Apple Privacy Changes and Facebook Ads: Here’s How You Can Prepare For Changes - TribeTalk 66

“So this whole Apple vs. Facebook thing…” 

You’ve probably heard about the feud between Apple and Facebook over privacy setting changes. These hotly contested changes will roll out via iOS14, and are expected to impact advertisers. We’ll leave debate to other folks, but we definitely have to address something: how to prepare for changes ahead!

How Apple’s iOS 14 Release Could Affect Your Ads

The Apple iOS 14 release will impact how Facebook processes and tracks conversion events from its advertising tools such as the Facebook pixel. In essence, Apple is going to restrict certain data collection and sharing unless users opt into sharing their data. This means that the data collection Facebook uses for ad targeting and tracking will be widely affected by the change as users decide to opt out of track on their iOS 14 devices. 

Facebook has responded to iOS 14 changes with efforts to mitigate disruption to advertising campaigns. 

• Aggregated Event Measurement to support measurement of web events from iOS 14 users in a way that is consistent with consumers’ decisions about their data.
• Event limits will limit advertisers to 8 conversion events per domain. These conversion events will be ranked by priority, so if a user completes multiple events only the higher prioritized event will be reported. 

Actions Advertisers Should Take Right now

👉 Verify your domain in Facebook Business Manager. This will help avoid future disruption of website campaigns. Prioritize domain verification for domains with pixels used by multiple businesses or personal ad accounts.

👉 Implement CAPI (Facebook’s Conversions API). You can do this via Shopify (or another partner integration) or manually. 

👉 Plan for 8 conversion events per domain. Facebook will initially select the conversion events they believe are the most relevant to your business based on activities, but you are able to manage preferences in Events Manager. 

👉 Consider making changes to your campaigns or measurement strategy. Facebook will pause all ad sets that optimize for inactive pixel conversion events. 

👉 Prepare for reporting limitations and reporting delays. Data may be delayed up to 3 days, and statistical modeling may be used to help account for conversion events. There will be no more support for delivery and action data breakdowns, and 28-day click-through, 28-day view-through, and 7-day view-through attribution windows will become unavailable.

👉 Consider utilizing a post-purchase attribution survey tool to better understand the impact of your ads.