Facebook Ads iOS 14 Fix: How To Solve Every Issue

facebook ads ios14

Last year U.S. advertisers spent an estimated $33 billion on Facebook Ads. Facebook is a leading digital marketing channel for small and large businesses looking to grow traffic and engage customers. Apple’s iOS 14 update introduced unfavorable advertising challenges when it began limiting the type and amount of tracking data businesses could collect.

Previously, advertisers could track user experience and behavior patterns to determine trends without many obstacles. With the launch of iOS 14.5 in April 2021, Apple decided to install an App Tracking Transparency feature and turn the user behavior tracking off by default. Apple implemented these new features amid the surge of privacy concerns surrounding companies (like Facebook) collecting sensitive data from unknowing users.

facebook ads ios14

iOS 14 upgrades and beyond now prompt users to opt-in or opt-out on the specific user behavior data that is shared with app companies and websites. Less than 25% of worldwide iOS users still allow tracking, and that number continues to shrink when it comes to U.S. users.

This new challenge of incomplete/missing user data directly affects Facebook Ads targeting, reporting, and optimization. While advertisers adjust to the new normal of Facebook advertising, we have come up with workarounds for even the most difficult Facebook and iOS 14 issues. Still struggling with rising CPMs? Connect with a performance marketing expert to jumpstart your Facebook Ads strategy.

Facebook Ads iOS 14 Website Checklist: Security & Compliance

To meet new standards of brand trust, companies must maintain the three simple site requirements below:

  1. Verify website domain through Facebook
    To ensure continued reporting on important conversion data, companies MUST verify domains through Facebook Ads. This is one of the easiest procedures to complete amidst Facebook’s switch from Pixels to the Aggregated Event Measurement. Verifying your website domain will improve Pixel’s performance in the meantime.
  2. Switch to “HTTPS” ASAP
    If your website does not have the “s in “HTTPS”, your Google ads are doomed. If you haven’t already, make the switch to ensure your site is securely encrypted and to avoid penalties in Google’s AdWords ranking.
  3. Establish PCI compliance
    Demonstrating PCI compliance is one of the easiest requirements for companies to establish customer trust and meet web security standards. This requirement mostly affects E-com companies with custom-built shopping carts. If your company uses Shopify or a similar e-commerce platform, these security features are likely already built-in.

Companies should supplement these short-term solutions with long-term strategies to generate trust. Some powerful ways to build brand trust are 1) promoting customer or influencer reviews and 2) developing effective imagery and messaging.

Adapting To Facebook Ads iOS 14 Limited Conversion Events

The switch to Facebook’s Aggregated Event Measurement now limits conversion KPIs to 8 conversion points. Advertisers shouldn’t panic. Unlimited tracking was always more of a luxury than a necessity. In fact, the majority of marketing decisions tend to happen between 2 and 4 KPIs.

That said, two distinct company types will be affected by this more than others: 1) App/software companies who are tracking many data points, and 2) smaller advertisers who don’t have the multitude of data points consistent with large budgets. For these companies, reprioritizing conversion KPI’s will be the easiest way to adapt to this change.

5 Ways To Navigate Facebook Ads iOS 14 7-Day Attribution Window

Another Facebook Ads iOS 14 hurdle is the switch from a 28-day attribution window to a 7-day attribution window. This simply means the time to measure a conversion is shorter. The reported numbers will also be lower, but this should not directly impact the number of real conversions. That said, companies offering products or services with higher prices will be affected the most by this lower attribution window setting.

While the 7-day attribution window will still yield results, the numbers will be more conservative and underreported. This means it will be more difficult to measure and demonstrate campaign efficiency. The following graphic provides five different solutions that work together to combat this new measurement restraint:

