{"id":5130,"date":"2021-04-09T13:32:34","date_gmt":"2021-04-09T11:32:34","guid":{"rendered":"https:\/\/welovewebs.com\/ios14-i-facebook-el-mesurament-de-conversions\/"},"modified":"2021-08-26T10:42:16","modified_gmt":"2021-08-26T08:42:16","slug":"ios14-i-facebook-el-mesurament-de-conversions","status":"publish","type":"post","link":"https:\/\/welovewebs.com\/ca\/ios14-i-facebook-el-mesurament-de-conversions\/","title":{"rendered":"iOS14 i Facebook. El mesurament de conversions"},"content":{"rendered":"<p>Per a 2021 Apple anunciava alguns canvis en iOS 14 que tindrien un efecte negatiu en les teves campanyes de publicitat tant de Facebook com d&#8217;Instagram, mitjan\u00e7ant la plataforma publicit\u00e0ria Facebook Ads.<\/p>\n<p>Segur que has vist o b\u00e9 al teu administrador d&#8217;anuncis o potser al teu Business Manager de Facebook, missatges relacionats amb aquest tema.<\/p>\n<p>Si no saps molt b\u00e9 qu\u00e8 has de fer amb aix\u00f3, des de WeLoveWebs intentarem aclarir-te algunes q\u00fcestions:<\/p>\n<p>La clau est\u00e0 en el fet que a partir d&#8217;ara, els usuaris de iOS 14, podran tenir la possibilitat de triar si el seu pas per una aplicaci\u00f3 o per una web pugui ser mesurada o no. Aix\u00f2 afectar\u00e0 la personalitzaci\u00f3 de les campanyes tant en Facebook com en Instagram.<\/p>\n<h3>En qu\u00e8 consisteix aquest canvi en la privacitat de iOS14 i Facebook<\/h3>\n<p>Apple ha aplicat canvis en la seva Pol\u00edtica de Privacitat i de l&#8217;\u00fas de dades per part de tercers. Se sospita que es pot deure a dues possibles causes:<\/p>\n<ul>\n<li>Blindar-se legalment davant l&#8217;enduriment de les normatives en diversos pa\u00efsos sobre els drets dels usuaris d&#8217;Internet i la protecci\u00f3 de la seva privacitat i la seguretat de dades de car\u00e0cter personal.<\/li>\n<li>Per\u00f2 tamb\u00e9, participar de l&#8217;immens volum de negoci que s&#8217;est\u00e0 generant entorn de les plataformes i aplicacions propietat de Facebook, especialment a Instagram.<\/li>\n<\/ul>\n<h3>Com es limitar\u00e0 el mesurament?<\/h3>\n<p>La limitaci\u00f3 del mesurament a partir d&#8217;ara es divideix en 4 passes:<\/p>\n<ul>\n<li>Els usuaris es descarreguen una Aplicaci\u00f3 de l&#8217;<a href=\"https:\/\/www.apple.com\/es\/ios\/app-store\/\" target=\"_blank\" rel=\"noopener noreferrer\">AppStore<\/a>.<\/li>\n<li>Podran triar entre una s\u00e8rie d&#8217;opcions de privacitat i gesti\u00f3 de continguts publicitaris.<\/li>\n<li>Els demanaran si permeten que Facebook mesuri la seva activitat a trav\u00e9s de tercers.<\/li>\n<li>La primera opci\u00f3 ser\u00e0 la de &#8220;No Permetre&#8221;.<\/li>\n<\/ul>\n<h3>En qu\u00e8 afectar\u00e0 aquesta p\u00e8rdua de mesurament?<\/h3>\n<p>Amb aquesta nova pol\u00edtica, els usuaris poden decidir si Facebook mesura la seva activitat. Per tant, si Facebook no mesura l&#8217;activitat dels usuaris, l&#8217;algorisme de Facebook no optimitza ni controla els esdeveniments registrats.<\/p>\n<p>Per tant es perdr\u00e0 el vincle per a saber d&#8217;on v\u00e9nen les conversions que es produeixin des de les campanyes de Facebook Ads i tampoc es podr\u00e0 millorar el rendiment d&#8217;aquestes.<\/p>\n<p>Aix\u00f2 afectar\u00e0 la segmentaci\u00f3, a la personalitzaci\u00f3 dels anuncis i com hem esmentat anteriorment, al mesurament i optimitzaci\u00f3 de les campanyes.<\/p>\n<p>Per\u00f2 recordem que aquesta mesura nom\u00e9s afectar\u00e0 els usuaris d&#8217;Apple que tinguin com a sistema operatiu iOS 14. A m\u00e9s hem d&#8217;esperar encara algun temps per a saber si aquests canvis representaran un gran inconvenient en el mesurament de resultats o no.<\/p>\n<h3>Com ens podem preparar?<\/h3>\n<p>Facebook en la seva p\u00e0gina de <a href=\"https:\/\/www.facebook.com\/business\/help\/331612538028890?id=428636648170202\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook for Business <\/a>ha redactat una s\u00e8rie de recomanacions per a fer front a aquests canvis. A continuaci\u00f3 us detallem les m\u00e9s importants:<\/p>\n<ul>\n<li><b>Verificar el domini web<\/b><span style=\"font-weight: 400;\">: els dominis en els quals diversos comptes personals o negocis utilitzin p\u00edxels de conversi\u00f3 hauran de verificar el domini web a trav\u00e9s del Business Manager de Facebook.