By now, we’ve all heard of the infamous Apple iOS14 update.
This update will impact your social media advertising on Facebook and its platforms, but how?
First, let’s review what this update is and why it’s happening.
Apple wants to put, and is putting in place through this update, a huge emphasis on privacy protection for its users. They want its users to feel like their data is being protected and that they can trust the apps being downloaded through their devices. With these privacy protections in place, it therefore impacts the way Facebook is able to target their users with personalized advertisements.
This update will also limit conversion tracking data, meaning that we will no longer be able to measure all of the Pixel data and its custom events.
Facebook will now have to get the permission of the user to gather their data to retarget them with advertising. For those consumers who opt into this data collection (this will be a small minority of people) the iOS14 update will still only allow each domain (one website) to track only eight events. This means that if a business has multiple Facebook pixels tracking multiple events, they will only be able to track eight of them.
Verify Your Domain in Facebook Business Manager
Prepare To Run Your Social Advertising With Only 8 Conversion Events Per Domain
Be Aware of Attribution Window Changes And Updated Rules
Advertisers who are currently using the 28-day attribution rules should start comparing other attribution windows using the Comparing Windows feature to see how conversions attributed to their ads compare across different windows. This will allow you to better prepare for the 7-day window change. Make sure your advertising is prepared for a 7-day attribution window to prevent any delays.
Note that as this iOS14 update is being released by Apple, Facebook is evolving their best practice recommendations and sharing them with advertisers for additional guidance. The way we advertise on the Facebook platforms will change due to this update, so it’s crucial that all Social Advertisers are prepared and being proactive.
For more information on how Apple’s iOS14 update will affect your social media advertising, contact the PCG Digital team today!