{"id":5381,"date":"2021-06-07T16:32:08","date_gmt":"2021-06-07T16:32:08","guid":{"rendered":"https:\/\/scal-e.com\/?p=5381"},"modified":"2022-09-15T18:13:17","modified_gmt":"2022-09-15T18:13:17","slug":"facebook-pixel-diminution-des-capacites-de-ciblage","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/facebook-pixel-diminution-des-capacites-de-ciblage\/","title":{"rendered":"Facebook annonce une diminution de ses capacit\u00e9s de ciblage : du Pixel \u00e0 l\u2019API Conversions"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size\">Alerte rouge : Facebook d\u00e9clare qu\u2019une <a rel=\"noreferrer noopener\" href=\"https:\/\/www.facebook.com\/business\/m\/signalshealth\/accelerate\/the-evolving-ads-ecosystem\" target=\"_blank\"><strong>augmentation de 150%<\/strong> minimum du <strong>co\u00fbt par action<\/strong><\/a> (CPA<sup>1<\/sup>) aura lieu au cours de l\u2019ann\u00e9e \u00e0 venir dans son \u00e9tude \u201c<em>Quantifying Advertiser Value of Offsite Conversion Optimization<\/em>\u201d, publi\u00e9e en interne en juin 2019. Tous les annonceurs et agences qui utilisent le <strong>Pixel Facebook<\/strong><sup>2<\/sup> pour alimenter leur Facebook Business Manager sont concern\u00e9s par cette nouvelle qui vient impacter le <strong>budget m\u00e9dia<\/strong> de leurs campagnes Facebook Ads et Instagram Ads.<\/p>\n\n\n\n<h2 class=\"has-large-font-size wp-block-heading\">Pourquoi le Pixel Facebook perd en efficacit\u00e9 au fil du temps<\/h2>\n\n\n\n<p class=\"has-normal-font-size\">Le Pixel Facebook ne peut d\u00e9sormais plus collecter la m\u00eame <strong>quantit\u00e9 et qualit\u00e9 d\u2019\u00e9v\u00e9nements<\/strong><sup>3<\/sup> afin d\u2019alimenter votre compte Facebook \u2013 en d\u2019autres termes, il y a moins d\u2019\u00e9v\u00e9nements collect\u00e9s et ils ne poss\u00e8dent pas n\u00e9cessairement tous les attributs<sup>4<\/sup> attendus par Facebook \u2013 et ce pour plusieurs raisons :<\/p>\n\n\n\n<ul class=\"has-normal-font-size wp-block-list\"><li>L\u2019augmentation de l\u2019utilisation des <strong>bloqueurs de publicit\u00e9<\/strong><sup>5<\/sup>, ou Adblocker, par les internautes qui emp\u00eache la collecte de donn\u00e9es de navigation (i.e. <a href=\"https:\/\/developers.facebook.com\/docs\/facebook-pixel\/reference#standard-events).\" target=\"_blank\" rel=\"noreferrer noopener\">\u00e9v\u00e8nements attendus par Facebook comme une page vue, un ajout au panier, \u2026<\/a>). <strong>44%<\/strong> des internautes fran\u00e7ais de 16 \u00e0 64 ans utilisent des bloqueurs de publicit\u00e9 (d\u2019apr\u00e8s le <em>Digital Report 2020<\/em> pour la France publi\u00e9 par We Are Social et Hootsuite).<\/li><\/ul>\n\n\n\n<ul class=\"has-normal-font-size wp-block-list\"><li>Le <strong>blocage des cookies<\/strong><sup> <\/sup><strong>tiers<\/strong><sup>6<\/sup><strong> <\/strong>(<em>third-party<\/em>) <strong>par les navigateurs web<\/strong>. Certains navigateurs comme Safari (Apple) et Firefox (Microsoft) n\u2019acceptent d\u00e9j\u00e0 plus les cookies tiers depuis 2019, et les autres (comme Google Chrome) suivront dans la foul\u00e9e. D\u2019ici 2022, les cookies tiers auront disparu de tous les navigateurs.<\/li><\/ul>\n\n\n\n<ul class=\"has-normal-font-size wp-block-list\"><li>Le renforcement de la <strong>r\u00e9glementation<\/strong> en mati\u00e8re de <strong>confidentialit\u00e9<\/strong> et de <strong>gestion des consentements <\/strong>(ePrivacy, RGPD, \u2026) sensibilise les internautes \u00e0 prot\u00e9ger davantage leurs donn\u00e9es personnelles, qu\u2019ils refusent de plus en plus de partager face \u00e0 cette pression r\u00e9glementaire. A titre d\u2019exemple, une <a rel=\"noreferrer noopener\" href=\"https:\/\/www.flurry.com\/blog\/ios-14-5-opt-in-rate-att-restricted-app-tracking-transparency-worldwide-us-daily-latest-update\/\" target=\"_blank\">\u00e9tude mondiale men\u00e9e par Flurry<\/a> d\u00e9montre que seulement 15% des utilisateurs donnent leur consentement suite au lancement de la version 14.5 d\u2019IOS et son <em>App<\/em> <em>Tracking Transparency<\/em>.