<br \/>\nPer a verificar el domini, haurem d&#8217;entrar en la configuraci\u00f3 del nostre domini en Facebook, buscar l&#8217;opci\u00f3 &#8220;Seguretat de marca&#8221; i des d&#8217;all\u00ed triar la forma en la qual volem verificar-lo: mitjan\u00e7ant DNS, HTML o Metatag.<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>Configurar m\u00e0xim 8 esdeveniments de conversi\u00f3: <span style=\"font-weight: 400;\">cada domini verificat podr\u00e0 comptar amb un m\u00e0xim de 8 esdeveniments de conversi\u00f3 per a trackejar l&#8217;activitat i obtenir resultats. En primer lloc, aquesta configuraci\u00f3 d&#8217;esdeveniments prioritaris la far\u00e0 Facebook, per\u00f2 el teu podr\u00e0s modificar-la des de l&#8217;administrador d&#8217;esdeveniments i triar quin o quins s\u00f3n els m\u00e9s importants.<br \/>\n<\/span><\/b>Si l&#8217;usuari no permet el seguiment, nom\u00e9s es podr\u00e0 comptabilitzar un esdeveniment i haurem de prioritzar:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><b><span style=\"font-weight: 400;\">El lead en el cas de tenir una landing.<\/span><\/b><\/li>\n<li><span style=\"font-weight: 400;\">La venda, si el nostre domini \u00e9s un e-commerce.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><b>Canvi d&#8217;atribuci\u00f3 en les campanyes: <span style=\"font-weight: 400;\">passarem de poder tenir una atribuci\u00f3 de vint-i-vuit dies postclic i un postview a set dies postclic i un dia postview.<br \/>\n<\/span><\/b>Qu\u00e8 significa aix\u00f2? Doncs que les vendes que es comptabilitzin entre el dia 8 i el 28 no seran comptabilitzades com a conversi\u00f3 de campanya. Pel que el cost per resultat podr\u00e0 veure&#8217;s incrementat.<\/li>\n<\/ul>\n<h3>T&#8217;ajudem a preparar-te?<\/h3>\n<p>Dit tot aix\u00f2, no cal esverar-se, ja que tots hem d&#8217;adaptar-nos als nous marcs normatius, tant anunciants com consumidors i a pesar que puguin produir-se algunes turbul\u00e8ncies, els sistemes s&#8217;estabilitzaran passat un temps.<\/p>\n<p>Esperem que aquesta informaci\u00f3 t&#8217;hagi aclarit una mica sobre aquesta nova situaci\u00f3 en l&#8217;univers del mesurament de conversions.<\/p>\n<p>Si necessites <a href=\"https:\/\/welovewebs.com\/servicios\/agencia-sem-barcelona\/\">una ag\u00e8ncia de M\u00e0rqueting Digital<\/a> que gestioni aquests canvis o t&#8217;assessori perqu\u00e8 li treguis un major rendiment a les teves campanyes de pagament, no dubtis a <a href=\"https:\/\/welovewebs.com\/contacto\/\">contactar amb WeLoveWebs<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Per a 2021 Apple anunciava alguns canvis en iOS 14 que tindrien un efecte negatiu en les teves campanyes de publicitat tant de Facebook com d&#8217;Instagram, mitjan\u00e7ant la plataforma publicit\u00e0ria Facebook Ads. Segur que has vist o b\u00e9 al teu administrador d&#8217;anuncis o potser al teu Business Manager de Facebook, missatges relacionats amb aquest tema.<\/p>\n","protected":false},"author":2,"featured_media":5116,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[390,211,207],"tags":[210,366,261,209,263,202],"class_list":["post-5130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campanyes-sem-smm-ca","category-xarxes-socials","category-marketing-online-ca","tag-agencia-de-marketing-ca","tag-facebook-ads-ca","tag-instagram-ca","tag-marketing-online-ca","tag-marqueting-a-instagram","tag-welovewebs-ca"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>iOS14 y Facebook El mesurament de conversions - WeLoveWebs<\/title>\n<meta name=\"description\" content=\"Per a 2021 Apple anunciava canvis en iOS14 que tindran efecte negatiu a les teves campanyes publicitaries a Facebook i a Instagram. 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