Meta Attribution API (Beta)
Attribution Passback (Beta)
What is it?
Rockerbox and Meta are partnering together to train Meta’s model to use the results of your Rockerbox attribution data – including conversion credit – to improve optimization and targeting on the Meta platform.
At the current stage, Rockerbox and Meta are onboarding customers to a data-sharing component, where attribution data will be shared with Meta to train Meta’s model. This metadata will not yet be available to use in optimizations, and thus will have no immediate impact. Once thorough model training and testing is conducted in partnership with the Meta team, advertisers will be able to begin leveraging Rockerbox attribution context in their optimizations.
- optimize toward a standard Purchase event in Meta
- track conversions using on-site pixels, Rockerbox's Shopify integration or Segment
How does it work?
1. Select your Meta conversion event
For the initial Beta program, Rockerbox and Meta will support attribution data-sharing for advertisers who primarily optimize toward Meta’s standard Purchase event.
Some advertisers may optimize toward custom or upper funnel conversion events. While we intend to expand support attribution-fueled optimizations for these additional conversion events in the future, the beta program will be restricted to standard Purchases.
2. Select your Rockerbox conversion settings
During the onboarding process advertisers will be asked to provide context into the below, which will inform what type of attribution context is shared with Meta.
- Attribution Model: what Rockerbox attribution model is primarily used to make optimization decisions? For most customers, this will be Modeled Multi-Touch.
- Attribution window: what attribution window is applied to Meta marketing touchpoints? For most customers this will be Rockerbox’s standard 150 day window.
- This will NOT align to the attribution window used in Meta for your conversion measurement.
3. Attribution Uploads
Attribution context will be uploaded to Meta via an event called AppendClickAttribution. This will be provided only for conversions where Rockerbox has attributed a paid Meta click-based touchpoint for driving a conversion. If multiple Meta paid clicks are found on a user’s path to conversion, Rockerbox attribution context will be provided for all fbclids.
Attribution data will be uploaded to Meta on a daily basis. This aligns with the cadence at which attribution data across your channels becomes available in the Rockerbox platform. Once uploaded, attribution data cannot be deleted or modified.
Attribution Context | Rockerbox Concept |
fbc | derived from fbclid passed on your URLs |
fb_adid | fb_adid from your URL parameters |
attribution_model | - modeled_multi-touch - last_touch - first_touch - even |
attribution_credit | conversion credit for the given Meta touchpoint based on the selected attribution model (ex normalized) |
attribution_value | revenue credit for the given Meta touchpoint based on the selected attribution model (ex revenue_normalized) |
FAQs
What is the immediate impact of setting up Rockerbox’s Attribution integration? When can I expect to use Rockerbox attribution to optimize my Meta campaigns?
Configuring Rockerbox’s Attribution integration for Meta is the first required step in unlocking opportunities to optimize using Rockerbox attribution data.
Upon successful setup, attribution context will be shared with Meta by way of an AppendClickAttribution event. This will NOT be used immediately in Meta’s optimizations. Meta and Rockerbox will partner to train Meta’s model, perform testing, and will provide early access to advertisers to opt-in to leveraging Rockerbox attribution data in optimizations, targeting Q3.
What if fractional attribution credit changes over time?
Attribution credit will be used directionally by Meta’s model for optimizations thus slight changes in credit over time will not impact Meta’s ability to leverage the data for optimizations. Retroactive modifications to attribution credit can not be supported by the feature.