Meta Best Practices for Analyzing Results of Aggregated and Delayed Data in Campaign Reporting

referenced from: https://www.facebook.com/business/help/174502954890159

Data may be delayed up to 72 hours as a result of on-going changes related to Apple’s iOS 14 or later versions. Please keep the following in mind when analyzing performance of web and app conversion campaigns.

• Allow time before you analyze performance: Try to give your campaign at least 72 hours or wait for the full length of the optimization window selected before evaluating performance for conversion-optimized campaigns. Given the nuances of delayed data and modeled reporting, daily assessment is still possible for campaigns, but waiting should help you get a more accurate picture of performance.

• Analyze the campaign, not the creative: Where possible, analyze reporting at the campaign level. While ad set and ad level assessment is possible, estimated conversions rely on data that are aggregated at the campaign level and reported with a delay. Please take this into account when assessing ads performance.

• Ensure your conversion events are aligned with your priorities: Check the order of your 8 events to ensure purchase is ranked as the first, if purchases are the priority for you. Configure web events using Aggregated Event Measurement.