Written by: Dean Hua

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What’s the impact on Facebook advertisers? 

If the Facebook (and Instagram, What’s APP) apps cannot track users on iOS14 because of mass opt-out, there are 3 issues:

  1. The ability to retarget users
  2. The ability to track the campaign performance effectively
  3. Will top of funnel audience targeting still be as effective without data from users on iOS14?

In most cases all 3 could be negatively impacted and we’ll know the extent better towards mid/late 2021 as more users adopt iOS14 and the apps lose more and more valuable user-level data.

Does this only affect Facebook?

No. This update from Apple impacts ALL apps, not just Facebook. This will apply toTikTok, Pinterest, Snapchat, Amazon, Linkedin, and any other app that relies on collecting user data in order to build advertising and/or personalization services.

How will conversion optimization be impacted by privacy changes related to iOS 14?

There will be significant impact on conversion optimization. First, you now only have eight conversion events per domain. Second, since Facebook is receiving less data and will be reporting fewer conversions, there is less volume to optimize for. Facebook needs 25-50 conversions per week per ad set to exit the learning phase, and that will become increasingly difficult for many advertisers trying to optimize.

How is attribution changing as a result of iOS 14?

Attribution, how Facebook credits an ad with a conversion, changes to 7-day click after the ATT prompt goes live. Before January 18, attribution was 28-day click and 1-day view. After January 18, it will change to 7-day click and 1-day view. In addition to 28-day click/view and 7-day view going away once the prompt goes live, the remaining attribution options will be partial or modeled for iOS 14 users. This could result in a significant overall drop in reported conversions.

I have small IOS audience. Will this affect my advertising?

Yes because the biggest changes include Aggregated Event Measurement, which limits the total number of optimization web events for a domain to eight. This applies to all web advertising, regardless of device used. So Android users will impacted as well.

How does this impact my remarketing?

Because of fewer people opting out of being tracked, you’re going to reach fewer users. How much less is dependent upon how much of your audience is using an Apple device. I’d recommend taking a look at your existing device data inside your Facebook Ad campaigns to see what the exact breakdown is. If you’re a new advertiser, I recommend going into your Google Analytics and look at what percentage uses an Apple device.

What is the iOS 14 ATT prompt and why does it matter?

Beginning in early spring of 2021, Apple is enforcing an AppTrackingTransparency (ATT) Framework prompt that asks the users of iOS apps that track IDFA (Identifier for Advertisers) whether they want to allow tracking. This impacts reporting, optimization, and targeting of Facebook ads.

Who should be verifying domains and pixels? How does the process work now?

You can no longer have agencies verify domains. The domain owner should have their domain verified. The client should use their own Business Manager, verify their domain, and use their pixel. They can then invite partners (like agencies) to get access to assets within their Business Manager



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