Why stores are using Facebook’s Conversions API

Over three million businesses worldwide use Facebook Ads. Their massive reach ensures they play a part in every ecommerce store’s marketing strategy. Of course, the key to a successful Facebook Ads strategy comes down to creating ads and targeting audiences based on good data. If you want to measure the return on investment from your Facebook Ads accurately, you need to share page-view and conversion events with Facebook. In the past, Facebook recommended you add Facebook Pixel onto all your web pages to enable this event tracking, which triggers a ping to Facebook’s servers. Originally this ping was in a request for a single white pixel loaded at the bottom of the page (hence ‘Pixel’), but nowadays the ping is usually sent from Facebook’s Javascript. In this post we’ll explain: Why you need to set up Conversions API today to improve your marketing How this extra tracking opens up more advertising options How you can implement the Conversions API on a Shopify store What’s wrong with Facebook Pixel? Over the 10 years since Pixel’s launch, three big trends have reduced its effectiveness at tracking return on Facebook Ad spend: Usage of ad blockers to stop third-party scripts from known advertising platforms (like Facebook) from sending a ping Browsers (e.g. Safari’s ITP) restricting what third-party scripts and cookies can track The increasing share of clicks from Facebook’s mobile app, exacerbating the 2nd trend The introduction of GDPR and similar regulation requiring that customers opt into being tracked in their web browser presents the latest obstacle, and perhaps the biggest yet. The combined effect is that a smaller percentage of Facebook users who click on your ad can be tracked on subsequent web sessions. So a smaller percentage of the purchases which resulted from Facebook Ads can be attributed to Facebook. [tip] Want to dig deeper into the challenges of measuring ROI from Facebook? See our recent webinar.[/tip] Why did Facebook launch Conversions API? The lack of marketing attribution is a big problem for Facebook, as it makes their Ads look relatively less effective and more expensive than other channels. To combat these trends Facebook launched the Conversions API (CAPI) in 2020, and in 2021 expanded it to enable tracking of any event (not just the purchase) directly on Facebook’s servers. In contrast to Pixel, Facebook Conversions API is a server-to-server data connection, allowing events linked to a visitor from Facebook to be sent independent of the browser sessions. What's the advantage of CAPI over Pixel? Firstly, the server-side events are not sent from the customer’s browser, so they are not interrupted by the web browsing and privacy trends mentioned above. Close to 100% of the purchases from your store can be shared with Facebook via CAPI. Secondly, even if the customer has opted out of marketing cookies — meaning the purchase cannot be attributed via Facebook’s Pixel ID — CAPI can send some extra user identifiers like email address, physical address and phone number. These give Facebook a better chance of linking the purchase to a user, and from there to the Ad the user clicked on. See more on user data below. This personally identifiable data is sent securely from Shopify to Facebook via a SSL connection, so there is no risk of security leaks. Conversions API also gives stores the ability to link delayed conversions back to the original ad campaign. A good example is subscription commerce (see Facebook’s case study), where stores need to see the 2nd or 3rd purchase to evaluate if the Facebook campaign is effective. [tip]Littledata’s connectors capture recurring payments from the Shopify checkout automatically.[/tip] Using CAPI might not fix all your attribution issues, but one agency reported a 25% to 35% boost in attribution for Shopify stores using this technique. If you are a big Facebook spender, even a 20% improvement in attribution might be worth thousands of dollars of implementation costs. How should I use CAPI on my Shopify store? Facebook recommends you use a partner integration work with CAPI, and there are three ways to integrate Conversions API with your Shopify store: Shopify’s inbuilt Facebook channel Server-side Google Tag Manager (sGTM) Littledata + Segment To help you decide which is right for you, here is a quick comparison table. Integration route CAPI used for Supports all FB account and campaign setups Complexity of setup Cost of maintenance Shopify’s Facebook channel Just conversions No Low  Low sGTM All events triggered in GTM Yes High High Littledata + Segment All server-side events from Littledata Yes Low Low You might be alright using Shopify’s Facebook channel if your campaign structure is simple, uses just one Facebook account, and you only target based on first-time purchases. Otherwise you should look at Segment’s Facebook CAPI destination or sGTM. sGTM is a version of Google Tag Manager where a trigger on the browser (e.g. the customer viewing a checkout step) is passed on to a dedicated cloud server, where the GTM container logic decides which events to trigger. So it’s a hybrid of client and server side tracking. [tip]Learn how to use server-side tracking to improve customer loyalty and lifetime value.[/tip] What are the limitations of using sGTM? You might have been told server-side GTM (sGTM) is the best way to work with CAPI. I disagree. Firstly, you have a complex setup to get all the events triggered from the browser in a way that the GTM server can handle. An analytics agency will typically charge you a few thousand dollars to get this working. Then you have to spin up your own GTM server in Google Cloud. That’s not a big cost - probably a few hundred dollars a month - but it is a maintenance headache. Who is going to check the server is up and running as expected? There are some limitations of where you can add the GTM container on the Shopify storefront. Unless you are using Shopify Plus, you can’t add to the checkout pages - so you can’t capture the checkout steps in the example above. Finally, you have to consider all the many changes Facebook makes to its APIs every year. Typically there is an update every few months that whoever maintains the GTM container would need to work with. With the other integration options this is included in the subscription fee. Yes, sGTM is flexible and will allow you to send similar event data to other destinations - but that’s also something that Segment does at no additional cost. Server-side tracking for Shopify stores Littledata’s solution is to send comprehensive event data from Shopify to Segment, and include event properties that are compatible with Segment’s Facebook CAPI destination. The setup is as easy as: Create a workspace on Segment.com Install Littledata’s Shopify app for Segment Configure Segment’s Facebook destination What this brings you - in addition to the purchase event sent from Shopify’s integration - is complete server-side tracking of Add to Cart and Checkout Step events to Facebook, all linked back to the users on Facebook. These extra events can be used to target users who abandon cart or checkout. You can use Segment’s Facebook audience sync to build even more powerful retargeting audiences - e.g. a lookalike audience of your most valuable customers. Things to note on custom user information Sending the Facebook events direct from server to server allows Littledata to add a number of customer user identifiers, so Facebook can better match the event to which Ad was clicked on. User properties that are automatically mapped to Facebook include: Email Phone number City state ZIP Country Client IP address Click ID (fbc) Browser ID (fbp) You can control which properties are passed on to Facebook in Segment Protocols, so better manage customer privacy choices. Conclusion If Facebook Ads is an important part of your store’s marketing strategy then Facebook CAPI is an essential tool to start using. The trends that make it more reliable that Facebook Pixel are ongoing, so if you don’t think you need it now you may well need it in a few months time. Your options to integrate Facebook on a Shopify store include Shopify’s in-built Facebook channel and server-side GTM, but we recommend using Littledata’s Shopify source plus Segment’s Facebook destination for quick setup and easy maintenance. Then you can get: More accurate attribution of Ads Better retargeting for abandoned carts Better audience matching in Facebook. Give it a try and see what better results you can achieve! [wonderplugin_popup id=8]

