The new update for Apple phones comes with a long list of changes that will and have already started to affect your Facebook ads in a number of ways. As with any change on any advertising platform, it’s a good idea to stay ahead of the curve and prepare for what will happen to your ads.
Facebook will begin rolling out an Application Tracking Transparency (ATT) prompt to Apple device users in the coming weeks. These will be sent in waves, so that not all Apple device users will be affected at the same time. All Apple device users will be automatically excluded from any form of off-platform tracking. Off-platform tracking is what many advertisers use to track actions taken on a website with a Facebook pixel installed. This includes pageviews, purchases, registrations, form submissions, cart additions, product page views, and many more. The ATT prompt will ask if the user wants to register to track their activity. If Apple device users choose to be unsubscribed, Facebook will limit the tracking data for actions taken on the site, which means you won’t see that person’s specific tracking data on the Facebook Ads Manager.
However, all hope is not lost. You always have the option to follow an action, and it depends on what you set as a priority event on the event handler. Facebook now requires you to select a maximum of 8 events from highest to lowest priority. We recommend that you make the highest priority event your most valuable. If you are running an e-commerce site, that would be a purchase. If you’re running a serve, it would probably be a lead. If an Apple device user has unsubscribed and takes an action that is set as your highest priority, in this case a purchase or lead, that highest priority event will still be logged and assigned. advertising on the Facebook Ads Manager.
The way Facebook tracks users isn’t the only thing that’s changed. The attribution took a hit, too, but not in the way you might think. You may already know that attribution went from a 28 day click and 1 day view to a 7 day click and 1 day view, but the way attribution is recorded has also changed. exchange. An action taken on the site will no longer be attributed to the first ad the user clicked or viewed in the attribution window, which has been standard on Facebook ads from the start. From now on, the attribution of an action will be associated with the date on which the action was carried out. Deferred attribution is no longer the norm, and you won’t see any increase in purchases or income after the window closes. For example, using the previous attribution model, if someone saw your ad on a Monday, but then made a purchase later in the week on a Thursday, the purchase would be attributed to the ad that ran on Monday. With the new change, attribution would be shown on the day of purchase. This makes the results easier to analyze, but it might make future optimization different from how you might already be doing them. You might find that you get a more accurate representation of when a purchase was made, but Facebook won’t be attributing ads from a previous period.
You also won’t be able to compare your attribution window to previous larger windows like we could in the past. The 28-day clicks are gone forever, with no ability to verify this data unless you download / export the previous data. The assignment is no longer selected in the company settings step. From now on, your attribution will be selected at the ad set level for each individual ad, which means you can select different attributions for different ad sets as you like.
Say goodbye to the long event tracking list you have installed. Facebook limits your events to a solid 8 with the option to sort them into a list from highest to lowest priority. This step is very important as you will need to identify your most valuable events and place them in a list of their importance to your account. The reason for doing this, as explained earlier in the article, is that Facebook will still be able to track and attribute your highest event to an ad from unsubscribed users, which means if the purchase is your end goal, you will still be able to see it. result in the ad manager. The downside is that you won’t be able to track the number of people who have added an item to the cart, viewed a product, or put their information if they have chosen not to track. If the users have registered, you will still see everything will display normally.
You’ll notice that as the ATT prompt begins to roll out, your audience size will start to shrink relative to detailed targeting, lookalike audiences, and custom audiences. Fewer people will be available to target and since iOS users make up a large portion of Facebook users, audience size can take a huge hit. You might have some ideas like « should I only target Android users instead? » or « should we divide Android and Apple users into different ad sets? » our first answer is a categorical no. Reasons being that not all Apple users will choose to opt out, many still will, but you also don’t want to spread your budget so thin if that means having to split your current ad sets even further. There is nothing wrong with testing this if you have the budget, but if you are working with tight budgets, we recommend that you keep things stable. Don’t make drastic changes to your ads based on a day of data.
Pixel-based custom audiences will be harder to fill, but that doesn’t mean you should give up entirely. CRM lists will not be affected, which means you can still create lists for remarketing purposes of the details you have collected for your business. You will still have the option to create custom audiences based on Facebook data such as page or ad prompts, length of videos watched, or completed lead forms. There are plenty of data points available at your fingertips that include vital information to implement, so don’t think retargeting is over. Facebook still has one of the best retargeting tools than any other social platform.
Even with changing permissions, assignments, and event limitations, that doesn’t mean you need to stop advertising altogether. There are many other options available on the Facebook platform that are just as effective as off-platform tracking; However, this will mean that you may need to implement new approaches and get more creative with the options available to you. This is by no means the end, and we’re sure there will be new ways to advertise in the future as the marketing space is an ever-changing industry. For more information on paid social media, check out our other Koozai blogs.