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I've actually (anecdotally) seen the opposite. Before, you could very accurately track your ROI on your ad spend. Now, it's much harder to do, so Facebook spend

I've actually (anecdotally) seen the opposite. Before, you could very accurately track your ROI on your ad spend. Now, it's much harder to do, so Facebook spend starts looking more like traditional marketing where the age old quote "Half of my advertising spend is wasted, I don't know which half" applies. What does this mean? Some agencies and brands spend MORE because there's no clean data telling them their spend isn't working. They're just shooting in the dark. Over time, you can in aggregate tell which campaigns and ads work and which don't, but the iterations and experiments take longer and are more expensive. I don't know how long that's sustainable. But traditional advertising has been doing that ruse for decades.

xivzgrev 5y ago
That’s an interesting point. Ive seen CPMs rising, almost like people were spending more, but wasn’t sure why that may be. Also the article missed a few big points. 1) There’s really not much you can do in diversifying your channel mix - this change affects any paid platform. 2) what you can do is spend more on Android, which hasn’t (yet) lost the tracking 3) Facebook is working on work arounds, like a conversion API, where the data is matched on hashed PII. Other platforms without that rich, accurate PII will struggle a bit more.
bryan_w 5y ago
That's exactly what I said would happen. Big companies can do their own "Nelson" research and know how to tune their ads. As a result, they are willing to increase their bids over the less informed small businesses who now have to resort to a spray and pray approach. People never stopped to consider that FB would be fine with the changes and was genuine in their pleas for small businesses.
- anaganisk 5y ago
  Meanwhile they accidentally leak the exact data to institutions that help with election fraud. Profile generation of individuals. So who is going to consider their “genuine” reasoning. And they’re always and always lying.

xivzgrev 5y ago

That’s an interesting point. Ive seen CPMs rising, almost like people were spending more, but wasn’t sure why that may be. Also the article missed a few big points. 1) There’s really not much you can do in diversifying your channel mix - this change affects any paid platform. 2) what you can do is spend more on Android, which hasn’t (yet) lost the tracking 3) Facebook is working on work arounds, like a conversion API, where the data is matched on hashed PII. Other platforms without that rich, accurate PII will struggle a bit more.

bryan_w 5y ago

That's exactly what I said would happen. Big companies can do their own "Nelson" research and know how to tune their ads. As a result, they are willing to increase their bids over the less informed small businesses who now have to resort to a spray and pray approach. People never stopped to consider that FB would be fine with the changes and was genuine in their pleas for small businesses.

anaganisk 5y ago
Meanwhile they accidentally leak the exact data to institutions that help with election fraud. Profile generation of individuals. So who is going to consider their “genuine” reasoning. And they’re always and always lying.