Google this month launched a new S2S (server to server) integration between Campaign Manager and Facebook. With the new server-to-server integration with Facebook, advertisers using Campaign Manager are able to report both impressions and clicks. Until now, only clicks were possible to report on the adserver.
According to Google, Facebook products share impression data with Google, server-to-server, when an ad is displayed onscreen or the creative asset is rendered to the user.
With clicks, Facebook will also notify Google of chargeable click events from the client where possible (depending on the destination). These click events are recorded when the user clicks the ad to a landing page. Google says that they may be recorded differently depending if the destination is on or off a Facebook property.
An S2S integration does not enable Google to verify if an impression is valid or not, however this allow advertisers to have a reporting dashboard on Google Campaign Manager and Google Analytics, based on impressions.
Facebook says the integration will make advertisers to have a more complete picture of their conversion path, and with cost mapping, advertisers can see return on ad spend (ROAS) and cost metrics.
The activation of the Campaign Manager is done on Facebook Attribution:
- Go to Settings, then click Ad platforms.
- Click Add a platform.
- Select Google Campaign Manager from the list, then click Choose.
- Follow the on-screen instructions to navigate to the platform, install the tags and set up the campaign mapping and cost mapping import. You can also reference the instructions below.