<\/li><\/ul>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"470\" src=\"http:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-1-historique-privacy.png\" alt=\"Facebook annonce une diminution de ses capacit\u00e9s de ciblage - du Pixel \u00e0 l\u2019API Conversions Visuel 1 historique privacy\" class=\"wp-image-6804\" srcset=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-1-historique-privacy.png 848w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-1-historique-privacy-300x166.png 300w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-1-historique-privacy-768x426.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"has-large-font-size wp-block-heading\">La solution de Facebook pour augmenter ses capacit\u00e9s de ciblage : l\u2019API Conversions<\/h2>\n\n\n\n<p class=\"has-normal-font-size\">La perte d\u2019\u00e9v\u00e9nements r\u00e9sultant des diff\u00e9rentes raisons \u00e9nonc\u00e9es pr\u00e9c\u00e9demment pose probl\u00e8me puisque votre Business Manager en a besoin pour que l&rsquo;algorithme de Facebook continue de cibler efficacement des prospects (<strong>campagnes d\u2019acquisition<\/strong>) ou clients (<strong>campagnes de retargeting<\/strong>) sur Facebook Ads et Instagram Ads.<\/p>\n\n\n\n<p class=\"has-normal-font-size\">Pour rem\u00e9dier \u00e0 cette situation, Facebook a mis en place une API afin de compl\u00e9ter les informations recueillies par le Pixel Facebook : l\u2019<strong><a href=\"https:\/\/scal-e.com\/fr\/comment-api-conversions-complete-et-ameliore-les-performances-du-pixel-facebook\/\">API Conversions<\/a> Facebook<\/strong><sup>7<\/sup>.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"470\" src=\"http:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-2-definition.png\" alt=\"Facebook annonce une diminution de ses capacit\u00e9s de ciblage - du Pixel \u00e0 l\u2019API Conversions Visuel 2 d\u00e9finition\" class=\"wp-image-6806\" srcset=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-2-definition.png 848w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-2-definition-300x166.png 300w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-2-definition-768x426.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-normal-font-size\">Cet outil va vous permettre de r\u00e9cup\u00e9rer les \u00e9v\u00e9nements en ligne auxquels le Pixel n\u2019a plus acc\u00e8s mais \u00e9galement de collecter les \u00e9v\u00e9nements hors ligne jusqu\u2019alors inaccessibles.<\/p>\n\n\n\n<p class=\"has-normal-font-size\">Ces \u00e9l\u00e9ments sont d\u00e9terminants pour <strong>am\u00e9liorer votre ciblage<\/strong> et ainsi <strong><a href=\"https:\/\/scal-e.com\/fr\/acquisition-fidelisation\/\">optimiser le retour sur investissement<\/a> <\/strong>de votre budget publicitaire (ROI\/ROAS).<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"470\" src=\"http:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-3-augmentation-performance.png\" alt=\"Facebook annonce une diminution de ses capacit\u00e9s de ciblage - du Pixel \u00e0 l\u2019API Conversions Visuel 3 augmentation performance\" class=\"wp-image-6808\" srcset=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-3-augmentation-performance.png 848w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-3-augmentation-performance-300x166.png 300w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/06\/Facebook-annonce-une-diminution-de-ses-capacites-de-ciblage-du-Pixel-a-lAPI-Conversions-Visuel-3-augmentation-performance-768x426.