iOS 14 and Fb Adverts: All Points and Fast Fixes


There’s no method round it. The iOS 14 replace makes life a lot tougher for digital entrepreneurs. Particularly those on Fb.

Also referred to as App Monitoring Transparency, Apple introduced ATT framework in June 2020. Nonetheless the rollout was delayed till April 2021 to offer builders extra time to organize. Properly, it’s already right here and never as scary as you would possibly assume. 

ATT goals to guard Apple customers from being tracked with out their permission. On this regard, the Apple Retailer now requires all cell apps to indicate prompts to the iOS 14 customers. These prompts ask whether or not they need to choose in or choose out from monitoring throughout apps and web sites. 

Facebook iOS 14 Prompt

Customers can’t bypass or keep away from the opt-in/opt-out immediate. So now, Fb or different apps can observe the iOS customers’ habits provided that they choose in and categorical consent. This impacts apps like:

  • Fb
  • Pinterest
  • Amazon
  • TikTok
  • And extra

“Solely 12% of customers let functions observe their exercise”. That is the results of the primary two weeks of the App Monitoring Transparency reported by Flurry Analytics.This implies entrepreneurs lose entry to probably the most customers’ Identifier for Advertisers (IDFA). As an alternative, information teams collectively to cover particular person identities. This has a direct influence on three major issues:

  1. Reporting conversions: Some conversions are now not counted.
  2. Optimization: It’s harder to establish individuals more likely to full the specified motion.
  3. Concentrating on: Entrepreneurs can’t goal or exclude iOS 14 customers who opted out.

And that is large for Fb advertisers as a result of:

  • 98% of lively Fb customers throughout the globe are cell customers. And 81.8% of lively Fb customers solely use their cell gadgets to entry FB. They use the app, not the web site
  • 26% of cell customers are Apple iOS customers. They use iPhones or iPads
  • 83% of iOS customers opt-out of monitoring
  • This implies entrepreneurs lose near 21% of conversion information

So let’s get into the main points about how the iOS 14 replace affected Fb promoting. Plus, discover fast fixes advertisers ought to make to mitigate the influence.

1. iOS 14 and Fb Adverts: Reporting

2. iOS 14 and Fb Adverts: Optimization

3. iOS 14 and Fb Adverts: Concentrating on

iOS 14 and Fb Adverts: Reporting

Monitoring Pixel occasions

What modified: iOS 14 Customers

You  are actually allowed to trace as much as 8 conversion occasions per area versus limitless occasions prior to now. This limitation is because of Aggregated Occasion Measurement, a brand new protocol that Fb launched as a response to Apple privateness replace. The protocol goals to assist advertisers nonetheless run efficient campaigns whereas additionally complying to consumer privateness compelled by Apple.

Because of this if somebody opts out of iOS 14 monitoring, you possibly can nonetheless acquire some conversion information. However it’s aggregated and not one of the information hyperlinks to a person consumer’s motion. As an alternative, all the info teams collectively for privateness.

Fb initially assigns these 8 occasions it believes matter most to your corporation primarily based on the conversion information. However advertisers even have the choice to:

  • Choose pixel occasions on their very own
  • Prioritize conversion occasions 
  • Re-prioritize as soon as each 72 hours

To do that, go to the Fb Adverts Supervisor >> Aggregated Occasion Administration.

Why is that this prioritization so necessary?  If an opted-out consumer takes a number of actions in a single conversion window, Fb solely studies the “high” occasion. So when a consumer triggers multiple conversion occasion, you’ll see the one which’s highest in your precedence listing.

Right here’s an instance:

  • Susan clicks in your Fb advert for winter boots
  • She then Provides to Cart
  • And he or she purchases the boots in consequence

As a result of Buy trumps Add to Cart, you’ll solely see the highest occasion. On this case, it’d be Buy.

In a special situation, if the consumer doesn’t buy, Fb will report on the subsequent most necessary conversion occasion within the rating listing. 

Understand that on this regard, your entire different occasions might report numbers which can be decrease than anticipated. That is true even when they’re inside your high eight. So for that reason, count on to see inaccurate or incomplete information in Occasions Supervisor reporting.

This in fact creates an enormous hole within the purchaser’s journey and should disrupt your promoting technique total. 

