Facebook offers arguably the most granular and precise targeting of any social media platform. But its conversion tracking system may not be the most reliable solution for accurate revenue attribution. So how does it work and what are its limitations? Let’s find out.
Facebook’s conversion tracking system consists of the Meta Pixel and Facebook Conversions API. The system relies on third- and first-party cookies to capture and analyze user activity.
It can capture a wide range of standard events such as page views, lead submissions, and purchases. However, recent changes in how web browsers and apps handle privacy, such as the iOS 14.5 update that severely limited tracking on mobile devices, have negatively affected Facebook’s tracking and attribution accuracy.
While Facebook remains a valuable platform for reaching a significant number of users, marketers should not rely on Facebook conversion tracking alone for budget allocation decisions.
Facebook can attribute users that arrive on a website via a Facebook ad or link. But it cannot attribute visitors who visit the website separately, even if the user originated from a Meta property.
The majority of Facebook users come from mobile (~98.5%), and more than half of that traffic originates from iOS devices. This puts Facebook at a significant disadvantage when it comes to attribution completeness.
Facebook conversion tracking is designed primarily for online, single-purchase use cases with relatively short sales cycles. Attribution for products outside these parameters will be limited.
Sona is platform agnostic, collects first-party tracking data, and can be integrated with a range of GTM platforms. Because it has full visibility of all touchpoints, it can cross-validate data between sources as well as its own tracker, then apply the right multi-touch attribution model to create a single source of truth for revenue attribution.
This holistic approach to revenue attribution prevents any over- or under-crediting of any one channel from happening while providing marketers with a complete picture of their ROI—making it simpler for them to make effective marketing investment decisions.