How Apple IOS14 is affecting Facebook & Instagram Advertising

There has been a lot of major changes in our lives ever since Covid, but one of the major change that happened within the digital advertising space was the iOS 14 update.

So.

What is iOS 14 update?

iOS 14 is an apple update on their devices mainly for improvement in software, widgets, new functionalities, etc AND this time PRIVACY.

If we take a look at the privacy and data use here, you will see something familiar that looks like the image below

Apple privacy
Image from: Techcrunch

What’s happening here is that apple users will be given the option to be tracked when using apps.

Below is the examples that we retreived from https://developer.apple.com/app-store/user-privacy-and-data-use/

Examples of tracking include, but are not limited to:

  • Displaying targeted advertisements in your app based on user data collected from apps and websites owned by other companies.
  • Sharing device location data or email lists with a data broker.
  • Sharing a list of emails, advertising IDs, or other IDs with a third-party advertising network that uses that information to retarget those users in other developers’ apps or to find similar users.
  • Placing a third-party SDK in your app that combines user data from your app with user data from other developers’ apps to target advertising or measure advertising efficiency, even if you don’t use the SDK for these purposes. For example, using an analytics SDK that repurposes the data it collects from your app to enable targeted advertising in other developers’ apps.

Because of this, most Facebook & Instagram ads are greatly affected because a large % of apple users will be asking apps not to track.

What do advertisers need to do to prepare.

Facebook’s has done a good job preparing advertisers for the iOS 14 update and for now this is what advertisers can do. There are a total of 5 recommeded actions by FB.

Action 1: Domain Verification

The verification will help to minimise distruption to future configurations and tracking of pixels event on iOS 14.5+ devices

Action 2: event configuration

Events will be limited to 8 conversions events so do ensure this is being decided properly

Action 3: Evalute current campaign and ad sets

Consider replacing ad sets that do not have conversions out of the 8 conversion events to reduce performance issues

Action 4: select a domain

On going ads might be paused if FB is unable to determine the prefered domain to track opted in events.

In the event ads are paused advertisers can take action by selecting “Review ads that will be paused” in the Resource
Center.

Action 5: modify pixel setup

<IMG> tags will need to be modified to measure conversions from iOS devices

 

 

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