Impacts of iOS 14 updates on Facebook ad

BY SREERESH K | MAY 10 .

You would have most likely heard the news of the all-new iOS 14 updates and the impact this update poses on Facebook ad marketing. This iOS 14 update Facebook topic that we are going to discuss in this blog.

Some possibilities may have some tweaks once released and from what we know so far is that Facebook has taken this update into account very seriously, the main factor being many large corporations that are currently investing in Facebook for ads may just stop using them, which negatively affects Facebook as campaigns and marketing are their major source of income. On other hand, there is also much small business which also gets affected by this policy update, which has also taken the attention of Facebook.

So what exactly gets affected?

With this update there comes an option for an iPhone user to opt-out of Facebook tracking and collecting their data. This feature is developed by Apple to give every iPhone user using ios 14 updates to get more privacy. None of the apps on this update can trace your data unless and until the user complies with the same.

There are several ways in which your ads on Facebook will get affected by this new update, and we will be mentioning a few points here:

a. Advertisements get less effective.

b. Ads may generate less business or sales.

c. Small business getting affected.

a. Advertisements get less effective

With this update there comes an option for an iPhone user to opt-out of Facebook tracking and collecting their data. This feature is developed by Apple to give every iPhone user using ios 14 updates to get more privacy. None of the apps on this update can trace your data unless and until the user complies with the same.

There are several ways in which your ads on Facebook will get affected by this new update, and we will be mentioning a few points here:

b. Ads may generate less business or sales

As we discussed above, the opting out trend is going to have a deep impact on the users planning to boost their website business using Facebook ads. As they may receive comparatively less personalized ads. This may lead to a gradual dropping in revenue generated by these ads.

There are several ways in which your ads on Facebook will get affected by this new update, and we will be mentioning a few points here:

c. Small business getting affected

The idea of remarketing gets affected as Facebook pixel cannot retrieve data of people who have visited the user’s website and also to render look alike audiences. Hence this limits the growth of smaller businesses by failing to reach their target audience.

What is Aggregated Event Measurement, and how can you be prepared for this change?

On the brighter side, Facebook claims to process pixel conversion events from Ios 14 devices using Aggregated Event Measurement which claims to be an effective ads solution.

Facebook claims:-

“Facebook’s Aggregated Event Measurement is a protocol that allows for measurement of web events from iOS 14 users… Our solution is analogous to Apple’s Private Click Measurement, but is designed to solve for key advertiser use cases not addressed by Apple’s proposal.”

This basically means only eight conversion events per domain can be used for the campaign optimization for Facebook ad users. This could either be a devastating move or these changes won’t make you flinch depending on what kind of an advertiser you are.

How can you be prepared for this change?

➣ Domain Verification.

➣ Your current event setup should be analyzed.

➣ Select the eight events.

➣ Rank your events by priority.

➣ Be updated with your ads manager resource center.

➣ Domain Verification.

Verifying your domain within Facebook Business Manager is one of the first things you should be taking care of if you are using the Facebook pixel. This is to be done because once the privacy policy update on iso14 is implemented, all ads on the Facebook pixel of an unverified domain will be paused.

➣ Your current event setup should be analyzed.

Check if your current setup requires changes or not.
✍ Do you have more than eight events
✍ Is tracking critical for your events
✍ Are there any tracks yet to be done

➣ Select the eight events.

Select eight events that are absolutely important for your business.

➣ Rank your events by priority.

Since there is a limitation for tracking the user data in the latest update the event that is on high priority will be the only event that will be sent to Facebook for conversion when a customer takes several actions on a web session.

➣ Be updated with your ads manager resource center.

As said, be updated on ads manager resource centers as there are chances to miss out on many important key points that may be a solution to any upcoming changes.