If you’re like most advertisers, your Facebook Ad metrics have been volatile since June 2021.
With the iOS 14 update live, Facebook lost the ability to track many users’ behavior on sites outside of Facebook.
Some accounts are truly seeing worse performance, while others are just seeing worse metrics in the Facebook Ads platform.
Either way, this is a big deal.
Facebook optimizes based on conversion events. Fewer events measured means Facebook is receiving less feedback to optimize targeting. Over time, this will degrade performance.
The best way to improve performance is to optimize your Facebook pixel set up for the iOS 14 update!
And Facebook does NOT make it easy (Plus, many of the steps in their support articles do not work).
So we decided to share detailed, broken down steps to follow to send as much data as possible to your Facebook pixel.
Here are the steps to take to optimize your pixel setup for iOS14:
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Goal 1: Verify your domain
1. Navigate to Domains under Brand Safety in Business Settings.
2. Click Add and then enter your domain name.
3. The easiest way to verify your domain is the meta-tag option. Copy the meta-tag code provided.
4. Navigate to the backend of your Shopify site. On the sidebar, click Online Store under the SALES CHANNELS menu.
5. In the Live theme section, click the button that says Actions and then click Edit Code.
6. Find the “theme.liquid“, and paste your meta-tag before the </head> tag.
7. Return back to the Domains under Brand Safety in Business Settings and click the Verify Domain button.
Link: Facebook less helpful steps.
Goal 2: Set up the Facebook channel on your Shopify site.
1: Add the Facebook Sales Channel by navigating here and clicking Add sales channel.
2: Click on the Facebook Sales Channel and then click Start Setup under Facebook Marketing.
3: To connect your Facebook Ad Account, you must be the OWNER of your ad account and that account must be the OWNER of your Facebook page. Connect your Facebook Page, Business Page, Ad Account.
If you don’t own the Ad Account the FB page must be transferred to the Ad Account Owner:
To assign or change a Page Owner:
1. From your News Feed, click Pages in the left menu.
2. Go to your Page.
3. Click Settings.
4. Click Page Transparency.
5. Below Assign Page Owner, click Assign.
6. Choose a verified Business Manager or disclaimer and click Assign.
7. Once you’ve assigned a Page Owner, a new section will appear in the Page Transparency section called Other Pages You Manage.
To assign Page Ownership to multiple Pages:
1. From your News Feed, click Pages in the left menu.
2. Go to a Page with an owner assigned to it.
3. Click Settings.
4. Click Page Transparency.
5. In the Other Pages You Manage section on Page Transparency Settings, Click Assign.
6. From the list, select Pages you want to assign ownership of.
7. Click Assign.
If the FB page is under a Business Manager and not an individual, then the Business Manager needs to be removed first. Only admins can remove Pages in Business Manager. To remove a Page, it can’t be connected to other assets still in Business Manager.
To Remove Business Manager:
1. Go to Business Settings.
2. Click Accounts, then click Pages.
3. Select the Page you’d like to remove and click Remove.
4: Turn on Maximum Sharing.
5: Save.
Goal 3: Improve the setup of your Facebook pixel in the Facebook Ads Manager.
1: Navigate to Events Manager in the Facebook Business Manager: https://www.facebook.com/events_manager2
2: Ensure you have the right account and pixel selected.
3: Go to Settings.
4: Turn on Automatic Advanced Matching.
5: Then click Show Options under Automatic Advanced Matching and turn all options to on.
6: Turn Track Events Automatically Without Code to on. Refresh the page and toggle Track Events Automatically Without Code to on again if it has turned off. Repeat until it remains on (This is a bug we have seen).
7: Under Conversions API, click on Choose a Partner if you use Shopify or WooCommerce.This is under the option Set up through a partner integration.
8: Select the partner and then the Verify Partner step should ask you to confirm and the partner should show Active. If this step is skipped, and you are sent directly to the Finished page, the partner has not been set up correctly (Fix in your CMS).
9: Go to events manager browser_api: https://business.facebook.com/events_manager2/browser_api
11: Click on your URL and then add events.
A) Add Purchase and turn Value Optimization On and 3-4 Configured Event Usage.
B)Then add Initiate Checkout, Add to Cart, View Content, and any other events that ads are regularly optimized for
