We are approaching the end of Q1 2021 and as advertisers anxiously await the full release of security and privacy updates for iOS14, we are closer to understanding how Apple’s plan to block user tracking for online apps is going to affect Facebook Ad’s ability to track performance metrics, especially pertaining to conversions. While we don’t know the exact date when Apple will release the update, there are a few action items to address within the Facebook Ads platform to prepare for in the meantime. So, let’s dive on in!
Verify Web Domain
Facebook suggests, as a best practice, to verify your web domain on the ad’s platform. There are a few different reasons why this is necessary. The one specifically related to the iOS14 changes applies if you want to have full control over what conversion events are reported. It’s also important if you want to assign access to multiple users who may manage different aspects of both ads and your related business pages. For those of you that rely on an advertising agency for Facebook management, they should already be familiar with domain verification.
Configure Conversions
There are limitations to the number of conversion events that you can assign utilizing the Facebook website pixel when the iOS14 update is complete. Moving forward, you will only be able to assign 8 conversion events per website domain. You can specify which conversion events you’d like to track through the Events Manager section of Facebook Ads and can assign them by order of importance. When running ads that focus on optimizing for conversions such as obtaining more contact form fills, you will need to assign that specific event as a top priority over all other events in order for the campaign to be successful. Ads may still take other events into consideration; however, the reporting will be based on the conversion event that you have specified.
Other Considerations
There are some other items to keep in mind with the iOS14 update regarding your Facebook Ads. If you are actively running ad campaigns with website pixel conversion events that you do not specify in the Events Manager, those ads will be automatically turned off and will no longer run. It’s important to work with your marketing team to narrow down those conversion events that are most important for your goals. You may notice that the delivery status might change for these specific campaigns if the ad has an unsupported event, contains a setup error, or if the event is currently updating after making changes. Changes to events take 72 hours to update.
You should also note that target audiences that were once robust may decrease in size and reach. One requirement of the iOS14 update is that apps must allow users the decision to opt out of ad targeting. If users opt out of targeting, this will affect both custom and retargeting audiences as they will decrease in size.
At Brand Ranch Media, we work directly with Facebook Marketing Experts on a weekly basis. They keep us informed on all of the latest developments within the Ads platform and the best practices to follow regarding campaign management and the latest updates. There are other considerations to make regarding the iOS14 updates. Feel free to reach out to us to discuss!