Meta media buyers, there's a new metric in town

Hey 👋

This is Pipe Rise. We show you a handful of cool things happening across tech and performance marketing...all in less time than it takes to make a pot of coffee

In Today's Email:

1. Meta media buyers, there's a new metric in town

2. TikTok is testing new ways to get you to the land of nod

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

#1 - Meta media buyers, there's a new metric in town

Ah the age-old question, should we use pixel-based attribution or the Conversions API? Well media buyers, you won't be surprised to hear that the Meta crew have been pushing us all to use the Conversions API (often referenced on the streets as CAPI), and they've even just introduced a new metric to prove that it's in your interest to switchover.

The new metric is called AAC - Additional Attributed Conversions (or, as we like to call it, the "awesomely amazing conversions"). Keep an eye out for in your Events Manager, and it'll highlight just how many extra conversions the API could attribute to your beautiful ad account.

You'll be hard-pressed to find a Meta announcement detailing this new metric. They didn't do a great job of announcing it. Luckily, the kind folks in Andrew Foxwell's fantastic Slack community sent it our way.

So go ahead, pat yourself on the back and enjoy all the additional conversions coming your way. You deserve it!

#2 - TikTok is testing new ways to get you to the land of nod

We've all been there. You're lying in bed, endlessly scrolling through your personalized and addictive TikTok feed and telling yourself that you'll close the app after you watch the next video. Before you know it, 40 minutes of cute dogs watching the Lion King has zipped by and you're feeling guilty that it happened again. Jumping out of bed tomorrow morning is going to be a struggle.

TikTok knows how addictive it is, and in an effort to help you get more sleep time to recover for the 89 minutes you're going to be spending on the app everyday, they're introducing a new 'Sleep Reminders' feature that's going to nudge you when it's time to shut down for the night.

Not only will TikTok gently tuck you into bed and even tuck itself in for a good night's sleep. It'll mute all push notifications so that you don't get dragged into any midnight rabbit holes.

CHUCKLE OF THE DAY 😂

Say goodbye to doing this at 2am on a school night thanks to TikTok's new wellness attitude

And that's a wrap folks. Cya tomorrow for more tech and performance marketing news without the snooze 🤞