{"id":3359,"date":"2022-01-17T21:05:06","date_gmt":"2022-01-17T21:05:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/17\/3-tips-for-running-facebook-and-instagram-ads-in-2022\/"},"modified":"2022-01-17T21:05:06","modified_gmt":"2022-01-17T21:05:06","slug":"3-tips-for-running-facebook-and-instagram-ads-in-2022","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/17\/3-tips-for-running-facebook-and-instagram-ads-in-2022\/","title":{"rendered":"3 Tips for Running Facebook and Instagram Ads in 2022"},"content":{"rendered":"

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A lot has changed in the digital marketing world over the past few years and more changes are still to come. Here are a few tips to help you address recent and upcoming changes in order to improve your ads on Facebook and Instagram in 2022.\u00a0<\/span><\/p>\n

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    Verify Your Domain and Configure Your Conversion Events<\/h2>\n<\/li>\n<\/ol>\n

    Since the iOS 14 update in early 2021, a few things have changed on Facebook and Instagram\u2019s shared ad platform. Namely, conversion events must now be configured on the site itself using <\/span>Aggregated Events Measurement<\/b><\/a> in order for ads to be properly delivered to iOS 14 users who have opted out of cookie tracking.<\/span><\/p>\n

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    Source<\/span><\/a><\/p>\n

    \u201cAggregated Events Measurement\u201d is a bit of a mouthful, so we\u2019ll just refer to it as \u201cAEM.\u201d Basically, with AEM, Facebook configures the events on your site\u2019s backend in a way that is compliant with Apple\u2019s new privacy policies regarding data collection. This allows for ads to be delivered to those who have opted out of cookie tracking and also allows for sales that come from these users to be tracked, however, the caveat to this is that reporting may be delayed and much of the data will be anonymized to protect the user\u2019s privacy.<\/span><\/p>\n

    In order to configure these events, however, you\u2019re probably going to be required to <\/span>verify your domain<\/b><\/a>. This is essentially claiming ownership of your site and telling Facebook that you have the authority to configure and edit these events. Note: in order to verify your domain, you will need a <\/span>Business Manager<\/b><\/a>.<\/span><\/p>\n

    In some cases, Facebook will have configured these events for you based on past data that has been collected from your ad account. For example, if you run a Shopify store and your primary objective is sales, Facebook may have already configured the Purchase and Add to Cart events on your behalf. If you wanted to make changes to how these events are prioritized, however, you would still need to verify the domain.<\/span><\/p>\n

    In closing: if conversion events are not configured via the steps above, you may not be able to deliver your ads to iPhone users who have opted out of cookie tracking.<\/span><\/p>\n

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      Review Changes to Targeting Policy, Plan Out New Strategies As Needed<\/h2>\n<\/li>\n<\/ol>\n

      Meta will be adding <\/span>new rules<\/span><\/a> for how ads are targeted in 2022. Four main audience categories will be removed as of January 19th:<\/span><\/p>\n