2021-10-07

Segment Recipe: Create Facebook lookalike audiences of your top-spending customers

The promotional power of Facebook Ads and Instagram Ads is no secret. All of our customers use them. Smart ecommerce marketers, however, know that beyond their wide reach, the true value of these ads comes in using them to reach specific buyer personas. Targeting those who are most likely to make a purchase is a great way to boost sales, but how do you reach that audience over time? In short: How do you find more customers like your highest LTV customers? Littledata has worked with top DTC brands using Shopify and Segment, such as Rothy's and Sheertex, to enable data that lets you do exactly that. One key way is lookalike audiences. To help you dive into utilizing these audiences for your store, we've created an analytics recipe along with our partner Segment. The recipe is made to help you stop wasting time building audiences manually while still allowing you to reach your highest-value customers — the ones who are ready to buy and more likely to make bigger purchases over time. It explains step by step how to continuously target a similar audience to your top-spenders, so you'll start getting your ads in front of eager potential buyers. Lookalike audiences such as these are a staple in successful ecommerce brands' promotion strategies, as they widen your audience while ensuring you get the most value out of the advertising dollars you spend. Read the full post on Segment's blog to learn how you can start utilizing this recipe in your Facebook Ad strategy. We look at how to: Create an audience in Segment Personas of highest spending customers Automatically sync that audience with Facebook Ads Create a lookalike audience in Facebook Ads to find more high-value customers If you've wondered how to use rule-based audiences to increase revenue, this is the recipe for you. Do you know how accurate your ecommerce reporting is? Get a clearer picture with a full data audit from Littledata as part of our 30 day free trial to start owning your data and make decisions off truly accurate data. [subscribe]

by Greg
2021-08-27

What's the real ROI on your Facebook Ads? [webinar]

