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Home > Digital Marketing Blog > How Apple's iOS 14 Will Affect Your Facebook Ads And How to Prepare For It

How Apple's iOS 14 Will Affect Your Facebook Ads And How to Prepare For It

Affect of Apple iOS 14 On Your Facebook Ads
March 30, 2021

How Apple's iOS 14 Will Affect Your Facebook Ads And How to Prepare For It

Mar 30, 2021
Devyani Paliwal
Devyani is an ACJ graduate with a bachelors in English Literature. A voracious reader since her school days, cinema aficionado and music enthusiast, she has been doing content writing for some time now.

Recently, Apple had announced that it'll be making certain changes to the iOS 14 that will have an impact on the way Facebook receives as well as processes conversion events. Basically, it means that anyone who is using the Facebook Business tool currently to analyze, optimize and track conversion events on the web will get affected. 

The new app policies will come into effect soon. While the release of a new version of software is not a big deal since the digital world is constantly evolving, it is the impact that the new version will have that is important. 

This new app policy version, following the privacy allegations faced by Facebook, will give the users an opt-in prompt which will decide whether third-party sites such as Facebook can get access to their data. 

How Will Apple’s iOS 14 Affect Facebook Ads?

Given below is a list of changes that you can expect from the new version that will affect how Facebook Ads function: 

1. App Advertising

When Apple came up with the concept of 'SKAdNetwork' API back in 2008, its main goal was to increase the privacy of the users who were using mobile apps. Cut to 2021, this concept has now become a reality and will have a considerable impact on the way Facebook Ads function. 

The new app policy version driven by SKAdNetwork API will be used for app advertising by Facebook on all iOS 14 devices. This will, in turn, result in one of three things for all app data - it will either be restricted, aggregated, or delayed.

Further, the data will be confined to nine campaigns, maximum, and only five ad sets will be allowed per campaign to each Facebook Ads account.

2. Mobile Web Advertising

Besides the SKAdNetwork API, Apple has also created PCM (Private Click Measurement) which is a protocol for web attribution. It will help in limiting the access to data by businesses and platforms.

However, there are some issues with it since it is going to make geographical tracking of users difficult. This is because whenever a user clicks on an ad present on Facebook, they will be rerouted to the web browser which will then become untraceable due to PCM. 

Moreover, if a customer from Argentina orders something and they are then taken to the local website of the US-based company, how would the event be recorded? But to sort this issue, Facebook will soon be coming out with an Aggregated Event Management tool.

3. Optimization

The new version, iOS 14.5, will have an eight-pixel event cap on each domain when it comes to optimization. So for every domain, only eight conversion events will be allowed for optimization. 

Therefore, advertisers will need to prioritize the top eight events but the thing to note here is that this restriction is only for optimization. Advertisers can track more than eight events.

4. Business Manager Tool Setup

The interface of the Facebook Business Manager will be getting some changes, and while this might not seem like that big a deal, it is. This needs to get done so that Facebook won't have to maintain two separate interfaces (iOS and Android). 

However, it won't see changes that will make it hard to decipher or use. There might just be minor changes such as a shift from Ads Manager to Event Manager, or other changes like that.

5. Measurement

This new version of app policy will also be making measurement a tad bit complex and might lead to under-reporting when it comes to organic and paid channels. Also, there might be a hike in dark social traffic (it is when people share stuff using social media privately that makes it difficult to track). 

Ad reporting data could be delayed by three days for data that is coming specifically from iOS 14.5 users because of PCM protocol, as explained above. This limitation applied to data will make ad campaigns inconvenient for advertisers.

How to Prepare for the Update?

The steps given below should be followed to prepare for the upcoming update:

1. Get Domain Verified

Verifying your domains with the platform will mean that officially, you're all set up on Facebook. There are a few ways in which you can verify your domain. On the domain home page, adding a meta tag to the <head> section is one of the easiest ways to get verified.

2. Choose Eight Events for Verification

Since there are only eight events that can be optimized, you need to create a priority list that you want to track and then run them using Events Manager. But the thing to remember here is, as with domain verification, the pixel owner needs to do this and not the partner.

3. Don’t include iOS devices option for Conversion Campaigns  

While this is in no way a permanent solution for the problem at hand, you could use this technique to get an idea of how running paid ads on the platform will be like after the effect comes into play. You could click on the 'Android Devices only' when running the campaign. 

4. Go over Ad sets that’ll be Affected

The update will have an impact on Facebook advertising pixel tracking. Firstly, you should think about replacing ads that will get affected. 

This can be done by limiting campaigns to android devices (as mentioned above) and coming up with campaigns that don't have conversion objectives so that internal tracking is possible without taking the help of Facebook. 

5. Optimize for Campaigns for Link Clicks

After the new update comes into effect, and gradually more and more devices update to the latest version, the target audience's size might go down. 

There is a strong possibility that certain iOS 14 devices, instead of the app or app store, might just lapse back to the mobile web browser destination. To avoid this, a campaign that optimizes link clicks can be created for iOS 14 users. 

Conclusion

These changes will in no way lead to the end of advertising on Facebook. There are even some experts who are thinking along the lines that maybe, these changes won't make as much of an impact as is being predicted. 

Further, as we all know, the digital space is always evolving and advertisers will eventually be able to find a way around these hurdles over time. But for those who like to be prepared for everything, you can always follow the steps given above.  
 

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