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January 2024 Facebook updates

The new ‘Link History’ feature on Facebook and the prospects for targeted advertising

The most recent talk on the interwebs is about Facebook’s innovative Link History launch. With its ability to archive user browsing behaviours, this capability could revolutionise the way firms and marketers approach improving their targeted advertising campaigns.

Why is this a change that is welcome?

 Facebook’s Link History offers advertisers a chance to adjust and use a reliable third-party source for more compliant and targeted advertising strategies, as the digital advertising sector struggles with the looming loss of cookies and the tightening grip of privacy regulations.

This dynamic solution lets Meta marketers access a plethora of user behaviour data by cataloguing users’ website visits. It has the potential to improve the efficacy and precision of Facebook ad targeting.

Although Link History is pre-enabled, users can choose not to have it, which gives Meta insights into users’ website visits over the previous 30 days. This is a fantastic opportunity for marketers to use the data to produce more individualised and focused advertising, offering a potential solution in the face of the growing privacy concerns.

How Link History works:

Link History logs users’ last 30 days of website visits made with the Facebook mobile browser on Android and iOS devices. It only saves links that the user has clicked on when using Facebook’s mobile browser; links viewed during Messenger chats are not included.

When can we expect it?

The feature is still in the early stages of development and may not be accessible in your area right now. Meta hasn’t disclosed a precise date for the Link History archive option’s global deployment, but it’s anticipated to reach more mobile users globally. Crucially, desktop computers do not now support this capability; it is only available on mobile devices.