Starting November 16, 2020, advertisers in Europe as well as any campaigns that target users in Europe will no longer be able to access the following Facebook Messaging Ads features:
- Ability to optimize for Conversations in the Messages and Conversions objectives
- Lead generation features for ads that click to Messenger
- Sponsored messages
- Messaging metrics for ads reporting & insight for messages
- Engagement Custom Audiences based on people who have messaged a Page or Instagram business profile (and Lookalike Audiences based on these Engagement Custom Audiences)
Can I still use click to Messenger ads in Europe?
Yes! European advertisers and campaigns that target European users can still use click to Messenger ads. However, revenue data will not be reported from European customers due to restrictions on ads metrics.
For more information on which metrics will be unavailable for impacted advertisers, check out this article on Facebook's website.
Can I create sponsored messages from Octane AI?
Any ad accounts impacted by this update will encounter the following error when creating a sponsored message:
If your ad account or Facebook page aren't located in Europe, then you may have to update your campaign's location targeting to specify non-European users.
I'm not an advertiser in Europe, will these restrictions affect me?
If you have multi-region ad campaigns that include users in Europe, you may encounter restrictions or see an impact on ad performance. To avoid this, we recommend excluding European users from your multi-region/worldwide campaigns and create separate campaigns for users in Europe.
Excluding European users from your audience targeting
Location targeting for an audience is set within Facebook ads manager. If your campaign targets users globally (which an audience synced from Octane AI may), we recommend excluding European users to avoid privacy restrictions.
Here's a guide on how you can do this in Facebook Ads Manager.
1. Locate your campaign in Ads Manager
You can also locate an ad set directly by going to the "Ad Sets" tab, where you can edit your audiences from.
2. Locate the Audience panel in your ad set.
Once you've opened the relevant ad set, locate the Audience panel and select "Show Advanced Options".
This will expand the panel allowing you to either create a new specific audience for this ad set, or use a saved audience. If your audience uses an Octane AI list, or location targeting is set to "Worldwide", move on to the next step.
3. Open location targeting options for your ad set's audience.
If you're creating a new audience, you can do that by mousing over the Locations section of your audience, then clicking edit.
If you're making changes to an existing audience, select your Saved Audience instead and open the Saved Audience's edit panel. There, you'll be able to edit the Audience's location targeting:
4. Add Europe as an exclusion.
When editing your audience's location targeting, select the drop-down menu next to the location search bar and switch it to "Exclude".
Then, type "Europe" in the search bar and select the region "Europe" to add it to your audience as an exclusion. This will make sure that your ad doesn't target anyone from Europe, and will not face Facebook's privacy-related restrictions.
Once that's been added successfully, you should now see your exclusion included in your new audience.
Have any questions? Just contact our support team with the help icon in the bottom right corner of the screen, or email [email protected].