Founder @TagHero_ | The Digital Ads Tracking Experts | 🤝 Meta and TikTok Technical Partner
Portland, OR
Joined October 2008
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YOU DO NOT NEED META'S 1-CLICK CAPI IF YOU ALREADY HAVE CAPI SETUP!!!!
Yes, I shouted that. We continue to see this be a major issue, especially ahead of Q4 and BFCM.
Meta presents their internal 1-click CAPI solution as "needed" or "missing". The UI on the Events Manager -> Settings tab says "connection pending". All even if you already have CAPI setup through your tracking.
If you already use the Shopify FB+IG app, any other legit app or integration, or a 3rd party data tool - you already havbe CAPI event coverage and don't need this.
Adding it on top of your existing setup duplicates events and causes over-reporting.
We've been seeing some advertisers enable Meta's "1-click CAPI" on top of their existing setup, which causes server event duplication. DON'T DO THAT! 😂
Meta will send prompts/messages to connect to their 1-click CAPI, even if you already have CAPI enabled. Those messages are not customized or tailored to your account, they are bulk messages sent to all accounts, regardless of setup.
If you want to see if you already have CAPI enabled - go to Meta Business Manager -> Events Manager. On the Overview tab look at your events, and there will be an "Integration" column. If it says "Conversion API" or "Multiple" you already have CAPI enabled.
Meta's CAPI setup is a whole other conversation - it's better than nothing, but also not true server-to-server.
Just don't enable it if you already have server tracking in place!
This is what the on-device conversions look like in Meta Events Manager -> Settings, and it's on by default (as expected).
A follow-up on this based on questions..
This is very much positioned as “additional” conversions captured, and not a replacement or wholesale addition to your existing tracking.
It’s on by default or can be disabled in the Events Manager settings.
It will be interesting so see how on-device tracking progresses and how comprehensive it is, as opposed to just in Meta’s in-app browser, Muse, etc.
Way back in the aftermath of the iOS 14 data apocalypse - we heard about on-device tracking solutions. Looks like some level of it is here.
For the ad click and purchase conversion to meet on the user’s device, one of two things has to be true:
1) The purchase happens in Meta's in-app browser, so the app sees both sides.
2) Or the website's pixel can pass something to the Meta app on the same device.
Will share more details once we can confirm.
Meta Health & Wellness appeal cheat code!
For those of you that have been hit with the Health & Wellness categorization and and are trying to scrub your website content for an appeal, or have appealed and been rejected already - here's a method provided directly from Meta on how to accelerate the process instead of having to wait 30 days:
1. Check the shared debugger and fix missing components for all URLs/domains. (developers.facebook.com/tool…)
2. Remove Meta pixel code from the involved websites: facebook.com/business/help/4…
3. Make all the changes to the text, images, and URLs.
4. After +- 24 hours, set up and install the Meta pixel again: facebook.com/business/help/9…
This super awesome webinar starts in 10 minutes! :)
Join us and bring your questions!
Meta Health & Wellness category webinar on Wednesday. Everything you need to know - Ad Account impacts, event restrictions, and the real story on the appeal process.
Everything we know from being in 300+ categorized accounts over the last 18 months!
events.zoom.us/ev/AgUaEK7P6B…
A topic that has come up a lot lately is limiting risk with your Meta tracking data when introducing new things.
Another way to frame it - the learning in your Ad Account around your current/past purchase conversions is both precious and fragile. It's optimizing toward users most likely to take that action.
If you introduce a new website, category, product, subscription model, etc. - it impacts that fragile optimization. The bad news - once changed, there might not be a way to get back to it.
There are ways to go about it and limit risk. We don't typically recommend a new Dataset - but using custom events for optimization, or other standard Meta events are ways to still capture and optimize toward new data, without it rocking your current status.
Meta Health & Wellness category webinar on Wednesday. Everything you need to know - Ad Account impacts, event restrictions, and the real story on the appeal process.
Everything we know from being in 300+ categorized accounts over the last 18 months!
events.zoom.us/ev/AgUaEK7P6B…
Brett Fish 🐟 retweeted
Please watch.
Have you recently been hit with Meta's Health & Wellness categorization, or know someone that has?
I'm teaming up with @andrewfoxwell and the Founders team to deliver a webinar on all things Meta H&W - what it is, how it works, and the impacts it can have on your Ad Account.
My team and I have worked in 300+ categorized accounts over the last 18 months - and we'll be sharing real insights from the front lines.
Bring your questions - and hopefully see you 10/14 at 9am PT.
events.zoom.us/ev/AgUaEK7P6B…
Have you recently been hit with Meta's Health & Wellness categorization, or know someone that has?
I'm teaming up with @andrewfoxwell and the Founders team to deliver a webinar on all things Meta H&W - what it is, how it works, and the impacts it can have on your Ad Account.
My team and I have worked in 300+ categorized accounts over the last 18 months - and we'll be sharing real insights from the front lines.
Bring your questions - and hopefully see you 10/14 at 9am PT.
events.zoom.us/ev/AgUaEK7P6B…
Just got this fun memory today from back in 2019, in the hallowed halls of "Facebook Building 23" at the Menlo Park campus with their Ads Engineering team.
A simpler time...
As someone who spends a ton of time in Meta Events Manager, there are THREE really poorly presented elements that cause more advertiser questions and concern than good...(putting them in comments so I can pair the screenshots with the complaint!)
3). On the Settings tab of Events Manager, in the CAPI section, is a callout for Meta's 1-click CAPI solution. I've ranted about this before. But it's because it says "Connection pending" - which implies something in the setup has been started but not complete. Totally misleading.
Most advertisers already have CAPI and don't need this, so to position as "pending" is really odd, especially when nothing has been initiated.
2). In the "Actions" tab (formerly Diagnostics) they show "High Priority" prompts for actions to take. The problem? These are bulk messages sent to every account. It's not specific or tailored at all.
And the two recommendations? "Connect to chat activity from business messaging apps" (like WhatsApp), and "you saw more conversions using CAPI".
Neither are High Priority or issues at all. Great - we got more conversions with CAPI - not something that needs a flag.
1). Right on the overview tab is an "affected ad spend" call-out, in RED (to imply warning or concern), and then the amount of ad spend impacted. If that was because of an actual issue, it might be OK.
But this isn't for anything problematic - it's just if you haven't connected Meta's internal 1-click CAPI (usually not needed), or other generic recommendations.
Nothing like putting a large dollar amount in red to cause concern.
It looks like there has been another pretty significant round of Meta H&W categorizations in the last 2-3 weeks.
We've seen some new ones, and then we've seen a lot that have been re-categorized from "other" to "condition", with the more severe restrictions.
It might have just been another wave/push, or Meta may have updated their automated review rules with new criteria.
Either way, not great timing for advertisers to get hit with data blocks heading into Q4.
“It wasn’t as boring as I expected” - real attendee review 😂 I’ll take it!
Got to speak at @heroconf today - and kick off the conference with a riveting talk on Meta tracking. All the goods on CAPI, EMQ, and FBC. Thanks for embracing a tracking session and having me HERO team.
Got to share a session and stage with my friend @AkvileDeFazio which made it even better. She crushed her talk as usual.
And @HarrisonJHepp gave a great talk also. I don’t understand PMax - but a lot of nodding heads in the crowd!