Professional Tip: If there’s huge timing distinction  between conversion occasions, you would possibly nonetheless see every occasion.

In terms of opt-in iOS 14 customers, all 8 occasions can be returned whatever the prioritization.

Whether or not or not an iOS 14 consumer is opted in or opted out, you possibly can ship optimized adverts for one in all your eight prioritized occasions.

However if you wish to optimize your adverts for a non-prioritized occasion, you’ll have restricted supply and restricted reporting. Most of these adverts solely ship to customers who opted-in to monitoring.

Fb additionally estimates “lacking” iOS 14 internet conversion occasions with statistical modeling. This implies all of the stats you’d have had for iOS 14 customers are actually changed with information projections.

In case you run an iOS 14 app set up marketing campaign, you’re restricted to no matter information Apple’s SKAdNetwork API offers. In different phrases, SKAdNetwork API studies aggregated marketing campaign outcomes to Fb.

This implies all information on the marketing campaign degree isn’t linked to a person. And there are limits on doable insights. However, Fb might use statistical modeling for app installs. It’s designed to fill in these lacking iOS 14 information factors.

Both method, now that fewer individuals opt-in to monitoring, there’s not as a lot information to report. This impacts your means to retarget, optimize, and customise — extra on this in a minute.

What modified: Desktop Customers / Non-iOS 14 Customers

Nothing for app conversions. The iOS 14 replace solely impacts Apple gadgets with iOS 14 or later. So entrepreneurs can nonetheless entry full conversion information. However just for non-iOS 14 and conventional desktop gadgets. And there’s an infinite variety of trackable Pixel occasions.

However the way in which Fb internet conversion reporting works is completely different. Net conversion occasions now report primarily based on the time every conversion takes place. This isn’t the way it labored earlier than — which was by way of related advert impressions.

In terms of app set up campaigns, you possibly can solely select the 1-day click on and 1-day view possibility for Worth or App Occasions. And a few non-iOS 14 app set up campaigns are solely eligible for the 1-day click on and 1-day view possibility, too.

Fast reference desk

Sort of consumer Modifications in conversion reporting
Apple iOS 14 or later, opt-out – Restricted information is collected and aggregated
– Statistical modeling replaces actual information for internet conversions
– iOS 14 app installs are restricted to aggregated information that Apple’s SKAdNetwork API offers
Apple iOS 14 or later, opt-in – Restricted to the highest occasions
– Statistical modeling replaces actual information for internet conversions
– iOS 14 app installs are restricted to aggregated information that Apple’s SKAdNetwork API offers
Desktop Customers / Non- iOS 14 – No modifications besides timestamps mark when an online conversion takes place
– Only one-day click on and 1-day view is accessible for app installs
App Occasion – Only one-day click on and 1-day view is accessible for app installs

What you are able to do about it

  • Use Fb’s Conversion API (cAPI) to assist fill some gaps in reporting. It’s not the end-all-be-all answer. It doesn’t restore monitoring for iOS 14 opted-out customers. However it helps entrepreneurs acquire info by way of their web site with out utilizing cookies
  • Discover internet and advert monitoring methods that don’t depend on the Fb Pixel. Think about using UTM parameters in your website’s URLs. Or put money into third-party software program like Wicket Stories, Hyros, and so forth
  • Filter unused occasions and group related conversion occasions collectively
  • Hold a watch out for statistical modeling. Fb might challenge information primarily based on the “lacking” iOS 14 customers
  • Discover first-party cookie choices to trace internet conversion occasions
  • Analysis App Monitoring Transparency (ATT) guidelines and laws about app set up monitoring. Discover compliant choices that use first-party monitoring options for brand spanking new or current apps

Breakdowns

What modified: iOS 14 customers

Fb now not offers any reporting on supply or motion breakdowns. This implies entrepreneurs are at midnight on the subject of information like:

  • Age
  • Gender
  • Area
  • Advert placement
  • Machine
  • And extra

As an alternative, you’ll solely see information for eligible customers (i.e. desktop non-iOS 14 customers). And there’s a disclaimer stating the info excludes iOS 14 customers.

No matter whether or not an iOS 14 consumer opted-in or opted-out of monitoring, there’s no demographic information.

