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Maximize Your Facebook Ads Success with IOS 14 Update

Published on: November 17 2023 by Josh Bak

Maximize Your Facebook Ads Success with IOS 14 Update

Table of Contents

  1. Introduction
  2. The Impact of iOS 14.5 Update on Ad Accounts
    • 2.1. Opt-Out Feature
    • 2.2. Effects on Pixel Data
    • 2.3. Impacted Advertising System
  3. Analytics and Statistics
    • 3.1. Flurry Analytics Survey
    • 3.2. Global Tracking Opt-In Rate
  4. Changes in Advertising Strategies
    • 4.1. Breakdown Analysis and Dynamic Creative Testing
    • 4.2. Limitations in Data Visibility
    • 4.3. Decrease in Custom Audience Sizes
  5. Steps to Stabilize Business Performance
    • 5.1. Prioritize Web Events and Verify Domains
    • 5.2. Enable Conversions API
    • 5.3. Set Up Pixel Events on New Ad Accounts
    • 5.4. Broaden Custom Audiences and Lookalike Audiences
    • 5.5. Implement Exit Intent Pop-Ups
  6. Conclusion

The Impact of iOS 14.5 Update on Ad Accounts

In this article, we will explore the effects of the iOS 14.5 update on ad accounts and discuss strategies to protect and stabilize your business during this challenging time. Apple's decision to introduce an opt-out feature for users has significantly impacted advertisers and e-commerce entrepreneurs. The update allows users to prevent tracking when using apps on their iOS devices, causing a decline in pixel data quality and affecting retargeting audiences, custom audiences, and lookalike audiences. This update has disrupted the entire advertising system that made Facebook so effective. In this article, we will analyze the impact of the update and provide recommendations to mitigate its effects on your business.

Analytics and Statistics

To understand the magnitude of the iOS 14.5 update, let's examine the data and statistics. Flurry Analytics, owned by Verizon, conducted a survey to determine the number of users who opted in for tracking. The results revealed that only 5% of users in the United States and 13% worldwide have chosen to be tracked. This presents a significant challenge for advertisers as the majority of users have opted out. As a result, audience sizes have shrunk, and the overall performance and quality of ad accounts have been affected.

Changes in Advertising Strategies

The iOS 14.5 update has brought forth several changes in advertising strategies. Breakdown analysis and dynamic creative testing have been severely impacted. Prior to the update, advertisers could analyze which creative elements were driving the best results. However, after the update, this data is no longer accessible, making it challenging to optimize and refine campaigns. Moreover, breakdown options such as age, gender, and region are no longer supported, making it difficult to identify the specific audience segments driving conversions.

Steps to Stabilize Business Performance

Despite the challenges posed by the iOS 14.5 update, there are steps you can take to stabilize your business performance. Prioritizing web events, verifying domains, and enabling the conversions API are crucial to ensure the best possible data collection and analysis. For new ad accounts, it is essential to fire the add to cart, initiate checkout, and purchase pixel events to configure and prioritize web events effectively. To counter the decrease in audience sizes, consider broadening your custom audiences and lookalike audiences to increase the chances of finding your ideal customers. Additionally, implementing exit intent pop-ups on your store can help capture the attention and contact information of potential customers who may have opted out of tracking.

Conclusion

The iOS 14.5 update has undoubtedly disrupted the advertising landscape, particularly for Facebook advertisers and e-commerce entrepreneurs. Despite the challenges, it is crucial to adapt and take proactive measures to stabilize business performance. By prioritizing web events, widening audience segments, and implementing exit intent pop-ups, you can mitigate the impact of the update and continue to drive success in your advertising efforts.


Highlights:

  • The iOS 14.5 update has introduced an opt-out feature for users, significantly impacting ad accounts and e-commerce businesses.
  • The update has led to a decline in pixel data quality, affecting retargeting audiences, custom audiences, and lookalike audiences.
  • Only a small percentage of users have opted in for tracking, causing a decrease in audience sizes and overall ad account performance.
  • Breakdown analysis and dynamic creative testing have been severely affected by the update, limiting data visibility and optimization possibilities.
  • To stabilize business performance, prioritize web events, verify domains, enable the conversions API, and broaden custom and lookalike audiences.
  • Implementing exit intent pop-ups can help capture the attention and contact information of potential customers who have opted out of tracking.

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