Apple has recently announced the changes that will happen as soon as iOS 14 rolls out. And while it works in favour of many of Apple’s users, things aren’t looking good for businesses that advertise through Facebook.
If you’re worried and want to know how this might affect your digital and social media marketing strategy, reading this article will surely help. Today, we look at what the recent Facebook iOS 14 changes mean for you and how you can prepare for it based on tips that came directly from Facebook.
iOS 14 major changes
Facebook said that the update to Apple’s operating system will “impact how we receive and process conversion events from tools like the Facebook pixel. Businesses that advertise mobile apps, as well as those that optimise, target, and report on web conversion events from any of our business tools will be affected.”
Apple will be asking for “permissions” from applications to collect data from app users. Seeing that most Apple users will opt-out of tracking, this will affect how Facebook collects data and get in the way of targeting the right customers, optimising your social media apps, and make accurate conversions.
While the social media company said that they will “provide updates and additional resources to support businesses advertising on our platform as they become available,” there are a few things you can do to prepare for the forthcoming iOS update. Here are a few.
1. Verify your website’s domain
This can help avoid disruption of your website campaigns, says Facebook.
Doing so will require you to demonstrate that you are connected to your business by receiving a verification code sent by Facebook or completing domain verification. Consider verifying your website’s domain as soon as possible because once the iOS 14 takes effect, all ad sets optimising to a pixel event on an unverified domain will be stopped.
2. Configure eight preferred web conversion events
This step can be done in the Events Manager and can be used for campaign optimisation. As we’ve briefly covered above, ad sets optimising for a conversion event no longer available will be paused. “Events not configured as one of the 8 conversion events for a domain can still be used for partial reporting in Ads Manager and website Custom Audience targeting,” Facebook said.
3. Update to Facebook’s SDK for iOS 14 version 8.1
Facebook said that it can help personalise ads delivered to iOS 14 users. The social media company’s SDK for iOS 14 version 8.1 “currently supports Apple’s SKAdNetwork API and enables measurement for app install ads,” they said. Those planning to update will have to do this step through the Events Manager.
In addition, Facebook said that the iOS 14 changes will include the removal of Facebook’s 28-day click-through, 28-day view-through, and seven-day view-through attribution windows for active campaigns.
Before these features become unavailable, you can use Facebook’s Comparing Windows feature to better anticipate changes in reported conversions.
To better prepare their advertisers for the upcoming changes, the social media company “will initially default to a seven-day click and one-day view attribution setting ahead of Apple’s enforcement of the AppTrackingTransparency (ATT) prompt.”
When iOS 14 rolls out, businesses advertising on Facebook may see significant drops in leads, landing page views, and even in purchases. But don’t worry. You can still focus on your top-line metrics to ensure that your advertising still reaches your targeted audience.
Other significant changes in the iOS 14 rollout will include limitations to reporting, dynamic ads, ad creation, and new delivery statuses.
Facebook recommends that if you plan to deliver optimised ads for both web and app conversion events, taking all the actions we’ve discussed will help.
It’s also expected that almost all Apple product users will choose not to be tracked as Apple seems to be touting this new update masked behind security measures while in fact, they might be changing the digital marketing landscape.
See, Apple is not getting any cut from the revenue Facebook makes from these ads. And by cutting their customers on Facebook’s tracking system, Apple renders that tracking system useless — at least for customers on Apple iPhones or similar devices.
Speak to the experts
Finding new ways to optimise your Facebook campaigns to get the best results will be a major focus in 2021. Working with a Facebook marketing agency will give you the opportunity to adapt quickly to new changes and how to improve on your ads, especially with leveraging new targeting strategies.
Overall, the forthcoming iOS 14 updates can really damage your digital advertising strategies. But worry not. Facebook is definitely preparing for it and will release several new updates to mitigate the loss of its advertising partners due to the iOS update. What’s important is that you prepare for it so you can keep abreast of the changes to come.
If you would like us to help you with your Facebook marketing and get you ahead of any updates, simply get in touch with us on (03) 9923 2712 or send through an enquiry online.