Meta is collecting more conversion data from mobile devices to help with attribution.
Here’s what you need to know…
The Setting
In the Settings tab of Events Manager, you may see this:
Measure conversions on customer devices. Meta measures conversions from your ads so you can see which ads are working. With this feature on, that measurement happens on your customer’s device instead of exclusively on Meta servers.
What Is It?
Here’s how Meta describes it:
When you turn on Measure conversions on customer devices in Meta Events Manager, the system measures conversions on your customer’s device. It uses information they already shared with you (like an email) and temporary, non-identifying device information.
So Meta will have additional opportunities to match a conversion to a view or click on your ad. This should mean a more complete accounting of conversion results.
It’s not clear how much of a difference we should expect. And to be honest, I would’ve thought that device data was already being used. Did anyone think that Meta wasn’t getting conversion data from devices?
But it’s certainly a good thing, as long as you understand your conversion results. As always, use breakdowns by attribution to understand where conversions come from.
Should You Turn It On?
This feature is on by default, but you can turn it off. I’m not sure why you’d choose to turn it off, but it’s difficult to judge until we see the impact of this update.
