How iOS 14 Changes May Impact Your Facebook Ads Account

Apple has announced changes with iOS 14 that will impact how Facebook receives and processes conversion events from tools like the Facebook pixel.

Businesses that advertise mobile apps, as well as those that optimize, target, and report on web conversion events from any of Facebook’s business tools will be affected.

Specifically, Apple will begin to require that apps in the App Store that engage in what Apple defines as “tracking” to show a prompt to iOS 14 users, in accordance with their AppTrackingTransparency framework. Apple’s policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt. As more people opt out of tracking on iOS 14 devices, ads personalization and performance reporting will be limited for both app and web conversion events.

In response to these changes, Facebook will also start processing pixel conversion events from iOS 14 devices using Aggregated Event Measurement. This will support your efforts to preserve user privacy and help you run effective campaigns.

How iOS 14 Changes May Impact Your Facebook Ads Account

1. Audience sizes may decrease. Your audience sizes may decrease because they may not include people on iOS 14.
2. Some campaign results will be counted differently. As more people opt out of tracking on iOS 14 devices, statistical modeling may be used to account for some conversions that are completed on iOS 14 devices. Recent changes to attribution settings may result in a decrease in the number of reported conversions and some attribution windows will be unavailable. You may also find that there are delays in reporting certain results.
3. New limit on web events. Due to Apple’s changes with iOS 14, Facebook will implement its new Aggregated Event Measurement feature, which supports advertisers’ efforts to preserve user privacy while running effective campaigns. Aggregated Event Measurement will limit the amount and type of data that advertisers can send to Facebook through tools like the Facebook pixel. Advertisers will be able to use up to 8 conversion events from a single website domain. Facebook has selected default events that will be available for each of your domains, based on your ad activity.
4. A domain will need to be selected for each ad in order to measure conversions. Due to Apple’s iOS 14 changes, Facebook will be using Aggregated Event Measurement. With Aggregated Event Measurement, each ad must include the domain where you intend for conversions to happen. To ensure that Facebook can continue measuring conversions on your website once Apple releases iOS 14, you’ll need to select a domain in each ad’s tracking section,

Actions You Can Take to Prepare Your Facebook Ads Account for iOS 14 Changes

If you plan to deliver ads optimized for conversion events that occur on your business’s website:

1. You may need to verify your website’s domain to help avoid any future disruption of your website campaigns.
2. Configure 8 preferred web conversion events per domain in Events Manager.

If you plan to deliver ads optimized for conversion events that occur in your business’s app:

1. Update to Facebook’s SDK for iOS 14 version 8.1 to help personalize ads delivered to iOS 14 users, and continue to receive app conversion events reporting.
2. Learn more about how to Use the Facebook SDK, App Events API and Mobile Measurement Partners to reach devices on iOS 14 and measure performance.

Useful 1OS 14 Change Resources

• Facebook SDK for iOS, App Events API and Mobile Measurement Partners Updates for Apple’s iOS 14 Requirements
• Facebook Pixel Updates for Apple’s iOS 14 Requirements
• How Apple’s Changes May Significantly Limit Your Marketing Efforts
• Reporting Updates for the Apple iOS 14 Release
• About Facebook’s Aggregated Event Measurement
• Here’s What the iOS 14 Update Means for Your Facebook Ads
• 5 Ways Apple iOS 14 Will Affect Your Facebook Ads (and How to Prepare)

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