If you use Facebook advertising for your business, chances are you’ll be aware that the new iOS14 update expected to be introduced with an update to iOS 14 in early 2021 will change measurement and performance of your Facebook app ads. As a digital marketing agency in Surrey, we understand that this may gave a big impact on SMEs.
Facebook has stated: “Apple has announced changes with iOS 14 that will affect how we receive and process conversion events from tools such as the Facebook pixel. Businesses that advertise mobile apps, as well as those that optimise, target and report on web conversion events from any of our business tools will be affected.”
Still confused on exactly how this will affect your ad account? Here’s a guide from us on how it will affect you, as well as some things you can do to prepare.
If you have a Facebook Ads account, you may have noticed the new feature: Resource Centre. Facebook have created this to help you prepare your account for the upcoming changes. It has created tasks for you such as managing your pixel, verifying your domain and sorting out event tracking to make sure your account is in the best shape possible.
The new update imposes many changes to tracking. Firstly, you’re limited to only having 8 conversion events on your Pixel. Therefore, as an advertiser you’ll need to prioritise which events have the most importance to your company. Moreover, data tracking will now be restricted and for users who have the new update, there will now be a 3-day tracking delay.
Furthermore, some iOS14 users will not be included in your retargeting audiences. This may make it more difficult for advertisers to market their products/services.
With the changes to tracking, it will change how you’re able to optimise your ad campaigns. It will also affect your reporting as you’ll have to bear in mind that you may be waiting 3 days to see the results of your campaign.
This one doesn’t require any action from the user but it’s something to note. Since Facebook can’t have a separate design for Android and iOS, there will be some changes to the look and feel of Business Manager.
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