Facebook Ads Overview

Overview

Branch Links can be used together with Facebook ads, allowing you to track ad-driven installs on the Branch Dashboard and deep link those new users directly to the content the first time they open your app. Refer to Facebook's Ad Guide to learn more.

Facebook's Ad Platform supports numerous campaign types and a shared set of advertisement formats. This guide will help you navigate Facebook's Advertisement Platform and show you how to use Branch Links in all major Facebook ad types.

Campaign support

This documentation supports the following Facebook Ad Campaigns:

Facebook campaign category	Campaign type/objective	Link users to	Branch documentation link	Branch ad format
Awareness	Brand Awareness	Web	link	Cross-platform Display
Awareness	Reach	Web	link	Cross-platform Display
Consideration	Traffic	Web or App	link	Cross-platform Display
Consideration	App Installs	App	link	App Only: Installs
Consideration	Video Views	Web	link	Cross-platform Display
Consideration	Lead Generation	Web x	link	Cross-platform Display
Conversion	Conversions	Web or App	link	Cross-platform Display

Caution
If you have more than one app using the same Facebook Account ID, SKAdNetwork data may only appear in one of those apps. Do not connect the same Facebook Account ID in multiple apps to avoid visualization issues.

Caution
Facebook has indicated that links are not supported in all placements..

Data mapping between Branch and Facebook

Event names

Note
Please follow the Tracking Commerce, Content, Lifecycle and Custom Events guide when implementing event tracking in the Branch SDK.
When tracking any of the Facebook events that are mapped to the Branch custom event, use the event name from the table below; e.g. branch.logevent('AdClick').

Facebook event name	Branch event name
`AdClick`	`Custom`
`AdImpression`	`Custom`
`Contact`	`Custom`
`CustomizeProduct`	`Custom`
`Donate`	`Custom`
`fb_mobile_achievement_unlocked`	`UNLOCK_ACHIEVEMENT`
`MOBILE_APP_INSTALL`	`INSTALL`
`fb_mobile_activate_app`	`OPEN`
`fb_mobile_add_payment_info`	`ADD_PAYMENT_INFO`
`fb_mobile_add_to_cart`	`ADD_TO_CART`
`fb_mobile_add_to_wishlist`	`ADD_TO_WISHLIST`
`fb_mobile_complete_registration`	`COMPLETE_REGISTRATION`
`fb_mobile_content_view`	`VIEW_ITEM`
`fb_mobile_initiated_checkout`	`INITIATE_PURCHASE`
`fb_mobile_level_achieved`	`ACHIEVE_LEVEL`
`fb_mobile_purchase`	`PURCHASE`
`fb_mobile_rate`	`RATE`
`fb_mobile_search`	`SEARCH`
`fb_mobile_spent_credits`	`SPEND_CREDITS`
`fb_mobile_tutorial_completion`	`COMPLETE_TUTORIAL`
`FindLocation`	`Custom`
`Schedule`	`Custom`
`StartTrial`	`START_TRIAL`
`SubmitApplication`	`Custom`
`Subscribe`	`Custom`

Campaign and Ad Data

Branch data	Facebook data
`last_attributed_touch_data_tilde_ad_set_name`	`campaign_name`
`last_attributed_touch_data_tilde_ad_set_id`	`campaign_id`
`last_attributed_touch_data_tilde_secondary_publisher`	`publisher_platform`
`last_attributed_touch_data_tilde_creative_name`	`creative_name`
`last_attributed_touch_data_tilde_creative_id`	`creative_id`
`last_attributed_touch_data_tilde_ad_name`	`adgroup_name`
`last_attributed_touch_data_tilde_ad_id`	`adgroup_id`
`last_attributed_touch_data_tilde_campaign`	`campaign_group_name`
`last_attributed_touch_data_tilde_campaign_id`	`campaign_group_id`

Caution
The creative_id and creative_name fields are automatically set server-side on Facebook for Cost, Clicks, and Impressions sent to Branch.

