Updated: Dec 18, 2020
The 4 Secrets Every Business Needs to Know to Get Ahead of the 2021 Facebook Privacy Lockdown
The digital world is constantly changing and small businesses are forced to adapt.
In early 2021, Apple plans to roll out new features for the IOS14 (the latest version of its operating system). One of these features allows consumers to have more control over their online security.
When downloading a new app, consumers will have to give or deny permission for their data to be tracked. It's likely that most will deny access to that information when given the choice.
This is a positive innovation for the safety and security of individual consumers, but the future loss of cookies and data tracking is bad news for small businesses and advertisers.
They rely on cookies to create informed, personalized, and optimized advertisements. With the new update, they will not be able to effectively track off-platform actions across the web with third-party browser cookies.
This is insanely scary for so many small businesses. There are huge negative financial implications if businesses cannot target and optimize their advertisements effectively.
But, don't lose all hope yet! In this article we're going to share few essential secrets that you can use to get ahead of these coming issues and your competition.
Verify Your Domain With Facebook
First, it is extremely important to verify your domain with Facebook. Domain verification allows you to manage editing permissions over all of your links and content to help prevent any misuse of your domain.
To verify your domain with Facebook, you just need to select the DNS Verification method, rather than the HTML File Upload. Facebook has a helpful page that walks you through the domain verification process here. It also includes an informative video, which makes it super easy to follow along.
If you purchased your domain from Shopify, then you can verify your domain directly from your Shopify admin account. Simply navigate to Online store > Domains > DNS Settings. It's super quick and easy. Here is an article that provides more depth on how to edit your Shopify domain's DNS settings in case you run into any trouble.
If your domain was originally purchased through a third-party provider, then you will have to edit the DNS settings through that provider's website.
Integrate the New Facebook Conversions API
Integrating the Facebook Conversions API is arguably the most important thing for you to do to prepare for the 2021 privacy lockdowns.
Facebook Conversions API (or CAPI) is designed to help businesses maintain data privacy while still delivering personalized advertising experiences to customers and audiences. This is all done without having to rely on browser-based tools like cookies, which are slowly being phased out of the digital world.
The Facebook CAPI is a revamped version of a previous API that will allow businesses and advertisers to share key web and offline events and customer actions directly from their servers to the Facebook servers. Conversions API works with the Facebook pixel to help improve the performance and measurement of Facebook advertising campaigns.
Essentially, Facebook CAPI will help you pass data between Facebook and your online business, whether it be on Shopify, Wordpress, Woocommerce, or anywhere else so that you can continue to optimize your advertising content in the face of the 2021 privacy lockdown.
So, how do you install Facebook CAPI?
There are two different processes depending on which partner platform you will be linking: one for Shopify and one for Wordpress, Woocommerce, and other CRM platforms.
If you have Shopify, the process begins on your own homepage.
1. You will first need to navigate to the ‘applications’ tab on the left hand side of the screen. From, here you can opt to install the new Facebook Sales Channel Application, and you’ll be on your way!
2. Next, you will be prompted to input your Facebook Login information and Shopify will send a confirmation message affirming that you want to integrate your Shopify and Facebook platforms.
3. After this, you will have to verify exactly what assets you want to direct to Shopify through the Facebook Sales Channel App. It is also vital to turn on Automatic Advanced Matching. This feature will ensure that Shopify passes all relevant customer information onto Facebook for user matching.
4. From here, you can browse through all of the functions and features that Shopify will have access to. If you turn all of the functionality on, you will be able to effectively manage all of the activity of your Facebook account directly from Shopify.
5. Now that you’ve easily installed the Facebook Sales Channel App, it is time to enable the CAPI. Navigate to the Facebook Sales Channel on your Shopify and go to the settings. Then, click on data sharing settings to verify three important things.
1. Make sure that tracking is enabled.
2. Select ‘maximum’ from the tracking levels, as this enables the CAPI and combines all data tracking options.
3. Confirm that your own pixel is connected to the app. If it’s not your own, disconnect it and you will be automatically prompted to link the correct one.
6. You’re almost done! The last thing you will need to do is return to the Shopify preferences page and remove the Universal Pixel ID. Simply remove this and save the settings.
You’re all set! It’s super easy to install and will help save your irreplaceable data from the 2021 privacy crackdown.
If you are using Wordpress, Woocommerce, or another CRM platform, the integration for Facebook CAPI is just as easy and simple!
1. First, you will have to head to your Facebook business manager.
2. Click the three horizontal lines in the top-left corner to reveal the drop-down menu. From there, select ‘Events Manager.’
3. Choose the desired business from the list on the right and then the appropriate pixel from the ‘Data Sources’ section.
4. Next, navigate to settings and scroll down until you see ‘Conversions API.’
5. Under ‘Set up through a partner integration,’ you can choose a partner and select the appropriate e-commerce platform from the list that appears.
6. Follow the simple set-up instructions and prompts so that you can install the plugin, verify your connection, set up events, and more until you have completed the process.
Although installing Facebook CAPI may not solve all of the problems associated with the coming privacy lockdown, it will help you maintain the all-important data tracking that informs your advertising and marketing decisions.
The integration is so quick and easy, there's no reason for you not to do this right away!
Look Into Facebook & Instagram Shops
Although Facebook and Instagram shops limit the marketing control you have, the Facebook CAPI installment allows you to exercise more control than ever before. This may be time to take advantage of Facebook and Instagram shops.
With the world of advertising changing, it is essential to provide as many outlets as possible to take audiences on a customer journey.
Creating Instagram or Facebook stores will give you enhanced synergy with the benefits of CAPI and provide yet another outlet for consumers to find you and love you.
Diversify Your Business
Even though CAPI provides you with a great opportunity to explore Facebook and Instagram shops, it’s also important to remember to not put all of your marketing eggs in one basket.
In the future, you need to explore new and innovative ways to diversify your business. The more platforms you explore and engage with, the more consumers will interact your content.
Twitter, Pinterest, and Google are all smaller platforms that you can use to expand your business and your audience. If Facebook crashes tomorrow, it is exceedingly important for you to have other successful outlets to rely on.
If you only take away one thing from this article, it’s that time is of the essence. It is incredibly important for you to complete all of these processes and hacks as soon as possible so you can get ahead of the 2021 privacy lockdown as well as your competition.
If you want to hear more about these secrets and some extra bonus tips, check out our CEO Matt Johnston's video below - learn more about working with Guide Social and book your free strategy call here.