Let's get into the details and learn how to verify a domain.

Changes in iOS 14 affected applications that perform user tracking. The owner of any Apple device with iOS version 14.5 (and later) must allow tracking of their actions through the AppTrackingTransparency software platform (framework). If the user does not do this, then the event will not be registered by the pixel and it will be impossible to process the conversion, meaning you will lose information. nine0005 Users of devices with iOS 14+ see this window when they first launch applications

Conversion is an indicator of audience interest and involvement. After the user interacts with the content, the advertiser sees information about what action was taken on the site, in the application or Messenger. Conversion is measured either in quantity (adds to the cart, registrations, purchases) or in money (cost per click, amount spent). As a result, you get data on the effectiveness of advertising and can change the campaign in time. nine0005

For example, you are promoting an online pie shop. An ad that encourages a person to make an order belongs to the "Conversion" goal. Facebook will be able to receive data about events on your site, in our case, clicks on pies, if you install a pixel.

Facebook Pixel is a code to measure the effectiveness of advertising that is added to the website code. If the buyer puts your pie in the virtual cart, the pixel will receive this event, and then you will see it in the Events Manager. To get started with a pixel, see Create a Facebook Pixel. nine0005

To receive event and conversion data and optimize for certain events in your sales funnel (for example, viewing a product card, adding to a cart, purchasing), you need to:

1. Verify the site domain in Business Manager.
2. Verify that the Business Manager account that verified the domain has access to pixels and custom conversions. This will allow you to save and use the event or custom conversion to enhance your ads and see them in your web settings. nine0027

After that, you can select 8 conversion events and prioritize them. They cover the entire audience and allow you to generate reports even taking into account those users who have given a ban on tracking.

Learn more about setting up events in the Facebook Help Center.

In addition to the 8 priority events, you can also optimize for non-priority events. In this case, ads will not be shown to owners of Apple devices who have blocked tracking on Facebook or Instagram. For more information about this type of event, see the social media help. nine0005

Important to know: You can share the pixel with your employees, but it must be owned by a Business Manager that has verified the domain. In order to add people, in addition to owning the account administrator rights in Business Manager, you need to connect the Facebook pixel in it.

If the pixel is created from an ad account that is not linked to Business Manager, then you must first transfer rights to Business Manager with a verified domain. As a result, you will be able to grant access rights to this pixel and prioritize events. nine0005

Since January 2021, website domain verification has become a prerequisite for using a Facebook conversion strategy.

If you don't register a domain, you won't be able to run conversion ads. In the office you will see a notification:

This event is not configured for any of your domains. Ad groups with this pixel and optimized for the selected event are paused until you change the available events in Events Manager.

Let's start with the fact that a domain is a website address, unique and… (not) repeatable. In order for the prefix “not” to be a reality, you just need to pass verification.

By claiming ownership of a domain, you:

• reduce the risk of misuse by third parties;
• indicate your belonging to the content in the advertisement;
• Get advanced ways to manage ads (for example, you can edit organic links pointing to your domain; give or remove rights to advertisers using your domain name in ads). nine0027

The following are situations in which Facebook recommends verifying a domain:

1. Company verification in Business Manager;
2. Registration in the index of news pages;
3. Trading activity on behalf of a company;
4. Ownership of a list of pages with the need to edit Open Graph markup tags;
5. The company does not have a working phone number;
6. Management of an educational organization in the .edu domain;
7. Different email and site domains when applying for company verification in Business Manager. Facebook sends a verification code to your email to verify your connection to the company. If the site and mail domains do not match, you need to get a code for a phone number or verify the domain. nine0027

For more information about each case, see the Facebook article.

Before starting the verification process, check that you have registered an account with Business Manager. How to do this, read our blog.

Remember that you can verify a domain only if you have administrator or developer rights.

1. Sign in to your Business Manager account. Open the All Tools menu and select Brand Safety. nine0027

2. Open Brand Safety - Domains. The Add button will appear on the main screen.

3. Next, enter your domain name without prefixes (http:// or https://) and all sorts of "tails" after .ru and click "Add domain".

4. Then you can choose one of three options:

The rarest way to confirm. If you follow the instructions that you see on the screen, then there will be no difficulties. nine0005

Copy the text entry from step 2. In your account on your domain record registrar's website, in the "Domains" section, click "Add Entry". A window will open in which you need to specify:

1. Host - @
2. Type - TXT
3. Value - the same copied set of numbers and letters

Click "Add" and wait. It can take up to 72 hours for the DNS cache to refresh. That is why this method is not particularly popular among users.

Once the DNS record has been converted, return to your Business Manager account and click the Verify button. nine0012 ‍

1. Click on the "HTML verification file" link in the first paragraph of the instruction.

2. Open the file in a browser and copy the name after the word "Downloads" and the contents of the file. If the file is downloaded several times, the name that opens in the browser may contain an extra character with a serial number: (1), (2), etc. Be sure to delete it, otherwise you will not be able to verify the rights.

3. In a new window, open your content management system and select the "Verification of rights" item in the settings. Enter the name and contents of the file in the appropriate fields. Be sure to save.
4. Now on the Facebook Business Manager page, click the cherished words "Verify Domain", and a message will appear confirming successful confirmation.
   

1. Copy the meta-tag from the first paragraph of the instruction that you see on the screen. nine0027

2. In the site code, paste the data before the closing tag () in the head section. If you don't have access to the site code, pass the meta tag to your programmer. After adding the html code, go back to Business Manager and click "Verify".
3. A green icon should appear at the top of the window next to the domain name to indicate that you're done.

Sometimes something goes wrong and the system gives an error. Here's what you might encounter:

• Invalid domain specified. For example, there are additional characters in the name.
• The domain has already been verified by another company.
• HTML verification file not found. The file is not placed correctly and the verification code is not correct.
• DNS record related errors:

1. Unable to retrieve DNS records;
2. No DNS records were found for your domain;
3. No DNS text records were found matching the confirmation code sent. nine0027

Beautifully, a lot and clearly about how to fix errors, it is written in the Facebook help center.

And finally, we'll tell you how to add those 8 conversion events.

1. "Campaign settings" - "Data sources" - "Pixels";
2. Open the desired pixel in the Event Manager;
3. Next, click "Events Summary Dimension" - "Configure Web Events";
4. Then: "Assigned events" - "Edit event" - "Edit" - "Add event"; nine0027
5. Select your pixel and event. And so on up to eight times. It is better to build on priority: first select the most important and then in descending order;
6. "Submit" - "Yes, I understand these changes" - "Apply".

Domain verification in Business Manager is not a very difficult but important step when setting up an account. Sure, the iOS 14 update has brought a lot of trouble for advertisers, but Facebook's new rules allow you to see and use the data you need. nine0004