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Did you experience digital ads (esp Facebook Ads) becoming much more expensive and worse converting as of mid June? ?
Did you experience digital ads (esp Facebook Ads) becoming much more expensive and worse converting as of mid June?
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6 Replies
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Not sure about mid June, but I’ve seen a HUGE performance drop since 1st March.
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Huge drop after iOS 14 and then worse in June. Going back to the testing phase helped though.
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Our view is that there are many factors at play but that performance degradation due to iOS14 is mostly over stated. Reporting on conversions is a struggle right now due to iOS resulting in fewer attributed conversions for the same number of purchases and at the same time entire industries are coming back online while the economy is doing great and spending across the board is driving CPMs and CPAs higher.
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Pretty noticeable drop in revenue as soon as the update came out.
ROAS is progressively getting worse. Our spend is around $350,000 on Facebook ads per month, so I was hoping that the sizable budget would provide a big enough flow of conversions to keep ads performing similarly to before the update, but that doesn’t seem to be the case. There’s the conversion modeling aspect of the update, but also the retargeting aspect that will continue to get worse for marketers over time as well.
We’re seeing performance hurting across every channel however, including branded search. So what percentage of this is iOS-related and what percentage of this is consumer behavior-related? People are getting out of their houses after being cooped up for over a year, so that’s definitely a factor that can’t be ignored.
Time will tell! Stressful times for performance marketers/media buyers, but looking for solutions is a fun challenge.
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Apple’s new policy is also hurting the ADs placement structure
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Only on Facebook for me… I have been struggling to book enough inventory for my reach and frequency campaigns since about mid may… same budgets as the previous months which had no problem.
Just not enough people on Facebook I think, or at least the reguarity of which people use facebook has drastically reduced in my country.I also found my auction shopping ads ran into july even though the campaign ended in june and there is nothing reported for July, didnt get charged for July, campaigns were off in the dashboard… makes me wonder about the accuracy of what FB reported for that campaign. ?
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