Social Media

Why your domain needs to be verified on Facebook (and how to do it)

Domain verification on Facebook simply means that a business owner is claiming their brand’s domain for use on Facebook. With upcoming changes to Facebook ads manager functionality due to Apple iOS14 privacy policy updates, anyone who advertises on Facebook needs to verify their domain. So, how do you verify your domain?

Domain verification on Facebook simply means that a business owner is claiming their brand’s domain for use on Facebook. With upcoming changes to Facebook ads manager functionality due to Apple iOS14 privacy policy updates, anyone who advertises on Facebook needs to verify their domain.

One of the major adjustments coming with the updated privacy rules is the number of events that can be optimized and tracked per domain — if you haven’t verified that domain, you will not be able to select those optimization events for your brand.

Facebook tells us that “domain verification establishes which Business Manager account has the authority to configure and prioritize the 8 available conversion events for a given domain.” Without a verified domain, there could be potential data tracking disruptions.

Additionally, if you are using a third-party domain, even with your Facebook Pixel installed, you will not be able to track events after a user leaves Facebook. A couple of examples include advertisers running ads to pages built on unbounce.com who have not added their domain to the landing page builder, or businesses who run on free versions of Squarespace (with the square.site domain ending, and not their own). Domain redirects are not a solution to this issue.

So, how do you verify your domain? Drew Rossell, a Facebook marketing expert here at Swello, walks you through Facebook domain verification step by step in the video below. You can start at business.facebook.com/settings.

If you still have questions about verifying your domain to ensure proper conversions tracking, reach out to your account manager at Swello. If you’re not yet a part of the Swello team, start talking with a digital marketing expert here.

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