Not long ago, Apple announced changes for the iOS 14 that will impact how Facebook receives and process conversion events from tools like the Facebook pixel.
As a result, Facebook is alerting business users who use its platform that these new privacy features in iOS 14 could “significantly impact” their marketing and advertising efforts.
Read on to discover what these changes are, and what they really mean for advertisers.
What will the Apple iOS 14 changes mean for Facebook advertisers?
1. Delayed reporting
Real-time reporting will not be supported, and data may be delayed up to 3 days.
2. Creating Audiences
With limited data and tracking on iOS devices, certain users will not form part of Retargeting or Lookalike audiences.
3. Tracking Pixel Actions from Facebook ads
All tracking optimised towards Leads, Add to Cart, Purchases, Custom Conversions, etc. with the Pixel will now be heavily affected due to users opting out of tracking.
4. Optimizing your Ads
With pixel data limited, ads are not going to be optimised as well as they could be without behavioral data on actions.
5. Retargeting ads
When you create a Retargeting audience, anyone who visited your website from an iOS 14 device won’t see your retargeted ad
A. App Installs
Facebook won’t be able to optimise around App Installs or other App related conversions for iOS devices.
Needless to say, Facebook isn’t entirely happy with these changes:
“Facebook is speaking up for small businesses. Apple’s new iOS 14 policy will have a harmful impact on many small businesses that are struggling to stay afloat and on the free internet that we all rely on more than ever.”
You can read the platform’s full response to the changes here.
Stay tuned for our next blog where we cover steps you need to take to help mitigate some of the adverse affects the changes will have on your marketing efforts.