Facebook 广告概述
概述
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 的广告平台支持多种 Campaign 类型和一些共享的广告格式。为帮助您浏览 Facebook 的广告平台，我们创建了此指南，详细介绍了如何在所有主要的 Facebook 广告类型中使用 Branch Link。
Campaign 支持
本文档支持以下 Facebook 广告 Campaign：
| Facebook Campaign Category | Campaign Type/Objective | 将用户链接到 | Branch 文档链接 | Branch Ad Format |
|---|---|---|---|---|
| Awareness | Brand Awareness | Web | 链接 | Cross-platform Display |
| Awareness | Reach | Web | 链接 | Cross-platform Display |
| Consideration | Traffic | Web or App | 链接 | Cross-platform Display |
| Consideration | App Installs | App | 链接 | App Only: Installs |
| Consideration | Video Views | Web | 链接 | Cross-platform Display |
| Consideration | Lead Generation | Web x | 链接 | Cross-platform Display |
| Conversion | Conversions | Web or App | 链接 | Cross-platform Display |
Connecting Multiple Apps
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.
[x] Facebook 表示并非所有展示位置都支持链接。
Branch 和 Facebook 之间的数据映射
事件名称
标准事件与自定义事件
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
customevent, 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/广告数据
| Branch 数据 | Facebook 数据 |
|---|---|
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 |
Creative Data
注意：
creative_idandcreative_nameare automatically set server-side on Facebook Cost, Clicks, and Impressions sent to Branch.
metadata
| Branch key-values pairs | Facebook MMP key-values pairs | 支持 Facebook 事件 |
|---|---|---|
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) | 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[0].$sku | fb_content_id | fb_mobile_add_to_cart， fb_mobile_add_to_wishlist， fb_mobile_tutorial_completion， fb_mobile_initiated_checkout， fb_mobile_purchase， fb_mobile_rate， fb_mobile_spent_credits， fb_mobile_content_view |
content_items[0].$product_category | fb_content_type | 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[0].$quantity | fb_num_items | fb_mobile_initiated_checkout， fb_mobile_purchase |
content_items[0].$rating | _valueToSum | fb_mobile_rate |
content_items[0].$rating_max | fb_max_rating_value | fb_mobile_rate |
event_data.search_query | fb_search_string | fb_mobile_search |
content_items[0].$og_description | fb_description | fb_mobile_achievement_unlocked |
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 |
目前，Facebook 似乎仅支持每个事件发送一个 fb_content_id（等），而Branch 允许您发送多个。为了提供尽可能多的功能，我们选择第一个 content_item 并在其中搜索可发送到 Facebook 的 key-values pairs。
查看 Facebook 数据
You can see analytics on impressions, clicks, installs, opens and conversion events on various pages of the Branch Dashboard.
数据差异
- If you're seeing discrepancies, please see Common Sources of SAN Reporting Discrepancies.
Facebook 的 Advanced Mobile Measurement 协议
On October 29th, 2021 Facebook deprecated the AMM (Advanced Mobile Measurement) program, resulting in click and impression log-level data no longer available to export. Advertisers that incorporate installs into their attribution model can still measure the aggregate number of view-through and click-through installs from Facebook in Ads Manager and in their Branch dashboard to the ad ID level of granularity.
To programmatically export aggregate data for your Facebook campaigns, you can use Branch’s Aggregate API.
You can also allow agencies and ad networks to pull aggregate data themselves and be confident that 3rd parties will only be exporting data filtered to the access level they've been granted
Any event attributed to a Facebook ad will look like an organic event when accessed via Webhooks, the Daily Export API, and CSV Exports.
Data 限制
Data 限制
- 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 Dashboad will display "undisclosed" in reports and Aggregate Expots will show
nullin responses.- Only for Android INSTALL events, you can get the event detail but not "undisclosed" with Facebook Install Referrer
- 我们无法将设备级 Facebook 归因数据发送给第三方。
- We cannot send events attributed to Facebook via Data Integrations. Please instead consider analyzing this data using the Branch Dashboard for all of your analytics and attribution needs.
- 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 功能 | 包含 Facebook 数据 |
|---|---|
| 操作后台 (Dashboard)可视化 | 预汇总分析 |
| 查询（Query） API | 预汇总分析 |
| Liveview | 预汇总分析 |
| 每日导出 API | 不支持 |
| CSV Exports | 预汇总分析 |
| Webhooks | 预汇总分析 |
| Data Integrations | 不支持 |
Facebook 的有限数据使用 (LDU)
On July 1st, 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 California users collected by you or by third parties on your behalf.
If the Limited Data Use feature is enabled, Facebook has indicated it will process such data in accordance with their role as a “service provider” under the CCPA, with respect to personal information from residents in California; i.e. Facebook will limit use of that data subject to their State-Specific Terms.
默认情况下，Branch 的 Facebook 集成启用了“限制数据使用”功能。这意味着默认情况下，Branch 会向 Facebook 发送 LDU 标记，该标志已与您的 Branch 转化数据一同被启用。因此，加利福尼亚用户的转化指标（例如，安装次数或其他下游转化事件）在您的报告中将不可用。注意：您仍然会看到加利福尼亚州用户的汇总点击、展示和 cost 数据。
但是，如果您希望在操作后台 (Dashboard)配置中禁用“限制数据使用”功能，Branch 可提供一个由客户控制的切换功能。 我们建议您咨询法律顾问，以了解与 CCPA 或其他州特定数据保护法有关的禁用 Facebook 集成的“受限数据使用”功能的含义，并确定禁用“受限数据使用”功能是否可以满足您的要求需要。
要禁用“受限数据使用”功能：
-
在左侧导航面板的 Channels & Links 下，点击 Ads ，然后点击 Partner Management。
-
使用广告合作伙伴搜索功能查找并选择 Facebook 。
-
在 Ad Partner settings：Facebook 页面上，点击 Events Config 标签。
-
在 Event Config 选项卡上，向下滚动至底部，然后取消选择 Limited Data Use (LDU) Flag 。
-
点击保存 。
问题排查
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.
Updated 3 days ago