There’s no method round it. The iOS 14 replace makes life a lot more durable for digital entrepreneurs. Particularly those on Fb.
Also called App Monitoring Transparency, Apple introduced ATT framework in June 2020. Nonetheless the rollout was delayed till April 2021 to offer builders extra time to arrange. Properly, it’s already right here and never as scary as you may assume.
ATT goals to guard Apple customers from being tracked with out their permission. On this regard, the Apple Retailer now requires all cellular apps to indicate prompts to the iOS 14 customers. These prompts ask whether or not they need to decide in or decide out from monitoring throughout apps and web sites.
Customers can’t bypass or keep away from the opt-in/opt-out immediate. So now, Fb or different apps can monitor the iOS customers’ conduct provided that they decide in and categorical consent. This impacts apps like:
- Fb
- Amazon
- TikTok
- And extra
“Solely 12% of customers let purposes monitor 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 essentially the most customers’ Identifier for Advertisers (IDFA). As a substitute, knowledge teams collectively to cover particular person identities. This has a direct influence on three fundamental issues:
- Reporting conversions: Some conversions are now not counted.
- Optimization: It’s tougher to establish folks prone to full the specified motion.
- Focusing on: Entrepreneurs can’t goal or exclude iOS 14 customers who opted out.
And that is big for Fb advertisers as a result of:
- 98% of lively Fb customers throughout the globe are cellular customers. And 81.8% of lively Fb customers solely use their cellular units to entry FB. They use the app, not the web site
- 26% of cellular 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 knowledge
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: Focusing on
iOS 14 and Fb Adverts: Reporting
Monitoring Pixel occasions
What modified: iOS 14 Customers
You at the moment are allowed to trace as much as 8 conversion occasions per area versus limitless occasions previously. 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 person privateness compelled by Apple.
Which means that if somebody opts out of iOS 14 monitoring, you may nonetheless gather some conversion knowledge. However it’s aggregated and not one of the knowledge hyperlinks to a person person’s motion. As a substitute, all the info teams collectively for privateness.
Fb initially assigns these 8 occasions it believes matter most to your small business primarily based on the conversion knowledge. 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 person takes a number of actions in a single conversion window, Fb solely studies the “prime” occasion. So when a person 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 she or he 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 state of affairs, if the person doesn’t buy, Fb will report on the following most necessary conversion occasion within the rating listing.
Remember the fact that on this regard, your whole different occasions could report numbers which are decrease than anticipated. That is true even when they’re inside your prime eight. So because of this, anticipate to see inaccurate or incomplete knowledge 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 may nonetheless see every occasion.
With regards to opt-in iOS 14 customers, all 8 occasions shall be returned whatever the prioritization.
Whether or not or not an iOS 14 person is opted in or opted out, you may ship optimized adverts for considered one of 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. A lot of these adverts solely ship to customers who opted-in to monitoring.
Fb additionally estimates “lacking” iOS 14 net conversion occasions with statistical modeling. This implies all of the stats you’d have had for iOS 14 customers at the moment are changed with knowledge projections.
In case you run an iOS 14 app set up marketing campaign, you’re restricted to no matter knowledge Apple’s SKAdNetwork API offers. In different phrases, SKAdNetwork API studies aggregated marketing campaign outcomes to Fb.
This implies all knowledge on the marketing campaign degree isn’t linked to a person. And there are limits on doable insights. However, Fb could use statistical modeling for app installs. It’s designed to fill in these lacking iOS 14 knowledge factors.
Both method, now that fewer folks opt-in to monitoring, there’s not as a lot knowledge to report. This impacts your skill 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 units with iOS 14 or later. So entrepreneurs can nonetheless entry full conversion knowledge. However just for non-iOS 14 and conventional desktop units. And there’s an infinite variety of trackable Pixel occasions.
However the way in which Fb net conversion reporting works is totally different. Internet 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 means of related advert impressions.
With regards to app set up campaigns, you may solely select the 1-day click on and 1-day view choice 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 choice, too.
Fast reference desk
| Sort of person | Adjustments in conversion reporting |
| Apple iOS 14 or later, opt-out | – Restricted knowledge is collected and aggregated – Statistical modeling replaces actual knowledge for net conversions – iOS 14 app installs are restricted to aggregated knowledge that Apple’s SKAdNetwork API offers |
| Apple iOS 14 or later, opt-in | – Restricted to the highest occasions – Statistical modeling replaces actual knowledge for net conversions – iOS 14 app installs are restricted to aggregated knowledge that Apple’s SKAdNetwork API offers |
| Desktop Customers / Non- iOS 14 | – No modifications besides timestamps mark when an internet 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 gather data by means of their web site with out utilizing cookies
- Discover net and advert monitoring methods that don’t depend on the Fb Pixel. Think about using UTM parameters in your web site’s URLs. Or spend money on third-party software program like Wicket Experiences, Hyros, and so forth
- Filter out unused occasions and group comparable conversion occasions collectively
- Maintain an eye fixed out for statistical modeling. Fb could mission knowledge primarily based on the “lacking” iOS 14 customers
- Discover first-party cookie choices to trace net 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 the hours of darkness on the subject of knowledge like:
- Age
- Gender
- Area
- Advert placement
- System
- And extra
As a substitute, you’ll solely see knowledge 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 person opted-in or opted-out of monitoring, there’s no demographic knowledge.