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-normal-font-size\">En savoir plus sur <a rel=\"noreferrer noopener\" href=\"https:\/\/scal-e.com\/fr\/blog\/marketing\/comment-api-conversions-complete-et-ameliore-les-performances-du-pixel-facebook\/\" target=\"_blank\">comment l&rsquo;API Conversions compl\u00e8te et am\u00e9liore les performances du Pixel Facebook<\/a>.<\/p>\n\n\n<section class=\"c-text-image\">\n  <div class=\"c-text-image__row \">\n    <div class=\"c-text-image__col -image\">\n      <div class=\"c-text-image__image \">\n        <img class=\"lazyload\" data-src=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Untitled-design-1.png\" alt=\"\"\/>\n      <\/div>\n    <\/div>\n    <div class=\"c-text-image__col -text\">\n      <h2><\/h2>\n      <div class=\"c-text-image__text \">\n        <p>Et pour savoir comment la nouvelle API de Facebook vous permettrait d\u2019<strong>augmenter de 20% vos conversions<\/strong> en 1 semaine seulement :<\/p>\n\n\n                        <div class=\"c-text-image__btn\">\n        <a href=\"http:\/\/gpiutbm.cluster023.hosting.ovh.net\/fr\/demo-sur-mesure\/\" class=\"o-btn\">Demander une d\u00e9mo<\/a>\n        <\/div>\n              <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<hr class=\"wp-block-separator has-css-opacity is-style-wide\"\/>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-luminous-vivid-orange-color\"><strong>Petit dico de mots-cl\u00e9s d\u00e9finis par des sites web et agences qu\u2019on aime bien :<\/strong><\/mark><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e2e7ea\"><tbody><tr><td class=\"has-text-align-left\" data-align=\"left\"><sup>1<\/sup> <strong>CPA <\/strong>: le co\u00fbt par action ou CPA est un mode de facturation d&rsquo;un espace publicitaire ou d&rsquo;une action marketing qui consiste \u00e0 facturer l&rsquo;annonceur en fonction des r\u00e9sultats obtenus lors de la campagne (source : <a rel=\"noreferrer noopener\" href=\"https:\/\/www.definitions-marketing.com\/definition\/cout-par-action\/\" target=\"_blank\">D\u00e9finitions Marketing<\/a>).<br><br><sup>2<\/sup> <strong>Pixel Facebook <\/strong>: le pixel Facebook est un bout de code que vous pouvez placer sur les pages de votre site internet, ce mouchard d\u00e9tecte les visiteurs de votre site qui seront ensuite identifi\u00e9s lorsqu\u2019ils effectuent une action sp\u00e9cifique (source : <a rel=\"noreferrer noopener\" href=\"https:\/\/junto.fr\/blog\/pixel-facebook\/\" target=\"_blank\">Agence Junto<\/a>).<br><sup>3<\/sup><br> <strong>\u00c9v\u00e9nement <\/strong>: dans le monde de Facebook, un \u00e9v\u00e9nement est simplement une action particuli\u00e8re effectu\u00e9e par un client (source : <a rel=\"noreferrer noopener\" href=\"https:\/\/www.1min30.com\/dictionnaire-du-web\/adblocker-logiciel-de-blocage-de-publicites\" target=\"_blank\">I<\/a><a rel=\"noreferrer noopener\" href=\"https:\/\/ignitevisibility.com\/facebook-offline-conversions-api-complete-guide\/#:~:text=In%20Facebook%20land%2C%20an%20event,store%20visits%20or%20phone%20calls.\" target=\"_blank\">gnite Visibility Digital Marketing Agency<\/a>).<br><br><sup>4<\/sup> <strong>Attribut (d\u2019un \u00e9v\u00e9nement Facebook)<\/strong> : d\u2019apr\u00e8s Le Robert, un attribut est ce qui est propre, appartient particuli\u00e8rement \u00e0 quelqu\u2019un ou quelque chose. Dans le monde de Facebook, il s\u2019agit donc des caract\u00e9ristiques propres \u00e0 un \u00e9v\u00e9nement et dont Facebook a besoin pour l\u2019identifier.<br><br><sup>5<\/sup> <strong>Bloqueur de publicit\u00e9<\/strong> : on d\u00e9signe par bloqueur de publicit\u00e9, ou Adblocker, un dispositif logiciel offrant la possibilit\u00e9 aux internautes de bloquer l\u2019affichage des publicit\u00e9s sur les sites web qu\u2019ils visitent (source : <a rel=\"noreferrer noopener\" href=\"https:\/\/www.1min30.com\/dictionnaire-du-web\/adblocker-logiciel-de-blocage-de-publicites\" target=\"_blank\">Agence 1min30<\/a>).