Professional Tip: Now’s the time to put money into cookies in your web site that observe Fb information with out leaning on the Pixel.

In different phrases, you possibly can’t entry any reporting on the supply or motion breakdowns.

What modified: Desktop Customers / Non-iOS 14 Customers

It’s enterprise as normal because the iOS 14 replace solely applies to individuals who use an Apple cell gadget. Different desktop and non-iOS 14 customers are within the clear. This implies you’ll be capable of see issues like age, gender, and advert placement.

However there’s a catch. If you wish to entry breakdowns, your advert units ought to solely goal non-iOS 14 customers. So in case your advert set contains each iOS 14 and desktop customers (or anybody who’s not on iOS 14), you possibly can’t entry breakdowns. But when your advert set solely contains non-iOS 14 customers, you’re good to go.

Fast reference desk

Sort of consumer Modifications in breakdown reporting
Apple iOS 14 or later, opt-in No supply or motion breakdowns
Apple iOS 14 or later, opt-out No supply or motion breakdowns
Desktop Customers / Non-iOS 14 No modifications so long as your advert set solely targets non-iOS 14 customers

What you are able to do about it

  • Combine with Google Analytics or different high quality analytics platforms
  • In case you already use Google Analytics, be sure that to maintain it up to date
  • If you have already got server-side monitoring, report with this information on demographics as an alternative
  • Take into account Fb’s Conversion API (cAPI) for server-side or back-end monitoring
  • Put money into first-party information assortment that’s unbiased of the Fb Pixel

Reporting delays

What modified: iOS 14 customers

Like desktop and non-iOS 14 reporting, iOS 14 information delays can last as long as 3 days. And all information facilities on the time of conversion, not the advert impression.

However, no matter whether or not a consumer opted in or out, all the info comes from Apple’s SKAdNetwork API. This implies the time conversions you see come from Apple, not Fb.

What modified: Desktop Customers / Non-iOS 14

Fb now not helps real-time reporting. As an alternative, information report delays can last as long as 3 days. Additionally, conversion timestamps aren’t primarily based on advert impressions. Now, studies present the time the conversion occurred.

Fast reference desk

Sort of consumer Reporting delays
Apple iOS 14 or later, opt-out – As much as 3 days
– Timestamps present the info SKAdNetwork API studies to Fb
Apple iOS 14 or later, opt-in – As much as 3 days
– Timestamps present the info SKAdNetwork API studies to Fb
Desktop Customers / Non- iOS 14 – As much as 3 days
– Timestamps aren’t primarily based on advert impressions
– Now timestamps mark when the conversion occurred

What you are able to do about it

  • Discover integrations with Apple’s SKAdNetwork API for higher or quicker reporting choices
  • Examine Fb’s Conversion API (cAPI) for server-side or back-end monitoring options
  • Establish first-party gamers who acquire info with out utilizing the Fb Pixel

Attribution home windows

What modified: Desktop Customers / Non-iOS 14, and iOS 14

Fb’s attribution reporting modified throughout the board. FB merged home windows on the account degree and advert set degree. Collectively they type a brand new advert set degree attribution setting. You could find this below Optimization & Supply.

All attribution home windows are the identical besides Fb scrapped:

  • 28-day click on
  • 28-day view
  • 7-day view

Professional Tip: You probably have inactive advert units, you must nonetheless be capable of see all historic information. This is applicable even if you happen to used the discontinued attribution window choices above.

Listed below are the home windows you possibly can nonetheless select from:

  • 1-day click on
  • 7-day click on
  • 1-day click on and 1-day view
  • 7-day click on and 1-day view

Observe that the 7-day click on and 1-day view was the unique default setting. Now, the 7-day click on possibility is the default.

There are some attribution window possibility exceptions. However they’re for app set up campaigns. We’ll cowl this in a minute.

