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How to use Facebook events if you cannot verify the domain

 Aggregated Event Measurement is the latest protocol of Facebook which enables online and app events to be tracked from subsequent devices though pixel tags. To optimize ad sets for conversion events, Aggregated Event Measurement is recommended. You must first authenticate your domain before configuring the eight web events; you'll utilize to optimize your Facebook advertisements.

 

Domain Verification

Domain verification is another Facebook requirement that has become compulsory. If you haven't verified your domain, you can't add events to the Aggregated Event Measurement and use them for long-lasting performance.

We'll go over how to verify your domain. However, many advertisers have a significant challenge: they do not control the domain. Therefore, they won't be able to check the domain, configure events, or optimize for specific events in this instance.

This article will also learn how to adjust Facebook event URLs and optimize campaigns for events that aren't sent from your domain using the GTM container and the Facebook conversion API.

 

Why Should Your Domain Be Verified?

It must have been an excellent decision to have your domain confirmed even before Facebook launched Aggregated Event Measurement and the eight-event restriction in respect to the iOS 14 tracking notice.

You may restrict which Facebook pages and advertisers are authorized to change link previews to your website by confirming your domain. It's also been claimed for a long time that Facebook would restrict the option to alter link previews for advertising except if the domain was verified initially.

All of these are compelling reasons to have your domain confirmed, but it became inescapable. If you want to conduct a conversions campaign for a web event, you'll need to verify the domain first - at least until the iOS 14 tracking popup becomes available live. When creating an ad package, you can only optimize for one of the eight designated conversion events.

 

How to use the Facebook Conversion API and the server GTM to alter the domain?

Assume you're selling tickets for an online event utilizing a third-party platform. When a user hits your site, they are led to a third-party website where they can buy a ticket.

You're conducting social media marketing campaigns on Facebook and want to utilize the acquisition of success tickets as an optimization event. However, because the purchase event occurs outside of your website, you won't be able to use it for campaign optimization because your Facebook Business Manager domain isn't verified. Even if the 3rd party service permits you to add Facebook pixels, you can't validate the domain.

Using the Facebook Conversion API and a tag management service like GTM or MagicPixel, you'll learn how to change the URL of Facebook server events. Following that, these events can be used to improve campaign performance.

 

·         Set up and activate a server-side GTM container using the specified custom domain.

·         Upload web-based event data to the GTM server. Sending event data is possible via GA4 or Data Tag/Data User. I recommend passing user details from the browser to server GTM because you will be tracking just server Facebook activities. Facebook will gain more data about individuals who are engaging, and purchases will be more accurately matched to your social media campaigns.

·         From the Template Gallery, insert URL builder to the server GTM container.

·         In the server GTM, make a new variable with the type URL Builder > Save after adding the URL and any search variables.

·         In the server GTM, add a Facebook conversion API tag. To update the URL, go to Server Event Data Override > Select Source URL and enter the URL you entered in the last step.

·         Test Facebook server events in debug mode of web and server GTM containers. You should notice that the URL has been changed.

·         Open the Facebook testing tool and double-check that the URL is correct.

·         Till you verify the domains in Business Manager, you won't be able to change classified Page post links.

 

Not having ownership of the domain is a big issue!

If you own your domain, the way we've discussed above will work. You confirm your own domain in order to set up your online events as a conversion event, as, in an ad, you may choose from eight formal events or a custom conversion. Instead of optimizing for a link clicked or landing page view, you may now optimize for that occurrence.

 

Another available option

While previously, adding your pixel tags to other websites you don't own was a good option for optimization, tracking, and audience building, there may be another way today - as long as these websites let it.

 

·         The best option is an approach to redirect the conversion to a page on your website that you own until the issue is resolved.

·         The user sees your product on a third-party website (which you do not control).

·         The user enters payment information and submits it.

·         The user gets sent to a gratitude page on your website after making a payment.

·         Your pixel and sales event are included on the gratitude page.

·         This event is included in your web events, maybe as a custom conversion.

·         This may not be a viable solution for everyone, but it's worth investigating for now.

 

An Error or a Bug?

Suppose a seller's pixel is on a third-party domain. In that case, that domain is confirmed, and the domain owner configured the events, it only seems reasonable that the seller should be permitted to use the event that occurs on their product pages as a conversion event in their ad set. This appears to be an error or bug. Perhaps Facebook is focusing on something similar. First, however, they must disclose their objectives.

 

Wrapping up

Because most marketers use third-party platforms for the checkout process, Facebook's domain verification requirement plays a massive part for advertisers, particularly those that sell tickets to generate revenue from webinars or online seminars. So, I expect that by altering the source URL with server-side GTM and the Facebook conversion API, you can resolve this issue.

 

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