Impact of iOS 14 On Facebook Ads: What It Means For Your Business

Impact of iOS 14 On Facebook Ads: What It Means For Your Business

In relation to Apple’s iOS 14 requirements, Facebook recently announced changes on its platform that will begin in February 2021. What does this mean for your business? What is the impact of iOS14 on Facebook Ads? 

Apple’s iOS 14 was rolled out at the end of September last year. Perhaps the most notable change was introducing a new feature intended to give users more control over third-party data collection. Before this update, users needed to proactively go to Facebook’s settings to turn off data collection —something that not many know how to do; many are not even aware that this is an existing option.

With iOS 14, users will receive prompts that require that they permit data collection. Without it, Facebook and other publishers can’t track site and app activity through their pixels. Previously, the default setting was automatic tracking; now, no tracking will occur if users take no action.

Impact of iOS 14 on Facebook Ads? 3 Main Changes To Expect

Showing App Tracking Permissions 

Facebook announced that it would be showing ATT (AppTrackingTransparency framework) notice. Similarly to location sharing or push notification permission, the pop up will ask if users would like to be tracked by advertisers and if they would like to see personalised ad recommendations.

Mobile Web Tracking

Campaigns done via the web, (not on the app with iOS 14), are still automatically tracked by URL parameters. Facebook pixel detects when users click on the website, allowing the data to be regarded as specific user ad impressions back on Facebook app.

On the other hand, Facebook ad sessions that start within a mobile iOS 14 app where users opt-out of tracking, cannot be synched back to Facebook. The upside is, they can still be tracked via UTM code and will still reflect in Google Analytics.

Limits On Conversion Events

Each domain/website will have a maximum of 8 unique conversion objectives. Facebook will initially configure the conversion events that they deem most relevant to the business based on activity. It’s best to ensure that standard events are active on your site.

What is the impact of iOS 14 on Facebook Ads I run for my business?

Fewer conversion events to track means broader event optimisation. – If your ad is only focused on one outcome, the limit on conversion events shouldn’t have a massive effect on your daily data impression. However, it could pose as a challenge when you are tracking multiple events. You will have to choose only the most relevant objectives to optimise. 

Delays in reporting – There will be delays with generating data for up to three days as real-time reporting is practically unlikely. Web conversion will be reported based on when the conversions occur and not the time of the linked ad impressions. The risk is making premature or delayed decisions to either stop or keep a Facebook ad running because the data is not current.

What can I do to limit the impact of these changes?

What can I do to limit the impact of these changes?

Verify your domain – One of the first things to do is verify your domain with Facebook. What that does overall, is separate real active websites and organisations from any spam out there. Essentially you are telling Facebook that your website is secure, safe and all above board. It’s a really simple process to verify your domain and all is is explained in this 2 minute video at the bottom of this Facebook article.

Set up 8 main conversion events – With the new changes, users of Facebook Ads are able to set up, up to 8 main conversion events e.g. view content, add to basket, checkout, sale/purchase, lead etc. If you haven’t already ensure these events are set up correctly so you can track these metrics. Any ads you have set up that are running for conversion events no longer available will be paused.

Google Analytics tracking – If you are not currently utilising the wonder that is Google Analytics then now is the time to get across your numbers for websites and landing pages. We have a useful Google Analytics Metrics Guide available here. Once you set up Google Analytics properly, you’ll be able to cross check where sales and enquiries are coming from if Facebook Ads reporting is showing less than normal numbers coming through.

From what we can tell, the most impacted organisations are those with an app attached to their business. We have noticed when using certain apps recently, we have been asked if we want to be ‘tracked’. If consumers opt out then that’s where numbers will be affected.

Overall change can be good and as with all Facebook changes and updates, there will be a period of adjustment, but you will still be able to run Facebook Ads as you normally would. However, it is worth noting, you may see fewer conversions being tracked through Facebook reporting. The reality is, results shouldn’t be affected for standard ads, but you may see drops in retargeting due to the tracking mechanisms. 

If you have questions about the impact of iOS 14 on Facebook Ads, please contact us. We’re happy to help so your business can successfully navigate through these changes.