  1. Build Data Warehouses To Preserve Historical Metrics
    The changing digital environment means not only changes in the way we measure metrics, but also changes to the actual metrics. Historical data can help fill in the gaps of current data to make better-informed decisions for the future. For example, marketers can map historical KPI data and insert future actions to retrieve KPIs that are no longer tracking in Facebook. Data warehouses will be essential to track patterns, benchmarks, and developments of past metrics that are no longer showcased in Facebook’s reporting system.
  2. Rely More On Google Analytics, Less On Facebook
    While Facebook’s reporting is limited to Facebook, Google Analytics offers marketers robust website information that supports many vital marketing decisions. Google Analytics is soon transitioning to GA4, a new version of Google Analytics that will include machine learning models and additional tools to handle iOS issues.
    Because GA4 is set to replace the previous version of Google Analytics (Universal Analytics), It will be imperative for businesses to have data warehouses set up to manage the transition from Universal Analytics to GA4, and to store all Universal Analytics data.
  3. Invest In A Platform That Integrates All Digital Channels
    Investing in API technology will allow marketers to better visualize the funnel from beginning to end in a single data source. Software that places Facebook, Twitter, TikTok, and other digital channels in a single source from A-Z will be incredibly valuable for decision making.
  4. Perform Weighted Source Traffic Modeling
    One of the biggest Facebook Ads iOS 14 issues has many marketers questioning, what percentage of traffic is truly direct and what percentage of traffic is coming from Facebook?
    Grading traffic by source using “worst and best-case scenarios” and estimating direct traffic by balancing out ROI will help determine missing traffic source data.
  5. Incorporate Statistics Into Ad Testing
    Statistical significance will become even more instrumental in marketing decisions as marketers must rely on smaller populations to make deductions. iOS users represent 40% of Facebook’s total U.S. users with most of these users opting out of tracking. That said, marketers can still tap into the large market of Android users and the small sample of iOS users with tracking turned on. A/B testing and multivariate testing will continue to be crucial to determine ad performance, and calculating statistical significance will be the key to educated decision making amidst smaller samples.

The Death of Scaling Facebook Ads & How To Counter Shrinking Facebook Audiences

The iOS 14 requirements have greatly affected audience targeting in Facebook. Audiences are getting smaller due to lower audience metrics available, and conversion data might not match actual lead data due to incomplete/missing data points. Further, marketers should assume the actual audience size is 40-60% less than the projected audience Facebook reports.

While this should not equate to fewer impressions, in terms of “meaningful impressions” the audience size has shrunk due to users opting out of tracking, and continues to do so quickly. Unfortunately, there is no quick fix to this issue. Further, advertisers should expect the market to become more regulated across different social channels, thus lowering Facebook’s competitive edge to be on a similar playing field with Twitter, TikTok, Pinterest, etc.

This change in audience targeting is detrimental to advertisers solely relying on Facebook Ads to amplify their business. Here are three ways to counter Facebook’s shrinking audience:

  • Keep CPMs down by diversifying your strategy. Marketers should no longer scale Facebook incrementally, but scale ad spend horizontally across all channels incrementally. Diversify campaign types and treat your digital marketing strategy like an Investment Portfolio. Therefore, success will depend on diversity, adaptability, and constant assessment of the digital channels. If scaling your current strategy is ineffective, employ a variety of campaign objectives and run multiple types of campaigns.
  • Invest Realistically. Keep in mind that the only way to do effective spend across different channels is to meet the minimum investment standard needed for each channel algorithm to perform sufficiently for evaluation. To make informed marketing decisions on a single platform, you must test variations of ads on that platform in a statistically significant manner. The reality is you must meet the minimum ad spend per channel and receive the minimum threshold of impressions before basing decisions on an ad’s performance.
  • Reach new audiences through whitelisting. As a popular influencer marketing strategy, marketers can tap into similar target audiences by exploring influencer whitelisting. Whitelisting helps brands reach new audiences by running promotional content through the influencer’s account. Want to learn more on influencer whitelisting or Facebook Ads fixes? Talk to one of our performance marketing experts.

13 Facebook Video Statistics That Matter For Businesses and Creators

facebook video statistics

The Facebook Video Statistics Everyone Should Know For 2022

In October 2021, Mark Zuckerberg revealed Facebook would change its name to “Meta” as a part of a larger rebrand to reflect the company’s growing focus on the metaverse—an interconnected virtual social environment. The focus beyond social media comes after years of data privacy issues, public criticism, and government regulations.

The social app itself will continue as “Facebook”. Facebook remains a key platform for social video ads in the U.S. and worldwide. Facebook’s ad targeting options and content ranking algorithm continue to evolve to meet ethical and lawful expectations as the giant continues to face regulatory actions. The social app’s precise targeting and massive reach—will keep advertisers committed to Facebook video for the foreseeable future.

Digital video is booming. Traffic from online videos will constitute over 82% of all global consumer internet traffic by 2022. Omdia estimates that by 2024, Facebook will represent 30% of online video ad revenue globally (a market share valuation of $35 billion).

facebook video statistics

Facebook Inc.’s Q3 2021 earnings call revealed large upcoming investments in AI and Machine Learning capabilities to improve Facebook’s in Feed and video experience.

Meta plans to double-down on Facebook video to keep pace with increased:

  • User consumption of digital video
  • User adoption of Live video and video updates on Stories
  • Output of branded video from advertisers
  • Data points that demonstrate high user engagement with video

Both Facebook Live and Facebook video have greatly impacted how we consume and deliver content on the largest social media network.

See the biggest Facebook video statistics below:

  1. Video now accounts for almost half of all time spent on Facebook.
  2. The average watch time for videos on Facebook is 10 seconds.
  3. Facebook has nearly 2 billion daily active users.
  4. Facebook Live videos produce 6 times as many interactions as traditional videos.
  5. 1 out of 5 Facebook videos is a Live video.
  6. 47% of total ad recall happens in the first 3 seconds of a video ad.
  7. 1.25 billion people visit Facebook Watch monthly.
  8. 85% of videos are played without sound.
  9. Over 60% of video revenue now comes from mobile-first video.
  10. Vertical video is the leading Facebook video format.
  11. The average view-through rate for Facebook ads is 30%.
  12. Branded Facebook videos earn on average a 13% organic reach and 6% engagement rate.
  13. 8 billion video views happen daily through Facebook video.

Facebook Video Statistics: Top Facebook Video, User Behavior, And Demographic Stats

1. Video now accounts for almost half of all time spent on Facebook

Facebook video statistics

More than 500 million people now watch video on Facebook every day and over 2 billion people per month watch videos that are eligible for In-Stream ads—ads shown before, during, or after videos.

2. The Average Watch Time For Facebook Videos Is 10 Seconds

The Facebook video average watch time benchmark is 10 seconds and it takes a minimum of 3 seconds in user watch time to count as a single “view.”

Most users judge a video based on the first 10 seconds. Viewers watching beyond the 10-second mark are said to be “consuming the content.” High watch time results in positive sentiment as the user is likely engaged and interested. For regular video (not Live video) the optimal video length for high engagement is between 2 to 5 minutes.

3. Facebook DAU’s Are Almost At 2 Billion

More than 3.6 billion people use at least one Meta-owned app monthly. Instagram, Facebook, and WhatsApp have consistently ranked in the top five of U.S. and worldwide app installs every month since late 2019. Facebook remains the largest social media app and its large outreach is one of the most enticing features for marketers.

  • Facebook daily active users (DAUs) – DAUs were 1.93 billion on average for September 2021, an increase of 6% year-over-year.
  • Facebook monthly active users (MAUs) – MAUs were 2.91 billion as of September 30, 2021, an increase of 6% year-over-year.

4. Live Videos Receive 6 Times As Many Interactions As Traditional Videos

Overall, Facebook Live videos have an average engagement rate of 4.3%, compared to 2.2% for non-live videos. A study from Socialinsider reports Facebook Live videos lasting over an hour often see an uptick in engagement.

Facebook Video Statistics Live Celebrities

The time limit for a live video session on Facebook is 8 hours. In 2017, Facebook saw Daily watch time for Facebook Live broadcasts reach four times higher than the previous year.

5. One Of Every Five Videos Posted On Facebook Is Live

facebook video stats

Live videos represent 18.8% of total Facebook videos, and the usage of live videos increased by 55% in 2021. Live videos give a meaningful way for people to connect with each other as well as with their favorite brands.

