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Maximize Facebook Ads on iOS 14.5

Published on: November 17 2023 by Jave Digital

Maximize Facebook Ads on iOS 14.5

Table of Contents

  1. Introduction
  2. Background on Apple iOS 14
    • 2.1 App Tracking Transparency (ATT) Framework
      • 2.1.1 Opt-in vs Opt-out
      • 2.1.2 Implications for Facebook Advertising
  3. Facebook's Response to Apple's Privacy Changes
    • 3.1 Facebook's Opposition to ATT Framework
    • 3.2 Impact on Businesses and Free Apps
      • 3.2.1 Alternative Revenue Streams
      • 3.2.2 App Store Fees
    • 3.3 Apple's Response
  4. The Rollout of iOS 14 and Its Impact on Facebook Advertising
    • 4.1 Changes to Conversion Tracking
      • 4.1.1 Aggregated Event Management (AEM)
      • 4.1.2 Restricted Data and Delayed Reporting
    • 4.2 Attribution Window Changes
      • 4.2.1 Removal of Click-Through and View-Through Attribution
      • 4.2.2 New Default Attribution Window
    • 4.3 Effects on Custom Audiences and Demographic Reporting
  5. Steps to Prepare for iOS 14 Impact on Facebook Advertising
    • 5.1 Install and Verify Facebook Pixel
    • 5.2 Configure and Edit Event Configurations
      • 5.2.1 Adding and Setting Priority for Web Conversion Events
    • 5.3 Start Using Facebook URL Dynamic Parameters
  6. Conclusion
  7. FAQs

Apple iOS 14 and its Impact on Facebook Advertising

The impending release of Apple's iOS 14 has raised concerns among marketers and advertisers, particularly those who heavily rely on Facebook ads as a key part of their digital marketing strategy. With the introduction of Apple's App Tracking Transparency (ATT) framework, significant changes are expected to occur in how Facebook advertising functions. In this article, we will explore the implications of iOS 14 on Facebook ads and provide step-by-step guidance on how to prepare for these changes.

Background on Apple iOS 14

App Tracking Transparency (ATT) Framework

Apple's ATT framework, announced in June 2020, requires all apps to seek user permission before tracking their activities or accessing their Identifier for Advertisers (IDFA). IDFA is a tracking mechanism that enables advertisers to monitor user interactions and attribute conversions. With the ATT framework, users will be prompted to opt-in or opt-out of tracking, and apps will need to display a new message asking for permission to track their activity across other company apps and websites.

Opt-in vs Opt-out

The assumption is that most users will opt-out of tracking, which has raised concerns among Facebook and other advertisers. Facebook believes that the majority of users will decline tracking, adversely affecting ad targeting capabilities and the ability to attribute conversions accurately. They argue that Apple's privacy changes will harm millions of businesses worldwide, triggering a backlash from Facebook.

Implications for Facebook Advertising

The impact on Facebook advertising is significant. Free apps that rely on user data for advertising revenue will find it harder to monetize their platforms. This could force them to explore alternative revenue streams, such as charging for subscriptions or in-app payments. Apple's App Store platform, which drew around $50 billion in 2019, stands to benefit from these changes.

Facebook's Response to Apple's Privacy Changes

Facebook has expressed strong opposition to Apple's privacy changes and the introduction of the ATT framework. The social media giant has launched a campaign criticizing Apple and arguing that these changes will harm businesses globally. Facebook CEO Mark Zuckerberg believes that Apple's motives are profit-driven rather than genuinely focused on user privacy. Facebook has even taken out full-page ads and published articles on major sites like CNBC to voice their concerns.

Impact on Businesses and Free Apps

The changes brought about by iOS 14 will have a profound impact on businesses and free apps that heavily rely on Facebook advertising for revenue. With limited access to user data for attribution purposes, advertisers may be hesitant to allocate their budgets to apps that cannot prove the effectiveness of their advertising efforts. This could significantly impact the revenues of free apps, as advertisers may be unwilling to spend on platforms with limited tracking capabilities.

Alternative Revenue Streams

Apps that currently rely on advertising revenue may need to consider alternative revenue streams to survive. Charging for subscriptions or in-app payments could become a viable option for these apps, allowing them to generate income without solely depending on advertising revenues.

