What the Data Says: Apple, Facebook, Attribution, and Incrementality
Last week, Measured streamed a live session to share up-to-the-minute insight into how Facebook attribution and advertising performance has fared as iOS 14.5 adoption gains steam. The overwhelming response made it clear that there is an appetite for more transparency, clarity and informed insight from experts to help marketers navigate the recent upheaval in media and advertising.
At Measured, we are in a unique position to observe in real-time how these ongoing platform and policy changes impact the technology, systems, and data that advertisers rely on to inform their investment decisions. We’re keeping our finger on the pulse of the industry and its critical systems and we’re committed to keeping you well-informed along the way.
Below are the key trends we shared in last week’s live session, and recommendations from our experts for keeping your Facebook media strategy on track while the story continues to unfold.
|iOS14.5 adoption is picking up
|Facebook lift studies are reporting artificially low lift numbers
|7day CT conversions will be “modeled” from end of June
|Impact on Targeting
While it is tempting to breathe a collective sigh of relief after months of data-tracking turmoil, the extended life expectancy of third-party cookies should not be an excuse to go back to business as usual. The latest plot twist from Google is just further evidence that platforms are going to keep evolving their stance on privacy - and marketers cannot afford to take a passive stance.
Instead, brands should leverage this gift of time to collect insights through continued experimentation and develop a future-proof measurement plan that is based on first-party assets and adaptable when faced with inevitable change.
Want more detail about what we’ve observed and how to implement our recommendations? Watch the full webinar on-demand with all the insider details: