Facebook recently began rolling out an upgraded WCA pixel for many ads accounts. The goal of this upgrade is to eventually provide one unified approach to both audience and conversion tracking. While you may see upgraded documentation from both Facebook and StitcherAds in the near future, the legacy pixels will continue to work for the foreseeable future.
What is the Upgraded WCA Pixel?
From a technical perspective, the upgraded WCA pixel (and associated events) are very similar to the legacy pixels/events. The main difference you may see is that the default action has changed from PixelInitialized to PageView within the new WCA pixel.
Why is Facebook making this change?
As retargeting and other advanced audience options have become a larger part of customers' advertising, Facebook has decided to unify the conversion and audience tracking options they provide. Rather than require multiple pixels, Facebook is moving towards one primary pixel (upgraded WCA) supported by various event tags (ViewContent, AddToCart, Purchase, etc) that will act as conversion types.
How does this affect my campaigns?
There should be no negative affect on any currently running campaigns. You may upgrade to the new pixel if you wish. However, as the legacy pixels (WCA and conversions) and events will continue to work for the foreseeable future, we recommend all customers maintain their current code deployment.
What changes are coming in StitcherAds re: the upgraded pixel?
We already have enhancements in place to allow customers better reporting and optimization based off event tags (in addition to legacy conversion pixels). As the upgraded pixel becomes more available across ads accounts, we will continue to update our documentation and work towards 100% supporting any required changes from Facebook. Stay tuned!