Facebook 广告概述

概述

FacebookFacebook

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 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 CategoryCampaign Type/Objective将用户链接到Branch 文档链接Branch Ad Format
AwarenessBrand AwarenessWeb链接Cross-platform Display
AwarenessReachWeb链接Cross-platform Display
ConsiderationTrafficWeb or App链接Cross-platform Display
ConsiderationApp InstallsApp链接App Only: Installs
ConsiderationVideo ViewsWeb链接Cross-platform Display
ConsiderationLead GenerationWeb x链接Cross-platform Display
ConversionConversionsWeb or App链接Cross-platform Display

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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

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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 custom event, use the event name from the table below; e.g. branch.logevent('AdClick').

Facebook Event NameBranch Event Name
AdClickCustom
AdImpressionCustom
ContactCustom
CustomizeProductCustom
DonateCustom
fb_mobile_achievement_unlockedUNLOCK_ACHIEVEMENT
MOBILE_APP_INSTALLINSTALL
fb_mobile_activate_appOPEN
fb_mobile_add_payment_infoADD_PAYMENT_INFO
fb_mobile_add_to_cartADD_TO_CART
fb_mobile_add_to_wishlistADD_TO_WISHLIST
fb_mobile_complete_registrationCOMPLETE_REGISTRATION
fb_mobile_content_viewVIEW_ITEM
fb_mobile_initiated_checkoutINITIATE_PURCHASE
fb_mobile_level_achievedACHIEVE_LEVEL
fb_mobile_purchasePURCHASE
fb_mobile_rateRATE
fb_mobile_searchSEARCH
fb_mobile_spent_creditsSPEND_CREDITS
fb_mobile_tutorial_completionCOMPLETE_TUTORIAL
FindLocationCustom
ScheduleCustom
StartTrialSTART_TRIAL
SubmitApplicationCustom
SubscribeCustom

Campaign/广告数据

Branch 数据Facebook 数据
last_attributed_touch_data_tilde_ad_set_namecampaign_name
last_attributed_touch_data_tilde_ad_set_idcampaign_id
last_attributed_touch_data_tilde_secondary_publisherpublisher_platform
last_attributed_touch_data_tilde_creative_namecreative_name
last_attributed_touch_data_tilde_creative_idcreative_id
last_attributed_touch_data_tilde_ad_nameadgroup_name
last_attributed_touch_data_tilde_ad_idadgroup_id
last_attributed_touch_data_tilde_campaigncampaign_group_name
last_attributed_touch_data_tilde_campaign_idcampaign_group_id

metadata

Branch key-values pairsFacebook MMP key-values pairs支持 Facebook 事件
event_data.revenue_valueToSumfb_mobile_add_to_cartfb_mobile_add_to_wishlistfb_mobile_initiated_checkoutfb_mobile_purchasefb_mobile_spent_creditsfb_mobile_content_view
event_data.currencyfb_currencyfb_mobile_add_to_cartfb_mobile_add_to_wishlistfb_mobile_initiated_checkoutfb_mobile_purchasefb_mobile_content_view
content_items (array)fb_content (array)fb_mobile_add_to_cartfb_mobile_add_to_wishlistfb_mobile_tutorial_completionfb_mobile_initiated_checkoutfb_mobile_purchasefb_mobile_ratefb_mobile_spent_creditsfb_mobile_content_view
content_items[0].$skufb_content_idfb_mobile_add_to_cartfb_mobile_add_to_wishlistfb_mobile_tutorial_completionfb_mobile_initiated_checkoutfb_mobile_purchasefb_mobile_ratefb_mobile_spent_creditsfb_mobile_content_view
content_items[0].$product_categoryfb_content_typefb_mobile_add_to_cartfb_mobile_add_to_wishlistfb_mobile_initiated_checkoutfb_mobile_purchasefb_mobile_ratefb_mobile_searchfb_mobile_spent_creditsfb_mobile_content_view
content_items[0].$quantityfb_num_itemsfb_mobile_initiated_checkoutfb_mobile_purchase
content_items[0].$rating_valueToSumfb_mobile_rate
content_items[0].$rating_maxfb_max_rating_valuefb_mobile_rate
event_data.search_queryfb_search_stringfb_mobile_search
content_items[0].$og_descriptionfb_descriptionfb_mobile_achievement_unlocked
custom_data.fb_payment_info_availablefb_payment_info_availablefb_mobile_initiated_checkout
custom_data.levelfb_levelfb_mobile_level_achieved
custom_data.fb_successfb_successfb_mobile_add_payment_infofb_mobile_tutorial_completionfb_mobile_search
custom_data.fb_registration_methodfb_registration_methodfb_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.

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数据差异

Facebook 的 Advanced Mobile Measurement 协议

As of October 29, 2021, Facebook's Advanced Mobile Measurement (AMM) program is now deprecated; thus, Branch is not able to provide you with data exports containing click-through and view-through conversions from Facebook ads. 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.

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

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Data 限制

  • We can no longer show non-aggregated view-through and click-through data via Branch Dashboard and Exports, and this data will appear as "undisclosed" in exports. View-through and click-through data will only be provided at an aggregated level through our reporting interfaces or through Facebook’s reporting interfaces and APIs.
  • 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。
  • 我们无法通过数据集成发送归因于 Facebook 的事件。请改为考虑内部分析此数据(使用 Webhook,Daily Export API 或 CSV 导出),或使用 Branch 操作后台 (Dashboard) 来满足您的所有分析和归因需求。
  • 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预汇总分析
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:

  1. 在左侧导航面板的 Channels & Links 下,点击 Ads ,然后点击 Partner Management

  2. 使用广告合作伙伴搜索功能查找并选择 Facebook

  3. Ad Partner settings:Facebook 页面上,点击 Events Config 标签。

  4. Event Config 选项卡上,向下滚动至底部,然后取消选择 Limited Data Use (LDU) Flag

  5. 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.


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