Driving Facebook Revenue Growth Amidst Attribution Challenges
Tackling Facebook’s Attribution Issues
Following the implementation of iOS14.5, the attribution tracking of Facebook advertising became more challenging due to the mandatory user permission prompt required by Apple. This change severely impacted Avenue’s ability to effectively retarget customers and hampered their marketing efforts. To overcome this obstacle, X Agency had to adapt their strategies and focus on top-of-the-funnel activities to generate leads and increase revenue for Avenue.
Improved Targeting, Broadened Prospective Campaigns, and Updated Customer Lists
X Agency implemented a series of strategic measures to optimize Avenue’s Facebook Paid advertising campaigns. The key solutions implemented are outlined below:
Prior to iOS14, Facebook’s interest targeting was the chosen method of advertisers. X Agency restructured the prospecting campaigns to be more broad, targeting a wider audience base of women between the age of 40 and 60 years old. By casting a wider net, they aimed to attract potential customers who had not previously engaged with Avenue’s brand.
X Agency leveraged updated customer lists to prioritize high-spending customers. By creating lookalike audiences based on the behavior of these valuable customers, they aimed to target individuals who shared similar characteristics and were more likely to convert.
X Agency launched a lead generation campaign to retarget Avenue’s audience on other channels such as email and text. This multi-channel approach allowed them to reach potential customers who might have been missed due to the limitations of Facebook’s attribution tracking.