Metadata

Branch key-value pair	Facebook MMP key-value pair	Facebook event(s) supported
`event_data.revenue`	`_valueToSum`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`event_data.currency`	`fb_currency`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_content_view`
`content_items(array).$quantity`	`fb_num_items`	`fb_mobile_initiated_checkout`, `fb_mobile_purchase`
`content_items (array)`	`fb_content (array)`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_tutorial_completion`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`content_items[i].$sku`	`fb_content_id`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_tutorial_completion`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`content_items[i].$product_category`	`fb_content (array)`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_search`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`content_items[i].$product_brand`	`fb_content (array)`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_search`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`content_items[i].$product_name`	`fb_content (array)`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_search`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`content_items[i].$price`	`fb_content (array)`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_search`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`content_items[i].$og_title`	`fb_content (array)`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_search`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`content_items[i].$keywords`	`fb_content (array)`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_search`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`content_items[i].$custom_fields`	`fb_content (array)`	`fb_mobile_add_to_cart`, `fb_mobile_add_to_wishlist`, `fb_mobile_initiated_checkout`, `fb_mobile_purchase`, `fb_mobile_rate`, `fb_mobile_search`, `fb_mobile_spent_credits`, `fb_mobile_content_view`
`event_data.search_query`	`fb_search_string`	`fb_mobile_search`
`custom_data.fb_payment_info_available`	`fb_payment_info_available`	`fb_mobile_initiated_checkout`
`custom_data.level`	`fb_level`	`fb_mobile_level_achieved`
`custom_data.fb_success`	`fb_success`	`fb_mobile_add_payment_info`, `fb_mobile_tutorial_completion`, `fb_mobile_search`
`custom_data.fb_registration_method`	`fb_registration_method`	`fb_mobile_complete_registration`

Branch will send all content items tracked for an event, if supported.

Also, Branch will automatically map "fb_content_type":"product" for in-app events when the advertiser tracks ContentMetadata via a Branch SDK. Otherwise, Branch will not add the fb_content_type variable.

Viewing Facebook data

You can see analytics on impressions, clicks, installs, opens and conversion events on various pages of the Branch Dashboard.

Note
If you're seeing discrepancies between Facebook and Branch data, please see Common Sources of SAN Reporting Discrepancies.

Data limitations

Note
Branch may redact specific metrics/events (ex. INSTALLS) through the Branch Dashboard or through Aggregate Exports of Facebook-attributed campaigns when aggregation levels are not high enough to prevent the potential de-anonymization of specific Facebook users or if it is non-aggregated view-through and click-through data.
In these cases, the Branch Dashboard will display "undisclosed" in reports and Aggregate Exports will show null in responses.
Only for Android events, you can get the event detail but not "undisclosed" with Facebook Install Referrer.
We cannot send device-level Facebook attribution data to third parties, unless attribution results utilized the Facebook Install Referrer or Aggregate Event Measurement.
This data is also not returned in the deep link session initialization callback within the app. If you have analytics needs that are not met by the Branch Dashboard, please contact us and include "Facebook MMP + Feature Request" in the subject.
Branch will purge last-attributed data after 60 days.

Branch feature	Facebook data included
Dashboard visualizations	Pre-aggregated analytics
Query API	Pre-aggregated analytics
Liveview	Pre-aggregated analytics
Daily Export API	Not supported
CSV Exports	Pre-aggregated analytics
Webhooks	Pre-aggregated analytics
Data Integrations	Not supported

Tip
Looking for Advanced Mobile Measurement? Visit our dedicated guide.

Facebook Limited Data Use

On July 1st 2020, Facebook introduced a new Limited Data Use (LDU) feature to support customer compliance with the California Consumer Privacy Act (CCPA). This feature enables you to limit how Facebook uses the data of users in states where Limited Data Use is available. This data could be collected by you or by third parties on your behalf.

If the Limited Data Use feature is enabled, Facebook will process data in accordance with its role as a service provider or processor with respect to flagged personal information from people in states where Limited Data Use is available. This means Facebook will limit use of that data subject to their State-Specific Terms.

To invoke Meta Limited Data Use for your users, please use any Consumer Protection Preference other than FULL.

Troubleshooting

We also have a document with FAQs and Advanced Options for Facebook Ads. We recommend starting with one of the guides above, then jumping into the FAQ and Advanced Options when you have questions or need to troubleshoot.