Live videos allow marketers to reach audiences in an off-the-cuff manner, while the long-form aspect and high level of viewer involvement make Live videos essential for a successful social video strategy.

6. 47% Of Total Ad Recall Is Achieved In 3 Seconds Of Facebook Video Campaigns

facebook video statistic ad recall

Nielsen’s data shows that 47% of ad recall happens in the first 3 seconds of watching a video ad. This means that for advertisers, it’s very possible to build awareness and impact purchase intent even if a Facebook user only sees the very beginning of a video ad.

In addition, a survey from the video ad creation platform Promo found that 71% of consumers think Facebook video ads are “relevant” or “highly relevant.” This result speaks to Facebook’s impressive ad targeting capabilities; it also suggests that ad recall may be high in part because Facebook is so skilled at serving ads that align with users’ interests.

Facebook partnered with global information and measurement company Nielsen to ascertain the value of video advertising on the social network. Going beyond view counts (a typical vanity metric), Nielsen discovered that 74% of a campaign’s cumulative impact can be achieved within the first 10 seconds of a video. As Facebook puts it, “marketers should experiment with shorter ad creative to drive value for their brand.”

7. More Than 1.25 Billion People Visit Facebook Watch Every Month

Facebook video stats

In a Q2 2021 earnings call, Mark Zuckerberg states “On-demand video, like in Facebook Watch, is also growing quickly and is now growing faster than other types of video or content in News Feed.”

Meta is also developing existing monetization methods like Stars. Facebook Stars is an in-app donation currency that allows creators to monetize their streams. In 2020, users spent $50 million of Stars to game stream creators going live on Facebook alone.

8. 85% Of Facebook Videos Are Viewed Without Sound, But…

Almost 9 of 10 Facebook videos are consumed without sound, a signal that brands should consider producing video content that can still be engaging, even in silence. To that point, Facebook found that adding captions to videos increases the watch time by 12%, on average.

Nonetheless, Facebook is beginning to test video autoplay sound as announced earlier this week despite Facebook’s own publicized research that 80% of viewers react adversely to videos with automatic sound.

9. More Than 60% of Video Revenue Now Comes From Mobile-First Video

Facebook defines “mobile-first video” as videos that are shot vertically or are under 15 seconds.The Q3 2021 earnings call revealed more than 60% of Facebook’s video revenue comes directly from mobile-first video.

10. Vertical Videos Are The Most Engaging Video Format

facebook video statistics

A study of more than 3,977,401 video posts from business pages by Socialinsider reveals vertical videos to be the most used video format on Facebook.

Vertical videos are not just the most popular format, the study also found vertical videos to have a higher engagement rate than landscape or square formats. According to the same study, Facebook video users also favor smaller captions—a trend likely influenced by TikTok and Reels. Limiting caption length to 10 words and keeping call-to-actions brief may boost engagement rates up to 0.44% on vertical Facebook videos.

11. The Average VTR On Facebook Is 30%

facebook video ad stats

Separate from audience retention, the view-through rate can be calculated by dividing Unique Viewers by People Reached. WordStream and AdStage data claim the average click-through rate in Facebook ads across all industries is between 0.90% and 1.33%. These averages can vary greatly depending on the industry. Narrowing targeting and performing A/B testing allows marketers to understand which ads are producing the highest levels of engaged users.

12. 13% Organic Reach & 6.3% Engagement Rate For Branded Facebook Videos

Brands have experienced notable success by publishing Facebook videos—especially “native” Facebook videos (as opposed to links from YouTube videos, Vimeo videos, or video content published on other platforms).

Facebook’s 6.3% per-video engagement rate is especially impressive considering the highest engagement rates for top brands on Instagram (as determined from our Instagram Brand & Influencer Engagement Rate Case Study) span from a 1.4% (for Instagram’s top fashion brand channels) to 3.3% (for top Computer & Electronics brands on Instagram).

13. 8 Billion Video Views Happen Daily On Facebook

As the number of users watching video grows, Meta continues to invest and develop more opportunities for businesses and creators to reach them.

Live video specifically presents creators and businesses with a way to connect with users in the moment to build and foster communities. Monetization tools like Live Breaks for mid-roll ads and Live Shopping will greatly impact both marketers and creators looking to drive engagement.

