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Facebook V2.9 Breaking Changes

Facebook has recently released a series of changes. Please read more below to see how it affects your current campaigns in Facebook native tools and Adparlor platform. 

Table of Contents:

Overview of V2.9 changes on Facebook

1.   Campaign Objectives

Facebook has deprecated the Mobile App Installs (MAI), Mobile App Engagements (MAE), Canvas App Installs (CAI), and Canvas App Engagements (CAE) objectives in v2.9 version of their API.

Advertisers wanting to run the above goals should use these options instead:

  • Mobile App Install (MAI) and Canvas App Install (CAI) ads - Replaced with App Install: MAI and CAI can be promoted using the newer “App Installs” campaign objective.
  • Mobile App Engagement (MAE) replaced with Conversion and Traffic (which also supports website objectives): Mobile App Engagement ads can be promoted using either one of "Traffic (Link Clicks)" or "Conversions" campaigns. Its recommended to use "Conversions" as the objective when you optimize your ad sets to App Events. Otherwise, you should use Traffic objective. Traffic & conversions campaigns can still be used to run website ads.
  • Canvas App Engagement (CAE) replaced with Traffic (Link Clicks) which also supports website objectives: Canvas App Engagement ads can be run using Traffic (Link Clicks) campaigns

What happens to my current MAI/MAE/CAI/CAE campaigns on Facebook?

Though Facebook has deprecated the above objectives, existing campaigns will continue to deliver. You can create new ad sets/ads within existing campaigns through Facebook ads manager/power editor.

However, the support for creating newer ad sets/ads within Facebook interfaces is limited. Facebook may choose to discontinue support for these at any time and did not share any specific timeline for such action.

Recommendation: create campaigns under the new format. It is also worth noting that using the newer objectives *can* increase performance, but this will be minimal.

2.      Metrics Updates

Facebook is deprecating these metrics below. In some cases, Facebook recommends alternate metrics that can be used as listed below.

Deprecated Metric

Notes

Video Complete Watched

This metric provided the same info as "30 Seconds Video Views".

Unique Impression

Use “Reach” instead

Unique Social Impression

Use "Social Reach". Currently, not available within AdParlor

Video Play

Use "Click to Play Video"

Newsfeed Clicks

Newsfeed Impressions

Newsfeed Average Position

Video average sec(s) watched

Video average % watched

Follow

Gift Sale

Vote

Outdated metrics that are no longer available.

 

Updates to AdParlor platform

Ad Creation Tool (ACT)

Traffic (Link Clicks)/Conversions Campaigns

Traffic & Conversion campaigns have been updated to support both website or mobile as destination ads. To create a website as destination ad set/ad:

  1. Launch Facebook ACT
  2. Select a Traffic campaign
  3. Select destination as "Website". Note: By default, the destination is set as “Website”
  4. Choose a "Page".
  5. You can create ad sets or ads as before.

v2.9_ACT_1.PNG

Likewise, changing the destination to "Mobile" will allow you to create ad sets/ads for mobile app engagement ads.

v2.9_ACT_2.PNG

App Install

App Install campaign can be used to launch mobile app installs campaign. The ACT workflow is similar to existing Mobile App Install campaign. To create a app install ad set/ad

  1. Launch Facebook ACT
  2. Select an App Install campaign
  3. Choose a "Page"
  4. Choose the app that you want to promote
  5. You can create ad sets or ads as before.

v2.9_ACT_3.PNG

MAI/MAE/CAI/CAE objectives

ACT will no longer be supported for these objectives. You won't be able to create campaigns, ad sets or ads for these objectives within AdParlor. Facebook ads manager/power editor has limited support for these objectives. It does allow creation of ad sets/ads within these campaigns. However, Facebook may choose to discontinue support for these at any time and did not share any specific timeline for such action. We recommend you to create campaigns under the new format. It is also worth noting that using the newer objectives *can* increase performance, but this will be minimal.

How do these V2.9 changes in Adparlor affect your existing and new app installs or app engagement campaigns?

Campaign Import

Both deprecated and newer campaigns can be imported into the platform. Again, please note, you will not be able to create ad sets or ads under campaigns using deprecated objectives in ACT. If you wish to create new ad sets or ads under the existing campaigns, you can do so in Power Editor.

AR - Reporting & Campaign Management

Both deprecated and newer campaigns can be reported on and managed within AR. Bulk & Single actions such as activate/pause, budget and bid changes can still be performed on both deprecated and new campaigns.

Deprecated metrics will not be available for selection within Advanced Reporting - Metrics tab.

Saved/Scheduled Reports & Custom Metrics

Advertisers using any of the deprecated metrics within saved reports or custom metrics will be notified. Impacted Metrics will be automatically removed as below.

  • If a deprecated metric is used within a custom metric - the custom metric will be deleted. You will need to recreate the custom metric. If the custom metric is within a saved report, the custom metric will not be in the saved report anymore.
  • If a deprecated metric is used in saved reports, the metric will be removed from a saved report. You can continue to use the saved/scheduled reports.

Timeline

Features

Release Date

·       ACT

·       Campaign Import

·       AR – Reporting & Campaign Management

June 28, 2017

Metrics to be removed from

·       AR – Reporting

·       Saved/Scheduled Reports

·       Custom Metrics

July 05, 2017

 

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