In our recent iOS 14 Blog, we provided an update of what’s to come as a result of Apple’s upcoming privacy features in iOS 14.5. In sum, Apple will begin to require apps in the App Store to ask for permission before tracking any behavior. Consumers will actively need to provide permission to track in order for apps to record behavioral patterns of the users. For example, Facebook users who install iOS 14, will be presented with the following:
Clearly, businesses that advertise on mobile, as well as those that optimize, target, and report on web conversion events from any of Facebook’s business tools will be affected.
Advertisers can expect changes in 3 core areas:
- Advertising Tool Setup: Advertisers choosing to continue using a Facebook pixel and browser-based methods should immediately verify their domain in order to continue configuring and measuring conversion events on their site. Advertisers will also be limited to 8 conversion events per domain and these events will be ranked based on priority. In addition, when an event is changed, a 72 hour cool down period will occur before the campaign will resume using changed events.
- Targeting and Delivery: Only 7-day click-through attribution windows (1-day view-through) will be available for all conversions and catalog sales objective campaigns. Advertisers using Dynamic Ads based Retargeting should expect to see performance and audience sizes decrease as well as a decrease in the size of your app connections, app activity Custom Audiences, and website Custom Audiences.
- Measurement and Reporting: Real-time reporting will not be supported and data will be delayed up to 3 days, aggregated, and limited. Going forward, 28-day click-through, 28-day view-through, and 7-day view-through attribution windows will not be supported. For both app and web conversions, delivery and action breakdowns, such as age, gender, region, and placement will also not be supported.
But unlike months ago when news of this update sent advertisers in a frenzy, we wanted to provide some palatable solutions on how to prepare to optimize your results in wake of the iOS 14 update.
Action 2: Prepare to operate with a maximum of 8 conversion events per domain. Advertisers should identify which conversion events are most important to their goals to keep.
Action 3: Anticipate changes to attribution windows and update previous automated rules. Advertisers should export any historical data they can for future comparisons and be sure to update any automated rules using a 28-day attribution window to account for when the new 7-day click-through window default goes into effect.
If you are a brand or agency and would like assistance in preparing for the changes occurring with the iOS 14 update or you are interested in simply marketing your brand on Facebook with a new partner, let us know at info@Socialtyze.com.