• by Laurie Sullivan , Staff Writer @lauriesullivan, July 15, 2024

Advertisers using Meta's conversions API can access insights into event data transactions that provide a clear picture of how data is captured and sent to the company's platforms.

The tool has the potential of improving ad targeting and performance measurement. It is accessible through the Events Manager in Meta Business Manager, and shows the complete count of browser and server events sent to Meta.

The company recommends sending events from the browser Pixel and Conversions API, and then compare events in Meta Events Manager. It should equal or exceed browser events, according to Bram Van der Hallen, digital marketer at Edge.be.

He explained on his LinkedIn page how to access the tool, by navigating to Events Manager in Meta Business Manager, opening the events Overview and selecting a specific event, click to View details and select Event coverage.

Meta in a blog post says the more customer information received, and the higher the percentage of events successfully sent the better. But sending a customer information parameter doesn’t guarantee the event will match to a Meta account.

For example, one customer information parameter on its own may not be enough information to match an event to a Meta account, or the event may have come from someone who doesn’t have a Meta account. It would result in a high percentage of events sending, but the event match quality score may still be low if events are not matched.

Omnichannel platform provider Skai estimates from its June data that paid-social spending dropped 5%, while the average CPM grew 4%, and the average spending per day dipped 2%.

Some 36% of social accounts it supports spent more in June than May, compared with 47% of advertisers who spent less. The average price of 1,000 impressions rose for 38% of accounts and fell for 33%. 

Of the segments that showed movement in both spending and pricing, the largest was where both spend and CPM decreased, which comprised 19% of all paid social accounts in the analysis. Another 40% showed no change in either spending levels or the price per thousand impressions.

Paid search overall fell2% in June. About 28% of search accounts spent more in June than in May, compared with 42% that spent less.  The average price of a click increased for 36% of accounts and decreased for 31%. 

With Amazon preparing for Prime Days, advertisers might want to know colleagues, 39%, spent more in June than May, and the average price of a click increased for 35% of advertisers.