can be challenging without in-house experience or agency support –  there’s not a huge amount of guidance available due to how new the platform is. A test and learn approach will go a long way, but if you’d like support to get your business started with TikTok Ads, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contac\u003C\u002Fa>t our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftiktok-advertising\u002F\">TikTok advertising\u003C\u002Fa> specialists.\u003C\u002Fp>\n",{"rendered":146,"protected":199},7724,{"inline_featured_image":199,"footnotes":5},[1092,205,702],66,[],[208],[1096,98,211,212,213,214,215,1097,216,709],"post-5763","category-beginners-guides",[],[],[1101,1102,1103,1104],{"path":174,"name":175},{"path":222,"name":223},{"path":716,"name":18},{"path":183,"name":145},"Wondering how to advertise your business on TikTok? Impression gained early access to the TikTok Ads beta, and we’ve put it to good use! Now that we’ve racked up considerable experience running campaigns we’re really excited to share our beginner’s guide to TikTok advertising. In this blog post, you’ll discover how to tell if TikTok 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an in-depth vetting of Impression’s strategies, campaigns and tools, Impression has moved up a tier to become a Preferred Facebook Marketing Partner! \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FFMP-Badge-bluelarge.png\" alt=\"\" class=\"wp-image-19078\" width=\"256\" height=\"103\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Less than 25% of agencies who advertise on Facebook are awarded this status, putting Impression in an elite class of agencies and recognising the innovative work we deliver on behalf of clients.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-did-we-become-a-preferred-partner\">How did we become a Preferred Partner?\u003C\u002Fh2>\n\n\n\n\u003Cp>Preferred Facebook Marketing Partner Status is given to agencies who have \u003Cstrong>demonstrated high growth for their clients\u003C\u002Fstrong>, and also have a proven track record of expertise, client success, and client care quality. \u003C\u002Fp>\n\n\n\n\u003Cp>Facebook uses a variety of specific criteria to determine which advertisers can progress to the higher tier, including (but not limited to): \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Qualifying Spend\u003C\u002Fstrong>\u003Cul>\u003Cli>Percentage of spend on direct response campaigns – optimised to drive meaningful business outcomes for clients\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>\u003Cstrong>Qualifying Placements\u003C\u002Fstrong>\u003Cul>\u003Cli>Percentage of adoption of advanced marketing tactics such as placement liquidity and automation \u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>\u003Cstrong>Total spend\u003C\u002Fstrong> \u003Cul>\u003Cli>Consistent spend managed on behalf of clients\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>On our path to certification, Facebook required that 80% of spend was allocated qualifying spend and 40% of campaigns with qualifying placements.\u003C\u002Fp>\n\n\n\n\u003Cp>Impression’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ffacebook-advertising\u002F\">Facebook advertising team\u003C\u002Fa> easily achieved the targets with a whopping \u003Cstrong>97%\u003C\u002Fstrong> of all spend and \u003Cstrong>93%\u003C\u002Fstrong> of all placements meeting the required criteria.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F732aad_b19e9ee887e541b9b9c1d3072e286060mv2-scaled-1.jpg\" alt=\"Impression paid media team\" class=\"wp-image-19081\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-the-benefits-for-impression-and-our-clients\">\u003Cstrong>What are the benefits for Impression and our clients?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Preferred Marketing Partners aren’t just featured on\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fpartner-directory\u002Fdetails?id=609008466286467\"> Facebook’s Partner Directory\u003C\u002Fa> (though we do get that, too!) \u003C\u002Fp>\n\n\n\n\u003Cp>They are invited to exclusive events, get priority support and can access additional advanced training from experts in each area of Facebook’s advertising offering. This means that advertisers in the Preferred tier of the program are better trained and can resolve issues quickly, giving their clients better overall performance. \u003C\u002Fp>\n\n\n\n\u003Cp>Impression’s enhanced Facebook relationship also means we can access exclusive planning tools and beta features, helping to further propel our clients’ paid social activities. \u003C\u002Fp>\n\n\n\n\u003Cp>If you are reading this and would like to level up your Facebook advertising campaigns, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> for no-obligation, honest and friendly advice.\u003C\u002Fp>\n",{"rendered":157,"protected":199},7820,{"inline_featured_image":199,"footnotes":5},[367],[],[208],[1286,98,211,212,213,214,215,1287],"post-5171","category-seo",[],[],[1291,1292,1293,1294],{"path":174,"name":175},{"path":222,"name":223},{"path":165,"name":166},{"path":183,"name":156},"Impression Digital has been awarded Facebook's elite Preferred Partner Agency status! 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