What’s Really Happening with Facebook & iOS 14

You have probably heard plenty about people’s concerns over Apple iOS 14’s new policies and the impact it will have on Facebook ads. There is so much information roving the internet that it can be difficult to decipher the truth from the worries. So, we broke it down and provided three simple workarounds.

What’s Happening

Apple announced that (most likely beginning March 2021) it will provide users with an opt-in prompt on each app which will allow them to choose whether they consent to third-party sites (like Facebook) tracking their user data. This is in accordance with Apple’s AppTracking Transparency Framework, in which they seek to provide added privacy and security for their users.

How It May Impact You

Apple’s new changes with iOS 14 will impact the way in which Facebook is able to receive and process conversion events from tools like the Facebook Pixel. This means that any business that advertises mobile apps (in addition to those who optimize, target, and report on web conversion events) will be affected. This is because the new iOS 14 policy will prohibit certain data collection, unless people opt in to tracking. In other words, if Facebook is not able to track user behavior, it could result in inaccurate reporting of conversions, weakened targeting capabilities and less effective marketing. 

What You Can Do

As a business owner who is trying to grow awareness of your brand and increase sales, this new policy may seem daunting. However, there are a few simple adjustments you can make in order to continue to run successful Facebook ad campaigns.

  1. Exclude iOS devices from conversion campaigns.

This is a simple (and temporary) solution. By selecting to only track conversions for Android users, you will still be able to collect accurate data (but only for a portion of your audience).

  1. Create other types of campaigns.

For example, if you run a web visit campaign, you can use your website’s internal tracking capabilities to determine whether the conversion (or sale) was the result of your ad campaign.

  1. Add an extra layer.

Earlier in the conversion process, you can require users to provide you with information about themselves. First name, last name, and email address can be retroactively uploaded to Facebook to generate custom audiences for purposes of retargeting.

To Sum It Up…

We do not believe this is the end of Facebook advertising, but only an evolving shift. To read more about the potential impact of the new iOS 14 update, Facebook has broken it down by how it may affect your Ads and Reporting and Facebook Pixel.

We are always happy to help! If you have questions or would like assistance in establishing your digital marketing strategy, contact us at [email protected]