Why Facebook conversion tracking is hurting your business?
Why Facebook conversion tracking is hurting your business?Conversion tracking sounds useful, but it can actually harm your business.I write about weekly growth and useful things. If you think this is useful please show it by subscribing: What’s conversion tracking?Conversion tracking means getting the data about how many conversions your advertisements are driving for you and which advertisements work the best. It’s an essential tool for you to understand your marketing. This ability to track conversions is a big part of what makes digital marketing so efficient compared to offline marketing. What good comes from the Facebook conversion tracking?Let’s look at what does Facebook conversion tracking does in practice. First, you acquire users to your website. After that, you send Facebook data about what these users are doing on your website. What they are clicking and how far in the funnel they have reached. You can then use this data for retargeting your users or in building other audiences for targeting on Facebook. The conversion data can also make your existing campaigns more efficient. There’s a lot of automation behind Facebook advertising and having better data can help that automation do its job even better. And let’s think about what you can do, even without automation. With conversion data, you can see what campaigns are not working at all. Based on this data, you can save a lot of money by killing underperforming campaigns. On the other hand, you can double down on the most successful campaigns and scale your best-performing campaigns aggressively, since you know that they are working. All this can lead to much more conversions and a lower customer acquisition cost. How does conversion tracking work in practice?Facebook can most of the time match the actions on your website to the specific person on Facebook. Some variables like your conversion tracking set up, what device and software your visitors are using, and their prior behavior impact on how precise Facebook can be with that matching. With the Conversion API, many times Facebook can match the user only by looking at the IP address and browser information, even though Apple has tried to make conversion tracking more difficult. So in the end, there’s a good chance that Facebook knows who’s doing what on your site. Why Facebook conversion tracking is bad?Have you ever googled a product and after looking it up once, the same product pops up in your Facebook feed? But usually this doese’t end there. Facebook is also building a profile of you. Let’s say that you were looking for a new car. After checking that one car website, Facebook knows that you are now in the market for a car. You just tell Facebook to get as many conversions that’s possible and maybe at what cost. Facebook will then find them for you, using thousands of parameters like data from your competitor’s websites. It might actually be ok for the customer since they are seeing more relevant ads. Also, it’s good for the company that gets poach the conversion based on data from their competitor’s website. But how about the company that has invested in bringing you to the category in the first place, but ended up just helping the competition? Why you shouldn’t use Facebook conversion trackingSo having conversion tracking on, you get the benefit of improved targeting but you end up giving that also to your competitors. But on the other hand, if you are selling cars or some other product that requires longer consideration time, giving that data to Facebook gives time for your competition to try to target the potential customer using data from your website. So if you don’t try to scale aggressively, focusing on poaching other people’s conversions might be a good strategy for you. I would argue that especially if you are building a new brand for long consideration time and using Facebook for it, treating Facebook like one of the offline channels might be the way to go. For more, go and subscribe to a free weekly newsletter: If you liked this post from Jalopinion, why not share it? |
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