Facebook targeting and tracking could be about to get a little bit trickier.

Facebook will soon roll out an update that allows users to manage their off-Facebook activity.

Users will be able to see the websites and apps they’ve visited that use one of Facebook’s business tools such as the Facebook pixel, SDK or API.

Not only will you be able to peek behind the social media curtain, you’ll also be able to board up the window.

We all know the scenario:
You’re shopping online for a new watch.
You switch back to Facebook and you see the inevitable advertisement from Rolex (okay, maybe that part isn’t realistic) at the top of your newsfeed.
That was fast, you think to yourself as you look over your shoulder.

This is more my budget.

With the new update, you’ll be able to clear your off-Facebook data so the pixel that tracked you from the watch website to Facebook will stop stalking you.

However, you won’t be able to clear only the watch data. This tool will be an all-or-nothing deal.

You might want to stop the watch website from sending you reminders about things you can’t afford, but do you want to have to sign back in to Spotify or Tinder or any other apps that use your Facebook data?

What does this mean for marketers?

Well for starters, it’s important to wait and see what the effect will be on your pixel data.

I haven’t cleared my internet browser history since discovering incognito mode. And I also have a LOT of different passwords. The likelihood of me using this tool is pretty low.

Will the majority of Facebook users feel the same way? Time will tell.

If your pixel does become affected, it may mean you need to revisit how you target, retarget and track your audience.

It might mean implementing broader messaging and wider targeting using Facebook’s own data. Then, retargeting based off engagement with the ads and tracking traffic source and conversions through your website’s analytics.

My guess? Facebook needed to act on data privacy and give us this option. But we won’t use it often. Your pixel will still be an effective tool. And I’ll keep ignoring that gold watch in the Facebook window.

Michael Waddups

Michael Waddups

Associate Planner at Red Engine SCC

Leave a Reply