Facebook is updating their app for IOS14, and the changes could have a significant impact on advertisers.
With Apple’s new privacy restrictions coming to iPhone, Facebook will be prohibited from collecting data about what apps you use or your location-based information when using the app unless a user explicitly opts in. This includes any information that would allow Facebook to target ads at you while using other apps.
That means ad performance metrics like audience demographics, interests, purchase behavior, and more won’t be available in reports generated through Facebook Ads Manager.
Fortunately there are some ways to get around these limitations!
How Will These Changes Affect Facebook Ads Manager?
With iOS 14 coming out, we are all wondering what it will mean for Facebook Ads. With this change, advertisers on Facebook may not know as much about their ad performance because of less information from users that have upgraded to iOS14.
However there is some good news! It means that statisticians can use statistical modeling and other tools in order to make up these missing data points when calculating an ROI or understanding which ads work best for a given audience; but marketers need to be prepared now by adjusting your campaigns accordingly so you don’t miss anything with this update.
1. Measurement & Attribution
Many of the standard attribution windows that Facebook marketers are used to — 28-day click-through, 28-day view-through, and 7-day view though—will no longer be supported. Other attribution windows will only have partial reporting and won’t include all iOS 14 user events.
Breakdowns by age gender placement are also going away as well as facebook’s account level attributions window being replaced by a new attribution setting which can be accessed during campaign creation at the ad set level.
2. Ads Manager Changes to Reporting
Facebook Ads Reporting Changes: Will Less Data Mean Better Results?
As mentioned above, less third-party data means that Facebook Ad reporting will be based more on statistical models and algorithms. Some estimates say that more than 50% of your conversions won’t be reported, which can lead to inaccurate results even further. Also worth noting is the fact that you may have a three-day delay in reports thanks to the new attribution and modeling systems.
3. Events
While Facebook used to track conversion events with a protocol called Aggregated Event Measurement (AEM), they’ve since updated the process so that it now allows for eight web event optimizations per account.
The social media company claims all events are reported, but you’ll need to set up your domains and verify them in order for this new system to work. You should also create “conversion optimization” or “value optimization campaigns,” which will allow AEM protocol’s paltry 8 conversions per domain limitation without any issues – as long as you’re verified!
4. Targeting
Apple’s new changes in iOS 14 will be a major blow to Facebook and advertisers. When users opt-out of tracking, the company’s ecosystem of targeted ads will see an impact as well. In response to these changes, Facebook has stated that it is limited on its ability deliver accurate information due to reduced targeting abilities for advertisers using their Audience Network service or other ad networks running on iOS14 devices. Because marketers can’t target with precision anymore, they are likely going experience lower CPM rates from apps developers and publishers when advertising through those sources because the campaign delivery isn’t effective enough any more without user data usage—a major change after years of reliable audience metrics tools by platforms like Google Adwords which have lost ground over the past few years.
One Last Thing: Say Goodbye to Facebook Analytics
While not directly related to iOS 14, it’s worth noting that on June 30th 2021, a dedicated reporting tool will disappear. Users can still access data and insights using other tools like Ads Manager or Newsfeed Insights but this is your last chance for insight from the go-to platform of marketers everywhere; sorry!
Thanks for sticking around to read out blog post on the upcoming changes as part of the iOS14 rollout. If you’re looking for help navigating the ever-changing landscape of Facebook Ads, audience tracking or digital marketing don’t hesitate to reach out via the link from our homepage!