Is your FB/Insta ad spend leading to high LTV customers? What happens after a shopper clicks on a link? One thing is clear: you've got to get the tracking right before you can start making data-driven decisions. Join Littledata and Beacon on Thursday, March 4th for a free webinar where we will explore the details of marketing attribution and Facebook campaign ROI. Pretty much all ecommerce brands today are using Facebook and Instagram ads as part of their digital marketing mix. When it comes to Facebook Ads, marketers are drawn to messaging about a strong return on investment. But are you measuring that return correctly? In this free webinar, you'll learn:  Common issues with marketing attribution How to track post-click shopping behavior (what happens after someone clicks an ad) The importance of using external platforms for an unbiased view of marketing channels How to calculate complete ROI for your Facebook and Instagram Ad spend, including repeat purchases, refunds, and customer lifetime value (LTV) How benchmarking your site against similar brands can help make sense of the data Signup for the free webinar >>> About Littledata Littledata automatically fixes tracking for Shopify stores, offering complete marketing attribution, accurate sales data, and custom dimensions for lifetime value reporting. Check out our Shopify app for Google Analytics Learn more about our Shopify source for Segment Try Littledata's Facebook Ads connection free for 30 days Signup for the free webinar >>> About Beacon Beacon is the digital marketing campaign intelligence platform that is easy-to-use and presents real-time information based on data you can trust. It empowers marketers to accurately measure campaign results, take back control of their digital spend, and get a better ROI on their campaigns. Signup for the free webinar >>>

by Ari
2021-03-01

Updated Facebook Ad Costs to Google Analytics connection

As part of Littledata’s focus on Facebook Ads data this year, we have rebuilt our Facebook Ad Costs connection to be more dynamic and more robust. If you've been asking how to track Facebook Ads or Instagram Ads in Google Analytics -- or doing cost imports manually with Google Sheets and other tools -- your life just got a whole lot easier. Littledata's new and improved Facebook Ad Costs connection automatically imports cost and campaign data from Facebook Ads to Google Analytics, giving Shopify merchants an unbiased view of multi-channel marketing attribution, user journeys and real ROI on PPC campaigns. The Facebook Ads to Google Analytics connection now has added functionality including: Handles up to 100,000 active Facebook Ads, imported daily to Google Analytics Interprets dynamic campaign parameters Imports up to 90 days of campaign history on the first import Works for both Facebook Ads and Instagram Ads Import multiple Facebook Ad accounts to one Google Analytics property Import one Facebook Ad account to one multiple Google Analytics properties Recommends improved campaign URL parameters when none are given Of course the core functionality remains the same: easily pull campaign details and cost data into GA from your FB Ad accounts. Thank you to our customers who gave feedback to help improve the connection -- we couldn't have done it without you. The updated Facebook Ad Costs connection is available on all paid plans at no additional cost. Start a free trial today and start analyzing your campaigns more accurately.