Facebook Rolls Out Subscription Feature To Support Creator Community & Facebook Users

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How Facebook For Creators Boosts Community Engagement & Influencer Support With Exclusive Perks & Badges

Facebook has long been the envy of big social media firms. Its advertising revenue is colossal and its market share is substantial, with nearly 80% of the world’s online population of 3.2 billion using the platform.

In recent years, however, it has become increasingly clear that digital video—the mainstay of social media rivals like YouTube and Twitch—is quickly becoming the most lucrative outlet for marketers. It is estimated that by 2019, the total spend of digital video advertising will exceed $14 billion, and with video constituting 82% of all consumer internet traffic by 2022 (a four-fold increase from 2017), it’s no wonder that Facebook is strategizing to compete in its own way.

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How Many Fake Facebook Accounts Exist?

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Fake Facebook Accounts By The Numbers

In Facebook’s recent Community Standards Enforcement Preliminary Report, the technology company opened up about fake accounts on their platform and what they’re doing to counteract the problem. According to the report, Facebook disabled a whopping 694 million fake accounts between October and December of 2017. From January to March of 2018, the world’s largest social network disabled an additional 583 million accounts.

percentage of fake facebook accounts reported by users

Expounding on their efforts, Facebook wrote, “In Q1 2018, we found and flagged 98.5% of the accounts we subsequently took action on, before users reported them. We acted on the other 1.5% because users reported them first. This number decreased from 99.1% in Q4 2017.”

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The Top 10 Teenage YouTubers Setting Trends On Social Media

teenage-youtubers

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10 Teenage YouTubers That Have Become Mainstream Celebrities

Having grown up with social media, teenage YouTubers appeal to a demographic, Generation Z, that loves online video. On average Generation Z members, those born in the early 2000s, spend 17 hours a day looking at screens. Compared to only 52% of Millennials who report visiting YouTube every day, 72% of Gen Z members do so.

Popular teenage YouTubers ages 13-19 are constantly creating videos for their highly engaged peers and reaching out to their viewers. Marketers should take note of these YouTubers and their access to the newest consumers.

Here we’ve broken down the top 10 teenage YouTubers in descending order of subscribers.

10 Most Popular Teen YouTube Stars—Top Teenage YouTubers

1. MattyBRaps — 10.4 Million Subscribers

Top Teenage YouTubers

15-year-old Matthew Morris, better known as MattyBRaps, is a children’s singer hailing from Georgia. Morris primarily creates song covers and remixes that he posts each week. His most viewed video to date is a music video of the popular song, “Stereo Hearts” by Gym Glass Hereos, which has garnered over 239 million views.

Morris has also transformed his online success into mainstream musical stardom. His original music is available on Spotify and other streaming services. He shows little signs of slowing down and maintains a cumulative social reach of over 23.4 million.

2. Its JoJo Siwa — 6.8 Million Subscribers

Top Teenage YouTuber

JoJo Siwa is a 15-year-old dancer, singer, and YouTube personality currently living in Los Angeles. Siwa posts music videos, dance tutorials, challenge videos, and collaborations with other top YouTubers each week.

Outside of YouTube, Siwa has reached mainstream success and appeared in two seasons of the Lifetime television series Dance Moms. Her original music can also be found on Spotify. She collaborated with retailer J.C. Penney to release a line of bedroom decor, accessories, and a JoJo doll. 

3. Brooklyn and Bailey — 5.2 Million Subscribers

Teenage YouTuber Brooklyn and Bailey

Identical twins Brooklyn and Bailey McKnight make up the YouTube channel Brooklyn and Bailey. Based in Texas, the two 18-year-old sisters are budding singers and recently embarked on a United States tour.

Brooklyn and Bailey regularly post music videos, vlogs, and challenges. Since starting on YouTube in 2010, they have amassed more than 5.2 million subscribers and 786 million video views. The twins run an online shop selling their exclusive Lash Next Store mascara and hair scrunchies. 