Fast reference desk

Fb settings Attribution home windows
What’s nonetheless there – 1-day click on
– 7-day click on
– 1-day click on and 1-day view
– 7-day click on and 1-day view
What’s gone – 28-day click on
– 28-day view
– 7-day view

What you are able to do about it

  • Hold an in depth eye on information earlier than it’s cleared every week
  • Discover first-party packages to tug information factors which can be unbiased of Fb
  • Use the Google Analytics multi-channel reporting instruments for attribution
  • Discover third-party instruments that pull and evaluate information from a number of information sources
  • Examine eROAS and eCPA for higher reporting

iOS 14 and Fb Adverts: Optimization

Optimization occasions

What modified: Desktop Customers / Non-iOS 14, and iOS 14

As we already know, Fb limits trackable occasions to eight per area. That is throughout the board, no matter gadget ori OS. Fb chooses these occasions for you. However you’ve the ability to reprioritize every occasion as you see match within the Adverts Supervisor.

This implies entrepreneurs have much less means to focus on customers. And thus much less means to optimize per advert degree. Right here’s an instance:

  • You’ve gotten an advert set with two separate occasions
  • One occasion is Buy for Product A
  • The second occasion is Buy for Product B

With the iOS 14 replace, you possibly can’t optimize every occasion above by itself due to the brand new limitations. Now, it’s a must to decide and select as a result of there are fewer choices.

Plus, the brand new attribution home windows influence optimization, too. Entrepreneurs misplaced iOS 14 customers, the 28-day click on, and the 28-day view. So now there’s much less info to make selections about future adverts.

Fast reference desk

Sort of gadget Optimization occasion limits
iOS 14 with opt-out 8
iOS 14 with opt-in 8
Desktop / Non-iOS 14 8

What you are able to do about it

  • Monitor information within the Fb Adverts Supervisor for occasions you possibly can’t optimize
  • Use any information you could find within the Adverts Supervisor to tell which occasions you set on the high of the listing

iOS 14 and Fb Adverts: Concentrating on

Customized audiences

What modified: iOS 14 customers

If iOS 14 customers opted-in, entrepreneurs can nonetheless retarget them by way of Customized Viewers. That is excellent news for FB entrepreneurs. However the dangerous information is that iOS 14 customers who opted-out are off-limits. The identical applies to lookalike audiences which can be created from customized audiences.

This implies Customized Viewers sizes drop throughout the board as there are fewer individuals to retarget. Briefly, all iOS customers on Fb may have been part of your Customized Viewers earlier than. However now, all iOS 14 customers who don’t allow monitoring aren’t included. Once more, there’s much less info to work off of. And fewer individuals to retarget.

What modified: Desktop Customers / Non-iOS 14

The Fb Adverts Supervisor lets entrepreneurs create Customized Viewers. These are extremely outlined teams of individuals on FB who already know your corporation. Suppose previous prospects, app customers, or web site guests. And the Customized Viewers instrument in FB allows you to:

Retarget audiences:

Join with individuals who’ve transformed prior to now.

Create lookalike audiences:

Customized audiences function one of many sources to create a lookalike viewers, a brand new viewers that mimics the viewers you already care about. 

Customized Viewers is a robust instrument. And fortuitously it’s enterprise as normal for entrepreneurs concentrating on desktop and non-iOS 14 customers. There aren’t any limitations on Customized Viewers – nothing’s new right here.

Fast reference desk

Sort of gadget Modifications in Customized Viewers
iOS 14 with opt-in No limits (identical as normal)
iOS 14 with opt-out Excluded by default
Desktop Customers / Not iOS 14 No limits (identical as normal)

What you are able to do about it

  • Offset Customized Viewers shrinkage by making your retargeting audiences larger
  • In case you acquire electronic mail addresses, make use of Buyer Listing customized viewers possibility. Add your electronic mail listing to create a brand new Customized Viewers
  • Goal chilly audiences with adverts primarily based on curiosity
Fb Retargeting After iOS 14: How To Alter Your Methods

Last ideas on the Fb and iOS 14 replace

There’s little question the iOS 14 replace impacts entrepreneurs and companies. It conceals information, makes retargeting far more tough, and limits optimization methods. Right here’s what you’ve discovered:

  • Fb delays reporting information by as much as 3 days
  • Conversion and monitoring information is both aggregated or utterly inaccessible
  • Fb now studies some information pulled from Apple’s SKAdNetwork API
  • Entrepreneurs and companies have much less entry to demographics and breakdowns

It’s a tricky transition. And entrepreneurs everywhere in the world are scrambling to give you new methods to focus on iOS 14 customers. To succeed, all you want is the appropriate instruments, assets, and options.



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