How the Apple iOS update will impact Facebook Advertising

With the new privacy guidelines from Apple, users now get to choose whether or not they want to share their data. That doesn’t mean advertising on Facebook will not be effective; it just means the targeting methods change. Your ad targeting can still be very effective if you make the recommended changes to your Facebook pixel.

Apple’s iOS 14 Requirements

Apple now requires apps in the App Store to obtain permission to “track” users across apps and websites owned by third parties for advertising and measurement purposes through its AppTrackingTransparency (ATT) framework.

For people that opt out, Facebook will use the Aggregated Event Measurement. Essentially, it’s a workaround. It’s going to affect all who are optimizing for transaction conversions. Campaigns optimized for reach or views are not impacted.

Why did Apple make this update?

Apple’s privacy policy was changed to protect the privacy of its users and give users the option to allow 3rd party targeting. Types of data in the privacy details address contact info, health and fitness, financial info, location, sensitive info (ethnicity, sexual orientation, pregnancy, disability, religion, political views, etc.)

Before you proceed to Facebook’s Aggregated Event Measurement, make sure your Facebook pixel is set up right.

  • Go to Events Manager
  • Click the + sign to Connect Data Sources and select Web
  • Select Facebook Pixel and click Connect
  • Add your Pixel Name
  • Enter your website URL to check for easy setup options
  • Click Continue

Be sure the Facebook pixel code is on your site.

Manually add Facebook pixel code to your website

Facebook’s Aggregated Event Measurement

In response to these changes, Facebook has started processing pixel conversion events from iOS 14 devices using Aggregated Event Measurement.

Facebook Aggregated Event Measurement Setup

If you still want to be able to do retargeting and create custom audiences, you need to connect your website with Facebook. The pixel used to follow users around, but now Facebook will be limited to the data obtained from your website traffic.In general, you’ll follow these steps to set up web event configurations and use your conversion events for ad optimization:

Verify your domains. Domain verification establishes which Business Manager Account has the authority to configure and prioritize the 8 available conversion events for a given domain. How do you know if your domain is verified? There is a little dot next to your domain in your Facebook Business Manager account. If it’s green, your domain is verified. If it’s red, it’s not verified.

Once your domain is verified, the next step is to configure events on the domain to be processed using the Aggregated Event Measurement protocol. This is the big change. Now we have to add the events manually to pixels. This takes place in your Event Manager.

You can choose up to 8 standard events and custom conversions. Custom events and page view events are not generally available at this time. For events that have already taken place with this pixel will be available via a drop-down menu. You need to add them one by one. Once they are all added, you can re-sort them in order of priority. Once this is done, click submit.

  • Set up a conversion optimization or value optimization campaign in Ads Manager. At the ad set level, you’ll choose a pixel and one of the conversion events that’s been set up for this pixel and configured on the domain where the pixel is placed. Your pixel may be unavailable in Ads Manager if there are no standard events or custom conversions set up on any of your domains.
  • Select a single domain for conversion tracking. To ensure ads aren’t paused at enforcement, you may need to select a single domain in the Tracking section at the ad level of ad creation. This is because post enforcement advertisers will not be able to track events for an ad across multiple domains if those ads were shown to a user that opted out of the Apple prompt on the Facebook or Instagram app on that device.

Note: For events relating to a user that opted in to Apple’s prompt on the Facebook or Instagram app on that device (which are out-of-scope for Aggregated Event Measurement), we will still be able to provide reporting across multiple domains for the supported attribution settings.

You can only report conversions from one website domain per ad. You will select this conversion domain at the ad level.

For additional support, Contact OpGo.

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