4. Johnny Orlando — 3.2 Million Subscribers

Teenage YouTuber Johnny Orlando

15-year-old musical.ly star and YouTuber Johnny Orlando is a musical pop star. In the six years since he published his first cover on YouTube, he’s accumulated millions of followers, and is now best known for his boyish good looks and swoon-worthy originals.

Johnny is being hailed as the next Justin Bieber, the fellow Canadian-native has been nominated for a Teen Choice Award in 2016.

5. Jacob Sartorius — 3 Million Subscribers

Top Teenage YouTuber

Rolf Jacob Sartorius, better known as Jacob Sartorius, is a 15-year-old singer and internet personality. His YouTube channel consists of lyric videos and music videos that showcase his original music. Cumulatively, Sartorius maintains an enormous social reach of over 30 million.

In November 2017, Sartorius will embark on a multi-country musical tour that includes Mexico, Canada, and the United States. His EP “Left Me Hangin” is currently available on Amazon, Google Play, iTunes, and Spotify.

6. Baby Ariel — 3 Million Subscribers

Top Teenage YouTuber

Internet personality and singer Ariel Martin, known by the name Baby Ariel, is a 17-year-old hailing from Florida. She regularly shares challenges, vlogs, and other lifestyle videos with her 3 million subscribers.

Martin’s mainstream popularity can be largely accredited to Musical.ly, the video sharing mobile app on which she maintains over 28 million fans. In 2017, Time Magazine deemed her one of the 25 most influential people online worldwide.

7. Annie LeBlanc — 3 Million Subscribers

Top Teenage YouTuber Annie LeBlanc

13-year-old Annie LeBlanc is a member of the widely popular Bratayley family vlog channel, which is run by her father Billy and also features her sister Hayley and mother Katie. In 2008, Annie’s own YouTube channel launched and has since grown to over 3 million subscribers.

Annie posts gymnastics videos, challenges, and other lifestyle content. She also stars in the YouTube red series We Are Savvy and is pursuing a career as a singer.

8. Jaclyn and Casey — 2.8 Million Subscribers

Top Teenage YouTuber

Sisters and best friends Jaclyn and Casey are the stars of the 2.8 million subscriber YouTube channel JacyandKacy. As trendsetting crafters, Jaclyn and Casey experiment with the internet’s challenges and recreate the newest products.

Even more, the pair act as teen lifestyle gurus. Their affordable lifestyle and enthusiasm about life make them characters that audiences can easily relate to.

9. All4tubekids — 2.8 Million Subscribers

Top Teenage YouTuber

Sisters Brittany (19), Brianna (16), and Katelynn (7) make up the YouTube channel All4tubekids alongside their father Roland. The family of four posts pranks, challenges, and vlogs multiple times a week.

Whether performing a prank or being pranked themselves, the sisters bring personality and lightheartedness to the camera. To date, they have amassed 2.8 million subscribers and over 906 million video views.

10. Kitties Mama — 2.3 Million Subscribers

Top Teenage YouTuber

The phenomenally family-friendly and fun YouTube channel KittiesMama is owned by a family of five, and is commanded by three spunky and silly kids, Noah, Jonah, and Emma. Their videos feature toy demonstrations, unboxings, family vlogs, challenges, tutorials, and more.

They aim to set an example for other families and 2.3 million YouTube viewers who look to run their own households.

5 Facebook Stories Statistics Changing How We Communicate On Social

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With Stories Growing 15x Faster Than News Feeds, Here Are The 5 Facebook Stories Statistics To Know

On March 28, 2017, Facebook launched Stories within its own app of nearly 2.2 billion monthly active users (MAUs). “Until now, Facebook was just running missile tests and fighting skirmishes on the frontier. Today Facebook declares total war on Snapchat” notes TechCrunch’s Josh Constine.

Facebook had successfully debuted Stories, a Snapchat invention, with Instagram to the tune of 300 million daily active users (DAUs). Instagram reached its first 150 million DAUs in five months. For perspective, Snapchat’s entire user base is slightly over 190 million DAUs. Facebook has recognized the critical importance of Stories to a profitable future and is focused on making Stories a global hit.

Here are the biggest Facebook Stories statistics marketers need to know:

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