2020-06-11

Littledata acquires Facebook Feed and Pixel Perfect apps for Shopify

Littledata is pleased to announce the acquisition of two Shopify apps focused on Facebook advertising: Facebook Feed and Pixel Perfect. As customers increasingly turn to Facebook and Instagram for a seamless shopping experience, we're here to help stores give customers what they want: the right product at just the right time, no matter which marketing channel brought them in. Pixel Perfect automatically sets up an accurate Facebook Pixel for Shopify stores, along with numerous features to support dynamic product ads -- including a product catalog feed. If you're only looking to sync the Shopify product catalog, Facebook Feed is a smart product feed that supports unlimited products without timeouts or delays. Our expert analytics team is already providing customer support for both apps, and our product team is working to improve functionality for Facebook Pixel and Facebook catalog feeds, which are essential parts of running dynamic product ads across the Facebook network -- in other words, the keys to automated personalization. To quote Littledata's CEO, Edward Upton: "We believe stores investing tens of thousands in Facebook Ads need more reliable tools to target that spend. Littledata is able to improve upon the integration announced with Facebook and Instagram this week, and enable enterprise-scale stores to track their customer journey on Facebook." Shopify and Facebook Shopping Facebook and Shopify made major announcements recently about the many ways that customers find (and now purchase) products on Facebook and Instagram. They've emphasized that these new features will help small businesses succeed, and that's definitely a potential benefit. But let's be honest -- we all knew this was coming, COVID-19 or otherwise. There's just too much ad spend at stake. These updates and new features include: Facebook Shops: a new, complete storefront experience, integrated with Shopify (among other platforms, such as BigCommerce and Woo, Shopify is clearly the most significant: Shopify CEO Tobi Lütke was on the video call with Mark Zuckerberg) Instagram Checkout: a previously closed beta experience for direct shopping and checkout, now slowly rolling out for everyone At Littledata we're most excited about Instagram Shopping. It's not just a little experiment. Instagram's Vishal Shah told TechCrunch that almost 1 million stores are already signed up and ready to implement Instagram Checkout, so it's much more than its previous incarnation as a beta test with large brands like Zara and Adidas. Shopify is deprecating the Facebook Shop channel and will be pushing merchants to create these new Facebook shopping experiences (either ad campaigns or the full FB storefront). Stores that had product tagging set up through the Instagram channel before the announcement can already access Facebook Shops (the new feature -- different from the previous Facebook Shop channel, ahem...this is starting to get confusing). But like many Shopify announcements of the past, the overall timelines are unclear. And while they have improved the setup for their default Pixel implementation, we still see the same common issues like Product ID and revenue mismatches. Either way, these new features aren't necessarily a great fit for larger DTC brands by default -- they'll need something more reliable and customizable. That said, why not just go direct to the source? Facebook Dynamic Ads are already open to everyone, and they're a proven model for high-ROI retargeting and engagement. What do you need to run Dynamic Ads on Facebook for a Shopify store? Actually just a few things, which don't take long to set up if you haven't already: Facebook Business manager account Facebook Pixel (or SDK) on your site Product catalog feed That's where the new apps come in. Pixel Perfect Pixel Perfect is a popular Shopify app for automatically configuring a Facebook Pixel on your Shopify store. Facebook Pixel allows you to measure the impact of Facebook Ads on revenue, and calculate Cost Per Acquisition (CPA). It also allows you to build website custom audiences based on what users have seen or added to their shopping carts. Shopify has a native Facebook Pixel integration, but as noted it has numerous known issues, in areas such as product and revenue matching. Pixel Perfect fixes this automatically. Key benefits include: Send data to up to three Pixels (e.g. to use a backup pixel) Includes a matching catalog feed to serve Facebook Dynamic Ads 'Niche' product tags for building custom Facebook Audiences Order logs for comparative attribution Questions about Pixel Perfect features or how Shopify works with Facebook Ads? Read the Facebook Pixel Perfect FAQ in our help center. Facebook Feed If you're looking for a free product feed that works automatically with your Shopify product catalog, check out Facebook Feed. There are a number of Facebook catalog feed apps out there, but we were drawn to Facebook Feed because it is extensible and reliable. The app makes it easy to launch dynamic retargeting ads for Facebook users who engaged with your Shopify store. It works for product ads and catalog ads and it can support huge catalogs for Shopify Plus stores. Key benefits include: Up-to-date XML product catalog in the exact format recognized by Facebook Unlimited numbers of products and SKUs (no timeouts for large product sets!) Sync many products with Facebook and avoid pagination Compatible with Facebook page shops and Instagram Shopping Questions about setup or features? Read the Facebook Feed FAQ in our help center. What's next Littledata purchased Facebook Feed and Pixel Perfect from Tony Redfearn, an entrepreneur based in the UK. Tony is excited to see where we take the apps: "I am delighted to hand over the reigns to ensure success in this increasingly complex area. Littledata was the natural partner to take this tech to the next level!" As Littledata's Shopify customer base continues to grow, we are always looking at new connections and integrations. Our plan has always been to integrate Facebook Ads and Facebook Pixel more deeply into the Littledata ecosystem, and these popular apps turned out to be a great starting point. Our immediate plans are to improve both apps to make them even more powerful and extensible. Over time, we plan to fold this functionality into our core analytics app for Shopify merchants. For now, we are working closely with a broad range of merchants to understand their needs and how Facebook Pixel and Google Analytics can work in tandem for better ecommerce analytics, segmentation, remarketing and personalization. Audience building is one of our focuses, but we're also looking into the improved shopping experiences announced (ie Instagram Checkout), to see where events from our server-side Shopify tracking might best improve ROAS, AOV and customer LTV on these new channels and checkout experiences. Is there something you just can't wait to do with Shopify and Facebook? Let us know.  

