Rethink approach to measure Facebook ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2021, 6:02 PM UTC

With new privacy laws and tracking restrictions, brands must consider alternative models for ad targeting and analysis.

In the wake of Apple’s privacy push, advertisers will no longer be able to rely solely on Facebook’s pixel and tracking tools. Brands will now have to get creative about using first-party data to measure the effectiveness of Facebook ads.

Facebook ads should feature specific website URLs or phone numbers, allowing for measuring impact. By tracking the number of website visits and calls made to the numbers, brands can measure the sales those Facebook ads generated. Similarly, target ads to a particular state or city to track sales generated by location-specific ads.

Marketers should run ads with unique coupon codes then measure ad effectiveness by tracking the number of times consumers redeemed the coupon. Additionally, use Facebooks ads to collect email addresses. Marketers can then build email lists to create remarketing ads, webinars and additional touchpoints.

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