What impact does iOS 14 have on Facebook Pixel and Facebook Ads? HERE'S WHAT TO DO.
1. What impact does iOS 14 have on Facebook Pixel and Facebook Ads?
Apple just announced a number of changes with iOS 14 that affect how we receive and handle conversion events from tools like the Facebook pixel. Businesses that advertise mobile apps or optimize, target and report website conversion events from all of our business tools will be affected.
Specifically, at Apple's request, apps in the App Store that perform "track" (as defined by Apple) will have to show prompts to iOS 14 users by following their AppTrackingTransparency framework. Apple policy prohibits the collection and sharing of certain data unless people opt-in to tracking on an iOS 14 device through a prompt. As more people opt out on iOS 14 devices, ad personalization and performance reporting will be limited to both web and app conversion events.
Apple just announced a number of changes with iOS 14 that affect how we receive and handle transition events from the. Businesses that advertise mobile apps or optimize, target and report website conversion events from any business engine will be affected.git
IOS 14 only allows Facebook to “ track” 8 events. Divided into 2 categories of iOS users:
- Opt-In Users (Users allow Facebook track) – Can track: Purchase, Add a payment information , Initiate checkout, Add to cart, View content, Up to 8 events.
- And Opt-Out Users (Users do not allow Facebook track) .
As more people opt-out of tracking on iOS 14 devices, the size of your app connections, app activity Custom Audiences and Website Custom Audiences may decrease.
AD CREATION LIMITATIONS
With new updates from Apple, there are a lot of ad creation limitations like each campaign is limited to five ad sets of the same optimisation type. You can't vary your optimisation choice across ad sets in the same campaign. Also, ad sets that were optimising for a pixel conversion event that is no longer available will be turned off.
AD UPDATING LIMIT
Each app ID is limited to 9 iOS 14 campaigns. When you turn off an iOS 14 app campaign, it takes 72 hours to no longer count against your iOS 14 campaign limit. Also, when you turn off a campaign, you also turn off its associated ad sets and ads.
AD PENDING LIMIT
As we said, each app ID is limited to 9 iOS 14 campaigns. When you reach your limit of 9 iOS 14 campaigns for your app ID, any additional iOS 14 campaigns that you create and publish will not deliver immediately. To turn on a new iOS 14 campaign when you've reached your limit, you'll need to turn off an existing iOS 14 campaign and wait 72 hours for it to exit the reset period.
When there is no domain associated with a pixel event pair and your ad, that ad will be turned off. You'll need to edit your ad or configure a pixel event pair in Events Manager to resolve this error. To turn this ad back on, either select a new domain for your ad or configure a pixel event pair for your domain in Events Manager.
Real-time reporting will not be supported and data may be delayed up to three days. For iOS 14 app install campaigns, conversion events will be reported based on the time that they are reported to Facebook by the SKAdNetwork API and not the time they occur. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions.
For iOS 14 app install campaigns, the SKAdNetwork API will report results to Facebook, aggregated at the campaign level. Statistical modelling may be used to account for results at the ad set and ad levels unless the campaign is composed of a single ad set and ad. For web conversion events, statistical modelling may be used to account for conversions from iOS 14 users.
NO SUPPORT FOR BREAKDOWNS
For both app and web conversions, delivery and action breakdowns, such as age, gender, region and placement will not be supported.
CHANGES TO ACCOUNT ATTRIBUTION WINDOW SETTINGS
Once Apple enforces their iOS 14 requirements, the attribution window for all new or active ad campaigns will be set at the ad set level, rather than at the account level. The new ad set attribution setting can be accessed during campaign creation.
DYNAMIC ADS LIMITATIONS
Some iOS 14 devices may default to a mobile web browser destination (instead of an app or app store). To direct all iOS 14 users to an app destination, create a new campaign that optimises for link clicks.
What To Do About Them?
Conversions API (or CAPI) is a new name but not a new way of tracking, even for Facebook – The old name was Server-Side Events. With the conversion API, your website's server (but not the browser) will track users when they visit your website. The server notes what actions the user takes (add to cart, purchase, lead) and then the server sends the information back to Facebook.
The reason you're using the Conversion API is that you're increasingly distrusting browser-side tracking. If you are searching for products with your iPhone and are using the Safari browser, the amount of data transferred will be much less because Apple has implemented privacy for users. If you are using Chrome and you have AdBlock blockers installed, the Facebook pixel will not activate and will be locked. So, if your site converts, Facebook won't know about it.
Currently, most people install Facebook pixel directly on their website or indirectly through Google Tag Manager. When a user loads your site, the pixel fires at the browser level. For each page, the user visits and the action the user completes (add to cart, purchase, lead, etc.), the browser sends an update back to Facebook. Facebook then tells you in Ads Manager how many purchases, leads, add to cart, and more. generated by your ad.
With the conversion API, when a user clicks on a Facebook ad and visits your website, Facebook sends a unique ID for that user to the server. The server will track users through this ID as they visit different pages of your website and note if they complete a purchase, add products to the cart, and do other actions. The server then sends a message back to Facebook indicating which action this user ID completed.
At least for the time being, both browser and server events will continue to fire. When Facebook receives a server event, it checks if it also has a corresponding browser event. If browser events are blocked — say because Apple has blocked browser-level tracking — Facebook will use server events instead. If Facebook has both events, it will "de-duplicate" the events and just use the browser event. (Deduplicate is a fancy way of saying that it doesn't count facts.)
Some changes also affect how conversion events work. Facebook has discontinued the 28-day attribution window and now only uses the 7-day view or 1-day view attribution window. That means you may see a decrease in conversions compared to what you had before if you typically have a conversion that occurs more than 7 days after someone clicks on your ad.
Facebook is also moving into aggregate events. Aggregated Event Measurement is a protocol that allows you to measure conversion events even with iOS 14 limitations. You will be limited to eight events, however, which will take precedence and Facebook will only log the event with the highest priority for each transaction. So if you've initiated checkout, added to cart, and set up a purchase, only the action you've identified as the highest priority will be recorded.
Yes, there are advantages to using the conversion API. As explained above, it allows you to track the effectiveness of your ads even if someone is using an Apple device or has ad-blocking software on their browser.