by Ari
2020-05-27

Introducing our new Facebook Ads connection

We're excited to announce a new Facebook Ads connection in the Littledata app! The integration automatically pulls ad costs and campaign data into Google Analytics, and it's available for Littledata users on all plans. How do you know if you're getting the highest possible ROI on your Facebook Ads? For ecommerce sites, it's a difficult question. By their very nature, PPC platforms can provide only a limited amount of reporting, tied to their own network and performance data. Ecommerce sites need an outside view of marketing channels, and a way to connect that ad performance with shopping behaviour and product performance. But where should you start? You can trudge through Facebook's limited reporting, make endless spreadsheets and play guessing games. Or you can take advantage of the latest data tech for automated reporting in Google Analytics.     New Facebook connection We built a robust Facebook integration to automate everything so you can get back to business. Our goal is to show you the real ROI on your Facebook Ads. And to do so as painlessly as possible. It's an easy connection in the Littledata app, with numerous core benefits: Fix your campaign tracking Automatically pull ad cost data into Google Analytics Complete view of how your ad spend contributes to product and subscription revenue This new Facebook connection gives you unlimited access to accurate Facebook campaign data directly in Google Analytics. Data geeks can drill down into PPC details and build models of their own as well. [subscribe] Fix your campaign tracking The Facebook Ads connection has its own succinct set of audit checks to make sure you're tracking things correctly. It's a natural extension of our popular analytics audit tool. Once you connect your Facebook Business account, the app automatically checks for accurate campaign tagging and ecommerce event tracking. Sites change and new campaigns are added or adjusted on a regular basis, so our app takes care of the busy work to monitor your campaigns and keep everything up to date. Not a Littledata user yet? Find the plan that's right for you, whether you're on Shopify, BigCommerce, Magento or any other platform. Every subscription plan includes at least two free report packs, and enterprise plans include custom tracking and reporting. Plus, integrations like ReCharge, CartHook and Shopify are included at no extra cost. Try the new Facebook Ads connection today and let us know what you think! We're confident that this powerful new integration will help you get a higher ROI on your ad spend, with more sales from your best types of customers.

by Ari
2018-11-06

What's the real ROI on your Facebook Ads?

