So… You’re Here To Learn About Facebook Ads & Apple Ios 14
If You’re A Business That Uses Facebook Ads To Generate Leads Or Sales, Then This Is For You.
#Throwback for a second…
Last year, Apple announced the release of iOS 14, a brand-new design that gave users the ability to completely customise and modify their homescreens. Widgets, Memoji upgrades, and the App Library, which automatically groups applications together so you only see the apps you choose on your homescreen, were all appreciated. Goodbye endless scrolling in search of that app you only use once a month.
We also received compact calls, Picture in Picture, and Shortcuts, a breakthrough automation invention. iOS 14 was accepted and appreciated by the vast majority of Apple fans, since it was similar to Android and a step in the right direction for those custom-crazy techies.
Then, near the end of 2020, companies and agencies were informed that there will be significant changes to Facebook Ads as a result of an upcoming Apple update, iOS 14.4. It’s difficult to know what we should be prepared for when there’s no set date and so much is still unknown (even to us).
We don’t have all the answers, and the full amount of the impact on companies will have to wait, but we’ll share all we know so far with you…
You may have noticed this notification in Facebook Ads Manager recently:
After updating their iOS device, that is all compatible iPhones, iPods, and iPads to iOS 14.4, Apple will implement a pop up message to every user, allowing them to opt out of data tracking “across Apps and Websites owned by other companies,” sometime in the coming months (you know Apple loves their mysteries).
Is it yet time to panic…?
How many people will refuse to share their personal information…?
Why is Apple acting in this manner? And what do they have planned for the future…?
Well, first, don’t worry, second, the degree of the problem is entirely dependent on your industry, and third, who knows what Apple has up their sleeves… when was the last time?
Take a deep breath; we’re here to assist you with this for the time being:
How will Apple’s iOS 14 effect Facebook and Instagram advertisements?
What will these changes mean for agencies and businesses?
How to get ready for the changes and get your Facebook Ads Manager set up
So… You’ve Come To Find Out More About Facebook Ads & Apple Ios 14
The upgrade will limit data that may be shared between platforms in line with a new standard for web attribution known as Private Click Measurement (PCM). Traffic campaigns based on landing page visits and conversion campaigns based on activity from custom conversions and standard events, such as app-to-web and cross-domain measurement, are particularly vulnerable.
This alters what can be monitored using your Facebook Pixels.
As you are probably aware, Facebook Pixels are used to monitor visitors when they fill out forms, add goods to a cart, make a purchase, or perform any other action on your site via custom conversions. Opting out of tracking means that users on iOS devices will not be visible by the Facebook Pixel, and you will not be able to see who is performing these actions.
But what about audience retargeting?
Retargeting, on the other hand, will undoubtedly alter. Because your pixel isn’t gathering data from these people, it’s not learning from their behaviours and feeding the AI. Creating a retargeting audience from everyone who takes activities on your site is still feasible, but the results are likely to be different owing to under-reporting.
…Or even creating audiences at all?
This is still a bit hazy, but we can presume that visitors who visit your site from an iOS device with tracking permissions off will not be added to your retargeting or Lookalike audiences.
So, in a nutshell, this upgrade will restrict your ability to;
Target user audiences depending on their interaction with your company.
Conversions should be measured and reported on.
Ensure that your advertisements are seen by the most relevant individuals.
Predict and optimise cost per activity while allocating money efficiently.
- Target user audiences depending on their interaction with your company.
- Conversions should be measured and reported on.
Ensure that your advertisements are seen by the most relevant individuals.
- Predict and optimise cost per activity while allocating money efficiently.
What will these changes really mean for advertisers?
(And digital marketing agencies like ours?)
As an agency who interacts with Facebook Ads on a daily basis, it’s very alarming to consider what we have in our midst at this point. We have clients that conduct both long-term and short-term campaigns that need hands-on management and optimisation. One thing we must remember is that change is constant, and we are well versed in the realm of technology.
We will continue to receive leads and sales, but our weekly Work In Progress (WIP) calls, which are so complex due to our comprehensive reporting systems, may become a little duller.
We won’t be able to tell with 100% certainty that sales are coming from us (even if WE KNOW they are), since reporting in Ads Manager will be different. There may be some teething difficulties between agencies and customers for a while, since retaining confidence through detailed reporting while seeing (potentially) lower numbers is a learning process for everyone.
So, how can we get our Facebook Ads ready for the Apple iOS 14 Update?
How to Apple-Proof Your Business in 3 Easy Steps
1. Verify your domain (or your clients domains).
The simplest and most straightforward step is to confirm your domain in Facebook Business Manager. Pick ‘Brand Safety’, ‘Domains’ under Facebook Business Settings in Ads Manager, then select a domain and follow the on-screen instructions. You may verify a domain on Facebook by adding a DNS TXT file to your domain name, uploading an HTML file to your root directory, or incorporating a Meta-Tag into the relevant portion of your website.
2. Identify eight critical conversion events to monitor.
You’ll only be allowed to link 8 conversion events per Facebook Pixel after this upgrade is fully implemented. Prior to the upgrade, identify the most critical conversion events in your funnel and minimise them to eight. Remember, they will need to be for both top-of-funnel and bottom-of-funnel campaigns.
3. Make use of email.
Concentrate on obtaining email addresses so you don’t have to rely on your Facebook Pixel for remarketing. You could try your hand at Email Marketing (if you haven’t already), but if you want a head start, check how we can assist you in creating the perfect Email Marketing Campaigns– we’re professionals!
5. Make it a habit to include UTMs in all Facebook ads.
According to reports, the new upgrade will force advertisers back to depending on the last click model for first-time acquisition, making it more critical than ever to assign UTMs to your Facebook Ads properly and consistently.
6. Customer satisfaction surveys.
If you implement an effective post-purchase survey, you may learn more about what platforms are motivating your consumers. Though it may not be the most precise method, it may surely offer you a leg up on where your advertisements are most front-of-mind, or where consumers are paying attention to them.
So…
We are an elite team of on-the-ball techies at DIGILYTICS, and we’ve been in the passenger seat while Facebook and Apple continue to roll out upgrades, bringing us closer to the Facebook and Apple catastrophe, if not the battle of the century. We’re here with one hand in the popcorn bucket and the other on our trackpads, always looking for and following the latest news.
One thing is certain: when programmes update, adapt, evolve, and leverage themselves, new technologies arise, and even newer processes emerge as a result.
In 2021, it will be a true test of how adaptable and tactical agencies and organisations can be in order to keep on top of change and stay ahead of the competition.
