Facebook Ads vs iOS14: How to lessen the impact for Businesses, Brands, and Advertiser? Step by step and know how.
Facebook Ads vs iOS14: How to lessen the impact for Businesses, Brands, and Advertiser? Step by step and know how. Read on.
Whether or not you’re an advertiser you may have heard about one of the biggest changes in tech that’s being made by Apple — The iOS 14.5 update. If you’re reading this chances are you have been affected by it.
Here’s everything you need to know about the iOS 14.5 update and how it affects your ads and reporting.
What is iOS 14.5
In case you haven’t read my other blog (which I highly suggest you do), here’s what that update means.
Apple has announced that they will be adding several features in an effort to protect iPhone users’ personal information.
This update was implemented early in 2021 wherein a new privacy and consent workflow for every mobile app currently served from the App Store or downloaded on an Apple mobile device including iPhones, iPads, and Apple TVs.
One feature of this update is their new prompt that appears on user’s screens, explicitly asking them if they’d like to opt-out of being tracked by a specific app.
Aside from this Apple has also declared that starting this year, they will start removing apps from the App Store that are not in line with their privacy guidelines called App Tracking Transparency (ATT).
What it means for Advertising
The open secret of advertising digitally is that it relies and revolves on cookies and data. This update made by Apple significantly affected advertising as people running e-commerce business reports sudden drop on conversions starting January.
Particularly when it comes to Facebook ads, which are tremendously effective thanks largely to the level of data that they use. Since Apple’s announcement, Facebook has since warned that these changes could lead to a more than 50% drop in its Audience Network advertising business.
How you can prepare
1. Convert your ad account to a Facebook Business Manager account.
This will let you edit your event configurations on a computer. You’ll also gain access to Business Manager to manage your marketing efforts and track your ads on Facebook and Instagram more efficiently with easy overviews and detailed views of your ad spending and impressions.
2. Verify your Domain
You may need to confirm that you own your website’s domain to help avoid any future disruption of your website campaigns.
Verify your domain by going to Brand safety in Business Manager. Your domain is the top level of the website where you want conversions to happen.
How will this change the way I create ads from my Page or Facebook Business Suite
You can continue to create ads from your Facebook Page or Facebook Business Suite, but you may notice different results from ads that are for conversion events that happen on your business’ website.
Here’s a look at some of the biggest likely implications of Apple’s upcoming changes for Facebook Ads:
- Ad creation
You can continue to create ads from your Facebook Page, but you may notice different results from ads that are for conversion events that happen on your business’ website.
The following are additional limitations that you’ll need to consider.
Web advertisers: To deliver ads for conversion events that occur on your business’s website:
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.
You can select up to eight unique conversion events per website domain, and ads optimising for a conversion event that’s not one of your eight choices will be turned off when Facebook implements Apple’s AppTrackingTransparency framework. Facebook initially set up your event configurations with the events that we believe matter most to your business based on recent spend from all of the ad accounts advertising to your domain.
Some of your ads may be turned off if:
They are optimising for conversion events that haven’t been set up for this domain
You have more than eight unique conversion events per domain for optimization.
App advertisers: To create ads for iOS 14 apps, you’ll need to go to Ads Manager. Note: You’ll need desktop access to view the Events Manager.
Delayed reporting: Real-time reporting will not be supported and data may be delayed up to three days. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions.
Estimated results: Your estimated daily results may decrease because they may not include conversions from some people using iOS 14 devices. In some cases, statistical modelling may be used to account for some conversions.
We expect that your app connections, app Custom Audiences and website Custom Audiences will decrease due to the loss of some of the events from iOS 14.
Dynamic ads limitations
If you have ads that use your catalogue to get more website purchases, the size of your retargeting audiences may decrease as more devices update to iOS 14.
If you plan to create ads from your Page that use your catalogue here’s what you have to do:
Set up your catalogue to use only one pixel. In response to Apple’s AppTrackingTransparency framework, your pixel will only report and optimise for a maximum of eight conversion events for each domain.
Facebook will initially configure the conversion events that we believe are the most relevant to your business based on your activity. All other events will be made inactive for campaign optimisation and reporting.
It’s not just Facebook
It’s also important to note that all advertisers, not just Facebook, will be affected by this update, including Pinterest, LinkedIn, YouTube, and Google.
Keep in mind that these changes are only for people who are using iOS devices when they update to iOS 14.5. Data tracking will still work on Android devices, older iOS devices, and desktops. Of course, it will also still work for people who choose not to opt-out as well.
While it may be unnerving for businesses that rely on tools that use precise user information to monitor ad implementation, the impact could be cushioned. Knowing the full implications of the announcement, and having enough time to implement alternatives is key to minimizing the impact, and keeping your business operating all systems normal once these changes take place.
If there’s anything the past year has taught us, it’s that we’re continuously changing and evolving. Although some changes might not be to our liking it’s important to always be prepared to pivot and adapt.