December 12, 2020
How IOS 14 Is Changing Facebook Ads And How To Prepare
What is Apple’s IOS 14 Update:
Apple has announced changes with iOS 14 that will impact how we receive and process conversion events from tools like the Facebook pixel. Businesses that optimize, target, and report on web conversion events from any of our business tools will be affected.
Specifically, Apple will begin to require that all apps in the App Store show a discouraging prompt to users on iOS 14 devices, in accordance with their AppTrackingTransparency framework. Apple’s policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt. As more people opt-out of tracking on iOS 14 devices, ads personalization and performance reporting will be limited for both app and web conversion events.
In response to these changes, Facebook will also start processing pixel conversion events from iOS devices using Aggregated Event Measurement. This will support your efforts to preserve user privacy and help you run effective campaigns
How It Affects Advertisers Like You:
Specifically, these changes may limit your ability to:
- Remarketing Campaigns – as more users opt-out of tracking audiences will become smaller.
- Audience Delivery: Audiences previously created may be affected as your ads need data to deliver the most relevant audiences at the right frequency.
- ROAS Optimization: Predicting and optimizing cost per action over time will change depending on the data available.
- Ad Personalization – may be limited based on the information collected about each customer.
- Reporting – Measure and report on conversions from certain customers will be affected.
Our Response To IOS 14 Privacy Changes
To mitigate the effect on our client’s campaigns the MD team has put together an action list for all clients that includes:
- Domain Name Verification – This will grant our clients the ability to optimize a maximum of 8 conversion events per domain for optimization and reporting.
- Manage preferences for preferred conversion events – we will prioritize up to 8 conversions that drive maximum impact.
- Compare attribution models – to fully understand the impact we will compare the new 70 attribution model to the old. This will help our clients better anticipate any changes in reported conversions that result from moving to a 7-day window.
- Conversion API – To measure conversions using website servers rather than only relying on browser-based cookies.
Our team has begun to roll this out immediately for our clients in order to prepare for Apple’s IOS 14 update.