Verifying your domain on Facebook Business Manager is a vital step right now, as it allows the utilization of Facebook’s new method to measure conversions called Aggregated Event Measurement (AEM), which is modeled off of Apple’s Private Click Measurement. This new switch will still allow the ability to track conversion events from iOS device users by aggregating performance data at the campaign level.
In the wake of the Apple iOS 14 privacy changes, Facebook wants to ensure that the advertiser is actually the true advertiser who they are claiming to be. Cookies and conversion tracking from the Facebook pixel are no longer possible with the new iOS 14 changes. The iOS 14 changes from Apple’s new AppTrackingTransparency framework will prompt all iPhone users to explicitly provide apps with permission to track their data which will have a significant impact on any applications that utilize this data for advertising.
It is recommended that businesses verify their domains themselves on Facebook Business Manager rather than have a digital marketing agency that works for them do so. Ensuring the business completes this verification allows for all aspects to be more transparent and offers the business absolute control of their domain.
Verify Your Domain: Step-by-Step Tutorial
- First, access Business.facebook.com, navigate to “Business Settings” on the left side-bar menu. Scroll down and select the drop-down menu for “Brand Safety” and select “Domains”. Type in your root domain name (yourname.com) as prompted within the search bar and when it appears select it and press the blue Add button.
- Next, Facebook will ask you to verify the domain by adding the provided “TXT” record pulled from Facebook and onto your domain registrar. To do so, log in or access your domain registrar, navigate to the DNS records section. Domain Registrar Examples: GoDaddy, Bluehost, or Cloudflare. In the DNS records section, add a new Host Record.
- Within the new host record, the “Type” of DNS record that is to be selected from the drop-down menu is “TXT”. For the Name field enter and add an “@” symbol, if required. Inside of the content field section, paste the “TXT” record that was provided by Facebook to copy. Save the record.
- Next, navigate back to the Facebook Business domain verify page and select “Verify”. This may take up to 72 hours for it to load or properly propagate. Once verified, a pop-up window with a green check symbol will appear stating that your domain has been verified.
Domain verification will allow the creation of aggregated web events. If your domain is not verified on Facebook, this will not be allowed. Without the ability to create aggregated web events, you will not be able to effectively track iOS users who access Facebook on iPhone devices.