What does iOS 14 mean for Facebook advertising?
In light of changes coming to Facebook advertising due to data privacy changes in Apple's iOS 14 update, Facebook is requiring all advertisers on the Facebook platform to verify the domains associated with their respective Facebook Pages. Doing so will allow advertisers to maintain full functionality within the platform.
For more information on this topic, Orbee has published an article that provides a full overview of changes coming with Facebook Advertising & Apple’s iOS 14 and how Orbee is guiding our clients through this transition as seamlessly as possible.
Including domain verification, these are the 3 actions that we are taking to be iOS-ready:
As a first step, your website domain needs to be verified through Facebook to ensure that pixel conversion events can be configured and tracked. This can be accomplished through any of the 3 methods: DNS verification, HTML file upload, or meta-tag verification. You can find detailed instructions from Facebook on how to verify your domain using Facebook’s outlined methods.
8 Event Limit
Each domain will be limited to 8 conversion events. You may recognize such events as PageView, ViewContent, or Leads. Facebook uses these events to deliver campaigns to users who are most likely to perform whichever event is selected. They will continue to be a reliable source of campaign optimization, however the number of events you will be able to choose from will become limited moving forward. Facebook has provided insight into the process of configuring your web events and the new Aggregated Event Measurement section in their Business Help Center.
The Conversions API uses a website’s server instead of website events, like the pixel, to track web events. It works hand-in-hand with the pixel and its pre-existing audiences and events, adding users to the same exact segments that have already been created inside the pixel. This new tool will be a great way to mitigate ways in which the traditional pixel's tracking abilities may become diluted. If your website already has a script installed to track website activity, like Orbee’s clients do, this can be easily worked into that script. Learn more about the Conversions API in Facebook’s Business Help Center.
Other noteworthy changes that will be rolled out for Facebook advertising with iOS 14:
The Attribution Setting is a finite period of time in which conversions can be credited to your ads and used to inform campaign optimization. Going forward, the 28-day click-through, 28-day view-through, and 7-day view-through attribution windows will not be supported for active campaigns. The new default Attribution Setting will be a 7-day click, meaning ads will be credited with a conversion for up to 7 days after your ad is clicked. This may result in a slight drop in reporting, specifically in conversion metrics.
App Install Campaigns
App install campaigns will be undergoing a handful of changes. For example, an app will only be able to be associated with a single ad account.
As more people opt out of tracking on iOS 14 devices, the size of your Custom Audiences and retargeting audiences may decrease. However, installing the Conversions API mentioned above could be a life-saver when it comes to subduing these limitations.
Feel free to use this article as your go-to source for any important updates on the topic! Facebook themselves is learning more about iOS 14 implications day-by-day, and Orbee will be keeping a close eye on the situation. As we learn more, we’ll make sure that you do too. Stay tuned.