For the past decade Facebook’s revenue growth has been relentless, driven by a switch from TV advertising and online banners to a platform seen as more targetable and measurable. When it comes to Facebook Ads, marketers are drawn to messaging about a strong return on investment. But are you measuring that return correctly? Facebook has spent heavily on its own analytics over the last three years, with the aim of making you -- the marketer -- fully immersed in the Facebook platform…and perhaps also to gloss over one important fact about Facebook’s reporting on its own Ads: most companies spend money with Facebook 'acquiring' users who would have bought from them anyway. Could that be you? Here are a few ways to think about tracking Facebook Ads beyond simple clicks and impressions as reported by FB themselves. The scenario Imagine a shopper named Fiona, a customer for your online fashion retail store. Fiona has browsed through the newsfeed on her Facebook mobile app, and clicks on your ad. Let’s also imagine that your site -- like most -- spends only a portion of their budget with Facebook, and is using a mix of email, paid search, affiliates and social to promote the brand. The likelihood that Fiona has interacted with more than one campaign before she buys is high. Now Fiona buys a $100 shirt from your store, and in Facebook (assuming you have ecommerce tracking with Pixel set up) the sale is linked to the original ad spend. Facebook's view of ROI The return on investment in the above scenario, as calculated by Facebook, is deceptively simple: Right, brilliant! So clear and simple. Actually, not that brilliant. You see Fiona had previously clicked on a Google Shopping ad (which is itself powered by two platforms, Google AdWords and the Google Merchant Center) -- how she found your brand -- and after Facebook, she was influenced by a friend who mentioned the product on Twitter, then finally converted by an abandoned cart email. So in reality Fiona’s full list of interactions with your ecommerce site looks like this: Google Shopping ad > browsed products Facebook Ad > viewed product Twitter post > viewed same product Link in abandoned cart email > purchase So from a multi-channel perspective, how should we attribute the benefit from the Facebook Ad? How do we track the full customer journey and attribute it to sales in your store? With enough data you might look at the probability that a similar customer would have purchased without seeing that Facebook Ad in the mix. In fact, that’s what the data-driven model in Google Marketing Platform 360 does. But without that level of data crunching we can still agree that Facebook shouldn’t be credited with 100% of the sale. It wasn’t the way the customer found your brand, or the campaign which finally convinced them to buy. Under the most generous attribution model we would attribute a quarter of the sale. So now the calculation looks like this: It cost us $2 of ad spend to bring $1 of revenue -- we should kill the campaign. But there's a catch Hang on, says Facebook. You forgot about Mark. Mark also bought the same shirt at your store, and he viewed the same ad on his phone before going on to buy it on his work computer. You marked the source of that purchase as Direct -- but it was due to the same Facebook campaign. Well yes, Facebook does have an advantage there in using its wide net of signed-in customers to link ad engagement across multiple devices for the same user. But take a step back. Mark, like Fiona, might have interacted with other marketing channels on his phone. If we can’t track cross-device for these other channels (and with Google Marketing Platform we cannot), then we should not give Facebook an unfair advantage in the attribution. So, back to multi-channel attribution from a single device. This is the best you have to work with right now, so how do you get a simple view of the Return on Advertising Spend, the real ROI on your ads? Our solution At Littledata we believe that Google Analytics is the best multi-channel attribution tool out there. All it misses is an integration with Facebook Ads to pull the ad spend by campaign, and some help to set up the campaign tagging (UTM parameters) to see which campaign in Facebook brought the user to your site. And we believe in smart automation. Littledata's Facebook Ads connection  audits your Facebook campaign tagging and pulls ad cost daily into Google Analytics. This automated Facebook-Ads-to-Google-Analytics integration is a seamless way to pull Facebook Ads data into your overall ecommerce tracking -- something that would otherwise be a headache for marketers and developers. The integration checks Facebook Ads for accurate tagging and automatically pulls ad cost data into GA. The new integration is included with all paid plans. You can activate the connection from the Connections tab in your Littledata dashboard. It's that easy! (Not a subscriber yet? Sign up for a free trial on any plan today.) We believe in a world of equal marketing attribution. Facebook may be big, but they’re not the only platform in town, and any traffic they're sending your way should be analysed in context. Connecting your Facebook Ads account takes just a few minutes, and once the data has collected you’ll be able to activate reports to show the same kind of ROI calculation we did above. Will you join us on the journey to better data?

