iOS 14 is Coming: How Improved User Privacy Will Affect Targeting, Tracking, and Optimizing Facebook Ads

Apple’s latest iOS update will restrict data usage in an effort to hold apps to a higher standard when it comes to user privacy. At the heart of it, this will affect how your Facebook pixel receives data, which could negatively impact your targeting, tracking, and optimizations. Have you thought about what this means for your Facebook ads strategy? We have! And we’re here to help. 

What exactly is the iOS 14 update? 

As part of Apple’s new AppTrackingTransparency framework, there are two big changes coming with iOS 14 that impacts how apps use your data. 

  1. Apps will be required to describe how they’ll use your data in the App Store.
  2. You’ll begin to receive a notification from each app asking permission to use your data to track you across apps and websites.

Facebook anticipates that many people will opt out of app tracking on iOS devices, which could negatively impact targeting that allows for a more personal advertising experience for users and performance reporting. 

Changes Facebook’s Making To Prepare for iOS 14

In preparation for iOS 14 and Apple’s AppTrackingTransparency framework, Facebook’s making a few notable changes to Ads Manager that will impact how we build out campaigns. (Some of this gets technical, so bear with us!) 

Check out this list of changes that Facebook’s making and how you can prepare your ad accounts for them!

#1 Conversion Events

Starting in early 2021, advertisers will be limited to using only eight conversion events per domain set up on your Facebook pixel. Once this goes into effect, ad sets optimized beyond the eight prioritized conversion events will be paused. 

How You Can Prepare:

 

#2 Value Optimization

This update will really only affect e-commerce brands with large product catalogs that rely on dynamic ads. If that’s not you, skip ahead to number three!

Value Optimization is a delivery setting you can currently enable at the ad set level in Facebook Ads Manager. It tells the algorithm to bid on audience members who are most likely to spend more money. In theory, this helps improve your Return on Ad Spend (ROAS). 

Value sets will be moved from the ad set level to Events Manager, and will count as part of the eight conversion events that are allowed per domain. 

How You Can Prepare:

  • Start moving away from Value Optimization delivery (if you currently use it!)

 

#3 Tracking and Measurement

Facebook will be eliminating its 28-day attribution windows and instead, all ad accounts will default to the 7-day click attribution window. Attribution window settings will also be controlled at the ad set level instead of the ad account level. This will help ensure that conversions being measured are the same ones used to inform campaign optimizations. 

For app and web conversion events, the ability to use breakdowns is going away. You’ll no longer be able to break down your results for these events by age, gender, region, placement, etc. 

We won’t know definitively until the iOS 14 updates fully roll out in early 2021, but we’re expecting this change in attribution window to cause cost per results to increase. 

How You Can Prepare:

  • Update any automated rules using a 28-day attribution window.
  • Begin using the comparing windows feature in ads manager to see how conversions attributed to ads compare across different attribution windows. You can access this by creating custom columns in Ads Manager, then click “Comparing Windows” in the bottom right corner.

ios14-facebook-ads

#4 Dynamic Ads

No major changes will be happening to Dynamic Ads, but if you use them for Retargeting, you could start to see audiences sizes decrease and lower performance. For now, Facebook’s expecting minimal impact to broader prospecting audiences being served Dynamic Ads. 

How You Can Prepare

  • Verify your product URL domains in the catalog feed and avoid the use of URLs redirecting users to a different domain (no bit.ly!)
  • Prepare to use one pixel per catalog to optimize for prioritized conversion events across all catalog items.

 

There’s still so much to learn about how iOS 14 will impact Facebook advertising. 

At the end of the day, we won’t truly know the impact iOS 14 will have on Facebook advertising until these changes roll out. 

We don’t know how many Apple device users will opt-out of app tracking (although my gut says it’ll be the majority). We don’t know exactly how targeting and tracking will suffer. 

Each brand’s volume of iOS users will differ. Some brands will have higher percentages of iOS users compared to Android and desktop users than others. Start researching this in your ad account now by analyzing your device impressions breakdown.

While Facebook will be going through massive changes this year, several other social advertising channels have made huge strides in their paid acquisition offerings. Platforms like Pinterest, TikTok, LinkedIn and Twitter are upping their game, and now might be the time to diversify your social advertising channels if you’ve been reliant on Facebook up until now. 

If you’re interested in talking more about how to prep your ad account for iOS 14 or broaden your social advertising to other channels, let’s talk!