iOS 14 + Facebook Ads

iOS 14 + Facebook Ads

You may have heard about the latest changes as to how iOS14 affects Facebook Ads, but what does it REALLY mean? 

Established by Apple in 2007, iOS is a mobile-device operating system found exclusively throughout Apple’s array of products. The operating system is constantly undergoing drastic upgrades, including the advancement of new technologies. That said, one of the more recent updates is iOS 14. This update became a concern for all in the realm of digital marketing – most specifically with Facebook – as the update allowed the consumer to have a choice of accepting the release of their personal information to advertisers. The update provided an extra level of security of privacy to the user but became a major concern to advertisers looking for a wide outreach in advertising.

Marketing teams and our clients need to understand the effect that the iOS 14 update has on Facebook Ad campaigns, specifically – to maximize ROI for any digital campaign.

Since the update occurred, Facebook analytics have said that only around 10% of iOS 14 users have opted-in for tracking since the options began. Facebook uses pixels to track user behaviors, and with the severely lessened number of users it can now track, we have limited opportunities for granular targeting. This affects the performance of adverts moving forward and limits the ability to accurately track users for future retargeting. If a user does not opt-in to sharing their data on Facebook – the targeting options are limited.

Here are 3 things that we can do to help reduce the effect that we will see come from iOS 14 and optimize for Facebook Ad success:

Target Audience Revamp – Now more than ever, it’s essential to be constantly building your customer lists. With these lists, we can take the emails directly from your customers and input them into Facebook. Then, in the advertising campaign, we can match those lists to customers who are most likely going to convert based on the actions of your current customer database. This will help put more users into the potential audience bucket; thereby, increasing the number of users we can send ads to.

Domain Verification – Facebook is now using a new tool that requires advertisers to verify domains linked to each ad account. Claiming your domain in the account shows Facebook that the website we drive people to is a verified domain and gives credibility to the ads and profile itself.

Reporting Changes – Additionally, with iOS 14, there are a few reporting changes that will affect how we measure success and optimize campaign performance. Data is now delayed for up to 3 days which can hinder the optimization tactics for short-ran campaigns. Facebook’s conversions will no longer provide reporting on the breakdowns of iOS 14 users, including age, gender, region, and ad placement. Lastly, we will have a smaller retargeting pool; what was previously a 28-day window is now 7-days.

Although it might seem that all hope is lost when it comes to the ease of advertising on Facebook – don’t fret! Facebook Advertising is still a very powerful tool to create leads and generate customers for your business. Granted – we just need to sit down and rethink the strategy. By adapting and testing out new strategies, your business goals are within reach – you just may have to reach a little higher. There will always be more to come with Apple, like the newly released iOS 15, and digital advertising. We simply have to adapt, learn and grow alongside the digital world.