Professional Tip: Now’s the time to spend money on cookies in your web site that monitor Fb knowledge with out leaning on the Pixel.
In different phrases, you may’t entry any reporting on the supply or motion breakdowns.
What modified: Desktop Customers / Non-iOS 14 Customers
It’s enterprise as ordinary for the reason that iOS 14 replace solely applies to individuals who use an Apple cellular system. 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 consists of each iOS 14 and desktop customers (or anybody who’s not on iOS 14), you may’t entry breakdowns. But when your advert set solely consists of non-iOS 14 customers, you’re good to go.
Fast reference desk
| Sort of person | Adjustments 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, ensure to maintain it up to date
- If you have already got server-side monitoring, report with this knowledge on demographics as an alternative
- Think about Fb’s Conversion API (cAPI) for server-side or back-end monitoring
- Put money into first-party knowledge assortment that’s impartial of the Fb Pixel
Reporting delays
What modified: iOS 14 customers
Like desktop and non-iOS 14 reporting, iOS 14 knowledge delays can last as long as 3 days. And all knowledge facilities on the time of conversion, not the advert impression.
However, no matter whether or not a person 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 a substitute, knowledge 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 passed off.
Fast reference desk
| Sort of person | 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 passed off |
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 gather data 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 kind a brand new advert set degree attribution setting. You’ll find this beneath 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 need to nonetheless be capable of see all historic knowledge. This is applicable even in the event you used the discontinued attribution window choices above.
Listed here are the home windows you may 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
Be aware that the 7-day click on and 1-day view was the unique default setting. Now, the 7-day click on choice is the default.
There are some attribution window choice 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
- Maintain a detailed eye on knowledge earlier than it’s cleared every week
- Discover first-party packages to drag knowledge factors which are impartial of Fb
- Use the Google Analytics multi-channel reporting instruments for attribution
- Discover third-party instruments that pull and evaluate knowledge from a number of knowledge 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 system ori OS. Fb chooses these occasions for you. However you might have the facility to reprioritize every occasion as you see match within the Adverts Supervisor.
This implies entrepreneurs have much less skill to focus on customers. And thus much less skill to optimize per advert degree. Right here’s an instance:
- You might have 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 may’t optimize every occasion above by itself due to the brand new limitations. Now, you need to choose 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 data to make selections about future adverts.
Fast reference desk
| Sort of system | 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
- Observe knowledge within the Fb Adverts Supervisor for occasions you may’t optimize
- Use any knowledge you could find within the Adverts Supervisor to tell which occasions you place on the prime of the listing
iOS 14 and Fb Adverts: Focusing on
Customized audiences
What modified: iOS 14 customers
If iOS 14 customers opted-in, entrepreneurs can nonetheless retarget them by means 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 are created from customized audiences.
This implies Customized Viewers sizes drop throughout the board as there are fewer folks 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 data to work off of. And fewer folks 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 small business. Suppose previous clients, app customers, or web site guests. And the Customized Viewers instrument in FB permits you to:
Retarget audiences:
Join with individuals who’ve transformed previously.
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 by chance it’s enterprise as ordinary for entrepreneurs focusing 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 system | Adjustments in Customized Viewers |
| iOS 14 with opt-in | No limits (identical as ordinary) |
| iOS 14 with opt-out | Excluded by default |
| Desktop Customers / Not iOS 14 | No limits (identical as ordinary) |
What you are able to do about it
- Offset Customized Viewers shrinkage by making your retargeting audiences larger
- In case you gather e-mail addresses, make use of Buyer Record customized viewers choice. Add your e-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 Regulate Your Methods
Ultimate ideas on the Fb and iOS 14 replace
There’s little doubt the iOS 14 replace impacts entrepreneurs and companies. It conceals knowledge, makes retargeting way more troublesome, and limits optimization methods. Right here’s what you’ve realized:
- Fb delays reporting knowledge by as much as 3 days
- Conversion and monitoring knowledge is both aggregated or fully inaccessible
- Fb now studies some knowledge pulled from Apple’s SKAdNetwork API
- Entrepreneurs and companies have much less entry to demographics and breakdowns
It’s a troublesome transition. And entrepreneurs everywhere in the world are scrambling to provide you with new methods to focus on iOS 14 customers. To succeed, all you want is the fitting instruments, assets, and options.
