Now it’s official: Apple’s update with iOS 14 has been rolled out since January 19, 2021. App developers will have to ask iOS 14 users for permission to track them in the future. These new guidelines affect targeting, optimization, and measurement, as well as app and mobile campaigns. Let’s take a closer look at how this works. What impact does the iOS 14 update have? Who does it concern? What to do? We have summarized the most critical points.
In June 2020, Apple announced three new app guidelines that have recently started to take full effect:
- Data Nutrition Label: All apps must transmit information about the possibilities for data collection of their app via Apple’s App Store Connect.
- Command prompt: All apps downloaded in the AppStore must now ask the user via pop-up for permission to track them across third-party apps and websites.
- Tracking via app/browser: Facebook and other platforms have to use a new framework that restricts, aggregates, and delays event tracking.
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The Mobile Web Is Severely Affected By The Changes In The iOS14 Update
As a result, product functionality is significantly impaired in the entire ecosystem. Apple’s new guideline called Private Click Measurement (PCM) greatly restricts data that can be used jointly by companies and platforms, as it means that app-to-web conversion measurement and cross-domain measurement are no longer supported. If an iOS14 user declines Apple’s tracking prompt in the pop-up, Facebook limits data usage. That means put: Facebook restricts the data usage. Fewer conversions are reported.
What Does That Mean Specifically For Your Facebook Campaigns?
As data becomes constrained, aggregated, and delayed, you must adapt to product changes and develop new best practices. But optimization and alignment will also deteriorate, and prospecting campaigns will be less effective because the algorithm has fewer opportunities to optimize.
In addition, the standard attribution window is shortened to 7 days click and one-day view (previously 28 days click and one-day view), which means that significantly fewer conversions appear in the reporting. The retargeting measures could also be less effective. Of course, the update also reduces target groups such as the Custom Audience website, i.e., website visitors from the last few days.
What Are The Next Steps?
Domain Verification
As a first step, every advertiser should make sure that the domain is verified in Business Manager. The point is that it can be officially proven that the business manager belongs to your company. Why is that so important? This is especially important for companies with pixels used by multiple business managers or personal ad accounts. The verification of the domain ensures that there are no immediate or future interruptions in the configuration of conversion events.
In addition, a verified domain helps when it comes to configuring conversion events and improving campaign performance as soon as Facebook’s aggregated measurement becomes active so that there is no interruption in the conversion events.
Here Is A Step-By-Step Guide To Verifying The Domain:
Step 1: Go → in your Business Manager Company Settings → Data sources → Fire Safety
Step 2: Click the Add Domain
Step 3: In the Pop Up Domain field, enter the name
Step 4: There are three options (only one is necessary) that can be carried out as the domain verification:
- Option 1: DNS verification (you need your server administrator for this)
- Option 2: HTML file upload (upload HTML files to the webroot directory → you can do this without a web designer)
- Option 3: Meta tag verification (insert meta tag in the <head> → web designer is necessary for this)
Limitation To 8 Events Per Domain
The campaign optimization for more than 8 events per domain is stopped. For websites with a global presence, the 8 event limit is based on their part and not on a specific pixel ID. Depending on how you define your domain, these can be globally limited to 8 events. Accordingly, all advertisers should consider which events they prioritize and which are most relevant to them.
If You Opt-Out, Only 1 Event Will Be Fired
If a user rejects the data management of third parties – which the majority will do with high probability – Facebook only receives information about one event, completed after one click. To make this easier to understand:
Status today: unlimited events possible. Usually, these are:
- Purchase event
- Add To Cart Event
- View content event
According to iOS14: If a user allows data collection, up to 8 events can be tracked. But if the user rejects this, only 1 event can be followed, based on the prioritization of the events.
Advertisers should therefore consider which is the most important event for them.
Is There A Way Out?
YES! If it is possible to integrate an API, this should now be prioritized. The Conversions API is used as a supplement to the Facebook Pixel to improve tracking. Facebook also wants this parallel procedure: On the one hand, the Facebook Pixel communicates with Facebook, as well as the Conversions API, which runs on its server. It should be noted here that the loss of pixel tracking continues to increase due to the iOS update and the use of the AdBlocker. It is not uncommon for advertising accounts to be missing 10-20% of the previously reported orders!
If you use Shopify, the integration of the Facebook Conversions API is particularly easy. The shop system enables activation directly via the Facebook sales channel. Go to Shopify’s settings and set the data sharing level to “maximum” – that’s it!
Conclusion
We are in the midst of a massive change in advertising. Every advertiser will notice changes. It gets more complicated ads to optimize and scale. It will be necessary to change workflows and, in some cases, establish new best practices and restructure campaigns.
Here again, summarizes which are the most critical measures that you should take now:
- Verification of the domain in the Facebook Business Manager
- Prepare the operation and define the priority of a maximum of 8-pixel events per domain.
- Plan with a change in your conversion numbers because the attribution window will be downgraded from 28 days of click to 7 days of click
- Identify ways to optimize your campaign with, for example, alternative target groups or different bid strategies.
- If possible, you should now prioritize integrating an API and integrate it as an additional option for tracking.