2018-09-20

10 possible reasons Facebook disapproved your ads

It happens. Every now and then, Facebook disapproves ads when they violate the platform’s terms and conditions in some way. When this happens, you, of course, want to know exactly why so you can avoid ad disapproval going forward or make appropriate adjustments to a recently disapproved ad. It’s how we learn. Most ecommerce sites have a huge Facebook presence for both branding and sales. Whether you're selling directly through Facebook with BigCommerce and advertising for those products, or running FB ads for a Shopify plus store or any other kind of website, here are 10 possible reasons Facebook disapproved your ad. This article will describe each reason in detail to help you determine why Facebook rejected the proposed ad, and how you can avoid these issues going forward. Reason #1: A non-functioning landing page There’s nothing more frustrating than clicking on an ad only to be directed to a web page that doesn’t function. How annoying would it be if you can’t click on the “Contact Us” tab because the tab wasn’t linked to the right web page? How frustrating would it be if a video in the landing page wouldn’t play? If your ad leads users to a non-functioning landing page containing poor navigation or broken links, Facebook will disapprove your ad. To prevent a non-functioning landing page, you or your web developer should conduct a thorough examination of the landing page to ensure it’s easy to navigate and to ensure it contains no broken links. Reason #2: A landing page that doesn’t match the ad content More commonly known as clickbait, ads promoting content that doesn’t match the landing page violate Facebook’s advertising policies. Clickbait is deceptive, promising users one thing but then giving them something completely different and unexpected. Facebook is especially cracking down on clickbait ads in light of the Cambridge Analytica scandal and the prominence of “fake news.” To avoid disapproval because of clickbait, make sure your ad content accurately indicates what users will see on the landing page. If you're having trouble figuring out which ads to run, try creating user personas to understand your customers, then create and optimise ads based on those personas. Are you advertising to the right buyer personas? Reason #3: Inappropriate or offensive ad content Ads that contain profanity, sexual innuendo and discrimination are considered inappropriate or offensive and will be disapproved. Since the earliest age a user can join Facebook is 13, the network strives to foster a family friendly environment that everyone can enjoy. If your ad contains inappropriate or offensive content, consider altering the ad and the angle you want to take to deliver your message. Reason #4: Content encouraging illegal or unethical behavior Facebook is not the platform for you if your message involves promoting illegal or unethical behavior, for example, promoting spy and malware products. As previously mentioned, Facebook is focused on family friendly experiences. Ads that promote negative behaviors will be disapproved without a second thought. Reason #5: Third-party infringement Whether intentional or unintentional, sometimes ads infringe or violate a third-party’s copyright or trademark. If it does, and Facebook disapproves it as a result, you may only be required to make a slight alteration. For instance, if your ad contains a copyrighted photo, you may only need to change the photo. To avoid third-party infringement, create original content for all of your ads rather than taking, for example, an image for your ad from a stock-photo site. In addition to complying with Facebook’s policies, doing so will also make your ads unique to your brand. Reason #6: Misleading or false content Content that is false or misleading will not be tolerated, as it qualifies as “fake news.” It may be tempting to make claims about products or services that are untrue in order to build interest. But authenticity and truthfulness are essential for establishing trust and credibility with your customers. Make sure there is nothing in your ad’s text or creative that is misleading or false. For example, if your ad has the title “Kim Kardashian reveals her fitness secret,” but takes users to a landing page that only contains promotions for weight loss pills with no mention of Kim Kardashian or her fitness secret anywhere, this ad would be disapproved. Reason #7: Prohibited products or services Facebook’s Advertising Policies list all of the products or services it prohibits. Prohibited items and services include: • Surveillance equipment • Payday loans • Counterfeit documents • Tobacco • Unsafe supplements • Adult content, products, or services • Weapons • Marijuana If your business revolves around selling or promoting any products or services from this list, Facebook advertising is not for you. Reason #8: Low-quality or disruptive content If your ad contains slow loading pages, broken links, or poor grammar, Facebook will disapprove it. Yes, poor grammar is truly a reason for ad-rejection! Facebook has a standard it tries to maintain across the platform, and a big part of maintaining that standard includes putting out high-quality ads. To avoid submitting low-quality or disruptive ads, carefully review your content to make sure it looks polished and professional, as well as provides a seamless experience with no disruption. [subscribe] Reason #9: Disruptive animation that plays automatically Video ads that play automatically, taking away a user’s decision to click or not to click, are disruptive to the user experience. Soundless video ads that play automatically are acceptable if the quality is exceptional. But flashing animations or loud and obnoxious ads are not conducive to Facebook’s standards of quality and will be disapproved. Reason #10: Controversial content for commercial purposes This reason is especially important in light of the recent focus on misuse of the Facebook platform in political sectors. In one instance, Russian troll accounts distributed politically divisive ads, and in another, the Cambridge Analytica data firm deceptively collected information from over 80 million profiles to deliver manipulated messages during the 2016 US Presidential Election. In response, Facebook is not pulling any punches for controversial ad content. Ads highlighting issues like abortion or gun control for financial gain will be disapproved. What to do if your ad is disapproved Luckily, Facebook recognizes that no one is perfect and offers you two options if your ad is disapproved. Option 1: Edit your ad. Option 2: Appeal Facebook’s disapproval decision. There are three steps to Option 1: Step 1: Read the email your advertising account received when your ad was disapproved. Step 2: Edit your ad per the instructions in the email. For instance, you may be required to edit your ad’s text, images, or call-to-action. Step 3: Save your changes and resubmit your ad. If you choose option two, you can complete an Appeal a Decision form. By doing so, you’re requesting that Facebook review your ad once again to consider the possibility that a mistake was made in the decision to disapprove your ad. This option is appropriate if it isn’t entirely clear whether Facebook’s justification for disapproving your ad matches its Advertising Policies. Mistakes are an opportunity to learn. If your Facebook ad gets disapproved, simply use it as a growing experience and you will succeed.   This is a guest post by Anna Hubbel, staff writer at AdvertertiseMint, a Facebook advertising company. Hubbel writes on various topics, including social media, digital advertising, and current events.

2018-07-17

Try the top-rated Google Analytics app for Shopify stores

Get a 30-day free trial of Littledata for Google Analytics or Segment