Here is everything you need to know about the Apple iOS 14 update. We will be discussing how this will impact on businesses’ Facebook ads and what you can do to minimise the impact.
What is iOS 14?
iOS 14 is Apple’s most recent update. As part of updating their user privacy, Facebook users now the the option to opt-out of their data being tracked. This impacts on the sharing and collection of data, and therefore also impacts on how businesses’ can track the behaviour of their target audience.
When going into the Facebook app, users are now prompted to select their preference on sharing this data. This option will only target people using the the latest iOS 14.
Before, Facebook and Instagram used a specific type of tracking that collected a load of data on its users. This helped to deliver successful ad campaigns to the relevant audience, as well as monitoring their online activities. The update will impact on how businesses’ and users advertise through Facebook.
How will it affect Facebook advertising?
There are some important considerations you should make to your advertising since the latest iOS 14 update. Here are some of our observations on how the update will impact your Facebook ads.
If people choose to disable data tracking, audience sizes may see a decrease because they will not include the users on the latest iOS 14 update. Advertisers will lose the ability to set up remarketing ads and lookalike audiences to users who have opted out.
Another important consideration is that some campaign results will be counted differently, as more and more people using iOS 14 opt-out of tracking. Statistical modelling may be used to account for some conversions, however due to some of the changes with the new update, we may also see a decrease in the number of reported conversions.
There is a new limit on web events and pixel tracking. Due to the latest changes with iOS 14, Facebook will implement its new ‘aggregated event measurement’ feature. This supports advertisers’ efforts to preserve user privacy while running effective campaigns. This means advertisers will be able to use 8 conversion events from a single web domain.
Finally, reporting and optimising will become more difficult. Not only will real-time reporting not be supported, clarity on what’s working is also going to be harder for Facebook advertisers. We’ll lose the ability to track performance by age, gender, location etc.
How to minimise the impact of iOS 14?
Whether you’re an ecommerce business, or promoting a service, and currently running ads or planing to, here’s what you can do to minimise the impact of the latest iOS 14 update.
Firstly, review your pixel to ensure you have the correct events available to you. It’s important to remember that it’s only 8 events from a single domain now, so be sure to remove any events that you don’t need! Secondly, verify your website domain via an admin user in the business manager safety section. If you rely on custom audiences, such as remarketing or lookalike, you’ll need to consider focusing on growing other remarketing lists. This may include video viewers, email subscribers or social media followers.
With the update having been in place for a few weeks now, we’re sure many businesses have already seen an impact on their ads to various degrees. Facebook changes are fluid and we’re bound to see more privacy-focused updates in the future. Although, always remember that however disruptive and frustrating these changes are, Facebook is always looking at ways to ensure advertisers and businesses still have the ability to run targeted and successful advertising campaigns through their platform.
If you’re looking to discuss this update further, just get in touch with us here at onefoursix, and we’ll be happy to have a chat. Whether you’re looking for support to ensure your advertising efforts are not affected, or just want to know more about it, get in touch here.
