Facebook Ads and iOS14
If you're a business, especially a small business, running Facebook Ads you MUST READ this blog.
If you haven't heard, Apple's latest iOS update will massively impact the optimisation of Facebook ads, especially for small businesses. It's all based on how your data is shared on iOS devices.
It will affect how website data is tracked via the Facebook Pixel and conversions (such as purchases) are measured and attributed in Ads Manager. It may also reduce your audience size because Facebook may not include iOS devices in the audience.
What is happening?
Apple has began requiring all Apps in the App store to start prompting users via a notification on their device to opt in to sharing their data in accordance with their AppTrackingTransparency framework. If they do not opt in, it will massively impact personalise ads, data sharing and the ability to optimise ads for conversion through the Facebook Pixel.
What you can do for your business
Facebook has been working hard to implement ways in which you can continue to optimise your ads for conversion such as:
Domain Verification
Aggregated Event Measurement
Conversion API
Domain Verification
By verifying your domain within Bussiness Settings ( then Brand Security) you can continue to track your conversion events on iOS devices. This requires access to the back end of your website to add a new DNS record. Here is a great video tutorial from Facebook showing you step by step how to verify your domain.
Conversion API
This allows the webserver you are using to send data straight to Facebook bypassing the browser. When implemented, it allows you to measure events more effectively and have better control over your data. Facebook has provided another great tutorial video to show you how to do these.
Aggregated Event Measurement
This is the new way to measure events that take place on your website. This new measurement allows the tracking of events from people using iOS devices. Events such as Page Views, Purchases, and Add to Cart are all vital to continuing to track the success of your ad campaigns and more importantly return on ad spend (ROAS).
Attribution Window
Previously when running ads, you had a 28 day (or 1 day view) window to convert your ads from when first shown. This meant that even after a campaign had ended you could still track conversions. This window has been reduced to 7 days (or 1 day view). Limiting the time period to credit conversions.
What to do now?
Below are the steps to follow to make sure your ads are optimised for conversion:
To verify your domain head to your Business Settings, then scroll down to Brand Security on the left- Click Domains, then follow the steps. Use this handy video if you need help.
Once the above is complete, head to Events Manager, select Aggregated Event Measurement and follow the steps to "configure your web events."
Still, within Events Manager, click Settings and scroll down to "Advanced Matching" - turn on.
Finally set up Conversion API, still with Events Manager Settings - follow set up instruction
We are still learning about the impacts of iOS14 on Facebook ads. Subscribe to my newsletter to keep up to update on all the latest news coming out of Facebook as well as helpful tips and advice. Click below to subscribe.