THE CHALLENGE
On July 1, 2020, Facebook automatically opted in all ad accounts to Limited Data Use (LDU) in reaction to new CCPA regulations on data usage in California. This modification decreased both reach and return on ad spend (ROAS) on ads targeting prospective customers in California by 300%
THE SOLUTION
Early Testing: By using custom data analytics to accurately measure the effects of CCPA early, the PlusUp team identified the impact and provided strategic guidance for media planning and buying
Machine Learning Expertise: By applying Facebook’s best practices, PlusUp clients better optimized delivery to customers in states without data restrictions thereby driving better performance
Override Application: After their legal review, many PlusUp clients opted out of LDU and saw California delivery and ROAS return to previous levels
THE SUCCESS
Delivery and ROAS in California rebounded after opting out of LDU
*Facebook enrolled ad account in LDU
**Ad account opted out of LDU
More Success Stories
Digital Expansion + Local Marketing + Performance Monitoring + Product Launch