Over the next few weeks, Apple will roll out its iOS 14.4 update to all current iPhone users. The new update includes privacy and security settings that allow users to choose which apps are allowed to track their behavior across all apps on their phone. This includes the Facebook app.
After Facebook, the impact of these changes spills over to all other businesses that use Facebook’s business tools to optimize, target, and report web conversion events. The changes are also having an impact on companies that advertise on mobile apps.
How will the iOS 14.4 app update impact my Facebook ads?
Ultimately, the iOS 14.4 update can make it more difficult to create a personalized ad experience. Advertisers won’t be able to get some or all of the data they are currently getting, and it all depends on a user’s desirability.
Changes Facebook made in response to the iOS 14.4 update include:
- Removed the 28-day attribution model. Instead, advertisers will only be able to attribute clicks over a 7-day period. This will likely result in a reduction in reported conversions.
- Reduce the number of pixel events allowed per count from 100 to 8. Advertisers who rely on multiple conversion events, especially e-commerce and multinational advertisers, may be the most affected.
- Record only one Facebook Pixel event per visit to the website.
- Longer wait times for campaign results to be fully populated (up to 72 hours). Due to this change, reports cannot be run until approximately 72 hours after the last ad or boosted post has aired.
- Pixel events are now bound to a domain
Facebook’s internal optimization process will also decrease and the platform may not be able to improve the advertising experience on behalf of every advertiser.
The iOS change also means big changes when it comes to targeting. Custom audiences within Facebook will be drastically reduced so that campaigns using custom audiences such as those that target website visitors, mailing lists, users who have added to a cart, users who bought and others will be limited. Advertisers may also see a greater overlap between these audiences.
Interest targeting will also be affected and user demographics will no longer be available for pixel conversion events.
What Can Advertisers Do To Work With Apple iOS Changes?
The release date for the planned iOS 14.4 update is currently unknown, but Apple has mentioned that it will happen in early 2021.
Due to the unknown date and planned changes, Facebook insists that all advertisers make changes to their Facebook pixel and ads. now to reduce the impact of updates 14.4. All ad units optimized for a campaign event that is no longer available will be paused.
As a first step, it is advisable to conduct a thorough audit of all campaigns to determine which campaigns will be most affected and to start planning optimization strategies such as the use of campaign goals, campaign definitions. audience, auction strategies, etc.
Additional recommendations include reducing the company’s Pixel event to eight and prioritizing which pixels or conversion events are most important to their business. Advertisers should also plan to verify their website domains in Facebook Business Manager.
While these changes can have a serious impact and put advertisers in a gray area in the short term, they don’t completely prevent advertisers from being successful on Facebook in the future.
These changes could reduce the pool of advertisers to a much smaller group and, therefore, reduce the cost of advertising on Facebook. It could also push advertisers in a direction where we find a different, more impactful way to market ourselves on Facebook.