Google and Facebook announce unprecedented move towards better data sharing

For years, these two behemoths have antagonized each other. Some would say, at the expense of true attribution greatness. But now, an unprecedented union between house Facebook and house Google is upon us. 

In a recent press release, Facebook revealed a new server-to-server integration with Google’s Campaign Manager (CM). They’ve been working on this behind the scenes since back in 2018, and it’ll allow Facebook to send more data directly to Campaign Manager. 

This is, quite frankly, one of the most exciting announcements in Google Marketing Platform history.

What will this change?

Tracking Facebook impressions through CM is currently limited to a small subset of campaign types – it does not include any custom audience data or app data, which often forms the majority of most facebook advertising spend and impressions. Under the new deal, custom audiences and app impressions will now be sent straight through to CM (with the exception of Facebook Messenger and Marketplace). This means more attribution data and smarter marketing. To put it in layman terms, imagine you’re lactose intolerant, and could previously only manage a small slice of cheese, with a little discomfort. You’ve now found a cure, and a whole wheel of brie will be delivered to your door every day.

But when will we be able to access this metaphorical brie? According to Facebook, they’ll start moving to the server-to-server integration at some stage in March 2020, beginning with the mobile app.

What exactly is going to change? Currently implemented CM click trackers will still work but now they’ll simply collect more information, if available. However if you do not currently have click or impression trackers on campaigns you wish to track then you’ll need to implement them to track Facebook campaigns in your Google Campaign Manager.

Exciting, but what exactly should I do now? 

  • No action is needed to update existing CM-tracked ads for those already using impression trackers today.
  • You may wish to traffic new placements and tracking ads for inventory where impression tracking was not previously supported. Depending on your campaign setup, you may start seeing additional volume in CM as soon as the integration launches.
  • If you don’t currently have CM click or impression trackers on your Facebook campaigns, implement them if you want the data to show up in CM. 
  • You can work with your Facebook team to audit campaigns and ensure all eligible inventory is being tracked.

If you are interested in building a more advanced custom attribution model with your digital marketing data, then please contact us.