The ULTIMATE Solution For iOS 14 Issues With Facebook Ads...

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With your host, Hernan Vazquez.

So if your ads stopped working after iOS 14, if your Facebook ads stopped working after iOS 14, this might very well be the only video that you need to watch. What's up everybody, Hernan Vazquez here with scaledriven.com. At scaledriven.com, we help you fix anything that has to do with tracking and iOS stuff and basically the bad performance of any advertising campaign. So if your campaign stopped working, After iOS 14, keep on watching this, keep on listening to this. But if you want us to do it for you and help you scale alongside many other things that we do, like putting together a cool funnel or help you fixing your, your existing funnel so you can make more money on the internet, head over to scaledriven.com. That is scaledriven.com. We have a little bit of a message there. We have a page there, and if that resonates with you, feel free to schedule a call with my team. So let's talk about iOS 14 and what's going on with Facebook and how to fix it, basically. Okay. And this is exactly what we're doing at scaledriven.com, at our agency. This is exactly what we do for all of our clients, no matter where they're coming from, no matter what their setup is. We'll implement something like this for them. All right. So what's the deal with iOS 14? So I think that people, most people that I hear talking about iOS 14 and their campaigns performance dropping and all of that, they forget about a couple things. The first one is that before iOS 14, okay, the update that Apple launched, which was blocking cookies, or you need to actually opt in to receive cookies from websites and whatnot. If not, basically Apple blocks everything that's going back to other websites or third-party websites. Before that happened, like a month before that happened, the main change that Facebook did to their ads platform was their attribution window. So basically before that happened, or before that time, Facebook had a 28-day click, 1-day view attribution window. What that means What that meant is that once you clicked on an ad, Facebook would track you for 28 days and follow your actions on anyone's funnel for 28 days. So if during that 28-day period, that window, you would convert, you would become a lead or a purchaser and whatnot, Facebook will attribute back to the ads that generated those sales. It also had a 1-day view window, which is still a thing. Okay. So if you saw an ad, if an ad got printed on your screen or your mobile device, and then over the 24-hour window that that ad got imprinted, you converted, even if you don't click on it, then that will count towards a conversion. Okay. Basically all of the advertising platforms, they'll try to attribute to themselves as many conversions as possible, right? So there's something called view-through attribution on YouTube. So if you see, and if you watch a video ad, You don't click on it, but then you receive an email and then you buy, then that's a view-through conversion, right? So that was one of the main points. And that was the main hit that many advertisers got was that changing window in attribution window, not that much the iOS 14 thing, but actually attribution window. Okay. So I also want to talk a little bit about attribution before I tell you guys what we do at the agency, because attribution, I think, is a big thing and you can go as deep as you want with attribution. Some people I see, they're getting crazy. They're going crazy with attribution, trying to attribute results to their ads, and they're going too deep. So Agora Publishing, which is one of the big dogs that I had the honor and pleasure to work with for one of their verticals and write some really successful ads for them, they had basically a traffic light system for scaling a campaign. They had a traffic light system, which was red, yellow, green. If the campaign was not profitable, they will assign a red to it, which is basically, okay, let's dial it back. Let's scale it back. Let's tweak the funnel. Yellow, if the campaign was breaking even, they'll keep the budget the same. And if it was green, they will basically scale, right? It was simple as that. Like, they weren't going crazy. And they were spending millions of dollars per month on advertising. They weren't going crazy with attribution. It was like, hey, is this profitable or not? Is this campaign profitable or not? So if you think about it, when it comes to attribution, usually what used to happen with Facebook is that Facebook will over-report for a while, right? For the most part of my career running Facebook ads, but besides the last, I don't know, 4 or 5 months, Facebook would over-report the results, and that is normal. That's exactly what ad platforms do. That's what they do. They try to attribute as many results as possible to their efforts so that you could— you would keep on advertising, right? So Facebook would over-report. After iOS 14, after the change in attribution window, Facebook would start under-reporting. And now what's happening is that Facebook is under-reporting, and the main issue It's actually a twofold issue is that number one, you're not seeing the real results of your ads. So everything looks worse than it is. It used to look way better than it was, but now it looks really worse than it is. So that's why a lot of people are jumping ship among other things. And then the other problem that it has right now, Facebook has with this attribution thing is that the pixel Does not get enough data. Okay. So what we do at the agency, what we do at the agency is we install a third-party tracking software. It could be Hyros, it could be AnyTrack, it could be CopyBox. You know, we, we, I love AnyTrack and I've used Hyros a lot and I like, really like Hyros, but we use AnyTrack for all of our agency clients. No matter what type of stack they have, they get AnyTrack installed. That's part of what we do, you know, because we want to We want to go past that 7-day attribution window. And since we do mostly business-to-business type stuff on Facebook, it's funny that people say that you cannot target business-to-business stuff on Facebook. We do it all the time. Since we do mostly business-to-business, for the most part, high ticket, we do have a couple of acquisition funnels, book funnels, challenge funnels and whatnot running. But for the most part, we do high ticket, right? And when you do high ticket, the sales process, it's longer than 7 days. We're not selling widgets. We're not selling gadgets. We're not selling little