[et_pb_section fb_built=”1″ _builder_version=”3.22″ min_height=”1615px” custom_margin=”||-2px|||” custom_padding=”0px|||||” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”1498px”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”18px” text_line_height=”32px” ul_font=”Roboto||||||||” header_2_font=”Montserrat||||||||” header_2_font_size=”30px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”326px” custom_margin=”-14px|||||” custom_padding=”||0px|||”]<\/p>\n
Plenty of advertisers think that 1-day click data is the holy grail of Facebook metrics, even if they relied on a more-lenient 1-day view and 28-day click model.<\/p>\n
While this might seem like a good conservative approach to running ads, strategies centered around 1-day click data can backfire terribly if it isn\u2019t understood, especially with the new iOS 14 update rolling out soon<\/a>.<\/p>\n In this post, we\u2019re going to take a close look at all the reasons why 1-day click data can be misleading both with the iOS 14 update and outside of it, and what you should be looking at instead.<\/p>\n The most significant reason why 1-day click data won\u2019t be effected post-iOS14 rollout is simple: 1-day click data might not come through within 1 day.<\/p>\n The reality is that as it stands now, iOS\u2019s SKAdNetwork API and Private Click Measurement (PCM) framework will not support real-time reporting, which can be delayed up to 3 days<\/a>. If you\u2019re relying exclusively on 1-day data and it doesn\u2019t come in on day one as expected, you\u2019re seeing results coming in only as they\u2019re reported to Facebook and not as they\u2019re actually occurring.<\/p>\n Even outside of what\u2019s happening with the iOS 14 changes, it\u2019s important to note that 1-day click data has always had the potential to be misleading.<\/p>\n Facebook\u2019s bidding system<\/a> isn\u2019t always reliant on a 1-day click basis unless you\u2019re seeing the vast majority of your sales happening within one day after clicking on the ad. If you\u2019re seeing a larger number of sales come in outside a 1-day window, there will be a lot more volatility on a daily basis; however, you\u2019ll see more stability within the full 7 days,<\/p>\n Many products, after all, take longer than a single day to purchase, and Facebook\u2019s bidding was designed to take that into consideration.<\/p>\n To account for this, Facebook can look at the full 7-day click and 1-day view bidding windows to find customers who align with the purchase behavior that you\u2019re optimizing for.<\/p>\n If you\u2019ve got view-based bidding enabled, therefore, you may end up seeing Facebook bidding more on view-based conversions if they think it\u2019s the best way for you to get results.<\/p>\n That being said: If you have an impulse-buy product, Facebook will be more likely to bid within a 1-day click window even if you\u2019ve allowed more lenient options.<\/p>\n It\u2019s easy to talk in theoreticals when we\u2019re talking about ad systems as complex as bidding windows, but this case study can really exemplify the importance of not relying on 1-day click data.<\/p>\n This is the CPA data of a prospecting ad set (i.e. targeting people who don\u2019t know the brand) that we ran for a brand who has a high average order value and a longer purchase consideration cycle. You can see that the one-day click CPA was significantly more volatile than the full bid window of 7 days. There was a great deal more stability with the full bid window Facebook was set to optimize for.<\/p>\n For reference: This ad set ran with a bid cap, and needed 50+ conversions to get out of the learning phase.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-24-at-12.44.31-PM.png” title_text=”Screen Shot 2021-03-24 at 12.44.31 PM” _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”18px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”146px” custom_margin=”2px|||||” custom_padding=”||||false|false”]<\/p>\n If we had only relied on 1-day click CPA data, things might have started to be a little nerve-wracking to say the least on days 4, 7, 9, 11, 13, 18, and 21. Huge spikes can be alarming.<\/p>\n When, however, you\u2019re looking at the full 7-day click window, you\u2019re getting a more holistic view and understanding of what\u2019s actually happening with those campaigns. The CPAs reduced drastically on five out of those seven days when full latency was accounted for.<\/p>\n While the average 1-day click CPA was 26% higher than the full-bid window, the range varied anywhere from 0-150%. Those are significant swings, and it makes it harder to accurately assess your campaigns.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/03\/No-2-1.png” title_text=”No 2″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_video _builder_version=”4.6.4″ _module_preset=”default” custom_padding=”|120px||120px||”][\/et_pb_video][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”18px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n Some accounts are able to see less volatility in a 1-day click window, especially those that are often impulse-buy products. That being said, many brands have longer purchase consideration cycles, and that needs to be taken into account or it can impact performance.<\/p>\n The 7-day click bidding mechanism was designed entirely for advertisers who can\u2019t drive impulse buys predictably. It only makes sense to take advantage of it if it can benefit you.<\/p>\n Keep in mind that Facebook believes it can drive a large percentage of single-day purchases, so it will try to do so even within a 7-day click bid window. The full window gives Facebook more flexibility to find buyers in those seven days; it does not limit the pool to people who will actually take that long.<\/p>\n Because of this, we\u2019ve found that it typically makes the most sense to bid with the full 7-day click and 1-day view bidding window. This opens the door for Facebook to reach as many people as possible without putting artificial limitations in place that could hinder your campaigns.<\/p>\n The only times we really recommend considering bidding on stricter windows is when a specific situation warrants it, such as the following:<\/p>\n And as the iOS 14 rolls out, 7-day click data will be seen partially compared to how it\u2019s perceived today, where you have a full window. If, for example, you saw 10 7-day click-to-conversions reported, you may only see five when iOS rolls out due to the impact on reporting.<\/p>\n Only the 1-day click-through data will be modeled to estimate conversions from iOS14 users. The new 7-day click-through will be based on partial data and not modeled. Facebook may explore options to model the data in the future, but there\u2019s no concrete plan as of yet.<\/p>\n In order to account for this, we recommend starting to look at your revenue in your backend system for new customers vs ad spend in-platform (as opposed to in-platform revenue vs in-platform ad spend). You can also use post-purchase surveys<\/a> to get more information from users about when they first discovered your brand and how.<\/p>\n Switching to 1-day click optimization may work better if you need more accurate data to make decisions, but it may impact your performance if you\u2019re better off having a longer bid window and longer purchase consideration cycles.<\/p>\n There\u2019s no single, sweeping correct answer for the best bidding options for all brands who want to advertise on Facebook. Some businesses can excel with a 1-day click window, while others see high amounts of volatility and unpredictability.<\/p>\n As always, split testing is an excellent choice to see what makes more sense for your brand. In other words, run two different campaigns testing 1-day click vs. 7-day clicks and see what works better for your business.<\/p>\n And remember that as the iOS 14 update rolls out, there\u2019s a good chance that your campaign data may be impacted. This, in turn, can impact optimization, too. Watch your campaigns closely, and reach out to us if you need assistance adapting your campaigns and scaling accordingly.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”18px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”146px” custom_margin=”40px|||||” custom_padding=”||||false|false” link_option_url=”https:\/\/disruptivedigital.agency\/#contact” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\nWhy This Won’t Work Post-Apple’s iOS 14.5 Update<\/h2>\n
Why 1-Day Click Data is Misleading Even Outside of iOS<\/h2>\n
Why You Might Not Want to Measure 1-Day Data: A Case Study<\/h2>\n
What You Should Bid On & Measure Instead<\/h2>\n
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Final Thoughts<\/h2>\n