Our Facebook Bot knows how to interact with Facebook's Business Manager to load ad statistics, sync custom audiences from a CRM, push generated leads to your CRM, and more. Frakture retrieves Facebook performance metrics from its API; you can set us up to access that data by self-authorizing the Facebook Bot in your console.
Facebook provides a rich set of statistics concerning your ads, but any cross-channel conversion reporting within Facebook depends on your deploying Facebook’s browser-to-server pixel tracking ... which at best comes with severe complications.
<aside> 🕵🏽 Facebook actually has up to four different versions of some conversion stats. Its attribution setting (previously termed a conversion window) allows business manager users to specify how liberal Facebook will be in asserting credit: someone saw your ad a few days before they made the donation — did your ad drive the donation? Frakture retrieves only Facebook’s default window, which is currently the 7-day click window (i.e., the conversion happened within 168 hours of clicking on the ad). Prior to January 19, 2021, the default was the 7-day click and 1-day view window (i.e., the conversion happened within 168 hours of clicking on the ad, or within 24 hours of viewing the ad). In any case, conversion window metrics other than the default (e.g., the more restrictive 1-day click window) are not currently retrieved by Frakture, and changing the settings within your Facebook business manager will not change what Frakture loads into the data warehouse.
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With Frakture, you can pull the ads into the warehouse and see how your Facebook Ads compare to your other channels using our source code attribution engine. So long as your source coding is rigorously unique per-ad, you’ll have firm, verifiable conversion information to work with and no technical hassle.
You’ll also, of course, gain a variety of Facebook’s own native metrics, such as per-ad, per-day impressions, views, and spend.
<aside> 🕵🏽 Native Facebook view metrics can be slippery to grasp. As consumer anti-tracking measures expand, Facebook’s ability to collect performance metrics is eroding, most especially after the introduction of Apple’s iOS 14 in late 2020. Facebook has responded by inflating some of the figures it reports to end-users in its business manager user interface. This is Facebook’s modeled guess of what the “real” metrics ought to be: the dwindling hard figures that it’s still able to capture, plus an estimation of the added delta (often +20% or more) that’s being hidden from Facebook by end users’ ad-blocking. However, what’s generated in the API and what’s picked up by Frakture is only Facebook’s un-modeled hard figure — sans added delta. As a result, Facebook metrics in the warehouse won’t necessarily match the metrics that you might see browsing the business manager ... and neither figure can be taken as precise. ****This is a fluid environment that’ll continue to be shaped by corporate choices and user trends. While figures for impressions and clicks require a hearty grain of salt, the source code attribution engine still provides solid, independent data on revenue.
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When paired with a CRM bot, the Facebook bot can create and sync custom audiences daily given a set of criteria — allowing you to seamlessly designate certain constituent segments for Facebook targeting.
Frakture does work with Facebook’s Conversions API, upon request and configuration.
The Conversions API enables business manager users to make a server-to-server call that tells Facebook about converting donations, somewhat remedying Facebook’s own constraints in tracking data. In a word, it pushes to Facebook the very third-party donations data that’s also been accumulated in the warehouse. We think the best place to mix those data sets is already the cross-channel warehouse, not Facebook’s walled garden.
If your shop uses its own integration with the Conversions API, be aware that Frakture cannot troubleshoot for consistency between Frakture’s warehouse attribution figures and any gift history created in Facebook via the Conversions API.