iOs 14 Updates - What You Need To Know For Your Facebook Campaigns (5 minute read)
iOs 14 Updates - What You Need To Know For Your Facebook Campaigns
In June 2020, Apple introduced the latest iOS operating system version dubbed iOS 14. Currently, iOS 14 is one of the most significant updates done by Apple. This new update includes changes in home screen design, improvements on Siri, and updates on apps available for Apple users. While it may seem like a good typical update, there are some changes that are quite significant and for businesses relying on Facebook advertising to gain and attract customers, this update is concerning news.
So what is the big deal? Data usage and privacy. In this new version of Apple's operating system, it will prompt app users (aka EVERYONE) with an opt-in to clearly inform people about their privacy and data options when downloading or launching an app in iOS14. This new prompt and information feature serves two purposes:
● Enlighten users about what an app is going to track
● To give users the option of opting for app tracking, or declining once they install the app.
As a business owner and advertiser, you should be aware of these updates because these changes will affect your social media advertising and strategy.
However, this does not mean that it is the end of social media marketing! The crucial thing is to know how these changes are going to affect you and what we need to do to adapt.
iOS14 Initial Impacts On Facebook Ad Campaigns
Delayed Reporting
Before the iOS 14 update, any change on the ads, such as conversion, appeared in Ads Manager in real-time. With the new iOS 14 update, be ready to experience delays.
If a user chooses not to share their information when they open any app related to Facebook, their conversion information will be delayed for up to three days.
This delay in reporting data also means that chances are increased that your remarketing campaigns may reach a customer who has already converted. Since the delay period is three days, you are likely to keep promoting a product to an already-converted consumer until that conversion is reported. Not only is this a waste of resources on your side, but this also may upset the customer if they keep seeing the same product ad!
There are ways to adapt and re-strategise around this – book in a time with your account manager to chat through the options best for you.
No Breakdown Of Audience Data
In addition to delayed reporting, the new update will not provide a breakdown on demographic data like the age, location, and gender of the user. This lack of information will in-turn have an effect on some of your audience targeting.
Limitation on Audience Targeting
Since more people are likely to choose to pull out of the tracking carried out by Facebook ad campaigns, there will be decreases within Custom Audiences and other audience targeting.
Your general target audience is also expected to decrease thanks to opting out of app tracking provided by the iOS 14 update.
From Account Level Attribution To Ad Set Level
The changes brought by the iOS 14 update are also expected to change the attribution window from the usual account level to the ad set level. Ad set attribution setting will ensure that the information about the conversion rates is used for campaign optimisation. This move allows for clarity and more flexibility when examining and analysing the performance of an advert.
The default setting for all new and ongoing ad campaigns will have a 7-day click attribution period, reduced from 28-days, in addition to the above changes.
Limited Conversion Events
A conversion event refers to a completed activity that leads to conversion. The new Apple update limits the number of conversion events to only 8 for one domain. This means that within your account, you will only be allowed to configure up to 8 conversion events for every website domain.
Also, worth noting is that going forward, events will need to be weighted from most important (ie., purchase) to least important (ie., page view). By weighting the conversion events by importance, you let Facebook know which event is most important to your business and therefore, the ads will optimise toward that conversion.
What To Do Next?
What is true with the new iOS 14 updates is that it will have an impact on advertising across many platforms, not just Facebook – but it is yet to be determined how large of impact it will have, and it will vary business to business.
In terms of what the heck to do right now. . .
Domain Ownership Verification
Domain verification is an integral step and a straightforward way for you to show you own the domain in the business manager. It is critical as well when it comes to configuring your Facebook Pixel and conversion events.
Verifying ownership of your Business Manager domain allows you to have authority over the conversion events that matter to your domain.
Remain Focused And Keep Changes In Mind
It is essential to keep these changes in mind when examining the performance of your ad campaign and developing strategies going forward.
Even though the extent of the iOS 14 update impact on Facebook and other platforms such as Google, Bing or YouTube is still mostly unknown, we can anticipate change and prepare for the scenarios above.
Keep in mind that this is not the end of the road for you as a business that advertises on social media. Get in touch with us and let our professional team guide you on the best marketing moves amid these changes.