<br><br><sup>6<\/sup> <strong>Cookie<\/strong> : un cookie est un petit fichier stock\u00e9 par un serveur dans le terminal d\u2019un utilisateur et associ\u00e9 \u00e0 un domaine web. Ce fichier est automatiquement renvoy\u00e9 lors de contacts ult\u00e9rieurs avec le m\u00eame domaine (source : <a rel=\"noreferrer noopener\" href=\"https:\/\/www.cnil.fr\/fr\/definition\/cookie\" target=\"_blank\">CNIL<\/a>).<br><br><sup>7 <\/sup><strong>API Conversions de Facebook <\/strong>: une API, qu\u2019on peut traduire par interface de programmation d\u2019applications, est une interface qui permet \u00e0 deux applications de communiquer entre elles. L\u2019API Conversions est un outil Facebook Business qui vous permet de transmettre des \u00e9v\u00e8nements web et hors ligne cl\u00e9s, ou les actions des clients. L\u2019objectif de cette API est qu\u2019un visiteur ou le destinataire d&rsquo;une campagne accomplisse l&rsquo;action recherch\u00e9e (sources : <a rel=\"noreferrer noopener\" href=\"https:\/\/www.facebook.com\/business\/help\/2041148702652965?id=818859032317965\" target=\"_blank\">Facebook Business<\/a> &amp; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.definitions-marketing.com\/definition\/conversion\/\" target=\"_blank\">D\u00e9finitions Marketing<\/a>).<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-medium-font-size\">&gt; <span class=\"has-inline-color has-luminous-vivid-orange-color\"><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/neomedia.io\/blog\/api-conversions-facebook\/\" target=\"_blank\">D\u00e9couvrez notre podcast coup de c\u0153ur sur ce sujet<\/a><\/strong><\/span><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-normal-font-size\">Suivez-nous sur <a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/company\/scalemartech\/\" target=\"_blank\">LinkedIn<\/a> &amp; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.instagram.com\/scale_martech\/\" target=\"_blank\">Instagram<\/a> pour ne pas manquer nos prochains articles sur ce sujet.<\/p>\n\n\n\n<p>__________<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>Scal-e est une CDP (Customer Data Platform) permettant de connecter plusieurs flux de donn\u00e9es (site internet, points de vente, CRM et autres) dans un seul datamart. Ainsi les marques ont acc\u00e8s \u00e0 des donn\u00e9es propres : des profils clients unifi\u00e9s, des informations \u00e0 jour en temps r\u00e9el, pour mieux conna\u00eetre leurs clients et r\u00e9pondre \u00e0 leurs besoins au bon moment, par le bon canal. Dans la m\u00eame plateforme, les marques peuvent construire leur strat\u00e9gie marketing (audience builder, sc\u00e9narisation, planification, programme de fid\u00e9lit\u00e9) et l\u2019appliquer sans changer de logiciel.<\/em><\/p><\/blockquote>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Facebook d\u00e9clare qu\u2019une augmentation de 150% minimum du co\u00fbt par action (CPA). Tous les annonceurs et agences qui utilisent le Pixel Facebook pour alimenter leur Facebook Business Manager sont concern\u00e9s&#8230;<\/p>\n","protected":false},"author":9,"featured_media":6748,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[108,163,162,161,160,159,157,156,155,154,39,104,96,94,93,92,90,89,51,40],"class_list":["post-5381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-campagnes-marketing","tag-pixel-facebook","tag-publicite-facebook","tag-facebook-ads","tag-facebook","tag-conversion-api-integration","tag-facebook-conversion-api","tag-conversion-api","tag-api-conversions-facebook","tag-api-conversions","tag-martech","tag-marketing","tag-retargeting","tag-facebook-api-2","tag-cookies","tag-conversion","tag-api","tag-facebook-pixel","tag-acquisition","tag-cdp"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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