App Store Fees

Apple's App Store platform, which backs the ATT framework, could benefit from the changes. As more free apps struggle to make money from advertising, Apple will introduce a fee ranging from 15% to 30% for these apps to charge for subscriptions or in-app payments. This could result in substantial revenue for Apple's platform, further aggravating concerns among advertisers.

Apple's Response

In response to Facebook's criticism, Apple CEO Tim Cook defended the company's stance on privacy. He argued that businesses built on misleading users and exploiting their data do not deserve praise, but rather reform. Despite the arguments between Facebook and Apple, iOS 14 will still be released, making it crucial for advertisers to prepare for the changes and take necessary actions.

The Rollout of iOS 14 and Its Impact on Facebook Advertising

With the impending rollout of iOS 14, the effects on Facebook advertising will become evident. Here are some key changes to expect:

Changes to Conversion Tracking

Aggregated Event Management (AEM)

To address the limitations of tracking user data due to opt-outs, Facebook has introduced Aggregated Event Management (AEM). AEM allows for aggregated measurement of web events from iOS 14 users, with restrictions on data access and delayed reporting. This means that real-time reporting will no longer be possible, affecting advertisers' ability to measure campaign performance instantaneously.

Restricted Data and Delayed Reporting

With AEM, data access will be restricted, impacting the granularity and timeliness of reporting. Facebook will only receive the highest revenue event for a given user visit when aggregated event management is utilized.

Attribution Window Changes

Removal of Click-Through and View-Through Attribution

iOS 14 brings changes to the attribution windows used to track conversions. Facebook will remove the 28-day click-through, 20-day view-through, and 7-day view-through attribution windows. A new default attribution window of seven-day clicks only will be implemented.

Effects on Custom Audiences and Demographic Reporting

As more users opt-out of tracking on iOS 14 devices, the size of custom audiences based on app connections and website activity may decrease. Additionally, delivery and action breakdowns such as age and gender will no longer be accessible in reporting, limiting advertisers' ability to analyze demographic performance.

Steps to Prepare for iOS 14 Impact on Facebook Advertising

To ensure your Facebook advertising strategies remain effective in the face of iOS 14 changes, follow these steps:

  1. Install and Verify Facebook Pixel on your website to measure real success rather than relying solely on vanity metrics.
  2. Verify your domain to edit event configurations and ensure accurate tracking on your website.
  3. Configure and edit web conversion events per domain using Facebook's Event Manager, specifically focusing on setting priority for different conversions.
  4. Start using Facebook URL dynamic parameters to track campaign performance easily in Google Analytics.

By taking these proactive measures, you can adapt to the upcoming changes and continue running successful Facebook ad campaigns.

Conclusion

The release of Apple iOS 14 and its App Tracking Transparency framework will shake up the landscape of Facebook advertising. Advertisers must prepare for these changes and adapt their strategies to ensure continued success. By staying informed about the implications of iOS 14, implementing the recommended steps, and closely monitoring campaign performance, advertisers can navigate the evolving advertising landscape effectively.

FAQs

Q: How will iOS 14 impact Facebook advertising? A: iOS 14 will bring changes to Facebook advertising by introducing the App Tracking Transparency (ATT) framework, which requires user permission for tracking and restricts access to user data. This will affect conversion tracking, attribution windows, custom audiences, and demographic reporting.

Q: Why is Facebook opposing Apple's privacy changes? A: Facebook argues that Apple's privacy changes will harm businesses and free apps that rely on advertising revenue. They believe that the new ATT framework will limit ad targeting capabilities and reduce the effectiveness of advertising on Facebook.

Q: How can businesses prepare for the impact of iOS 14 on Facebook advertising? A: Businesses can prepare for the impact of iOS 14 by installing and verifying the Facebook Pixel, configuring web conversion events, verifying their domain, and using Facebook URL dynamic parameters for tracking campaign performance.

Q: Will custom audiences and demographic reporting be affected by iOS 14? A: Yes, as more users opt-out of tracking on iOS 14 devices, the size of custom audiences and access to demographic reporting will likely decrease. Advertisers may need to consider alternative targeting options and rely on other metrics for measuring demographic performance.

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