Hopkins advised advertisers using UTMs to monitor for paused ads and be prepared to adjust their inclusions. She also suggested informing clients or stakeholders who expect detailed reporting about these upcoming changes.
She added:
“If your ads use UTMs, keep an eye out for paused ads and be prepared to make some compromises on what you include.
Most of us have been moving away from the “perfect” targeting world, towards a privacy compliant one. However, if your clients/stakeholders still hold you accountable for that reporting, be sure to keep them in the know!”
Hopkins shares a screenshot of the email she received from Meta:
Screenshot from: linkedin.com/in/navahhopkins/, September 2024.
Practical Steps For Businesses
In light of this change, and considering Hopkins’ advice, businesses can take several actions:
Audit UTMs: Review your tracking parameters for potentially restricted info.
Streamline tracking: Focus on core UTM elements like source, medium, and campaign name.
Set up ad pause alerts: Stay on top of affected campaigns.
Explore alternatives: Look into privacy-compliant analytics tools beyond Meta’s ecosystem.
Revamp reporting: Adjust your processes to account for limited data availability.
Communicate changes: Keep clients and teams informed about the impact on metrics and performance.
Develop privacy-friendly targeting: Test new strategies using broader audience segments.
Stay updated: Regularly check Meta’s policies to anticipate future changes.
Advertisers can adapt to Meta’s evolving privacy landscape by implementing these steps while minimizing campaign disruptions.
Context
These changes come amid a broader industry shift towards increased user privacy measures.
As digital platforms evolve their practices, advertisers may need to adapt their strategies to align with new data usage policies.
Meta hasn’t specified an exact date for implementing these changes. Advertisers are advised to stay informed and prepare for potential adjustments.
Featured Image: mundissima/Shutterstock