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Facebook Rolls Out Updates to Conversion Modeling and Events in Responds to ATT Changes

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As Facebook continues to get a better understanding of the full impacts of Apple’s new App Tracking Transparency update, which has seen many users cut off its in-app data tracking, limiting insights for Facebook advertisers as a result, The Social Network is also looking to make changes to its attribution modeling processes to help account for lost insights, and better guide advertiser decisions moving forward.

Last week, Facebook sent out a new update to selected advertisers relating to its latest changes in regards to how it’s now tracking events and conversions, in light of the reduced data flow which has impacted performance reporting.

Here’s what’s changed:

First off, Facebook will now allow advertisers to update their focus event for a campaign without the advertiser having to pause and manually restart it with every change.

Facebook ad tracking

That’ll make it easier to keep your campaigns moving, with more flexibility to change focus based on performance trends.

Facebook’s also adding estimated conversions into its 7-day click attribution window, which will help advertisers account for data lost due to the ATT update.

Facebook ad update

With the ATT changes, many Facebook advertisers have seen a significant reduction in conversions because Facebook is no longer able to track them, but this will provide a more accurate view of performance based on modeled estimates. Many advertisers are also reporting major mismatches between their data reporting tools, because they can’t connect the dots between Facebook reporting and their actual performance, and this will help to reduce those gaps.

And lastly, Facebook’s providing more flexibility for marketers looking to maximize performance to Android users, by expanding their event options in their campaign set-up.

Facebook attribution update

That will mean that advertisers looking to target Android users will have more capacity to optimize their campaigns based on performance – though this won’t help those looking to reach users on iOS.

The changes here are fairly technical, but they’ll have big impacts for media buyers and performance marketers who are looking to maximize their Facebook ad spend. And while modeled data will never be as good as actual performance, by providing more insight that aligns with overall performance, Facebook’s hoping to help marketers see more accurate results tracking for their spend, which they can then better attribute in other elements.

Socialmediatoday.com

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UK teen died after ‘negative effects of online content’: coroner

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Molly Russell was exposed to online material 'that may have influenced her in a negative way'

Molly Russell was exposed to online material ‘that may have influenced her in a negative way’ – Copyright POOL/AFP/File Philip FONG

A 14-year-old British girl died from an act of self harm while suffering from the “negative effects of online content”, a coroner said Friday in a case that shone a spotlight on social media companies.

Molly Russell was “exposed to material that may have influenced her in a negative way and, in addition, what had started as a depression had become a more serious depressive illness,” Andrew Walker ruled at North London Coroner’s Court.

The teenager “died from an act of self-harm while suffering depression”, he said, but added it would not be “safe” to conclude it was suicide.

Some of the content she viewed was “particularly graphic” and “normalised her condition,” said Walker.

Russell, from Harrow in northwest London, died in November 2017, leading her family to set up a campaign highlighting the dangers of social media.

“There are too many others similarly affected right now,” her father Ian Russell said after the ruling.

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“At this point, I just want to say however dark it seems, there is always hope.

“I hope that this will be an important step in bringing about much needed change,” he added.

The week-long hearing became heated when the family’s lawyer, Oliver Sanders, took an Instagram executive to task.

A visibly angry Sanders asked Elizabeth Lagone, the head of health and wellbeing at Meta, Instagram’s parent company, why the platform allowed children to use it when it was “allowing people to put potentially harmful content on it”.

“You are not a parent, you are just a business in America. You have no right to do that. The children who are opening these accounts don’t have the capacity to consent to this,” he said.

Lagone apologised after being shown footage, viewed by Russell, that “violated our policies”.

Of the 16,300 posts Russell saved, shared or liked on Instagram in the six-month period before her death, 2,100 related to depression, self-harm or suicide, the inquest heard.

Children’s charity NSPCC said the ruling “must be a turning point”.

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“Tech companies must be held accountable when they don’t make children’s safety a priority,” tweeted the charity.

“This must be a turning point,” it added, stressing that any delay to a government bill dealing with online safety “would be inconceivable to parents”.

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