Facebook's Changes & What It Means For You and Your Teams

Having partners at Facebook certainly has its perks. And one of them is that we get the skinny on changes and updates before most anyone else. And in the spirit of awareness and education, we're passing this along to our followers and clients. Recently, Facebook has reviewed its own policies around pixels and data gathering - which apply globally (not just in the EU, contrary to popular belief). If you run ads, please take a moment to read some of the bigger points to note, which will impact the way you or your teams set up sales or lead generation funnels.

“People who manage Pages with large numbers of followers will need to be verified. Those who manage large Pages that do not clear the process will no longer be able to post. This will make it much harder for people to administer a Page using a fake account.”

This means if your company has ever created a second Facebook profile to manage your ads and pages, if you’re planning on running content for a page with large audience you or your team members will need to be verified.

“If you are an agency acting on behalf of an advertiser you are responsible for the data that is collected through Facebook or uploaded as custom audiences.”

"You (or advertising partners acting on your behalf) may not place pixels associated with your Business Manager or ad account on websites that you do not own without your team's written permission."

This one is important to note. You are no longer allowed to share pixels across Business Manager accounts, nor are you allowed to share pixel across ad accounts in the same Business Manager. Definitely make sure you're taking steps to correct that as soon as is possible if there's any chance that your pixels are being shared across multiple accounts.

“If you have a pixel on your site, You must clearly warn and advise users that you are collecting information.”​

This means that every single landing page containing a pixel will need to CLEARLY link to an explanation that Facebook or any other third party may use cookies, web beacons and other storage technologies to collect or receive information (b) how users can opt out of the collection and use of information for ad targeting, and (c) where a user can access a mechanism for exercising such choice (e.g. providing links to: http://www.aboutads.info/choices and http://www.youronlinechoices.eu/).

For those of you advertising to the EU, you must ensure, in a verifiable manner, that an end user provides the necessary consent before you “pixel” them (For suggestions visit Facebook's Cookie Consent Guide for Sites and Apps.)

Here's an example of a solid cookie policy from Land Rover, presented as a pop-up window:

We advise you, as we've advised all our clients, to make these changes as soon as is humanly possible to avoid any ad accounts being flagged and penalized. There's nothing like poor standing with Facebook to hurt ad campaign results!

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