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Big players suffer from failed FB attribution and targeting too. (4)

03-16-2022 10:19 PM #1 matuloo (Legendary Moderator)
Big players suffer from failed FB attribution and targeting too.




Ever since iOS 14 has been introduced, many affiliates have been reporting problems with their FB campaigns performance.

Targeting is off, attribution lacks accuracy and still, the prices are rising.

But looks like it's not just the independent affiliates who are in trouble, even large scale operations in the DTC business are bleeding.

Especially those who have put all their card on FB as their main customer acquisition channel.

This just shows how important it is to diversify and do whatever is possible in order to place your eggs in more than one basket!

Check this quote:

A gloomy confluence of rising Facebook ad prices, worsening ad measurement, soaring shipping costs, newly-sober public markets, and smaller-than-anticipated customer bases are dealing DTC companies a harsh blow. A Big Technology analysis of public DTC companies with market caps of more than $800 million found nearly every one of these companies are dealing with revenue contraction, shrinking margins, runaway losses, or a combination of all three. Together, they’ve lost billions in market cap in 2022, drastically underperforming the market in an already bad year.
And now Android plans to introduce comparable "privacy" measures... this will be an interesting year.

Full article: https://www.cnbc.com/2022/03/14/the-...o-reality.html

03-17-2022 12:19 PM #2 mhkworld (Member)

So very true. Honestly, most of my business is on FB. I have been trying to transition my traffic to IG and Pinterest but time has been a factor. However, I don't think 'FB is Dead' and it's still a great place for customer acquisition.

03-17-2022 12:29 PM #3 matuloo (Legendary Moderator)

Quote Originally Posted by mhkworld View Post
So very true. Honestly, most of my business is on FB. I have been trying to transition my traffic to IG and Pinterest but time has been a factor. However, I don't think 'FB is Dead' and it's still a great place for customer acquisition.
It's far from being dead. I'm pretty sure they will eventually find a way to increase the effectivity of the platform and this is just temporary problem for those who have put all their bets on FB as their only acquisition platform.

Let's not forget META is not just FB either, there is Insta, Whatsapp... there is still room for growth. But these new privacy limitations are definitely sending shockwaves through the industry.

03-18-2022 08:08 AM #4 vortexalpha (Member)

This is so true as it can be, literally, the biggest mistake that can be done in this business is to rely solely on some specific digital channels or social media for doing promotions and reaching out to new customers. We have especially witnessed that social media are highly risky, they shut down quickly, they don't work often and they also frequently change their advertising policies which can be pretty troubling. The best suggestion is always to be active on more platforms at the same time, as this will allow some security at least, if something stops working, you just switch to another platform so losses can be skipped. This is something that will be even more important in the coming years as many changes will come, trends will shift and we will need to learn how to adapt to new circumstances.

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