things, right? We are selling something that takes time and consideration. For the most part, in most of our clients, people are not buying right there and then. They take their time, which is obvious because we're human beings, right? So what happens is that we install Anytrack for all of our clients, and Anytrack allows us to send back data to the pixel, number one, and to the dashboards, number two, but most importantly the pixel so that we can track forever. Basically, we can track forever. So if somebody signs up for your email list today, they watch a webinar but they don't convert, but then in 6 months they become a client, AnyTrack or Hyros or whichever third-party tracking tool will attribute that results back to the ad that generated. Okay, it will attribute that result back to the ad that generated it, and it will feed the pixel more data. So for one client, for instance, this was critical. For one of the clients that we were running, uh, $1.5 million a month, between $1.2 and $1.5 million a month on Facebook ads, they were actually losing money on the front end, but we were optimizing campaigns based on their backend sales. So we will keep campaign running They had Hyros installed. So we will keep campaign running even if we had a higher CPA than normal on the front end. But once those backend sales started kicking in, the ROI of those campaigns was super, super high. And that's how you scale. Now, it took us, of course, it took us maybe 30 days of running those campaigns until they went through this whole cycle, the leads coming in and the purchases coming in. They went through this whole cycle. But we were optimizing not for front-end sales, but for back-end sales. So there were some campaigns that had, I don't know, a 20,000% ROI. Results not typical, like my good friend Frank Kern would say over there. Okay, results not typical. But they would have an 800%, 1,000% ROI. Why? Because let's say we spent $10,000 on that campaign, but they generated a couple of, I don't know, $50,000 sales on the backend. So we were actually optimizing for that. So the way you go past this thing is to pay a little bit more money for a tool that will make your life easier. You can do this with Zapier if you want to. You can do this with Zapier. You can do this with— but honestly, again, AnyTrack is super inexpensive. CopyBox, it's super inexpensive if you're running ClickFunnels. Super recommend it. It's super inexpensive. But the main point is that you need You must install a third-party tracking software if you want to go out of that rut that Facebook has put advertisers into, and especially those that are relying too much on the Facebook pixel. I think that we'll see the end of browser pixels as we know them, and everything will be server-based. So everything will be API-based, everything will be server-based. So one server communicating with the other. Your funnel server communicating with Facebook servers and telling, and they talking to each other and saying, hey, we just got a purchase from this ad and whatnot. So I think that everything will be pixel or cookieless at some point. But my recommendation here is to use the third-party tracking software for, again, for those 2 purposes, which is number one, feeding the Facebook pixel better data, which is pivotal if you're running any type of optimization campaigns, and this goes to Google as well, and B, understanding what's going on with your ads on the dashboard. Now again, even if we have third-party tracking, we don't trust the dashboards. What we do is we use UTMs on our ads so we can decide based on UTMs which sales came from the ads, which sales came from somewhere else. Now some of these, uh, third-party tracking software like Pyros and mTrack will allow you to see multi-touch attribution. And you can also do that on analytics. Now, let me be blunt with you. Let me be honest. Everything is multi-touch attribution these days, right? If you think about it, let's say that you're running a webinar funnel or even an e-commerce funnel, it doesn't matter. People will come in, they will not buy, they'll get a couple of emails, then they might see you on social media and they'll buy. So for instance, I was going through our data and we got a framework purchaser yesterday. He came from the ads, he didn't purchase, then he got an email, he opened that email, he commented on a post, then my ManyChat sequence triggered, and then he ended up purchasing. And now he scheduled a call with my team, right? But it took us more than 7 days for a $97 product, right? It took us more than 7 days. So we can see that and everything is multi-touch attribution. But if you think about it, what made him purchase? Was it the first ad? Was it the email I sent? Was it the ManyChat sequence? Was it the landing? Like what? What did it, right? And that's a business decision more than a marketing decision. I like to use multi-touch attribution. So basically I saw that and I said, okay, this is working. Let's go. Let's get more volume. Okay. So that is something that I want to tell you guys today in terms of attribution. And if you're struggling with iOS 14, you need, you must, even if you're not struggling, You need, you must install a third-party tracking software. I like AnyTrack. That's what we use for our clients at the agency, but there are a bunch. Hyros is really good as well, and there's a bunch of others. Okay, now if you don't want to deal with any of that, and if you want to focus on really providing a good service and a good quality product to your customers, and you want us to do it for you, head over to scaledriven.com, read the message that's there, and schedule a call with my team. We help businesses scale using great tracking and using great ads and also using great funnels. We can help you with that as well. So you don't have to deal with all of the tech stuff. You just focus on number one, providing a great experience to your customers, and number two, selling more stuff to them. So it's a virtuous cycle, right? You provide better customer service and you keep on selling them stuff. Everyone wins and you win too, and you make more money and everything. Everyone wins. Okay. So if you want us to take care of that, head over to scaledriven.com. If you have any questions, feel free to drop them somewhere around this piece of content that you're seeing, somewhere on this video, somewhere on this audio, whatever it is that you're watching right now or listening to. And I hope that this is helpful. Feel free to reach out with any questions that you may have and have an amazing rest of your week. I'll see you guys soon.